英语基础写作 3

OnlineWritingUnit12AdvancedBusinessEnglishWritingContentsIntroductionWebcontentBlogpostsSocialmediacontentUsefulexpressionsfordescribingbusinessdata/01IntroductionTherearesomecommonpointsthatneedtobeconsideredwhenyouarewritingdifferenttypesofonlinecontent:Decidewhothereaderswillbe.Takeintoconsiderationtheirage,occupation,buyinghabits,culturalbackgrounds,etc.Thesedifferenceswillmakethewritingstylevary.Determinethepurposesforwriting.Choosedifferentwritingstrategiesfordifferentpurposes.Thinkaboutthekeywordsthatneedtobeincludedtoensureeffectiveness./02WebcontentThegoalsofthewebcontentToincreasesales?Togainleads?Toprovideinformation?Toelicitfeedback?Topromptregistrations?Toprovidesupport?Tobuildbrandawareness?PlanningforwritingwebcontentThetargetaudienceforthewebcontentIfyouaskandanswerthesequestionsbeforeyoustartwriting,youwillbewellpreparedtoproducecontentthatiseffectiveforyourreaders.Inotherwords,youhavetothinklikeyourreaders.Whoisthetargetaudience?Whatdotheywant?Howcanyoubestmeettheirexpectations?PlanningforwritingwebcontentThesubjectmatterofthewebcontentYouhavetobecomeanexpertintheproduct,service,information,etc.thatyouarewritingabout.Whatmakesitdifferent?Whatarethemainbenefitsitcandelivertoyourreaders?Aretheresecondarybenefits?Whyisitbetterthanwhatisofferedelsewhere(orhowcanitbepresentedtoappearbetter)?Arethereanyfeaturesandspecificationsthatneedtobedetailed?PlanningforwritingwebcontentOnthelastpoint,it’seasytoassumeyourreadersknowmorethantheyactuallydo.Whileyoushouldn’toversimplifythecontent,youneedtoanticipate,answer,andsolveanyquestionsorproblemstheymighthave.Whenyouaredealingwiththesequestionsorproblems,youshould:Giveanswersbeforeexplanations.Givesummariesbeforedetails.Giveconclusionsbeforediscussions.PlanningforwritingwebcontentGetalistofgood,relevantkeywords.Youshouldconsiderwhoyourreadersare,theirinterests,andwhatinformationtheyexpecttoget.Refinealistofthemajorkeywordsbyseparatingthemfromtheminorandlessusefulones.Thoughwebsitesneedtobeinformative,theyshouldalsobepreciseenoughsothatvisitorscaneasilyfindtheinformation.Writethewebsitepagesusingrelevantkeywords.Makethelinksandpagesconnectedandrelatedsothatvisitorscanbedirectedtotherightplaces.StepsforwritingwebcontentMakesurethewebsitepagesareinformative,engaging,anduseful.Don’tcrowdtoomuchinformationontoyourwebsite,oryourvisitorsmaygetlost.Rememberthattheyarebusyandneedtofindoutwhattheywantquickly.Breakupthepagesintosectionswithsubheadingsandeasy-to-readparagraphs.Don’tputtoomuchinformationinoneparagraph.Theruleof“oneideaperparagraph”isalsoapplicable.Listsandbulletpointsarealsousefultools.StepsforwritingwebcontentProofreadthoroughlybeforeyouhitthe“Publish”or“Send”button.Sincethecontentwillbeviewedpublicly,anyincorrectorimproperinformationwillresultinanegativeinfluence.Maintainapositivetonethroughoutyourwriting.Forexample,comparedwith“Thewebserverisnotidle,”thepositiveexpression“Thewebserverisrunning”isbetter.Indeed,anythingthatmayhinderreaders’comprehensionisasignificantdrawback.StepsforwritingwebcontentYourvoiceforthehomepage(andtherest)shouldbeasactiveaspossible,astheactivevoiceismuchmoreeffectivethanthepassivevoice.Inaddition,theactivevoicetendstobemorecustomer-centricthanthepassivevoice,andithelpstospeedupyourreaders’understanding.Comparethefollowingtwosentences:Wecanhelpyouachievehighsearchenginerankings.Highsearchenginerankingscanbeachievedwithourhelp.WritinghomepagesWritinghomepagesThishomepageissimple,precise,andclear.Visitorscaneasilyfindthecategoriestheyareinterestedinbyclickingthelinks.Yourcontentpagesmayincludethefollowing:comparisonsofdifferentproducts,services,etc.examplesthatillustratethekeyinformationservicedescriptionsproducttours—interactiveguidesthatshowcasethefeaturesandbenefitsoftheproductshow-toguides—practicalinstructionsandadvicewalk-throughs—detailedexplanationsordemonstrationsthatshowhowsomethingworksfactsheets—concisedocumentsthatprovidekeyinformationanddatawhitepapers—officialreportsthatprovidein-depthinformationcasestudies—examinationsofspecificinstancesoranalysesWritingcontentpagesSupposeyouarehelpingfarmersinYunnanProvinceselllocalproductssuchasfruit,tea,andcoffeebeanstodomesticandoverseascustomers.Youwanttosetupawebsitetoattractmorecustomersandboostsales.Usethefollowingpointstodesignthehomepageforthewebsite.1.Decidewhothetargetcustomersare.Aretheyteenagers,adults,careerwomen,theelderly,etc.?Whatarethedifferencesindesigningthewebsitefordifferenttargetcustomers?2.Thinkaboutwhatcontentyouwouldliketoshowonthehomepage.3.Thinkaboutthestyleofthehomepage.Whataretheappealingpointsofit?ClassroomPracticeKeyforreference:1.Openanswers.2.Openanswers.3.Openanswers.ClassroomPractice/03BlogpostsUp-to-the-minuteinformationcanbepublishedforyourcustomers.Highersearchenginerankingscanbeachievedassearchengineslovefreshandregularlyupdatedcontent.Otherbloggersmaylinktoyourblogforfree.Subscriberscanbeautomaticallyinformedviae-mailwhenyoucreateanewpost.Companyinformationcanbepublishedtokeepinternalstaffupdated,andthisinformationcanbepassword-protected.BenefitsofblogsIdentifywhoyourreadersareandtheirexpectationsbeforeyoubeginwriting.Useaparticularlanguagestylethathelpspresentyourbusiness’personality.Itcanbeconversational,enthusiastic,engaging,intimate(butnotoverlyso),formal,authoritative,advisory,etc.Whicheverstyleyouchoose,it’simportanttobeconsistentthereafter.Multiplelanguagestylesarelikelytoconfuseyourreadersandreducetheeffectivenessofyourblogpost.Createanaccurate,short,andcatchyheadlinethatutilizesyourmainkeywordorkeyphrase.Thisisoneofthekeystoincreasingthepopularityofyourblog.StepsforwritingablogpostResearch,develop,andwriteoriginal,uniquecontent;breakupalongtextintosectionsappropriatelyandusecatchysubheadings;checkwordcounts.Keepitsocial.Decidewhethertouseafriendly,casual,orconversationaltone.Makethevisitorsfeelwillingtoreaditandinteractwithyou.Writeyourmetadescriptions,optimizeyourtags,andcategorizethemforeasiersearching.Createanduploadrelatedimages/visuals/GIFs.StepsforwritingablogpostSupposeyourcompanyisconsideringlaunchingablogtohelphomelesscatsanddogs,whichwillfocusonrescuingthemandfindingfamiliestolookafterthem.Thinkaboutthefollowingquestionsandcomposethefirstblogpost.1.Whatbenefitscanyourcompanyobtainfromyourofficialblog?2.Whatcontentwouldyouliketoincludeinthefirstblogpost?ClassroomPracticeKeyforreference:1.Openanswers.2.Openanswers./04SocialmediacontentYoucanfollowthefollowingstepstowritesocialmediacontenteffectively:Trytomakeagoodfirstimpressionbycreatinganimpressiveandpositivesocialmediaprofilethatprovidesrelevantinformationaboutyourbusiness.Uploadinterestingcontent.Itcanconnectyouwithpeopleusingtheplatformandhelpyougainmorecustomers.Keepyourcontentwithintheplatform’scharacterlimits.Rememberthat“lessismore”andonesentenceusuallydoesthetrick.Itcanbeagoodideatoincludeafewrelatedhashtags,butwritemostofyourpostswithoutthem.Studieshaveshownthathashtagscandetractfromclick-throughs.StepsforwritingsocialmediacontentRespondquicklyandproperlytoreaders’questionsandcomments.Socialmediaplatformsallowuserstocommunicateopenly,andbrandscanbuildagreatreputationthroughpositivereviews.Youcangettoknowyouraudiencebetterandbuildcloserrelationshipsifyoukeepcommunicatingwiththem.Watchthetoneandgrammarofyourlanguage.Positive,friendly,andhumorouswritingcanmakeyourcontentattractive.Alwayscheckthespellingandgrammartoavoidanymisleadinginformation.StepsforwritingsocialmediacontentBeingconsideratecanmakeyourmessagewellreceived.Considerwhatyourreadersthinkandtrytosolvetheirproblems.Studieshaveshownthatpeopletendtosharethingsthatresonatewiththempersonally.Contentthatencouragespositiveemotionsismorelikelytogoviralthancontentthatfocusesonnegativeemotions.StepsforwritingsocialmediacontentSupposeyourunasmallbusinessthatsellscoffeebeans,instantcoffee,andcoffeeliquid.Inordertomakeyourselfbetterknowntothepublicandincreasesales,composeapieceofcontentonapopularsocialmediaplatform.ClassroomPracticeKeyforreference:Openanswers.12345ReviewQuestionsWhyisitimportantforbusinessestoprovideusefulandoriginalonlinecontent?Whatisthefunctio