Scott Paton

Writing For the Web tutorial

Scott Paton - January 17, 2012

While serving as the Senior Editor at, I developed a tutorial for the writing staff that provided tips on making headlines, subheads and introductions to stories and articles more compelling.

Several years later, I adapted that document while working at TruePresence, a Baltimore-based ad agency and web development firm that sold satellite, franchise offices around the country. This second iteration is a little more marketing and business-oriented, and it served as a tutorial on content development for our franchisees.

Of course, the Internet and online marketing practices don't stand still, and I've developed an even newer edition that addresses things like SEO, PPC and many of those other silly acronyms that abound. It's not posted here 'cause a guy can't share all the tricks in his bag. It's competitive out there!

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