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Digital Writing:
Make Your Content Sing &
Make The Media Love Your Site
PRSA Digital Communications
Summit
Friday, 7 Nov. 2014
Jill Hampton
Digital Media Marketer
Wells Fargo Advisors
@JillSTL
Digital Writing
Digital Writing
WEBSITECONTENTSTRATEGY ANALYTICS
Digital Writing
Know Your Audience
Search
>> What people search
>> How audiences differ
>> Change over time
Digital Writing
Search
>> Google
>> AdWords
>> Analytics
>> Soovle
Digital Writing
Page Layout
>> Below the fold
>> Banner blindness
>> F-Pattern / Scanning
Digital Writing
Digital Writing
Content
>> Easily digestible
>> More casual
>> Shorter
>> One thought at a time
Digital Writing
Content
>> Subheads
>> Small text blocks
>> Scannable
>> Narrow columns
Digital Writing
Digital Writing
Page Views Over Time
Improve or Kill
Digital Writing
Target: Media
>> Easy to find
>> Dedicated section
>> Contacts
>> Bios, photos, video
Digital Writing
Press Room
>> *Must* be updated
>> More is better
>> Chronological
>> Search
Digital Writing
Digital Writing
Digital Writing
Digital Writing
Thank you!
@JillSTL
Slideshare
LinkedIn
Digital Writing

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PRSA St. Louis Digital Communications Summit 2014