Content workshop
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
249
On Slideshare
249
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Exciting stuff, right? No wonder most people launch a blog with so much fanfare and then let it wither and die on the vine.
  • Dan Zarrella of Hubspot basically turns data into more data, crunches social media numbers and this was a question on a survey he conducted with over 12,000 responses
  • Impressions = any time our brand appears in someone’s facebook or twitter newsfeed it’s visible to their friends and followers, meaning the entire network has the opportunity to see it, can’t measure exactly how many do, but the potential is great, especially with it happening on a regular basis
  • Now we’re talking
  • Accomplishing these three bullet points is easier said than done, especially when you consider that people engage with a book for several days at a time, a movie for up to 2 hours, a TV show up to an hour and a blog post for maybe 5 minutes.
  • Accomplishing these three bullet points is easier said than done, especially when you consider that people engage with a book for several days at a time, a movie for up to 2 hours, a TV show up to an hour and a blog post for maybe 5 minutes.
  • Our community answers many questions and so do we, but a lot of those questions are indicative of bigger issues;
  • also Radian6 – as you all post more content, I’ll be able to use our Radian6 and JitterJam accounts to support your efforts and suggest subject matter to help fill your pipeline with writing material
  • So your late coming home, you’ve been asked to stop and get milk on your way, you come to the milk display like most people come to a website: pressed for time and unsure of a lot of details. So you freeze and think, “Man, I thought I knew what I was here for and now there are WAY more options than I expected.”
  • They follow a scent until it goes cold and then they start over; think of it as digging a lot of shallow holes, coming back to the surface and repeating that action until you strike something that looks promising and keep digging; scent = trigger = keyword
  • Based on our collective knowledge of the subject matter, are there any words we could add to that list?
  • Another way to help people make a quick decision or feel like they’re on the right track is to write visually, what do I mean by that? Well…
  • Calvin knew without knowing what the opposite of writing visually is and he also knew that it’s standard practice
  • Use shorter sentences and paragraphs and already, you start appealing to the online eye without the first word ever getting read
  • Communicating with descriptive words in context is a shortcut to getting your point across. Stop sign is a great example of that.
  • Pretty much speaks for itself
  • Think like an outline when you’re putting a post together and use the headings as subheads. Make them descriptive of what you’re writing about in that section to support scanning behavior
  • If your headline says one thing and the image accompanying your post says another, consider that shallow hole abandoned
  • By about the fourth line here, I’ve completely lost interest and focus and I’m not even halfway through the paragraph. Also consider the fact that lines 2-6 make up one sentence. Not good. How could we make this easier to read and digest more quickly?
  • Same information, perhaps taking up a bit more real estate, but online real estate is free so the goal is to communicate effectively, not cram every little nook with content. Space is not precious in your blog post, communication is.
  • Just because you know someone else has covered the same topic as you before on a different blog, doesn’t mean you should skip it. It means you should come at the topic from a little different perspective and give readers a new take that will be helpful
  • We’ve all come into contact with stories from students, LLLs, faculty, staff, or anyone else that can help illustrate the points we’re trying to make in blog posts. Use them. Our expertise is a result of cumulative experiences. Remove the names of those involved and generalize it a bit. Combine two similar experiences to make one point. Just rely on your historical knowledge of the program.
  • Know what doesn’t get links? Jargon does not get links or comments (at least not comments we’d like). It gets made fun of with games like Buzzword Bingo

Transcript

  • 1. Institute for Shipboard Education – Content Workshop
  • 2. “ Today I am convinced that the only thing that saved those 1,268 people in my hotel was words. Not the liquor, not money, not the UN. Just ordinary words directed against the darkness.” - Paul Rusesabagina, An Ordinary Man Institute for Shipboard Education – Content Workshop
  • 3. What’s A Blog? (And does the world need another one?) Institute for Shipboard Education – Content Workshop
  • 4. What’s A Blog? (And does the world need another one?) “ A regularly updated website wherein texts or articles of one or more authors are shown in a reverse-chronological order, meaning the first one is the latest one. Authors reserve the right to post works they consider pertinent.” - MasterBase, Delivering eMarketing Results Institute for Shipboard Education – Content Workshop
  • 5. Yes. The (Study Abroad) World Needs This Blog. Institute for Shipboard Education – Content Workshop
  • 6.
    • Yes. The (Study Abroad) World Needs This Blog.
    • So we can demonstrate our expertise in the field
    Institute for Shipboard Education – Content Workshop
  • 7.
    • Yes. The (Study Abroad) World Needs This Blog.
    • So we can demonstrate our expertise in the field
    • So people can find answers when they are looking
    Institute for Shipboard Education – Content Workshop
  • 8. % How Much Do Blogs Affect Your Purchase Decisions? Institute for Shipboard Education – Content Workshop Research by Dan Zarrella of Hubspot, Inc.
  • 9. % Institute for Shipboard Education – Content Workshop Research by Dan Zarrella of Hubspot, Inc. 5% They Don’t How Much Do Blogs Affect Your Purchase Decisions?
  • 10. % Institute for Shipboard Education – Content Workshop Research by Dan Zarrella of Hubspot, Inc. 20% Very Little How Much Do Blogs Affect Your Purchase Decisions?
  • 11. % Institute for Shipboard Education – Content Workshop 60% Somewhat How Much Do Blogs Affect Your Purchase Decisions? Research by Dan Zarrella of Hubspot, Inc.
  • 12. % Institute for Shipboard Education – Content Workshop Research by Dan Zarrella of Hubspot, Inc. How Much Do Blogs Affect Your Purchase Decisions? 15% Very Much
  • 13. % Institute for Shipboard Education – Content Workshop 75% Influenced by blogs We’re writing to them. Research by Dan Zarrella of Hubspot, Inc. How Much Do Blogs Affect Your Purchase Decisions?
  • 14. % Institute for Shipboard Education – Content Workshop 16,465 Facebook fans A Little Social Math 3,230 Twitter followers
  • 15. % Institute for Shipboard Education – Content Workshop A Little Social Math
    • 16,465 Facebook fans
    • Average person has 130 friends on Facebook
    • 3,230 Twitter followers
    • Average person has 126 followers
  • 16. % Institute for Shipboard Education – Content Workshop
    • 16,465 Facebook fans
    • Average person has 130 friends on Facebook
    • Potential for 1,870,700 impressions
    A Little Social Math
    • 3,230 Twitter followers
    • Average person has 126 followers
    • Potential for 332,640 impressions
  • 17. % Institute for Shipboard Education – Content Workshop
    • 16,465 Facebook fans
    • Average person has 130 friends on Facebook
    • Potential for 2,143,450 impressions
    A Little Social Math
    • 3,230 Twitter followers
    • Average person has 126 followers
    • Potential for 406,980 impressions
    • 2,550,430 potential impressions per post
  • 18. % Institute for Shipboard Education – Content Workshop
    • 14,390 Facebook fans
    • Average person has 130 friends on Facebook
    • Potential for 2,143,450 impressions
    A Little Social Math
    • 2,640 Twitter followers
    • Average person has 126 followers
    • Potential for 406,980 impressions
    • 2,550,430 potential impressions per post
    • 75% = 1,912,823
  • 19. % Institute for Shipboard Education – Content Workshop
    • 14,390 Facebook fans
    • Average person has 130 friends on Facebook
    • Potential for 2,143,450 impressions
    A Little Social Math
    • 2,640 Twitter followers
    • Average person has 126 followers
    • Potential for 406,980 impressions
    • 2,550,430 potential impressions per post
    • 75% = 1,912,823
    • That would fill the ship a few times
  • 20. But Why Are We Here Today? Institute for Shipboard Education – Content Workshop
  • 21. “ When we plan for the time to do content right, we can actually produce quality content that’s meaningful to our audiences. For any organization, that would be an immediate online competitive advantage.” - Kristina Halvorson, Content Strategy for the Web Institute for Shipboard Education – Content Workshop
  • 22. What makes for a good blog? Institute for Shipboard Education – Content Workshop
  • 23.
    • What makes for a good blog?
    • You remember what you read for more than five minutes
    Institute for Shipboard Education – Content Workshop
  • 24.
    • What makes for a good blog?
    • You remember what you read for more than 5 minutes
    • It makes a lasting impression
    Institute for Shipboard Education – Content Workshop
  • 25.
    • What makes for a good blog?
    • You remember what you read for more than five minutes
    • It makes a lasting impression
    • It engages your imagination or emotions
    Institute for Shipboard Education – Content Workshop
  • 26.
    • What makes for a good blog?
    • You remember what you read for more than five minutes
    • It makes a lasting impression
    • It engages your imagination or emotions
    • Information wrapped in stories
    Institute for Shipboard Education – Content Workshop
  • 27. “ How do we do that?” Institute for Shipboard Education – Content Workshop
  • 28. By giving them what they want Institute for Shipboard Education – Content Workshop
  • 29. “ Web content is worthless unless it supports a key business objective or a customer in completing a task.” - Kristina Halvorson, Content Strategy for the Web Institute for Shipboard Education – Content Workshop
  • 30. So how do we know what they want? Institute for Shipboard Education – Content Workshop
  • 31.
    • Facebook fans ask a lot of questions
    Institute for Shipboard Education – Content Workshop
  • 32.
    • Facebook fans ask a lot of questions
    • People ask Google a lot of questions
    Institute for Shipboard Education – Content Workshop
  • 33. Make their choices easy Institute for Shipboard Education – Content Workshop
  • 34.
    • Make their choices easy
    • People looking for answers, not our blog
    Institute for Shipboard Education – Content Workshop
  • 35.
    • Make their choices easy
    • People looking for answers, not our blog
    • Use keywords in headlines
    Institute for Shipboard Education – Content Workshop
  • 36.
    • Make their choices easy
    • People looking for answers, not our blog
    • Use keywords in headlines
    • Use descriptive text in a post
    Institute for Shipboard Education – Content Workshop
  • 37. Use Words That Smell Good Institute for Shipboard Education – Content Workshop
  • 38. Information Scent Theory People hunt for words like hounds seek foxes and bees seek pollen. Institute for Shipboard Education – Content Workshop
  • 39. Keyword Time Institute for Shipboard Education – Content Workshop
  • 40. Write “Visually” Institute for Shipboard Education – Content Workshop
  • 41. How To Write Visually Institute for Shipboard Education – Content Workshop
  • 42.
    • How To Write Visually
    • Shorter sentences & paragraphs
    Institute for Shipboard Education – Content Workshop
  • 43.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    Institute for Shipboard Education – Content Workshop
  • 44.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    • Emphasis on grammar & spelling
    Institute for Shipboard Education – Content Workshop
  • 45.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    • Emphasis on grammar & spelling
    • Use headings & subheadings
    Institute for Shipboard Education – Content Workshop
  • 46.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    • Emphasis on grammar & spelling
    • Use headings & subheadings
    • Use icons or pictures relevant to subject
    Institute for Shipboard Education – Content Workshop
  • 47.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    • Emphasis on grammar & spelling
    • Use headings & subheadings
    • Use icons or pictures relevant to subject
    • Use lists; not paragraphs hiding lists
    The Center for K-12 Education develops and delivers post-service programs for teachers and school administrators. Working closely with the Curry School of Education, TEMPO Reading Outreach, Mathematics Outreach, and the Virginia Department of Educaiton, the center provides a broad range of programming offered through our regional academic centers or on-site at school divisions around Virginia. These include courses, conferences, degree programs, endorsements, licensure programs, and workshops. Institute for Shipboard Education – Content Workshop
  • 48.
    • How To Write Visually
    • Shorter sentences & paragraphs
    • Show don’t tell
    • Emphasis on grammar & spelling
    • Use headings & subheadings
    • Use icons or pictures relevant to subject
    • Use lists; not paragraphs hiding lists
    • The Center for K-12 Education develops and delivers post-service programs for teachers and school administrators.
    • Education Partners include:
    • The Curry School of Education
    • TEMPO Reading Outreach
    • Mathematics Outreach
    • Virginia Department of Education
    • The center provides a broad range of programming at regional academic centers or on-site school divisions.
    • Programming includes:
    • Courses
    • Conferences
    • Degree programs
    • Endorsements
    • Licensure programs
    • Workshops.
    Institute for Shipboard Education – Content Workshop
  • 49. Be Memorable Institute for Shipboard Education – Content Workshop
  • 50. Have A Different Perspective Institute for Shipboard Education – Content Workshop
  • 51. Use Stories To Explain Scenarios Institute for Shipboard Education – Content Workshop
  • 52. Be Conversational Institute for Shipboard Education – Content Workshop
  • 53. Your Chance to Win! Institute for Shipboard Education – Content Workshop
  • 54.
    • We say it all the time:
    • EVERYONE here is critical to the successful operation of the Institute
    • Remember this, it’s going to be very important in about 2 seconds
    Institute for Shipboard Education – Content Workshop
  • 55.
    • The ISE Voyages Blog Launch Contest
    • May 2-6, 2011
    • Teams divided up by department, so everyone’s efforts matter
    Institute for Shipboard Education – Content Workshop
  • 56. How the contest works: Institute for Shipboard Education – Content Workshop
  • 57.
    • How the contest works:
    • EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
    Institute for Shipboard Education – Content Workshop
  • 58.
    • How the contest works:
    • EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
    • EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
    Institute for Shipboard Education – Content Workshop
  • 59.
    • How the contest works:
    • EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
    • EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
    • The department with the highest percentage of participation for the week wins
    Institute for Shipboard Education – Content Workshop
  • 60.
    • How the contest works:
    • EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
    • EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
    • The department with the highest percentage of participation for the week wins
    • If one or more departments tie – the winner will be determined by the amount of traffic you drive to the blog
    Institute for Shipboard Education – Content Workshop
  • 61.
      • * A COMPLETE BLOG POST
    • Image: (feel free to snap your own or search creative commons on flickr)
    •  
    • Title:
    •  
    • Body:
    • Description: (a couple of relevant sentences with keywords that describe your post)
    •  
    • Keywords/Tags: (list the keywords/phrases that someone might be searching for that would return your post on Google)
    Institute for Shipboard Education – Content Workshop
  • 62. Tips on starting. And finishing. Institute for Shipboard Education – Content Workshop
  • 63.
    • What do I write about?:
    • That list of keywords you jotted down should provide a bunch of jump off points
    • How long do these have to be?:
    • Not long. No more than 500 words, but don’t feel like they all even have to be that long. Just complete a thought.
    • If you go longer than 500 words, you’ve probably got 2 posts. Lucky you!
    • Start now:
    • Write them all at once. But don’t send them to me all at once. On Friday. At 4:30.
    • Don’t worry about your writing (maybe just a little), just write. Revise before you send.
    Institute for Shipboard Education – Content Workshop
  • 64. You better make this worth my while, Perks! Institute for Shipboard Education – Content Workshop
  • 65. Your Reward Institute for Shipboard Education – Content Workshop
  • 66.
    • Your Reward
    • The winning department gets lunch together at the Boars Head
    Institute for Shipboard Education – Content Workshop