Delaware Estuary audio video

Creating Great Content for the Web- Audio and Video
Whitney Hoffman
Hoffman Digital Media

What We’ll Cover
Content Creation and Management for the Web
Simple tools you can use to make your life easier
Using Content to Gain attention and Leverage Expertise

Content Rules

Making Great Content
Appeal to Your Intended Audience
Give Them Value
Keep Them Coming Back for More

Why You Need Great Content
Accessible 24 x 7
“Threshold” experience- Tells People What You’re About
Builds Reputation and Resources
Manages Expectations

What You Need to Start
Preferably a website with a blog
Idea of Why you want to use Audio and Video
Tell a Great Story; Good Communication

Blogs as Part of Content Creation
Posterous- if you can email, you can blog
Tumblr- Quick Sharing
Blogger
Wordpress

Threshold Experience

Making Messages Sticky

Stickiness
Keep it Simple
Make it Unexpected (Surprise)
Concrete- Make it tangible
Credible- Be an Authority

Stickiness
Make it Emotional- Make Me Care
Tell a Great Story

Blog Posts, Opinion About Us, Press Release, Event review Making Your Case, Grants, Marketing, PR- Answering What’s in it for me? News articles, press releases, journals Setting a scene, making emotional attachments to cause, fundraising

Same Thing Applies to Content
Is it Educational?
Is it promoting an event or idea?
Is it news or information?
Is it a blend- Edutainment?

Videos that are fun and informative

(Video Break)

Podcasting
Can be video or audio
Production can simple and straightforward
It can be single shows or episodic
Subscription/RSS means auto access to updated content

Audio Podcasts

Step 1: Content
Audio or Video- Do we need to hear it or see it or both?
Outline Story/Series
Interview format? Single person talking?
Goals/structure

Recording
Location: Background noise?
Ambient Sound
Distance from Mike
Different voices
Record with mp3 if possible or WAV

Choose a Mic

Tools to help
Levelator- can correct uneven voice levels
Soundsoap
Basic rule- try to record great, clear audio
Correction afterwards can be difficult

Gear - Demo - Demo

Cheap & Portable
Zoom H1
Zoom H2
m-audio
computer

External mikes
Yeti/Snowball
Conventional mikes through mixer into computer
Icicle- converts conventional mike into USB mike

We’ve got it- Now- Editing

Audacity

Many programs...
Adobe
Audacity- PC & Mac & Free
GarageBand

Things to consider
Intro- can easily record and layer in music, background sound
Use “ducking”- fade in, fade out
Outtro- standard ending, contact info, more

Distribute
Submit to iTunes store for approval, along with your “feed”
Zune Marketplace
LibSyn- easy syndication of show
Blubrry

Resources
Feedburner-Free way to get your feed; keep track of your stats
Tricks of the Podcasting Masters (somewhat out of date, but basics still apply)
Podsafe Music Network- podsafe music

Care and Feeding of Your audience
Show notes- web still indexes text.
Schedule- anticipating frequency
Use keyword, help people find your resources
Promote in other materials- email, blogs, etc.

“Cheats”
Animoto- Takes pictures and turns into animations
Talkshoe - podcast out of a conference call
Audio HiJack Pro- record incoming sounds on computer
Tube Mogul- Upload video once, distribute out over different sites (need accounts)

Video Options
iMovie
Final Cut Pro
Adobe Premiere Elements
http://video-editing-software-review.toptenreviews.com/

Trailers
Need intro
Credits
Use only copyright free music

ShowNotes
Web still works by Text
Publish show notes on website alongside content
Consider making transcripts if important (also creates ADA access)

Show notes = Opportunity for SEO

Overwhelming?

Rules are like rubber bands- It’s time to go stretch and even break a few. It’s time to go stretch and even break a few. It’s time to go stretch and even break a few. It’s time to go stretch and even break a few. It’s time to go stretch and even break a few.

Ask Yourself:
Does this help you- Is this a useful channel?
Can other types of outreach/reviews work better?
Strategy & Tactics are key- fish where your fish are

Measuring Results and More

Relevancy to you, to your Audience to you, to your Audience to you, to your Audience

Things to Remember
This won’t immediately generate tons of traffic- long term strategy (See SEO, etc.)
Useful if it is current, creates useful content, gives a human voice
Make it Compelling and Fun if possible

Cafe-Shaped Conversations

The End

IDEO Guide to Problem Solving
Understand
Observe
Visualize
Implement
Evaluate and Refine

Delaware Estuary audio video

by Whitney Hoffman on Feb 08, 2011

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