Creating Effective Content Mark Comerford http://www.retaggr.com/page/markmedia Created with help from my digital network ...
<ul><li>Conventional Wisdom </li></ul><ul><li>It is not your friend </li></ul><ul><ul><li>Its conventional </li></ul></ul>...
Creating Effective Content <ul><li>Its not just what you say </li></ul><ul><li>its also </li></ul><ul><ul><li>how you say ...
Creating Effective Content Define your user base  <ul><li>Here there are two categories: </li></ul><ul><ul><li>Your target...
Creating Effective Content Analyze the market <ul><li>Who are the competition? </li></ul><ul><li>Here  it is important to ...
Creating Effective Content segmenting <ul><li>Segmenting is the process of dividing the market into areas based on collabo...
Creating Effective Content <ul><li>day parting </li></ul><ul><li>the practice of dividing the day into several parts, duri...
Creating Effective Content  Map their media situation <ul><li>In this case you are particularly interested in the levels o...
Creating Effective Content  Map their media situation <ul><li>How do they use it? </li></ul><ul><ul><li>Hard data on media...
Creating Effective Content  Plan your site <ul><li>There will be two levels to this. </li></ul><ul><li>Internal </li></ul>...
Creating Effective Content  Plan your site <ul><li>Internal </li></ul><ul><ul><li>work flow issues </li></ul></ul><ul><ul>...
Creating Effective Content  Plan your site <ul><ul><li>Advertising issues need to be looked at  </li></ul></ul><ul><ul><ul...
Creating Effective Content
Creating Effective Content  Plan your site <ul><ul><ul><li>Have a taxonomy!! </li></ul></ul></ul><ul><ul><ul><ul><li>Taxon...
Creating Effective Content
Creating Effective Content
Creating Effective Content  Plan <ul><li>External </li></ul><ul><li>what the consumer sees and gets. </li></ul><ul><ul><li...
Creating Effective Content  Plan <ul><li>A number of policy and legal issues such as copyright, payment, libel etc. need t...
Creating Effective Content  Plan <ul><li>Innovate </li></ul><ul><li>Imitate </li></ul><ul><li>Replicate </li></ul><ul><li>...
Creating Effective Content  Usability <ul><li>Style book.  Have one! </li></ul><ul><ul><li>Cutting edge technology tends t...
Creating Effective Content  Test it!!! <ul><li>Get some  ordinary users  in and see if they can navigate it. </li></ul><ul...
Creating Effective Content Crunch the  numbers <ul><li>Every organization with a web site has a huge database of informati...
 
Creating Effective Content Crunch the  numbers <ul><li>Do you who holds the data in the org outside of editorial for hits ...
Creating Effective Content  <ul><li>For later discussion </li></ul><ul><ul><li>How is  social media  and  story building  ...
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Creative Content ylvp 09

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Creative Content ylvp 09

  1. 1. Creating Effective Content Mark Comerford http://www.retaggr.com/page/markmedia Created with help from my digital network where many of the better ideas came from: thanks
  2. 2. <ul><li>Conventional Wisdom </li></ul><ul><li>It is not your friend </li></ul><ul><ul><li>Its conventional </li></ul></ul><ul><ul><li>Is it wise? </li></ul></ul><ul><li>Question everything you do </li></ul>
  3. 3. Creating Effective Content <ul><li>Its not just what you say </li></ul><ul><li>its also </li></ul><ul><ul><li>how you say it </li></ul></ul><ul><ul><ul><li>When someone decides to share their thoughts and ideas in a transparent manner, they become a teacher to those who are observing. Social technology - such as Twitter, blogs, Facebook - opens the door to sharing the process of learning, not only the final product. </li></ul></ul></ul><ul><ul><li>When you say it </li></ul></ul><ul><ul><li>Who you say it with/to/for/at </li></ul></ul>
  4. 4. Creating Effective Content Define your user base <ul><li>Here there are two categories: </li></ul><ul><ul><li>Your target audiences {want/need} </li></ul></ul><ul><ul><li>your actual audiences {have} [see “crunch the numbers” below]. </li></ul></ul><ul><li>There will in all probability be a number of differing audiences particularly within your target audiences. This will involve segmenting and day parting </li></ul>
  5. 5. Creating Effective Content Analyze the market <ul><li>Who are the competition? </li></ul><ul><li>Here it is important to understand that the competition is not another news organization. It is anyone who produces the kind of content you wish to spread . This could mean everything from government agencies to NGO:s to individual and community blogs and microblogs. </li></ul><ul><li>What do you bring to the area that is not already there? </li></ul><ul><li>Can you be an aggregator ? </li></ul>
  6. 6. Creating Effective Content segmenting <ul><li>Segmenting is the process of dividing the market into areas based on collaborators (used to be customers/clients)characteristics and needs. </li></ul><ul><li>The main activity segmenting consists of four sub activities. These are: </li></ul><ul><ul><li>1. determining who the actual and potential groups are </li></ul></ul><ul><ul><li>2. identifying segments </li></ul></ul><ul><ul><li>3. analyzing the intensity of competitors in the market </li></ul></ul><ul><ul><li>4. selecting the attractive segments. </li></ul></ul>
  7. 7. Creating Effective Content <ul><li>day parting </li></ul><ul><li>the practice of dividing the day into several parts, during each of which a different type of content appropriate for that time is aired. Content is most often geared toward a particular demographic, and what the target audience typically engages in at that time. </li></ul>
  8. 8. Creating Effective Content Map their media situation <ul><li>In this case you are particularly interested in the levels of access to technology. </li></ul><ul><li>Again there are two categories: </li></ul><ul><ul><li>Their present level of access </li></ul></ul><ul><ul><li>their planned levels. </li></ul></ul><ul><li>You need to plan for the foreseeable future </li></ul><ul><li>“ Media situation” should be a broad term encompassing not only Internet access but also mp3 players, cell phone penetration etc. </li></ul>
  9. 9. Creating Effective Content Map their media situation <ul><li>How do they use it? </li></ul><ul><ul><li>Hard data on media usage in your target audiences </li></ul></ul><ul><ul><li>Report on the developments of media technologies as a democracy and human rights issue . ITC issues will have a huge impact on the political development in your areas and must not be left to the technocrats. </li></ul></ul>
  10. 10. Creating Effective Content Plan your site <ul><li>There will be two levels to this. </li></ul><ul><li>Internal </li></ul><ul><li>External </li></ul>
  11. 11. Creating Effective Content Plan your site <ul><li>Internal </li></ul><ul><ul><li>work flow issues </li></ul></ul><ul><ul><ul><li>the relative weight of different media in the publishing process </li></ul></ul></ul><ul><ul><ul><li>When is video/sound/slide show/graphics/text appropriate </li></ul></ul></ul><ul><ul><ul><li>and who decides? </li></ul></ul></ul><ul><ul><li>Routines </li></ul></ul><ul><ul><ul><li>how to spread information internally </li></ul></ul></ul><ul><ul><ul><li>publishing policies </li></ul></ul></ul><ul><ul><ul><li>user-driven content </li></ul></ul></ul><ul><ul><ul><li>digital collection of material, video/TV, sound/radio, databases, archiving etc. </li></ul></ul></ul>
  12. 12. Creating Effective Content Plan your site <ul><ul><li>Advertising issues need to be looked at </li></ul></ul><ul><ul><ul><li>What is effective commercial content? </li></ul></ul></ul><ul><ul><ul><li>Should you have any? What are the ideological pros and cons? Where is the sustainability? </li></ul></ul></ul><ul><ul><ul><li>Who are your strategic partners? </li></ul></ul></ul><ul><ul><ul><li>How do you integrate the commercial and the editorial? </li></ul></ul></ul><ul><ul><ul><li>packages over all media types, geographic targeting etc. </li></ul></ul></ul>
  13. 13. Creating Effective Content
  14. 14. Creating Effective Content Plan your site <ul><ul><ul><li>Have a taxonomy!! </li></ul></ul></ul><ul><ul><ul><ul><li>Taxonomy is the practice and science of classification. </li></ul></ul></ul></ul><ul><ul><ul><li>This allows for search and delivery across platforms </li></ul></ul></ul><ul><ul><ul><li>Database driven journalism and the interactive mash-ups this allows are becoming vital. </li></ul></ul></ul>
  15. 15. Creating Effective Content
  16. 16. Creating Effective Content
  17. 17. Creating Effective Content Plan <ul><li>External </li></ul><ul><li>what the consumer sees and gets. </li></ul><ul><ul><li>This is where you need to gear your site to the technical levels of your audiences. A more (technically) sophisticated audience will want some advanced applications (photo shows, illustrations, podcasts, blogs etc), whereas a less (technically) sophisticated audience will possibly find these extremely annoying. </li></ul></ul><ul><ul><li>Differing platforms demand different design. </li></ul></ul><ul><li>Mobile delivery and interactivity vital components (see taxonomy) </li></ul><ul><li>Judging the correct levels is an ongoing task and as levels of access and sophistication rise the site will have to be tweaked to adapt. </li></ul>
  18. 18. Creating Effective Content Plan <ul><li>A number of policy and legal issues such as copyright, payment, libel etc. need to be resolved during this process. </li></ul><ul><li>Ethics </li></ul><ul><ul><li>Should reporters have work and private accounts on Twitter and other social media services? </li></ul></ul><ul><ul><li>How do you deal with user information in a public/private sphere? (think ripping images and quotes from facebook etc) </li></ul></ul><ul><li>Moderation of interactive sites: </li></ul><ul><ul><li>Terms of use (must incl. branded Flickr and YouTube groups etc ) </li></ul></ul><ul><ul><li>Creative Commons Licensing ( Liverpool Daily Post Flickr Group as an example) </li></ul></ul><ul><ul><li>Trusted users </li></ul></ul>
  19. 19. Creating Effective Content Plan <ul><li>Innovate </li></ul><ul><li>Imitate </li></ul><ul><li>Replicate </li></ul><ul><li>Do not duplicate </li></ul><ul><ul><li>Use existing services like You Tube, Flickr, Facebook etc. There is no need to reinvent the wheel. </li></ul></ul><ul><li>Remember its not what you do- its how you do it </li></ul>
  20. 20. Creating Effective Content Usability <ul><li>Style book. Have one! </li></ul><ul><ul><li>Cutting edge technology tends to annoy most users except early adopters (nerds). These can be a very useful group in establishing the services in certain areas (cool factor) but remember your core audience(s) . </li></ul></ul><ul><ul><li>It may also be a good idea to stress that the pecking order is journalism/story building first , fancy technology last. </li></ul></ul>
  21. 21. Creating Effective Content Test it!!! <ul><li>Get some ordinary users in and see if they can navigate it. </li></ul><ul><li>If something is absolutely clear to the designer </li></ul><ul><ul><li>(“Only a moron could miss this”) </li></ul></ul><ul><li>but gives users a problem – ditch it ! (and the designers if they moan too much about it). </li></ul><ul><li>Every new addition should be user tested. The damage a non-functioning product can do is huge. </li></ul><ul><li>Testing is an iterative process. Every change needs to be tested against your user base </li></ul>
  22. 22. Creating Effective Content Crunch the numbers <ul><li>Every organization with a web site has a huge database of information on its users. </li></ul><ul><ul><li>Where they come from and what search terms they used if they found you in a search engine </li></ul></ul><ul><ul><li>what they look at </li></ul></ul><ul><ul><li>how long they spend on each piece of information </li></ul></ul><ul><ul><li>what sort of bandwidth they have </li></ul></ul><ul><ul><li>what sort of computers they have </li></ul></ul><ul><ul><li>what web browsers they use </li></ul></ul><ul><ul><li>where they go when they leave you. </li></ul></ul><ul><ul><li>And more… </li></ul></ul><ul><li>This information must be used to see if your target audiences are actually the audiences you reach and to see if you are reaching audiences you did not know about. </li></ul><ul><li>A service like Google Analytics can also be invaluable and often your organization will have an account – but you wont know. So find out! </li></ul><ul><li>Statistical information of this type is an editorial tool . </li></ul>
  23. 24. Creating Effective Content Crunch the numbers <ul><li>Do you who holds the data in the org outside of editorial for hits etc... ? </li></ul>
  24. 25. Creating Effective Content <ul><li>For later discussion </li></ul><ul><ul><li>How is social media and story building instead of story telling changing what we see as effective content? </li></ul></ul><ul><ul><li>What does it actually mean – to build stories? </li></ul></ul><ul><ul><li>How can we really build stories with our communities? </li></ul></ul><ul><ul><li>What does this mean for news values ? Do we know what news is? What a story is? </li></ul></ul><ul><ul><li>How do we know when a story is finished ? </li></ul></ul><ul><ul><li>How does this change the ideology and self image of journalism? </li></ul></ul>

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