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Imd323 week 3

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WEEK 3: CONTENT: THE ROOT OF EVERYTHING ONLINE …

WEEK 3: CONTENT: THE ROOT OF EVERYTHING ONLINE
Writing for the web
Evaluating audience needs
Style, function and format

Published in: Technology, Business
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  • Transcript

    • 1. IMD323 WEB MARKETING Matt Chandler, Instructor http://matthewchandler.net/webmarketing chandler@matthewchandler.net @mattchandl3r
    • 2. WRITING FOR THE WEB Without content,nothing else works.
    • 3. HOW WE READ
    • 4. HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
    • 5. HOW WE READSkimmingScanningLeft to rightTop to bottomGraze and move on
    • 6. STYLE
    • 7. STYLE
    • 8. STYLEShort, to the point
    • 9. STYLEShort, to the pointCasual, personable
    • 10. STYLEShort, to the pointCasual, personableBe compelling
    • 11. Courtesy useit.com, Jakob Nielsen
    • 12. HEMINGWAY’S 4 RULES
    • 13. HEMINGWAY’S 4 RULES
    • 14. HEMINGWAY’S 4 RULESUse short sentences
    • 15. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphs
    • 16. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous English
    • 17. HEMINGWAY’S 4 RULESUse short sentencesUse short firstparagraphsUse vigorous EnglishBe positive, notnegative
    • 18. “I WRITE ONE PAGE OF MASTERPIECE TO NINETY-ONE PAGES OF SHIT. I TRY TO PUT THE SHIT IN THE WASTEBASKET.” HEMINGWAY, 1934, TO F. SCOTT FITZGERALD.
    • 19. WHY BLOGGING WORKS
    • 20. WHY BLOGGING WORKSEasy-to-use
    • 21. WHY BLOGGING WORKSEasy-to-useOwned media
    • 22. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded context
    • 23. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimization
    • 24. WHY BLOGGING WORKSEasy-to-useOwned mediaBranded contextEnhance search optimizationCommunicate 24/7
    • 25. WHY BLOGGING WORKS
    • 26. WHY BLOGGING WORKSSupport many media formats
    • 27. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distribution
    • 28. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social media
    • 29. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customers
    • 30. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiatives
    • 31. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiativesProvide metrics against marketing goals
    • 32. WHY BLOGGING WORKSSupport many media formatsFacilitate multi-channel distributionSupply content for social mediaTargeted location for customersSupport diverse initiativesProvide metrics against marketing goals
    • 33. WHY BLOGGING WORKS
    • 34. PLANNING
    • 35. PLANNING
    • 36. PLANNINGDefine audience
    • 37. PLANNINGDefine audienceEstablish topics
    • 38. PLANNINGDefine audienceEstablish topics Products/services you sell Interesting articles you’ve read Experiences you’ve had
    • 39. METHODOLOGY
    • 40. METHODOLOGY
    • 41. METHODOLOGYInverted pyramid
    • 42. METHODOLOGYInverted pyramid Need to know
    • 43. METHODOLOGYInverted pyramid Need to know Should know
    • 44. METHODOLOGYInverted pyramid Need to know Should know Would be nice to know
    • 45. METHODOLOGY
    • 46. METHODOLOGYExamples, examples, examples
    • 47. METHODOLOGYExamples, examples, examples Meaningful links
    • 48. METHODOLOGYExamples, examples, examples Meaningful links Cite sources
    • 49. METHODOLOGYExamples, examples, examples Meaningful links Cite sources Provide backup
    • 50. METHODOLOGYExamples, examples, examples Meaningful links Cite sources Provide backup
    • 51. IMAGES
    • 52. IMAGESImages
    • 53. IMAGESImages Google Images
    • 54. IMAGESImages Google Images WikiMedia Commons
    • 55. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    • 56. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    • 57. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    • 58. IMAGESImages Google Images WikiMedia Commons Avoid cliches
    • 59. VIDEO
    • 60. VIDEOVideos YouTube Vimeo Facebook
    • 61. STRUCTURE
    • 62. STRUCTURELists
    • 63. STRUCTURELists Bullets for lists
    • 64. STRUCTURELists Bullets for lists Numbers for steps
    • 65. STRUCTURELists Bullets for lists Numbers for stepsHeadings & subheadings
    • 66. SEO
    • 67. SEOSEO/Metadata
    • 68. SEOSEO/Metadata Headline & title tag
    • 69. SEOSEO/Metadata Headline & title tag Description & excerpt
    • 70. SEOSEO/Metadata Headline & title tag Description & excerpt Keywords Google Keyword Tool Zemanta Wordtracker
    • 71. PROCESS
    • 72. PROCESSWrite information, notdocuments
    • 73. PROCESSWrite information, notdocumentsFocus on essential messages
    • 74. PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
    • 75. PROCESSWrite information, notdocumentsFocus on essential messagesWrite outside platform first
    • 76. PROCESS
    • 77. PROCESSEdit ruthlessly
    • 78. PROCESSEdit ruthlesslyRefresh constantly
    • 79. PROCESSEdit ruthlesslyRefresh constantlyPromote sharing
    • 80. INARGUABLE DATA
    • 81. INARGUABLE DATALength Matters
    • 82. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.
    • 83. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.2011 Outbrain/Content Marketing Institute
    • 84. INARGUABLE DATALength MattersA title with eight words performed best.These titles received a 21% higher click-through rate than average.2011 Outbrain/Content Marketing Institute
    • 85. INARGUABLE DATA
    • 86. INARGUABLE DATAPics Get Clicks
    • 87. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.
    • 88. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.2011 Outbrain/Content Marketing Institute
    • 89. INARGUABLE DATAPics Get ClicksReaders are attracted to content withimages. Thumbnails worked better than logosand increased click-through rates by 27%.2011 Outbrain/Content Marketing Institute
    • 90. INARGUABLE DATA
    • 91. INARGUABLE DATALists With a Twist
    • 92. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.
    • 93. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.2011 Outbrain/Content Marketing Institute
    • 94. INARGUABLE DATALists With a TwistLists and photo galleries typically drive morepage views, but they get more click-thorughsas well. Headlines that contained oddnumbers had a 20% higher click-through ratethan headlines with even numbers.2011 Outbrain/Content Marketing Institute
    • 95. INARGUABLE DATA
    • 96. INARGUABLE DATAGoing Deeper
    • 97. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.
    • 98. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.2011 Outbrain/Content Marketing Institute
    • 99. INARGUABLE DATAGoing DeeperA colon or hyphen in the title — indicating asubtitle — performed 9% better thanheadlines without.2011 Outbrain/Content Marketing Institute
    • 100. INARGUABLE DATA
    • 101. INARGUABLE DATAQuestions Work
    • 102. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.
    • 103. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.2011 Outbrain/Content Marketing Institute
    • 104. INARGUABLE DATAQuestions WorkTitles that ended with a question mark had ahigher click-through rate than those thatended with exclamation marks or periods.2011 Outbrain/Content Marketing Institute
    • 105. FACEBOOK OR BLOG?
    • 106. FACEBOOK OR BLOG? Top 10 Reasons Business Blogging IsBetter Than Facebook
    • 107. FACEBOOK OR BLOG? Top 10 Reasons Business Blogging IsBetter Than Facebook
    • 108. FACEBOOK OR BLOG?
    • 109. FACEBOOK OR BLOG?10. Stability
    • 110. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff
    • 111. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO
    • 112. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life
    • 113. FACEBOOK OR BLOG?10. Stability9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
    • 114. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff8. SEO7. Long Shelf Life6. News Feed
    • 115. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO7. Long Shelf Life6. News Feed
    • 116. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO 3. More Clicking7. Long Shelf Life6. News Feed
    • 117. FACEBOOK OR BLOG?10. Stability 5. Content Hub9. Bigger Payoff 4. Offer More Value8. SEO 3. More Clicking7. Long Shelf Life 2. Reach Multiple6. News Feed Audiences
    • 118. FACEBOOK OR BLOG?
    • 119. FACEBOOK OR BLOG?CONTROL
    • 120. FACEBOOK OR BLOG?CONTROL

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