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

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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