Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog Content and creativity online

By next week you should be able to… Scope and find content Edit content for the web Explain considerations for Search Engine Optimisation

Scope and find content

Edit content for the web

Explain considerations for Search Engine Optimisation

Golden rules Tell the story in (many) new ways Make product out of process Edit content for users and search engines

Tell the story in (many) new ways

Make product out of process

Edit content for users and search engines

Scoping content How might they want to navigate the story differently? What are the other parts of the story? What happens next? What happened before? Who are the people? The organisations? What questions will users have? What will they want to do? What problems might they have?

How might they want to navigate the story differently?

What are the other parts of the story?

What happens next?

What happened before?

Who are the people?

The organisations?

What questions will users have?

What will they want to do?

What problems might they have?

Finding content ‘ Cutting room floor’ elements Contributors – blogs, video diary, emails, chats Users – forums, ratings, blogs, comments, uploads Production staff Other sites (rewrite)? Quote and link if you can Libraries Royalty free images Royalty free sounds Games

‘ Cutting room floor’ elements

Contributors – blogs, video diary, emails, chats

Users – forums, ratings, blogs, comments, uploads

Production staff

Other sites (rewrite)?

Quote and link if you can

Libraries

Royalty free images

Royalty free sounds

Games

Incidental content, incremental content Cutting room floor Making product out of process: Bookmarking Blogs, video diary, emails, Webcam Social networking Twitter Flickr galleries chats

Cutting room floor

Making product out of process:

Bookmarking

Blogs,

video diary,

emails,

Webcam

Social networking

Twitter

Flickr galleries

chats

Do something now You will need: 1 idea for a traditional media product, e.g. program, article, package How might you break it apart online? What multimedia content could you add? Answer the questions about users: questions they have, activities to do, problems Turn it on its head: how could you start online and end up with a traditional media product as a byproduct?

You will need:

1 idea for a traditional media product, e.g. program, article, package

How might you break it apart online?

What multimedia content could you add?

Answer the questions about users: questions they have, activities to do, problems

Turn it on its head: how could you start online and end up with a traditional media product as a byproduct?

BASIC principles Brevity Short pars, short pages, short video, audio Adaptability Flexible content, multimedia, platforms for users Scannability Subheadings, space between pars, and bullets where appropriate. Interactivity Links! Anticipate where they’ll want to go Community and Conversation How do you tap into them and build them?

Brevity

Short pars, short pages, short video, audio

Adaptability

Flexible content, multimedia, platforms for users

Scannability

Subheadings, space between pars, and bullets where appropriate.

Interactivity

Links! Anticipate where they’ll want to go

Community and Conversation

How do you tap into them and build them?

SEO

What do search engines look for? Pages , not whole sites Search engine spiders Index text Follow links And measure popularity, frequency, authority

Pages , not whole sites

Search engine spiders

Index text

Follow links

And measure popularity, frequency, authority

It all comes back to your audience What phrases are they using to search? What sites do they visit? Use those phrases (focus on one or two) try to get on those sites Use tools like Overture, Wordtracker, Google Trends, PPC stats

What phrases are they using to search?

What sites do they visit?

Use those phrases (focus on one or two)

try to get on those sites

Use tools like Overture, Wordtracker, Google Trends, PPC stats

Search Engine Optimisation (SEO): your site Keywords in: URL; Page title; Meta tags; Headings (<h1>, <h2> etc.); Alt tags Links and text around; top content Clean, valid and accessible markup Downloads quickly Frequently updated Site map Links from other, good, sites But most of all…

Keywords in: URL; Page title; Meta tags; Headings (<h1>, <h2> etc.); Alt tags

Links and text around; top content

Clean, valid and accessible markup

Downloads quickly

Frequently updated

Site map

Links from other, good, sites

But most of all…

CONTENT

CONTENT

Video, audio and Flash Search engines don’t like these, so: Optimise the webpage that contains the video/etc. Ask users to ‘tag’ the content using del.icio.us etc. Use social media like YouTube, MySpace etc. Split your Flash ‘site’ into different movies – put each movie on a different (optimised) page Create a HTML version of the Flash site

Search engines don’t like these, so:

Optimise the webpage that contains the video/etc.

Ask users to ‘tag’ the content using del.icio.us etc.

Use social media like YouTube, MySpace etc.

Split your Flash ‘site’ into different movies – put each movie on a different (optimised) page

Create a HTML version of the Flash site

Social Media Optimisation (SMO) YouTube, Flickr, MySpace, Facebook, Blogs, Twitter Social bookmarking (del.icio.us, Digg, Reddit) Send to a friend Incoming links In other words: word of mouth

YouTube, Flickr, MySpace, Facebook, Blogs, Twitter

Social bookmarking (del.icio.us, Digg, Reddit)

Send to a friend

Incoming links

In other words: word of mouth

Once again… Tell the story in (many) new ways Make product out of process Edit content for users and search engines

Tell the story in (many) new ways

Make product out of process

Edit content for users and search engines

Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog [email_address]