Content and creativity online
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Presentation as part of an MA in Television and Interactive Content at Birmingham City University

Presentation as part of an MA in Television and Interactive Content at Birmingham City University

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Content and creativity online Presentation Transcript

  • 1. 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
  • 2. By next week you should be able to…
    • Scope and find content
    • Edit content for the web
    • Explain considerations for Search Engine Optimisation
  • 3. Golden rules
    • Tell the story in (many) new ways
    • Make product out of process
    • Edit content for users and search engines
  • 4. 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?
  • 5. 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
  • 6. Incidental content, incremental content
    • Cutting room floor
    • Making product out of process:
    • Bookmarking
    • Blogs,
    • video diary,
    • emails,
    • Webcam
    • Social networking
    • Twitter
    • Flickr galleries
    • chats
  • 7. 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?
  • 8. 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?
  • 9. SEO
  • 10. What do search engines look for?
    • Pages , not whole sites
    • Search engine spiders
    • Index text
    • Follow links
    • And measure popularity, frequency, authority
  • 11. 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
  • 12. 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…
  • 13.
    • CONTENT
  • 14. 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
  • 15. 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
  • 16. Once again…
    • Tell the story in (many) new ways
    • Make product out of process
    • Edit content for users and search engines
  • 17. 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]