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3: Content                           JOM800 Online JournalismMonday, 24 October 2011
This week in 3 bullets:  • How people consume differently online  • How you should produce content    differently as a res...
What is journalism for in anetworked age?Monday, 24 October 2011
Things have changed.                          What happened in 2008?Monday, 24 October 2011
‘News grazers’ a majority                                        (source: Pew)Monday, 24 October 2011
More now read online than print                               (and for young people,                               the int...
“According to Nielsen, the average UK     “[Search and communities] was the most   internet user spent three hours and 40 ...
source: Ofcom CMR 2011Monday, 24 October 2011
source: Hitwise (http://weblogs.hitwise.com/robin-goad/2009/08/content_driven_websites_receiv.html)Monday, 24 October 2011
Jill, Brighton,                          insurance broker       • Watched BBC News 24 in morning       • Listened to R1 in...
AP study findings       •   News is connected to email       •   Constant checking – bored, not engaged       •   Lifestyl...
Content strategy                                Don’t take anything for grantedMonday, 24 October 2011
The style challenge Formal news article: 1. Re/action 2. Context 3. Re/action 4. Re/action 5. Context...Monday, 24 October...
Eg. 1. A woman is campaigning... 2. Jill Jones, 33, was walking... 3. Her boss said... 4. The company said... 5. It is the...
The style challenge - beyond aformal news website Add: Process as product - iterative blogging Liveblogging Explainers Int...
http://onlinejournalismblog.com/2011/10/24/drafting-a-content-strategy-4-ws-and-a-h/Monday, 24 October 2011
The style challenge - platform-specific language On Twitter, are you talking to one person or many? What about YouTube? A ...
News? Your content strategy Whats new - to that network Social media: images, sounds, quotes, comments, etc. Utility infor...
Monday, 24 October 2011
Case studies                                     ..Monday, 24 October 2011
181,000 - 331,000                                            413,700 - 417,700  http://themediablog.typepad.com/the-media-...
Magazines: Marie Claire“Marie Claires Beauty Genius app offers how-to videos shotwith leading make-up artists and shows re...
Monday, 24 October 2011
"[The LA Times has] been   experimenting with replacing the   traditional write-through concept with   a more iterative ap...
A website is not a            distribution strategy                            SEO and SMOMonday, 24 October 2011
Monday, 24 October 2011
Theyre not looking at you                                            Source: BBCMonday, 24 October 2011
linkMonday, 24 October 2011
Level 1: content & meaning    •    Visible content, weighted:    •    Headlines and subheadings    •    Bold and italic te...
Level 2: meta data    •    Invisible content, weighted:    •    Page title    •    URL    •    <alt> tags    •    tags and...
Level 3: reputation    •    Inbound links (not <nofollow>)    •    Text around links    •    PageRank of referring sites  ...
Monday, 24 October 2011
‘Black hat’ SEO - penalised    •    ‘Linkspamming’    •    Link farms    •    Invisible text    •    Keyword stuffingMonda...
It’s always been                                     social                                   (But now it’s more so)Monday...
"Most of the traffic to the successful   Top Gear site now comes [from]   Facebook. Top Gear was now treating   Facebook a...
“[Some editors] encourage – in some   cases, even mandate – that reporters   and writers promote their stories   (and them...
27% of users share 87% of stories   Social networks – 43% of links   Email – 30%   SMS – 15%, IM – 12%   65% major news, 1...
Monday, 24 October 2011
Monday, 24 October 2011
Source: http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people- payMonday, 24 October 2011
"The half life of a bitly link is about 3   hours, unless you publish your links   on YouTube, where you can expect   abou...
Monday, 24 October 2011
What works in socialdistribution Positive sentiment Publishing when quiet Mixing curation with creation*Monday, 24 October...
Monday, 24 October 2011
Facebook EdgeRank    • A history of interaction counts      (invite it and ask for it!)    • Photos, video and links    • ...
Analytics and metrics    •    Page views and unique visitors    •    Time spent on site    •    Bounce rate    •    Traffi...
Where to go from here: Identify the key phrases that people search for (not your own jargon) Mix curation with creation Th...
Guest Q&A:                           Tim Ireland,                          Bloggerheads                            Blogger...
This weeks lab.   Your networks key phrases   Identifying useful links (curation)   Planning the content mix (creation)   ...
Further reading.   Delicious.com/paulb/cityOJ03   Delicious.com/paulb/SEO   Delicious.com/paulb/SMO   Battelle: The Search...
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Content strategies, search engine optimisation (SEO) and social media opti SMO

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  1. 1. 3: Content JOM800 Online JournalismMonday, 24 October 2011
  2. 2. This week in 3 bullets: • How people consume differently online • How you should produce content differently as a result • How to factor in SEO and SMOMonday, 24 October 2011
  3. 3. What is journalism for in anetworked age?Monday, 24 October 2011
  4. 4. Things have changed. What happened in 2008?Monday, 24 October 2011
  5. 5. ‘News grazers’ a majority (source: Pew)Monday, 24 October 2011
  6. 6. More now read online than print (and for young people, the internet rivalled television as a main source of national and international news, with 59% for each) (source: Pew)Monday, 24 October 2011
  7. 7. “According to Nielsen, the average UK “[Search and communities] was the most internet user spent three hours and 40 popular category from the perspective of minutes on ‘member community sites’ in time spent per person, with the average September 2008, up 42% on the figure of person using sites in this category for 6 two hours and 35 minutes for a year hours 36 minutes in April previously.” 2011” source: Ofcom CMR 2008 and 2011Monday, 24 October 2011
  8. 8. source: Ofcom CMR 2011Monday, 24 October 2011
  9. 9. source: Hitwise (http://weblogs.hitwise.com/robin-goad/2009/08/content_driven_websites_receiv.html)Monday, 24 October 2011
  10. 10. Jill, Brighton, insurance broker • Watched BBC News 24 in morning • Listened to R1 in car • Checked her email every hour, seeing Yahoo headlines 10 times per day • Received text messages & email alerts • Live scoreboard on desktop • More radio in car home • Facebook, email, TV at home (source: AP A New Model for News)Monday, 24 October 2011
  11. 11. AP study findings • News is connected to email • Constant checking – bored, not engaged • Lifestyles affect consumption (sharing, search) • News is multitasked • ‘news comes to me from other people’ • News = social currency • Readers want depth; are ‘news fatigued’ (source: AP A New Model for News)Monday, 24 October 2011
  12. 12. Content strategy Don’t take anything for grantedMonday, 24 October 2011
  13. 13. The style challenge Formal news article: 1. Re/action 2. Context 3. Re/action 4. Re/action 5. Context...Monday, 24 October 2011
  14. 14. Eg. 1. A woman is campaigning... 2. Jill Jones, 33, was walking... 3. Her boss said... 4. The company said... 5. It is the third time...Monday, 24 October 2011
  15. 15. The style challenge - beyond aformal news website Add: Process as product - iterative blogging Liveblogging Explainers Interactivity Multimedia http://onlinejournalismblog.com/2011/07/25/the-style-challenge/Monday, 24 October 2011
  16. 16. http://onlinejournalismblog.com/2011/10/24/drafting-a-content-strategy-4-ws-and-a-h/Monday, 24 October 2011
  17. 17. The style challenge - platform-specific language On Twitter, are you talking to one person or many? What about YouTube? A blog? Facebook?Monday, 24 October 2011
  18. 18. News? Your content strategy Whats new - to that network Social media: images, sounds, quotes, comments, etc. Utility information Spotlighting, connecting, confirming/ debunkingMonday, 24 October 2011
  19. 19. Monday, 24 October 2011
  20. 20. Case studies ..Monday, 24 October 2011
  21. 21. 181,000 - 331,000 413,700 - 417,700 http://themediablog.typepad.com/the-media-blog/2011/06/kim-kardashian-rihanna-kate- middleton-the-queen.htmlMonday, 24 October 2011
  22. 22. Magazines: Marie Claire“Marie Claires Beauty Genius app offers how-to videos shotwith leading make-up artists and shows readers how to applyfashionable looks ... The app, which is filmed in IPCs studios,sells at £1.19. Further in-app videos, such as "Flawless FaceFixers", are offered at 59p each to keep the revenue streamflowing. "Having your mobile phone by the mirror with yourmake-up bag, and watching a video that you can stop and startwhen trying to get that look, it makes sense really – rather thanwatching on a PC" http://www.independent.co.uk/news/media/online/horse-amp-hound-hotter-than-the- sun-2261211.htmlMonday, 24 October 2011
  23. 23. Monday, 24 October 2011
  24. 24. "[The LA Times has] been experimenting with replacing the traditional write-through concept with a more iterative approach that breaks out updates as individual stories as they develop. The steady stream of updates helps keep the homepage from looking stagnant, which is what readers expect." http://www.niemanlab.org/2011/08/traffic-report-why-pageviews-and-engagement-are-up- at-latimes-com/Monday, 24 October 2011
  25. 25. A website is not a distribution strategy SEO and SMOMonday, 24 October 2011
  26. 26. Monday, 24 October 2011
  27. 27. Theyre not looking at you Source: BBCMonday, 24 October 2011
  28. 28. linkMonday, 24 October 2011
  29. 29. Level 1: content & meaning • Visible content, weighted: • Headlines and subheadings • Bold and italic text • Links, tables and lists • Main content, intro firstMonday, 24 October 2011
  30. 30. Level 2: meta data • Invisible content, weighted: • Page title • URL • <alt> tags • tags and categories • location & recencyMonday, 24 October 2011
  31. 31. Level 3: reputation • Inbound links (not <nofollow>) • Text around links • PageRank of referring sites • Your PageRank • Frequency of updatesMonday, 24 October 2011
  32. 32. Monday, 24 October 2011
  33. 33. ‘Black hat’ SEO - penalised • ‘Linkspamming’ • Link farms • Invisible text • Keyword stuffingMonday, 24 October 2011
  34. 34. It’s always been social (But now it’s more so)Monday, 24 October 2011
  35. 35. "Most of the traffic to the successful Top Gear site now comes [from] Facebook. Top Gear was now treating Facebook as another media channel in its own right and had allocated half a person’s time to manage the Top Gear fan page there. And the strategy was paying off." www.inpublishing.co.uk/kb/articles/at_the_aop_summit.aspxMonday, 24 October 2011
  36. 36. “[Some editors] encourage – in some cases, even mandate – that reporters and writers promote their stories (and themselves) routinely through social media.” Ken Doctor, Nieman ReportsMonday, 24 October 2011
  37. 37. 27% of users share 87% of stories Social networks – 43% of links Email – 30% SMS – 15%, IM – 12% 65% major news, 19% breaking news, 16% quirky news Useful (US), work-related (EU), status-enhancing (Asia) CNN Pownar study, 2010Monday, 24 October 2011
  38. 38. Monday, 24 October 2011
  39. 39. Monday, 24 October 2011
  40. 40. Source: http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people- payMonday, 24 October 2011
  41. 41. "The half life of a bitly link is about 3 hours, unless you publish your links on YouTube, where you can expect about 7 hours worth of attention ... The lifespan of your link is connected more to what content it points to than on where you post it." http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-payMonday, 24 October 2011
  42. 42. Monday, 24 October 2011
  43. 43. What works in socialdistribution Positive sentiment Publishing when quiet Mixing curation with creation*Monday, 24 October 2011
  44. 44. Monday, 24 October 2011
  45. 45. Facebook EdgeRank • A history of interaction counts (invite it and ask for it!) • Photos, video and links • RecencyMonday, 24 October 2011
  46. 46. Analytics and metrics • Page views and unique visitors • Time spent on site • Bounce rate • Traffic source • Search termsMonday, 24 October 2011
  47. 47. Where to go from here: Identify the key phrases that people search for (not your own jargon) Mix curation with creation Think about style and platform Interact, use media and timing Monitor analytics and adjustMonday, 24 October 2011
  48. 48. Guest Q&A: Tim Ireland, Bloggerheads Blogger who knows SEO and SMOMonday, 24 October 2011
  49. 49. This weeks lab. Your networks key phrases Identifying useful links (curation) Planning the content mix (creation) Making product out of process Setting up analyticsMonday, 24 October 2011
  50. 50. Further reading. Delicious.com/paulb/cityOJ03 Delicious.com/paulb/SEO Delicious.com/paulb/SMO Battelle: The Search Tancer: ClickMonday, 24 October 2011
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