City Journalism - Magazine MA - week 4 - Content strategy
Content strategy - week 3 Magazine Journalism MA City University, 25 October 2011
Think about what your audience likes● People navigate the web through searching and recommendation.● That means you have to think about ○ a) How to appear in search engine results and ○ b) How to create stuff that people might recommend ○ c) How to write a content plan that consistently gives your audience what it wants
Note on SEO (search engine optimisation) ● There are no tricks. There is no secret. ● There is no quick route to traffic. ● There are things that can help you, but ● The only thing that definitely works:"Creating good quality, relevant stuff on a regular basis and marketing it properly"
But there are SEO tips:● HEADLINES: Make sure the key word or phrase you are writing about is in the headline● INTRO: Put the thing you are writing about high up in the story.● PICTURES: Images really help SEO - make sure they are tagged and captioned properly. This is just good practice anyway.● LINKS: Link to lots of different things, often. Encourage others to link to you.
Task 1Decide on at least 10 phrases or keywordsthat relevant to your audience.Quickly brainstorm the key phrases that sum up the sortof content your network is likely to be searching for.Don’t just go for obvious phrases.Tip: use Google Insights for search to see related search terms
CONTENT CURATIONWhat is curation?"Content Curation basically means that – out of all the content you find on the socialweb – you pass on the most valuable stuff to your network."Its passing on important, interesting links and stories toyour audience. Linking in stories, on twitter, on facebook... etcBUT WHY???!!?!?!!Increased relevance, increased audience, a bigger brand,trust and the chance to build relationships with people
Task 2 - find links, share themThink of what links from those sources may beuseful to your network, and...● Share two now across a range of platforms. Which ones suit Twitter? Facebook? A blog? Tumblr? Why?● How useful are those links? Do they help establish your position as a source of useful news and information? Or do you need to work harder to find relevant information, and be the first to share it?
Whats the point of all this?To do journalism, online.The laws, standards and motivations areexactly the same as any other medium
Task 3 - find a story, write it ● Find a question someone in your network has asked - which has journalistic value. ● Try to answer it on an appropriate platform ● Edit it for the web - make sure there are links, and it’s SEO’d. Think about the following: ○ Are you using subheadings to break it up? Are they helpful? ○ Can you edit the URL so that it contains key words that the article is about? ○ What links can you add? ○ What about an image? Make sure it has a caption, title and alternative description ○ Can you leave it open so people are more likely to comment? ● Don’t worry if you don’t get through all the above - but use your independent study time to follow up on the ones you haven’t.
Content strategy - what to write Traditional New media News Data journalism Analysis Inforgraphics Interviews Video / Audio Opinion Aggregation - rounding things up in links PLEASE NOTE: NOT MUTUALLY EXCLUSIVE
A NOTE ON PLANNING PLANNING IS VERY IMPORTANT● Have your next 3/4 articles planned● Always be reading, making notes and tracking ideas● Who are you going to interview next? When are they available?● Work with your colleagues - share ideas via email and Google Docs
Task 4 - build a content strategyExpand your draft strategy to outline how you might create a mix ofcontent for your users. Think about: ● What content saves or makes them time or money? (e.g. tutorials, tips, briefings, etc.) ● What content might be socially valuable to them? (e.g. new and newsworthy, unusual, funny, explainers, something they might share) ● What content might be emotionally stimulating? (e.g. entertaining, moving, scary, etc.)This is the same process as any editorial meeting when you are bouncing story ideas backand forth. Remember that these ideas should have journalistic value. However, they donot need to use the traditional story format: they might involve live streaming, mapping,liveblogging, or other formats.
Is there an editor in the house?Appoint an editor for your project. They will beneeded to make a final decision on what content topursue, and to raise a voice when the site issteering off course. It might be a permanentposition, or you may decide to rotate it.
WANT SOME MORE?For stuff to do in your own time, how to set up analytics, how toget into automated publishing and more...Please see Pauls notes on this session (I do a slightly shorterversion in the slides, but with all the key bits left in)
bit.ly/psmithtwitterguide (p.s. Bit.ly is a good way to shorten URLS)