Media Tech Tonics Writing For The Web


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Have you wondered about writing for the web? Got an idea for a site of your own but not sure where to start? This presentation gives you some ideas of where to start your planning as well as some different monetization options to consider.

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  • Start with the fundamental reality of the Net… What do you need to build a successful business on the net? Any ideas?
  • The Internet does NOT work at all like the offline world… Location-Location-Location doesn’t apply. What does apply in the online world is…
  • Information! Offer high-value content which is what people are looking for. At the same time, your content must be written properly to include profitable keywords that will rank highly at the Search Engines. This is the only approach that works… it’s the way the Net is meant to be used. If you are concerned about HOW you will write your content, don’t worry. Writing for the Net is easy. All you need to do is write in your own “voice,” just as if you were talking to someone sitting across from you. So for example, if your site’s theme was all about photography and someone is searching for photography tips... Your visitor will want to find advice written in an easy-to-understand language. S/he is not looking for a site with banner ads, sales pitches and technical jargon. Know your audience!
  • Here is the most important message of this presentation. Please remember it. This is the pathway to success online… and if you follow this pathway, you will succeed. C – T – P – M… CONTENT – TRAFFIC – PRESELL – MONETIZE! Create a theme-based content site on a topic that interests you… that excites you… or is related to your business. Each page on your site will will focus on a specific topic related to that theme. You will build them in a way that pleases your visitors and the Search Engines.This is your C… Content. Your content will, in turn, automatically generate targeted traffic to the site through the Search Engines. This is your T… Traffic. The visitors to your site will then be PREsold with high-value information… information they are looking for… information that develops credibility and trust. This is your P… PREsell. Your visitors will then be gently led to a call to action… a purchase… sign-up for an e-zine… click on a Google Ad… buy from an affiliate merchant… buy an e-book… and so on. In other words… they will be monetized. This is your M.
  • There are virtually unlimited topics and niches on which you can build a Web site… a hobby, an interest, a passion, a niche related to something you or your family is experiencing… your existing business… a network marketing product you represent… a product you sell at an eBay auction…the choices are endless. Once you build it and you do the necessary ground work, this is what you get… (leads to the slow loading slide)
  • Okay… you’ve created content that ranks well at the Search Engines… you are receiving lots of targeted visitors looking for information about your theme… now it’s time to build in your monetization offers. How? There are a myriad of ways you can monetize your traffic… and with many of these models you do not even need your own product or service. It’s true! And, you’ll want to use more than one monetization model too. Diverse monetization works best in the long run, just like the famous “don’t put all your eggs in one basket” theme. (Explain a few of the Monetization models)… -- Google AdSense or Google Ads -- Affiliate links: Affiliate marketing or referral marketing. -- Services: lawyer, accountant, copywriter, bagpiper, physiotherapist… -- MLM: Multi-Level Marketing…also known as network marketing. -- Auctions: e-Bay What kind of things can you build content about that you can then monetize? (leads to subject/theme slide)
  • theme-Based Content Sites build more than traffic. They build traffic  momentum. Take a 2-month break from your Theme-Based Content Site. What do you think happens? Your site keeps growing in traffic. Why? Because your material is properly organized for easy consumption and  provides ongoing value long after you build each page . And  most  importantly, your visitors continue to come, to enjoy  and to respond to your site in positive ways... responses that Google tracks and credits to your site. Try that same 2-month layoff with most blogs, though. Stop all your posting (a pleasure since blogging feels like a pressured obligation, constantly nagging at you). Stop posting and watch your traffic start to dwindle. As Chris Anderson, executive editor of WIRED magazine and one of the most prominent bloggers, said (in  Blogging Heroes , a book published by Wiley in late 2007)... "A Blog Is This Beast - A Monkey on Your Back. It Wants To Be Fed Every Day, But We All Have Jobs and It's Hard To Do.” However, these days it is possible to build a website structure with a static page structure using a blog. It is possible but you still need to do the research as you would with any website to make sure you’re building a niche site with potential.
  • Let’s step back a moment. Mistake many make is to write about their passion without having a structure, without researching what people are looking for. Who remembers what one of the main differences between an offline and an online business is? Yes, information. So if you’re going to provide this information you need to make sure that people can find it. What do I mean? Let’s say your theme is drinking in Tokyo. You write a page with the title and keyword focus of “pink cow shibuya” - but what people actually search for is “bars in shibuya” - unless they know the name of your business they’re unlikely to find you. You need to check what people are looking for and then provide them with access to your information using those keywords. So how do you do that? In Brainstorm It!, you will find a powerful Brainstorm and Research tool! It actually researches the Internet for you and reports back with profitable topics and keywords related to the theme you have selected for your Web site. Lead to Anguilla example page…
  • Hundreds of keywords related to Anguilla. These keywords will be accompanied by Demand information… the relative number of times someone types in that keyword at the Search Engines. Supply information… the relative number of Web sites on the Net offering information on that keyword. And, Profitability… the relative profitability of one word versus another in the list. This information will help you pick your theme and create your site’s blueprint. Don’t just build and pray! Have a plan and know why you’re doing what you’re doing with your site. Make sure it’s measurable, testable and trackable!
  • How would a blog be presented? A stream of disjointed photography tips would be organized by "date of post." And posts on any given topic (ex., "portrait lighting") would be separated by time (weeks or months apart), each covering only a certain aspect of the topic. On the other hand... Theme-Based Content Sites develop and update the content into more complete, useful, cohesive articles, " Web pages ." A content page is the fundamental unit of a Theme-Based Content Site. Blogs merely keep adding new posts, one after another, without editing out the old and without pulling related posts together into cohesive and fresh articles. As a result, visitors ignore the old material and have trouble using a blog for anything more than the latest news or the "thought of the day." And,  according to Google , blogs deliver a poor quality visitor. The following is a direct quote from  Google Analytics 101 ,  written by Google  in April 2008... "Blogs usually have high Bounce Rates no matter what since normal visitor behavior is to read the newest post and then leave ." What's wrong with using blogging software to build a traditional, Theme-Based Content Site? Nothing, except that  you now have just another site-builder with the same fundamental road blocks  that exist for any  non-SBI!  sitebuilding/Web hosting combination. They all lack the clear process and the complete set of tools that SBI! provides. That  is what cold-stop (especially those who think they'll "figure it out"). They lack the knowledge and tools to build a  highly trafficked  Web site.  And if you don't own your own free, targeted traffic ("organic traffic"), you don't own your online business. s the vast majority So - whatever web host or sitebuilding product you decide to use, take into account that it needs to give you the tools you need to plan and organize your site before you write a word. Otherwise you’re shooting into the dark and hoping for the best. Yes there are cases where it’s worked - there are always exceptions to the rule - but for the vast majority this is a road to frustration and, potentially, wasting a lot of money. Ok - let’s say you’ve followed the CT of CTPM and your traffic is now significant enough to monetize.
  • On slide 12 (this one is 20) we looked at some of the monetization models that are used on the net. Let’s take a closer look at one of these - the affiiate model. I picked this one because I think it’s a great model whether you’re an infopreneur, own your own business, or create your own products. A bit of history first : ) (timeshare reps - carpet sales shops in Turkey - double glazing - direct sales offline - very hard). In 1997, launched the concept of affiliate programs into prominence (they weren't the first, but they were the first to do it big-time!). For the one person on the Net who doesn't know, Amazon sells books (and tons of other merchandise now) online... and  only  online. Books, of course, offer information on  millions  of different specialized subjects. And there are millions of  Web sites  out there, on an incredible variety of subjects. So Amazon figured, "Why not convert those sites into specialized, niche book shops for us? We'll pay a commission when a site refers a customer who buys a book.” So what do you need to know about the affiliate business model? (leads to Key Affiliate Facts…)
  • The affiliate provides links from their site to Amazon or another company – related to affiliates site content – cookies and commission 1) Do the critical upfront thinking and planning... develop the best site concept/theme, based on what you know and love. Perhaps a hobby or past work experience can be your springboard Brainstorm most profitable topics related to your theme and select best related affiliate programs. 2) Then put yourself into your visitors' "click" path.  You achieve this by... Doing everything I mentioned earlier! Cons - Customer Base Not Locked In  - The merchant keeps the customer. Typically, you deliver the customer, the merchant pays you a one-time commission, then that customer remains theirs for all subsequent purchases. The value of the merchants business increases the more customers they have. As an affiliate, you don't tend to have lock-in on the customer. Some affiliate deals offer you on-going revenue, however. High Competition  - One of the pros of affiliate marketing is that is is easy to sign up and get started. This is also a negative - but only if you haven’t done CT before PM. There are many larger business operations that offer affiliate relationships - in my case Hostelbookers is one. It’s a Master B to Server B relationship - with SB being the link to Customer. Lead to Clickbank
  • The big brand Master businesses tend to pay smaller commissions and things can often change. - you don’t want dead links on your site. There is an extension to the affiliate relationship which I think of as the affiliate marketplace. Basically there is the addition of a middleman who acts as the admin and payroll manager. Allows you to enter the marketplace as a vendor and not just as an affiliate. Why would I want to do that? Take my site as an example - I might make an ebook or downloadable ipod guide to the local festivals on offer. I can add my book to the marketplace and now let other affiliates sell my book as well. Instead of limiting my market to the people who find and read my site. I can grow my market 10x, 20x 50x, and so on by letting affiliates sell my goods. Bottom line- for this to work your product needs to add value and you need to develop an effective sales The affiliate gets access to a huge library of digital products with search functions to help you find related and reputable products to sell. The vendor pays a small fee to enter a product into the Clickbank marketplace ($49). If it’s a good product affiliates will want to sell it for you! If you are an ebook or infropreneur type person this is a great way to grow your business! Customer gets product
  • As with all things do your research and find out what each affiliate marketplace is offering. The reason I like Clickbank is the stats they provide that allow me to search under different criteria. Return policy! – Test the products you recommend – its your credibility on the line
  • Presented properly – as long as the content is good of course! - all these items can be sold via Clickbank for you. Best thing is, you’ll have lots of others doing the selling for you : )
  • Choose your products wisely! Meet customer needs Test your products Don’t recommend something you yourself wouldn’t use Do your due diligence and don’t just sell! Nobody likes that. Build a relationship and then suggest Disclaimer – better to state that you make a commission? Review - We talked about: 1. Build a site that works - research and build a blueprint so you know your structure, keywords and layout. 2. Blog or Website? 3. Monetization options- the affiiate model.
  • (Read slide). This is your chance to make a living doing what YOU most enjoy.
  • May the force be with you : )
  • Media Tech Tonics Writing For The Web

    1. 1. Writing For The Web
    2. 2. Writing For The Web <ul><li>Spinning Your Theme </li></ul><ul><li>Keywords Rule! </li></ul><ul><li>Website or Blog? </li></ul><ul><li>How to Monetize? </li></ul>Honor Dargan –
    3. 3. <ul><li>Providers You Might Consider: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    4. 4. Start by understanding what really works on the Net 1.3 1.5
    6. 6. Online… people search for information, not businesses!
    7. 7. Pathway to Success <ul><li>‘ Building Income Through Content’ </li></ul>1.1 CTPM
    8. 8. Fibromyalgia & menopause Golf for the disabled Cajun cooking Raising boa constrictors Homemade lures Bonsai made easy Winning blackjack Quilts NASCAR collectibles Miniature dolls Best tax havens Cheap teen fashions Valuable junk Neatest games for kids Inuit art Living with arthritis Rare coins Homecare for the elderly
    9. 9. Monetize your traffic… <ul><li>Google AdSense </li></ul><ul><li>Affiliate links </li></ul><ul><li>Finder relationships </li></ul><ul><li>Hard goods </li></ul><ul><li>Services </li></ul><ul><li>E-goods </li></ul><ul><li>MLM </li></ul><ul><li>Auctions </li></ul><ul><li>Monetize It! </li></ul><ul><li>Joint ventures </li></ul>
    10. 10. 2. Website Or Blog – Which Is Best? Blogging is just a different way to build a Web site. Its content is traditionally organized by the date/time of its &quot;posts.“ The original difference between the 2? RSS
    11. 11. <ul><li>Make Your Words Work </li></ul><ul><li>Choose a theme that has demand </li></ul><ul><li>Check the competition out </li></ul><ul><li>Plan a clear, hierarchical website driven </li></ul><ul><li>by carefully selected keywords </li></ul><ul><li>How do you do that? </li></ul>
    12. 12. Brainstorm & Research
    13. 13. Create Site Blueprint
    14. 14. Website Structure
    15. 15. Other Keyword Sources Wordtracker – Paid Wordtracker – http:// / Google Adwords – KeywordsToolExternal https://
    16. 16. 3. Monetization The Affiliate Model Win Win Win
    17. 17. Why Be An Affiliate? <ul><li>The affiliate never has to... </li></ul><ul><li>write a book </li></ul><ul><li>process an order </li></ul><ul><li>ship a book </li></ul><ul><li>answer customer support e-mails </li></ul><ul><li>Downside: Merchant keeps customer </li></ul>
    18. 18. Clickbank An Open Marketplace Vendor Affiliate Customer Clickbank
    19. 19. A list of items found is presented in a similar way to how search engines work with data to tell you more about the product.
    20. 20. <ul><li>E-books or other information based products </li></ul><ul><li>How to and informational DVDs </li></ul><ul><li>Presentations/webinars that are on demand </li></ul><ul><li>Services your visitor is looking for </li></ul><ul><li>Physical product of your choice </li></ul>What Kind Of Products Sell?
    21. 21. Other Affiliate Marketplaces include : <ul><li>E-Junkie - </li></ul><ul><li>Click2Sell - </li></ul><ul><li>Commission Junction - </li></ul><ul><li>PayDotCom - </li></ul><ul><li>Affiliate Marketplace - </li></ul><ul><li> </li></ul>
    22. 22. &quot;The biggest mistake people make in life is not making a living at doing what they most enjoy.&quot; - Malcolm S. Forbes (1919-1990)