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Web content for business

Web content for business

Published in Design , Technology
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  • 1. A practical guide to creating and managingweb content to reach your customers andmarket your business
  • 2. ★ Itʼs the “stuff” on the web site★ Written word★ Imagery★ Videos★ Itʼs how the content is organized
  • 3. Your content is the most importantasset of your site
  • 4. Your content is the most important assetof your siteItʼs how you influence people, getcustomers, make sales
  • 5. Your content is the most important assetof your siteItʼs how you influence people, getcustomers, make salesItʼs the whole reason we view websites
  • 6. ★ Search engine optimization helps people find your site; itʼs not why theyʼre there or what they do there★ The Google and Bing crawlers are not your customers★ Search optimization shines when it works with and through good content strategy
  • 7. ★ Design influences image, including authority and professionalism
  • 8. ★ Design influences image, including authority and professionalism★ Design both guides and colors how we understand content
  • 9. ★ Design influences image, including authority and professionalism★ Design both guides and colors how we understand content★ It must do all of this based on, and through, good content
  • 10. ★ A prerequisite for a content management system is content
  • 11. ★ A prerequisite for a content management system is content★ The purpose of a CMS is to provide a system to put your content strategy into effect
  • 12. ★ A prerequisite for a content management system is content★ The purpose of a CMS is to provide a system to put your content strategy into effect★ It will enforce and automate whatever strategy you have, even a haphazard non-strategy
  • 13. ★ Youʼre starting a web project★ Youʼve engaged a web designer★ And youʼre planning out your content against your business plan, with the web designer
  • 14. “We launched it a year... three years ago?”“Content? The web designer showed mewhere to type what I wanted.”“We did SEO, thatʼs all that matters, right?”“An industry colleague reviewed the contentand said it all made sense to her.”
  • 15. ★ Hire designer, make some design decisions, create site with standard pages★ Delay launch (3 weeks, 3 months, or yet longer) while you get your content together★ Stare at content holes in your site and try to fill with stuff copied directly from existing marketing material
  • 16. ★ Guide rails on how to write the copy, what images to include★ Guidelines for how and when to update
  • 17. ★ Just as design is consistent across the site, so should the content be consistent (choice of language, images, etc)★ Clear content★ Coherent content
  • 18. ★ This is an investment, know your goal★ What outcome do you want from your site? ★ For people to understand what you do ★ For people to understand your expertise ★ To make sales online
  • 19. ★ Consider the whole point of your site (site goals)★ Consider who your audience is★ Consider what your audience wants★ Consider why your audience wants that★ Consider where your audience is
  • 20. ★ Know who your customers are★ Your content should be filtered through their domain before your own★ It should make sense for readers, directing them based on your site goals★ You may need to balance different audiences
  • 21. ★ What information they want and how much of they want★ Are people coming to research thoroughly? To get a concept of who you are?★ Think “features”
  • 22. ★ Why do they want what they want? Not a Zen question★ This is the question that will guide not just want they want, but what they need★ Think “benefits”
  • 23. ★ The missing “where” question★ Device, geography, moment★ Are they spontaneous, incidental, or directed visits? New, rare, or regular?★ This question mattered little 10 years ago, will matter even more in 1 year
  • 24. That restaraunt might Give me a minute, I’ll tryhave catering. I’ll research to find their hours andhow they explain their see what their menu isapproach and experience. like.
  • 25. OMFG.They sound incredibly A Flash intro? The menu isprofessional and expert in in PDF!? WTF. Let’s justthis kind of event. try that other place...
  • 26. ★ Analytics: not just for search marketing★ Cheap (free) and easy to install★ Simple stats about where people are coming from, why, what theyʼre reading, and whether your content is “sticking”★ Google Analytics, Piwik, + many more
  • 27. ★ Conduct a basic content audit★ What pages, sections, images, videos, interactive modules are you using?★ Describe each one including its message and voice
  • 28. ★ Your tone should reflect you and your business★ The message should pertain to your goals★ Tone and message should be consistent★ Both should also take into account your audience
  • 29. ★ Basic, good copy writing rules apply★ To be concise is to be wonderful★ Good marketing copy does not sound like marketing copy★ Your website is not a whitepaper★ Cut out the bullshit
  • 30. ★ Remove extraneous sections and pages from the site tree (navigation links)★ Break apart logically distinct sections
  • 31. ★ Not all content needs to be updated★ But if it does, establish guidelines★ Decide which content will be updated, when, and by whom - and be realistic
  • 32. Wellfire Interactive is a web design and development firm in theWashington, DC metropolitan area.At Wellfire Interactive we design and build websites and applicationsfor our customers with their business - and their customers - in mind.Our clients include non-profits advocating for better democracy andbusinesses working to bring new services to life over the web.We often use Django, we always use current web standards, and wedefinitely like a challenge.We’d love to help you with your web content, no matter where youare in the process: from content audit and strategy to deploying anappropriately designed CMS.Contact us at wellfire@wellfireinteractive.com or 571-482-8801@wellfire
  • 33. CreditsOwner & Producer: Wellfire InteractiveAuthor: Ben LopatinPermission is granted to save, copy, print, or otherwise redistribute.This work is licensed under a Creative Commons Attribution-ShareAlike 3.0Unported License.All photos are used courtesy of their owners under Creative Commons attributionlicense or are public domain.Slide 10: http://www.flickr.com/photos/mr_t_in_dc/4126515222/Slide 14: http://www.flickr.com/photos/steve-jackson/3462844331/Slide 18: http://www.flickr.com/photos/stawarz/2398513475/Slide 21: http://www.flickr.com/photos/learnscope/4397300890/Slide 25: http://upload.wikimedia.org/wikipedia/commons/6/6c/Hydra_04.jpgSlide 29: http://www.flickr.com/photos/wonderlane/3262660432/Slide 33-35: http://www.flickr.com/photos/zak/84082961/Slide 33-35: http://www.flickr.com/photos/nealrosenau/4107363173/Slide 36: http://www.flickr.com/photos/alaivani/3694205702/