1.
HOW TO CREATE AND WRITE
GREAT
WEBCONTENT
(AND HOW TO GET IT TO THE RIGHT
PEOPLE)

2.
BUT FIRST
Who am I?

3.
My name is
Harm Teunisse

4.
I live in
Amsterdam

5.
I design & execute
digital strategies

6.
I create & write
magazines

7.
and I produce
TV shows

8.
More importantly…
Who are you?
(Create a great headline about your
neighbours life in five minutes.)

9.
As a writer
this
used to be
your
workspace

10.
Now
it’s this

11.
Writing is only part of
the job description. You
also have to be a
strategist. A creative.
And a bit of a nerd.

12.
I’m here to talk about
for the web

13.
The next 3 weeks are about
Content strategy
Content rules
Social media strategy
New business models

14.
?
What is

15.
“Content is anything created
to be engaging, valuable,
insightful and compelling,
and should fundamentally
connect
with your
target audience.”

16.
If your
website
is a
mousetrap
Your
content
is
the cheese

17.
Content strategy

18.
Is a
Never ending
cycle
Strategize
Curate

19.
1.
Strategize

20.
The why & what
-
Define your
company mission

21.
[Our company]
is where
[our audience]
gets
[what information]
that offers
[what benefit]

22.
Please
fill in the blanks
in teams of three
people

23.
[Our company]
is where
[our audience]
gets
[what information]
that offers
[what benefit]

24.
Content strategy is about defining
WHO are we writing
for and WHERE can
we find them?

25.
Content strategy is about defining
WHAT topics do we
write about?

26.
Content strategy is about defining
WHEN & WHERE do
we publish our
stories?

27.
Content strategy is about defining
WHAT is our tone of
voice?

28.
2.
Create

29.
Research
new
topics

30.
is your best friend

31.
Use Google Keyword planner in Google Adwords
for popular related search terms

32.
Source: http://www.keywordtool.io

33.
Use Google Analytics to see
what people search for on your site

34.
Listen
to your
readers

35.
What
content
drives
traffic?

36.
News

37.
Lists

38.
How
to’s

39.
Quizzes

40.
Cheat
sheets

41.
Writing for web
has its
own rules

42.
The 5 elements of
good online copy
Headline
Design
Word choice
Search Engine Optimizing &
linkbuilding
Images

43.
Headline
What defines a great
?

44.
Headline
What defines a great
?

45.
Curiosity Gap and Sharing

46.
On average, 8 out of 10
people never make it
past your headline or
title.

47.
A good headline
…Promises value
…Conveys emotion
…Stands out
…Contains SEO keywords

48.
How to write great
headlines:
Use powerwords
(Such as fooled, smash, fatal, and warning)
Example:
11 Fatal Mistakes Everybody Makes at Work

49.
How to write great
headlines:
Mix in keywords for SEO
Example:
11 Fatal Mistakes Everybody Makes at Work

50.
How to write great
headlines:
Use numbers. Odd
numbers.
Example:
11 Fatal Mistakes Everybody Makes at Work

51.
How to write great
headlines:
Dare to be controversial
Example:
11 Stupid Mistakes You’re Still Making at Work

52.
How to write great
headlines:
Ask a question
Example:
Are you making mistakes at work that could cost
your job?

53.
How to write great
headlines:
Give them a reason to
click.
Example:
Reading This Post Will Make Your Boss Like You 541%
Better

54.
Writing excersise
Rewrite one of these headlines
so it promises value & benefit
French companies to study feasibility of urban
cable car in Valley
Bank Hackers Steal Millions via Malware

55.
design
What is smart
?

56.
Readers Aren’t Reading
source: How Little to Users Read? NN Group
Users have time to read at most 28%
of the words during an average visit;
20% is more likely.

57.
Design for scanners
Header & subheaders
Short paragraphs
Short sentences (keep it simple!)
Bullets & numbering

58.
Search
engines
Write for

59.
Writing for search engines
Use headings and subheadings
Put keywords in your intro & body text
Use Synonyms and Antonyms
Deeplink to articles & high rated websites
Attract inbound links (seeding)
Never copy/paste text
In depth articles of >1200 words

60.
Writing excersise
Write a 100 word SEO & web
optimized article on one of
today’s stories:
Hackers steal 1 billion from worldwide banks
Korean Air executive jailed in 'nut rage' case
Iceland convicts bad bankers and says other
nations can act

61.
images
What kind of
?generate traffic

62.
Good quality
& high res

63.
People
Love
faces

64.
Eyecontact
drives
traffic

65.
Relevance
is key

66.
Show
Real
emotions

67.
avoid
stock images

68.
Don’t forget the technical
stuff:
Use alt tags with keywords
Optimize filenames for SEO
Keep file size as low as possible

69.
When in
doubt:
Kittens!

70.
3.
Publish & Share
-
Social Media strategy

71.
Content
is king, but
distribution
is queen

72.
Posting your
article
is just
the start

73.
You need Social Media
to spread your content
& generate traffic

74.
Strategy exercise
Fill out the Social Media Worksheet
Time: approximately 15 minutes

75.
Keys to success on social
media:
Dedication. Success takes time.
Discipline. Post daily. Plan ahead.
Add value. It’s about giving.
Interact. Engage your audience.
Be human. Be honest.

76.
DO:
Be likeable
Use lots of images.
Use search engine friendly URL’s.
Take webcare seriously.
Promote your social platforms.
Know your followers.

77.
DON’TS:
Using all social media platforms.
Posting the same everywhere.
Automating your replies.
Connecting social media.
Not responding to questions and
comments.

78.
Posts with pictures receive 39%
higher engagement than average
80Posts with maximum
80 words
get 23% more engagement.
48%Asking for likes,
shares and comments
increases engagement
with 48%.
70%Of users will see your
post on their
smartphone first.
Think mobile.
$Small post promotions in the
first 24hrs can increase
traffic to your blog up to 200%

79.
Tweets with images receive 150%
higher engagement than average
110Keep tweets
under 110 characters
to allow retweets.
86%Tweets with interesting
links get 86% more retweets.
>4Limit yourself to
four tweets a day
for better ROI.
CTAUse strong call to action like
‘retweet’, ‘help’, ‘follow’ and
‘how to’.

80.
Timing is
everything

81.
The art of seeding:
getting others to share
your content

82.
Readers are more
likely to view a piece of
content that’s been
recommended by
someone they trust.

83.
Keys to seeding success:
Identify. The relevant personas.
Follow. Trends and news.
Build. A contact database.
Interact. Engage in discussions.
Fine tune. Only offer relevance.

84.
4.
Curate

85.
5.
Analyze

86.
6.
Learn & evolve