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Word Nerd: The Quick & Dirty Guide to Web & Social Media Content Done Right


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Words matter. Use them right and they'll help people find your shiny new website, position you as a leader in your field, turn visitors into customers and keep them coming back for more. Use them wrong and you could be ignored or, worse, get a reputation for putting your virtual foot in your mouth. Make words work for you. Word nerd Lynne Morioka of Social Visibility Consulting leads a conversation about how content and design are equal and essential, how to best represent yourself and your organization online, how to get people to do what you want them to and how to make a big content impact. Part of the discussion will also focus on the frustrations designers and developers face in dealing with their clients' content (or lack of content, in many cases).

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Word Nerd: The Quick & Dirty Guide to Web & Social Media Content Done Right

  1. 1. Word Nerd:The Quick and Dirty Guide to Web and Social Media Content Done RightLynne Morioka – Social Visibility @SocialViz #SVContent
  2. 2. Do you really need content? #SVContent
  3. 3. Content Assets:• Website• Blog• Social Media (Facebook, Twitter, LinkedIn, G+)• Email marketing• Case studies, white papers, etc. #SVContent
  4. 4. WEBSITE #SVContent
  5. 5. Design, development, content and search working together in harmony. #SVContent
  6. 6. Studies show time spent onpages increases withappealing design.BUT you need content tohelp get the websitefound and give visitors away to take action oncethey’re on the site. #SVContent
  7. 7. Website content is one of the biggest keys to the long-termsuccess of a site. Web content must: Be well thought through. Connect to larger brand/identity strategy. Be unique and engaging. #SVContent
  8. 8. Fresh content keeps people coming back to a site. Static content is stale content.Expired and dated content shows you’re inattentive or have given up. #SVContent
  9. 9. Web content should be action oriented.Would Chuck Norris make asuggestion as an FYI? NO! When Chuck Norris wants someone to do something, he tells them to do it! Or at least asks. #SVContent
  10. 10. SEO still matters. It’s not about “tricking” search engines. #SVContent Instead, create sites that are action-oriented, engaging and search engine-friendly. Those sites get found.
  11. 11. GOAL: Create a website that adds value to users and attracts search engines and links.To do this you need compelling content. #SVContent
  12. 12. • DON’T use industry jargon. No one searches for that. • DON’T write six WEBSITE paragraphs when you only need one. CONTENT DANGERS • DON’T overdo it with the keywords. • DON’T copy a Wikipedia entry and lightly edit it. • DON’T write one page to create 100 “geo- targeted” pages using the copy/replace feature.#SVContent
  13. 13. Content#SVContent
  14. 14. Who is creating content for your website?If you’re designing/building a site for someone and they’re providing content – take a look at their current site. Would you be proud to put your site/design around that content? #SVContent
  15. 15. Best case scenario: Content creation part of websitedevelopment, information architect and design from the beginning. Everyone – client, writer, designer(s),developer(s), search team – sits down to strategize and map out site. #SVContent
  16. 16. Worst case scenario: You’re stuck with crappy content.A: Strongly suggest they get help from a pro – not from theirbrother-in-law. Shot down.B: You may be able to write or tweak their contenton your own. Determine up front who is going todo this, content is a collaborative process. #SVContent
  17. 17. #SVContent
  18. 18. For you and for your clients– blogs offer the biggest bang for your buck.Blogs can demonstrate thought leadership and strike SEO gold with very little time and investment. #SVContent
  19. 19. So, how do youcreate quality web content? Get ready, here comes the quick and dirty part… #SVContent
  20. 20. • Have one consistent voice and agree who and what it’s going to be (this goes for social media too).• Write the occasional ad-vertorial (aka info-tainment). 90% helpful content, 10% soft sell.• ASK readers/customers what they want to know, what they’d like more information about.• Interview a subject matter expert or someone well known in field.• Challenges and failures are always a HUGE hit as long as a valuable lesson is learned. • Talk about problems and offer solutions. A great, passive way to elevate yourself to “expert” status. • Keep it short, get to the point. #SVContent
  21. 21. • Highlight pertinent information with bullet points.• Break up long text with interesting headers.• Use compelling headlines.• CHECK YOUR SPELLING!• Make content easy to read, even easier to scan.• Look at what others are doing, but write about what interests you. Whatever flips your switch, use that as inspiration to create content.• Base content on facts or be ready to defend opinions. #SVContent
  22. 22. Social Media #SVContent
  23. 23. Social media is a conversation. Social media allows the little dogs to play in the same park with the big dogs.Social media can boost SEO. Your customers/clients use social media. #SVContent
  24. 24. So, how do you create quality social media content? Get ready for the last bit of quick and dirty… #SVContent
  25. 25. • Determine your goal for each social network and use them accordingly.• Promote your work and your clients sparingly, positively and in a relevant manner.• Make content keyword-rich and unique.• Share information mindfully. Don’t just recycle the content of others.• Timing, timing, timing. Beware of pre-scheduled updates/tweets. #SVContent
  26. 26. • Start a dialogue, create polls and surveys, ask questions – ONLY IF you’re willing/able to manage and be a part of the discussion. #SVContent• Before posting, ask yourself, “How is this helpful to my audience?”• Don’t use all of your 140 characters on Twitter. Make it easy for people to RT you.• Be yourself. No one responds positively to forced and false.
  27. 27. WE DID IT! Thank you!
  28. 28. Lynne Morioka @SocialViz