Successfully reported this slideshow.
Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK...
By next week you should be able to… <ul><li>Scope and find content </li></ul><ul><li>Edit content for the web </li></ul><u...
Golden rules <ul><li>Tell the story in (many) new ways </li></ul><ul><li>Make product out of process </li></ul><ul><li>Edi...
Scoping content <ul><li>How might they want to navigate the story differently? </li></ul><ul><li>What are the other parts ...
Finding content <ul><li>‘ Cutting room floor’ elements </li></ul><ul><li>Contributors – blogs, video diary, emails, chats ...
Incidental content,  incremental content <ul><li>Cutting room floor </li></ul><ul><li>Making product out of process: </li>...
Do something now <ul><li>You will need: </li></ul><ul><li>1 idea for a traditional media product, e.g. program, article, p...
BASIC principles <ul><li>Brevity </li></ul><ul><ul><li>Short pars, short pages, short video, audio </li></ul></ul><ul><li>...
SEO
What do search engines look for? <ul><li>Pages , not whole sites </li></ul><ul><li>Search engine spiders </li></ul><ul><li...
It all comes back to your  audience <ul><li>What phrases are they using to search? </li></ul><ul><li>What sites do they vi...
Search Engine Optimisation (SEO): your site <ul><li>Keywords in: URL; Page title; Meta tags; Headings (<h1>, <h2> etc.); A...
<ul><li>CONTENT </li></ul>
Video, audio and Flash <ul><li>Search engines don’t like these, so: </li></ul><ul><li>Optimise the webpage that contains t...
Social Media Optimisation (SMO) <ul><li>YouTube, Flickr, MySpace, Facebook, Blogs, Twitter </li></ul><ul><li>Social bookma...
Once again… <ul><li>Tell the story in (many) new ways </li></ul><ul><li>Make product out of process </li></ul><ul><li>Edit...
Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK...
Upcoming SlideShare
Loading in …5
×

Content and creativity online

1,906 views

Published on

Presentation as part of an MA in Television and Interactive Content at Birmingham City University

Published in: Education, Technology, Business
  • Be the first to comment

Content and creativity online

  1. 1. Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog Content and creativity online
  2. 2. By next week you should be able to… <ul><li>Scope and find content </li></ul><ul><li>Edit content for the web </li></ul><ul><li>Explain considerations for Search Engine Optimisation </li></ul>
  3. 3. Golden rules <ul><li>Tell the story in (many) new ways </li></ul><ul><li>Make product out of process </li></ul><ul><li>Edit content for users and search engines </li></ul>
  4. 4. Scoping content <ul><li>How might they want to navigate the story differently? </li></ul><ul><li>What are the other parts of the story? </li></ul><ul><li>What happens next? </li></ul><ul><li>What happened before? </li></ul><ul><li>Who are the people? </li></ul><ul><li>The organisations? </li></ul><ul><li>What questions will users have? </li></ul><ul><li>What will they want to do? </li></ul><ul><li>What problems might they have? </li></ul>
  5. 5. Finding content <ul><li>‘ Cutting room floor’ elements </li></ul><ul><li>Contributors – blogs, video diary, emails, chats </li></ul><ul><li>Users – forums, ratings, blogs, comments, uploads </li></ul><ul><li>Production staff </li></ul><ul><li>Other sites (rewrite)? </li></ul><ul><li>Quote and link if you can </li></ul><ul><li>Libraries </li></ul><ul><li>Royalty free images </li></ul><ul><li>Royalty free sounds </li></ul><ul><li>Games </li></ul>
  6. 6. Incidental content, incremental content <ul><li>Cutting room floor </li></ul><ul><li>Making product out of process: </li></ul><ul><li>Bookmarking </li></ul><ul><li>Blogs, </li></ul><ul><li>video diary, </li></ul><ul><li>emails, </li></ul><ul><li>Webcam </li></ul><ul><li>Social networking </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr galleries </li></ul><ul><li>chats </li></ul>
  7. 7. Do something now <ul><li>You will need: </li></ul><ul><li>1 idea for a traditional media product, e.g. program, article, package </li></ul><ul><li>How might you break it apart online? </li></ul><ul><li>What multimedia content could you add? </li></ul><ul><li>Answer the questions about users: questions they have, activities to do, problems </li></ul><ul><li>Turn it on its head: how could you start online and end up with a traditional media product as a byproduct? </li></ul>
  8. 8. BASIC principles <ul><li>Brevity </li></ul><ul><ul><li>Short pars, short pages, short video, audio </li></ul></ul><ul><li>Adaptability </li></ul><ul><ul><li>Flexible content, multimedia, platforms for users </li></ul></ul><ul><li>Scannability </li></ul><ul><ul><li>Subheadings, space between pars, and bullets where appropriate. </li></ul></ul><ul><li>Interactivity </li></ul><ul><ul><li>Links! Anticipate where they’ll want to go </li></ul></ul><ul><li>Community and Conversation </li></ul><ul><ul><li>How do you tap into them and build them? </li></ul></ul>
  9. 9. SEO
  10. 10. What do search engines look for? <ul><li>Pages , not whole sites </li></ul><ul><li>Search engine spiders </li></ul><ul><li>Index text </li></ul><ul><li>Follow links </li></ul><ul><li>And measure popularity, frequency, authority </li></ul>
  11. 11. It all comes back to your audience <ul><li>What phrases are they using to search? </li></ul><ul><li>What sites do they visit? </li></ul><ul><li>Use those phrases (focus on one or two) </li></ul><ul><li>try to get on those sites </li></ul><ul><li>Use tools like Overture, Wordtracker, Google Trends, PPC stats </li></ul>
  12. 12. Search Engine Optimisation (SEO): your site <ul><li>Keywords in: URL; Page title; Meta tags; Headings (<h1>, <h2> etc.); Alt tags </li></ul><ul><li>Links and text around; top content </li></ul><ul><li>Clean, valid and accessible markup </li></ul><ul><li>Downloads quickly </li></ul><ul><li>Frequently updated </li></ul><ul><li>Site map </li></ul><ul><li>Links from other, good, sites </li></ul><ul><li>But most of all… </li></ul>
  13. 13. <ul><li>CONTENT </li></ul>
  14. 14. Video, audio and Flash <ul><li>Search engines don’t like these, so: </li></ul><ul><li>Optimise the webpage that contains the video/etc. </li></ul><ul><li>Ask users to ‘tag’ the content using del.icio.us etc. </li></ul><ul><li>Use social media like YouTube, MySpace etc. </li></ul><ul><li>Split your Flash ‘site’ into different movies – put each movie on a different (optimised) page </li></ul><ul><li>Create a HTML version of the Flash site </li></ul>
  15. 15. Social Media Optimisation (SMO) <ul><li>YouTube, Flickr, MySpace, Facebook, Blogs, Twitter </li></ul><ul><li>Social bookmarking (del.icio.us, Digg, Reddit) </li></ul><ul><li>Send to a friend </li></ul><ul><li>Incoming links </li></ul><ul><li>In other words: word of mouth </li></ul>
  16. 16. Once again… <ul><li>Tell the story in (many) new ways </li></ul><ul><li>Make product out of process </li></ul><ul><li>Edit content for users and search engines </li></ul>
  17. 17. Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog [email_address]

×