MA Project Development
Week One | Introduction
Overview
1.
2.
3.
4.
5.
6.
7.
8.

Module Overview
About Me
Introduction to Websites
Setting Aims and Goals
Understanding y...
Aims of module
1.
2.
3.
4.
5.
6.

Take over management of website
Develop website (make improvements)
Produce content
Comm...
Digital Consultant at White.net
●
●
●
●
●

Oxford
SEO, PPC, Content, Social, Analytics
Clients include: Deloitte, M&G & Sk...
White.net
7 Websites to choose from...
1.
2.
3.
4.
5.
6.
7.

Here & Now Magazine
Journalism Now
The Justice Gap
The Volt
Absolute:ly...
Name
Address

Features

Description

Here & Now Magazine

www.winol.co.uk/hereandnow/

Content

Introduction to Websites

...
Name
Address

News / Features

Description

Journalism Now

www.journalism-now.co.uk

Content

Introduction to Websites

J...
Name
Address

News / Features

Description

The Justice Gap

thejusticegap.com

Content

Introduction to Websites

The Jus...
Name
Address

Features (reviews / interviews)

Description

The Volt

www.winol.co.uk/winolmusic/

Content

Introduction t...
Name
Address

Features

Description

ABSOLUTE:LY

www.winol.co.uk/absolute:ly/

Content

Introduction to Websites

ABSOLUT...
Name
Address

Features

Description

New Winchester Review

www.winol.co.uk/winolarts/

Content

Introduction to Websites
...
Name
Address

News / features

Description

WINOL

winol.co.uk

Content

Introduction to Websites

Winchester News Online
...
Aims

High-level
Become a respected source of local news
Encourage audience to check site regularly

Setting Aims & Goals
...
Understanding of audience

Leads to...

Where do they live?
How old are they?
Where do they work?
What time are they onlin...
How to learn about your audience
Google Analytics data
Location
New vs returning visitors
Visit duration
Browser & OS
Most...
The WINOL website contains a
number of unique content types.

Understanding Content Types
WINOL
Title

News Story

Author Image
Author Name

Featured Video

Featured Image

Article Body

Understanding Content Types
WIN...
Homepage

News Detail
News Detail
Title
Link
Publish date

Title
Link
Publish date
Video
Intro text

Feature
Author name
A...
News Story Fields

Meta:
URL
Title
Description
Image alt tags

Default:
Category
Tag(s)
Publish date / time

Understanding...
It's not always about getting visitors to
your site, but about getting the right kind
of visitors.
moz.com

Keyword Resear...
Tools
Google Keyword Planner

Suggests keyword ideas and provides search volume and competition
scores

Google Trends

Sho...
Website Sitemap
Tools
Slick Plan

Allows you to plan, create and export a website sitemap structure

Writemaps

Slightly less impressive v...
Unless you are creating the dullest, most technical website imaginable, your content should consist of more than just plai...
Smart Insights Content Marketing Matrix

The content marketing matrix is designed to “help you
think through the dimension...
Snow Fall

The New York Times

Interactive multimedia feature on 2012 Tunnel Creek
avalanche. Critically acclaimed and win...
Prezi

Tool for creating presentations and animations

Slideshare

Upload and share documents

Quora

Q&A social network, ...
What’s next...
1.
2.
3.
4.
5.

Choose a website
Set aims and goals
Identify your audience
Carry out some keyword research
...
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MA Project Development - University of Winchester - Week One

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MA Project Development - University of Winchester - Week One

  1. 1. MA Project Development Week One | Introduction
  2. 2. Overview 1. 2. 3. 4. 5. 6. 7. 8. Module Overview About Me Introduction to Websites Setting Aims and Goals Understanding your audience Understanding content types Plan initial keyword research Plan website sitemap Week One | Introduction Overview
  3. 3. Aims of module 1. 2. 3. 4. 5. 6. Take over management of website Develop website (make improvements) Produce content Commission writers Promote the website a. SEO b. Social media Measure success (Google Analytics) Module Overview
  4. 4. Digital Consultant at White.net ● ● ● ● ● Oxford SEO, PPC, Content, Social, Analytics Clients include: Deloitte, M&G & Skrill Award winning blog Industry thought leaders About Me Digital marketing consultant ● ● ● SEO Content Front-end development Journalism graduate Helped grow first incarnation of WINOL
  5. 5. White.net
  6. 6. 7 Websites to choose from... 1. 2. 3. 4. 5. 6. 7. Here & Now Magazine Journalism Now The Justice Gap The Volt Absolute:ly New Winchester Review WINOL Introduction to Websites Opportunity to start a new website if you can put forward a compelling case to do so!
  7. 7. Name Address Features Description Here & Now Magazine www.winol.co.uk/hereandnow/ Content Introduction to Websites Here & Now Magazine Social media magazine
  8. 8. Name Address News / Features Description Journalism Now www.journalism-now.co.uk Content Introduction to Websites Journalism Now Online journal for social video generation
  9. 9. Name Address News / Features Description The Justice Gap thejusticegap.com Content Introduction to Websites The Justice Gap Online magazine about law and justice
  10. 10. Name Address Features (reviews / interviews) Description The Volt www.winol.co.uk/winolmusic/ Content Introduction to Websites The Volt Music magazine
  11. 11. Name Address Features Description ABSOLUTE:LY www.winol.co.uk/absolute:ly/ Content Introduction to Websites ABSOLUTE:LY Fashion magazine
  12. 12. Name Address Features Description New Winchester Review www.winol.co.uk/winolarts/ Content Introduction to Websites New Winchester Review Arts magazine
  13. 13. Name Address News / features Description WINOL winol.co.uk Content Introduction to Websites Winchester News Online Local news website
  14. 14. Aims High-level Become a respected source of local news Encourage audience to check site regularly Setting Aims & Goals WINOL Goals Measurable Increase organic search traffic Get site indexed in Google News Traffic from social sources Email update signups Increase average time on site
  15. 15. Understanding of audience Leads to... Where do they live? How old are they? Where do they work? What time are they online? What device do they use? Local stories Topics / interests What affects them? When to schedule promotion / updates Does site need to be responsive? Understanding Your Audience WINOL
  16. 16. How to learn about your audience Google Analytics data Location New vs returning visitors Visit duration Browser & OS Most viewed content Keyword information (keyword research) What is being searched for Topics Location Understanding Your Audience WINOL Your own aims and goals What you already know about the audience Google Trends Growing topics & search terms Social media (what people are talking about) Trends Local #hashtags
  17. 17. The WINOL website contains a number of unique content types. Understanding Content Types WINOL
  18. 18. Title News Story Author Image Author Name Featured Video Featured Image Article Body Understanding Content Types WINOL All of these fields must be managed and input within the WordPress CMS
  19. 19. Homepage News Detail News Detail Title Link Publish date Title Link Publish date Video Intro text Feature Author name Author image Link Intro text Understanding Content Types WINOL
  20. 20. News Story Fields Meta: URL Title Description Image alt tags Default: Category Tag(s) Publish date / time Understanding Content Types WINOL Content: Headline Intro text Body copy Featured image Other image(s) Video
  21. 21. It's not always about getting visitors to your site, but about getting the right kind of visitors. moz.com Keyword Research Resources Moz keyword research guide HubSpot beginners guide to keyword research
  22. 22. Tools Google Keyword Planner Suggests keyword ideas and provides search volume and competition scores Google Trends Shows search trends for keywords. Good for comparing growth of keywords over time Bing Webmaster Tools Provides search volume data from Microsoft’s Bing search engine Ubersuggest Takes information from Google’s auto suggest feature Mergewords Can be used to combine words to create new keyword combinations Keyword Research Process 1. 2. 3. 4. 5. 6. Plan initial ideas Produce keyword seed list Gather keyword suggestions Gather data Categorise keywords Apply to website Spreadsheet template / example File / Make a copy Use template to carry out keyword research
  23. 23. Website Sitemap
  24. 24. Tools Slick Plan Allows you to plan, create and export a website sitemap structure Writemaps Slightly less impressive version of Slick Plan! Resources Smashing Mag Guide to Planning a Website A comprehensive guide about the importance of planning your website before starting work. Article goes into detail on what to consider. Website Sitemap Notes 1. 2. 3. 4. Plan content types Plan how to categorise content Plan sub-categories Create a logical user journey
  25. 25. Unless you are creating the dullest, most technical website imaginable, your content should consist of more than just plain text. By using one or more of the following multimedia elements, you’ll greatly enhance the appeal and usefulness of the website: ● Images; ● Documents (usually PDFs); ● Audio; ● Video (i.e., embedded from YouTube or Vimeo, or self-hosted); ● Adobe Flash files; ● Content feeds (from other websites, for example); ● Photos (from Flickr perhaps); ● Twitter stream; ● Facebook “friends” list; ● RSS feeds. Smashing Magazine Website Sitemap
  26. 26. Smart Insights Content Marketing Matrix The content marketing matrix is designed to “help you think through the dimensions of different content based on how your audience might think and what you’re trying to achieve as a business.” Website Sitemap What is the best way to present your content?
  27. 27. Snow Fall The New York Times Interactive multimedia feature on 2012 Tunnel Creek avalanche. Critically acclaimed and winner of 2013 Pulitzer Prize for Feature Writing. Killing Kennedy National Geographic Part of promotional activity for National Geographic. Is a good example of how to present lots of content in an engaging and easy to consume way. Website Sitemap What is the best way to present your content?
  28. 28. Prezi Tool for creating presentations and animations Slideshare Upload and share documents Quora Q&A social network, good for researching topics and finding out what audience is talking about MailChimp Tool for creating and sending email newsletter updates Evernote Manage content ideas and content calendar Content Tools
  29. 29. What’s next... 1. 2. 3. 4. 5. Choose a website Set aims and goals Identify your audience Carry out some keyword research Plan content and create a sitemap What Now? What you will need... ● ● ● ● Google account Bing Webmaster account Slick Plan account Access to WordPress for your website

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