This document provides tips and guidance for creating effective content. It discusses how content is important for setting businesses apart, attracting users and search engine rankings. It encourages identifying content opportunities and turning ideas into plans. Tips include developing brand, engaging audiences, updating regularly and knowing target demographics. The document also reviews techniques like using simple language and hyperlinks to make content scannable. Examples of content types are provided like blogs, videos and social media. Overall it aims to help users understand how to generate high-quality, engaging content.
2. Content is the most important thing on your site.
It is what sets you apart from competitors. It is
why users visit you, search engines rank you
and advertisers buy digital inventory
3.
4. Find out what makes good content
Identify content opportunities
Turn those ideas into plans
Learn how to record and edit audio
Today you will …
5. Good content can
Develop / reinforce brand
Get messages out effectively
Engage customers / audiences
Reach niche audiences
6.
7. Check out these content producers
http://www.mediastorm.com/
http://duckrabbit.info/
8. Where to get ideas
Stories
Solutions
Expertise
Events
Personalities
9. Task
What story can you tell?
What expertise do you have?
Are there any upcoming events?
What do you know that others want to?
11. Stories Solutions Expertise Events
Text
News release
Social media
Blog post
FAQ
Newsletter
Forum
Q&A
Wiki
Blog
Press release
Social media
Forum
Sound
Audio slideshow
Radio package
Podcast Interview
Podcast
Podcast
Interview
Vision
Image gallery
Video
Social media
Slideshow
Animation
Vlog
Interview
Vlog
Presentation
Video, vlog
Image gallery
Maps
Social media
12. 1. Create original content
2. Update regularly
3. Know your audience and what they want
4. Use social media for exposure and reach
5. Make all content meaningful
Five tips
15. Techniques
Simple language
Deliver what you promise
Avoid meaningless phrases
Use bullets, subheads, emphasis
Hyperlinks, keywords, metadata
16. The story: who, what, where, when, why,
how. If reader stopped now they would
have the facts.
Detail: expands on facts adds
information
Least important
information
17. “With the goal of prioritization and agreement
on criteria for a comprehensive recyclable cup
solution, discussions will address obstacles
and opportunities.”
Starbucks June 2009
18. “Primary prevention includes health promotion
and requires action on the determinants of
health to present disease occurring …
“It has been described as refocusing upstream to
stop people falling in the waters of disease."
UK Department of Health
C/- BBC Plain English Awards
19. Introducing the Breaking Borders Awards
Google
Kick start your year with a cleanse and enter to win!
Whole Foods
User post: How to use LinkedIn for biotech projects
LinkedIn
Webchat: Q&A with new General Motors North America
president Mark Reuss GM
Video: Cisco chief demo guy shows newest collaboration
tools Cisco
20. Task
Look at the press release you brought:
1. How could you improve the writing?
2. What other content could you create?
Some of these techniques can be taken from print journalism. The inverted pyramid is an efficient way of communicating information. It demands a focus on facts, objectivity and concise delivery.
But this alone is not enough.
Keywords are really important. Get them in your headlines.
And, make sure your headline tells the reader what they’ll get. Don’t get too creative. It doesn’t work on the web.
Here are some examples from corporate blogs. Notice use of keywords and medium – telling you what you are getting.