The document provides guidance on finding and editing content for online publishing. It discusses scoping content by considering how users might want to navigate the story and what additional information they might need. It also addresses making product out of process by adding multimedia content like user comments. The document emphasizes optimizing content for search engines and social media by using keywords, links, frequent updates and multimedia tagging. The overall message is to tell the story across multiple formats and media while focusing on the user experience.

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. By next week you should be able to… Scope and find content Edit content for the web Explain considerations for Search Engine Optimisation

3. Golden rules Tell the story in (many) new ways Make product out of process Edit content for users and search engines

4. Scoping content How might they want to navigate the story differently? What are the other parts of the story? What happens next? What happened before? Who are the people? The organisations? What questions will users have? What will they want to do? What problems might they have?

5. Finding content ‘ Cutting room floor’ elements Contributors – blogs, video diary, emails, chats Users – forums, ratings, blogs, comments, uploads Production staff Other sites (rewrite)? Quote and link if you can Libraries Royalty free images Royalty free sounds Games

6. Incidental content, incremental content Cutting room floor Making product out of process: Bookmarking Blogs, video diary, emails, Webcam Social networking Twitter Flickr galleries chats

7. Do something now You will need: 1 idea for a traditional media product, e.g. program, article, package How might you break it apart online? What multimedia content could you add? Answer the questions about users: questions they have, activities to do, problems Turn it on its head: how could you start online and end up with a traditional media product as a byproduct?

8. BASIC principles Brevity Short pars, short pages, short video, audio Adaptability Flexible content, multimedia, platforms for users Scannability Subheadings, space between pars, and bullets where appropriate. Interactivity Links! Anticipate where they’ll want to go Community and Conversation How do you tap into them and build them?

9. SEO

10. What do search engines look for? Pages , not whole sites Search engine spiders Index text Follow links And measure popularity, frequency, authority

11. It all comes back to your audience What phrases are they using to search? What sites do they visit? Use those phrases (focus on one or two) try to get on those sites Use tools like Overture, Wordtracker, Google Trends, PPC stats

12. Search Engine Optimisation (SEO): your site Keywords in: URL; Page title; Meta tags; Headings (<h1>, <h2> etc.); Alt tags Links and text around; top content Clean, valid and accessible markup Downloads quickly Frequently updated Site map Links from other, good, sites But most of all…

13. CONTENT

14. Video, audio and Flash Search engines don’t like these, so: Optimise the webpage that contains the video/etc. Ask users to ‘tag’ the content using del.icio.us etc. Use social media like YouTube, MySpace etc. Split your Flash ‘site’ into different movies – put each movie on a different (optimised) page Create a HTML version of the Flash site

15. Social Media Optimisation (SMO) YouTube, Flickr, MySpace, Facebook, Blogs, Twitter Social bookmarking (del.icio.us, Digg, Reddit) Send to a friend Incoming links In other words: word of mouth

16. Once again… Tell the story in (many) new ways Make product out of process Edit content for users and search engines

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]