The document discusses best practices for digital writing and content optimization. It recommends knowing your audience through search analytics, using scannable page layouts with short blocks of text, targeting media contacts with dedicated and up-to-date press rooms, and regularly analyzing page views over time to improve or remove underperforming content. The overall goal is to make content easily digestible and shareable across digital platforms.

1. Digital Writing:
Make Your Content Sing &
Make The Media Love Your Site
PRSA Digital Communications
Summit
Friday, 7 Nov. 2014

2. Jill Hampton
Digital Media Marketer
Wells Fargo Advisors
@JillSTL
Digital Writing

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WEBSITECONTENTSTRATEGY ANALYTICS

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Know Your Audience

5. Search
>> What people search
>> How audiences differ
>> Change over time
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6. Search
>> Google
>> AdWords
>> Analytics
>> Soovle
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7. Page Layout
>> Below the fold
>> Banner blindness
>> F-Pattern / Scanning
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9. Content
>> Easily digestible
>> More casual
>> Shorter
>> One thought at a time
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10. Content
>> Subheads
>> Small text blocks
>> Scannable
>> Narrow columns
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Page Views Over Time
Improve or Kill

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Target: Media
>> Easy to find
>> Dedicated section
>> Contacts
>> Bios, photos, video

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Press Room
>> *Must* be updated
>> More is better
>> Chronological
>> Search

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18. Thank you!
@JillSTL
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Digital Writing