Writing for the Web
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My presentation for the My Charity Connects conference which details how organizations can improve their web writing by keeping it short and simple.
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In multiple surveys, more than eighty percent of prospective students rank the website as the number one tool for research when selecting a school. Despite a desire to focus on prospects, most higher education websites are unable to power enrollments. Instead, marketing groups are slowed by internal politics, a lack of actionable data, and long funding cycles. Drawing on examples from both successful higher education and corporate clients, this session will provide a new framework for defining investment in your school’s website. We’ll highlight how marketing groups can: - Make the case for ongoing investment in digital - Define clear business goals - Measure and make decisions based on data, not opinion - Leverage analytics to take control - Comprehensive look at social, search, paid search, ads, email The session will translate corporate practices into a higher education context to provide you with actionable next steps. In addition, we’ll present an overall framework for socializing the evolution of websites -- and the required staffing and budget -- to invest in digital. (All of these concepts are not tied to a specific vendor or software solution.)
Leveraging a meaningful online presence for Non Profits
The document discusses how non-profits can leverage an online presence through websites, blogs, social media, email marketing, and search optimization. It provides best practices and recommendations for each channel, including having a website with engaging content and calls to action, using a blog to build conversations, telling stories through multimedia, following email marketing guidelines, and being active on key social networks like Facebook and Twitter. It emphasizes the importance of analytics and maintaining an online program over time.
NP Center Sacramento 2009
This document provides guidance on using various digital communication tools and channels effectively for nonprofit fundraising and engagement. It discusses strategies for email marketing, social media, websites, video, and integrating multiple channels into a unified approach. Key recommendations include segmenting lists, testing subject lines and content, growing email lists online and offline, using landing pages, and measuring engagement across platforms.
Coverings2011: Practical Marketing - Digital Visibility for Small Businesses
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Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you don’t neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customers’ needs.Embracing technology as a nonprofit
The document discusses how the nonprofit fundraising software eTapestry can help organizations embrace technology and succeed despite economic challenges. It outlines eTapestry's features such as an integrated donor database and ecommerce platform, email marketing, mobile access, reporting tools, and training support that help with acquisition, cultivation, and managing donor relationships. eTapestry claims their solution can help nonprofits raise more money through online giving and that new organizations will get the software free for a year if fundraising goals are not exceeded.
Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
This document provides an overview of content marketing and inbound marketing strategies. It discusses how traditional marketing uses interruptive tactics like ads while inbound marketing focuses on creating helpful content over time. It emphasizes using data to inform strategy and creating content like blogs, videos and social media posts to attract potential customers. The document also covers best practices for writing content, optimizing it for search engines, and distributing it across channels to generate leads and traffic.
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Writing for the Web
- 1. Keep it Short & Simple: Writing for the Web Lindsey Patten Synthesis Communications
- 10. Google Analytics
- 11. Survey
- 16. Who Is Your Audience?
- 17. Who Is Your Audience?
- 35. The Web Composition Triangle
- 36. Search Engine Optimization What Is Search Engine Optimization?
- 38. Search Engine Optimization Why Do We Need It?
- 40. Search Engine Optimization How Do You Use It?
- 42. Content Management What is Content Management?
- 43. Content Management Content management allows for dynamic content to be added in similar fashion to using a word processor or blogging software to quickly and easily add content.
- 44. Content Management Why Do We Need It?
- 46. Navigation What is Navigation?
- 47. Navigation Navigation is how one travels through your website. Good navigation allows a visitor to receive the content they are looking for as quickly as possible.
- 48. Navigation How Does Good Navigation Improve Content?