This document outlines an instructor-led workshop on writing for the web. The instructor, Lynne Morioka, has 15 years of experience in writing, editing, communications, PR and social media. The workshop will cover why website content is important, how to write for the web, content strategy basics, and discovering and making the most of content assets. Key points include using brief, concise language and highlighting important information with bullet points. An effective content strategy involves understanding your audience, business objectives, and conducting research. Content can be repurposed across a website, blog, social media, presentations, articles, videos and more.
It's a new year and it's time to rethink how you're using the Internet to drive traffic and revenue for your business. Check out our presentation to learn about the biggest Internet marketing trends for 2013.
GinzaMetrics defines how to create good content in your digital marketing efforts that will help your brand get found. Learn more about GinzaMetrics' search and content marketing platform at: ginzametrics.com. Sign up for our free 14-day trial.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
It’s not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
This webinar is sure to add to your bottom line.
Byron White is your guide. He has more than 10 years of content marketing experience as the founder and Chief Idea Officer of idealaunch and LifeTips.
idealaunch - Content Marketing Webinar August 2009WriterAccess
It's not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
It's a new year and it's time to rethink how you're using the Internet to drive traffic and revenue for your business. Check out our presentation to learn about the biggest Internet marketing trends for 2013.
GinzaMetrics defines how to create good content in your digital marketing efforts that will help your brand get found. Learn more about GinzaMetrics' search and content marketing platform at: ginzametrics.com. Sign up for our free 14-day trial.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
It’s not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
This webinar is sure to add to your bottom line.
Byron White is your guide. He has more than 10 years of content marketing experience as the founder and Chief Idea Officer of idealaunch and LifeTips.
idealaunch - Content Marketing Webinar August 2009WriterAccess
It's not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
Digital Content in Ecommerce - Waggener Edstrom APAC WE Studio D Zaheer Nooru...Zaheer Nooruddin
Creating digital, social media and mobile optimized content for the web and ecommerce strategies for consumer marketing in Asia Pacific - from Waggener Edstrom, WE Studio D, APAC, Asia Pacific
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
Key content marketing tools
Blog Posts
Microsites
Social Media updates
Infographics.
Photographs
Podcasts
Communities
Fact sheets
White papers
E-books
Testimonials.
Webinars
Live events
Creative brief
Video categories
Video planning
How To Generate More Leads with Your Content MarketingNewsCred
86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
World Travel Market 2015 - How can content strategy help you to tell credible...Stickyeyes
Lots of brands struggle to venture outside their niche/vertical when planning and deploying their content strategy. But, if you can improve your brands story-telling you'll be able to increase your reach to a wider and more engaged audience.
Stickyeyes Marketing Communications Director, Heather Healy, shared her insight and top tips for developing content streams that increase brand awareness, site visitors and partnerships options, without compromising on your brand values, at World Travel Market 2015.
43 Expert Tips for Future Proofing Your Content StrategyVisme
Top content marketers and social media influencers provide their best advice and insights on how to future proof your content strategy against content shock and content fatigue.
What Have You Done for Me Lately? 5 Questions to Ask Your CMSPercussion Software
Your website has a job to do, and in higher education, that includes engaging the students you hope to enroll. But is your website doing its job, and more importantly, is your CMS helping or in the way? Ask these 5 questions to find out once and for all.
How to create cornerstone content that drives traffic to your websiteTechmagnate
Cornerstone content is the soul of your website. It can make a difference between success and failure as it determines whether a visitor is going to stay on your website or not. In this presentation you will find some useful tips to create cornerstone content for your website to maximize its SEO value and improve user-experience. Subscribe to our newsletter and get latest updates on digital marketing, SEO and content marketing delivered to your email inbox; visit http://bit.ly/1HG92Yz
Check out the blog post on the importance of building your content marketing destination:
http://marketinginsidergroup.com/content-marketing/content-marketing-destination/
A content hub is a valuable way of interacting with your customers and connecting them with information, ideas, images, and stories. Once you have this content to pass along, you need a place to house it all. Somewhere that is capable of handling a constant feed of new content, from a variety of sources, covering a variety of topics, while still looking aesthetically pleasing and functioning so well that a customer will want to spend hours browsing what it has to offer.
This isn’t an easy task, but one that will be simplified and attainable after reading this guide. The guide is split into four sections, two dealing with your main hub page and two dealing with your specific article page. For both page types the guide is split into a form and function section. Form being your most basic layout, the pieces you need for the page and how to handle them stylistically. Function guides you through how a user will experience each page and the added elements to help improve this experience.
Each suggestion is analyzed on its own page and is accompanied by a screenshot of a site that demonstrates the topic. If you want to explore the entirety of the site, you can click the magnifying glass in the upper left corner of the screenshot on each example page to launch the full site on your browser.
Check it out and less us know what you think?
Creating great content but still struggling to measuring its impact? These slides share practical insight and top tips from the experienced digital content teams at independant digital agency Stickyeyes and content marketing agency Zazzle Media including:
- how forward-thinking brands are driving revenue from social media
- how they distribute content to deliver a return on their investment, and
- how they measure the impact of their content.
We also share practical tips for content ideation and planning including:
- understanding your audience
- identifying your content needs
- generating word of mouth, and
- the importance of testing and refining your campaigns.
As of the way social media and local and mobile technologies the way marketers communicate has changed - there is an almost constant need for information. A challenge and a content marketing opportunity! Find out how to segment your audience, create personas and map your audiences needs to create targeted, relevant and engaging content for any communication channel your customers may use.
Digital Content in Ecommerce - Waggener Edstrom APAC WE Studio D Zaheer Nooru...Zaheer Nooruddin
Creating digital, social media and mobile optimized content for the web and ecommerce strategies for consumer marketing in Asia Pacific - from Waggener Edstrom, WE Studio D, APAC, Asia Pacific
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
Key content marketing tools
Blog Posts
Microsites
Social Media updates
Infographics.
Photographs
Podcasts
Communities
Fact sheets
White papers
E-books
Testimonials.
Webinars
Live events
Creative brief
Video categories
Video planning
How To Generate More Leads with Your Content MarketingNewsCred
86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
World Travel Market 2015 - How can content strategy help you to tell credible...Stickyeyes
Lots of brands struggle to venture outside their niche/vertical when planning and deploying their content strategy. But, if you can improve your brands story-telling you'll be able to increase your reach to a wider and more engaged audience.
Stickyeyes Marketing Communications Director, Heather Healy, shared her insight and top tips for developing content streams that increase brand awareness, site visitors and partnerships options, without compromising on your brand values, at World Travel Market 2015.
43 Expert Tips for Future Proofing Your Content StrategyVisme
Top content marketers and social media influencers provide their best advice and insights on how to future proof your content strategy against content shock and content fatigue.
What Have You Done for Me Lately? 5 Questions to Ask Your CMSPercussion Software
Your website has a job to do, and in higher education, that includes engaging the students you hope to enroll. But is your website doing its job, and more importantly, is your CMS helping or in the way? Ask these 5 questions to find out once and for all.
How to create cornerstone content that drives traffic to your websiteTechmagnate
Cornerstone content is the soul of your website. It can make a difference between success and failure as it determines whether a visitor is going to stay on your website or not. In this presentation you will find some useful tips to create cornerstone content for your website to maximize its SEO value and improve user-experience. Subscribe to our newsletter and get latest updates on digital marketing, SEO and content marketing delivered to your email inbox; visit http://bit.ly/1HG92Yz
Check out the blog post on the importance of building your content marketing destination:
http://marketinginsidergroup.com/content-marketing/content-marketing-destination/
A content hub is a valuable way of interacting with your customers and connecting them with information, ideas, images, and stories. Once you have this content to pass along, you need a place to house it all. Somewhere that is capable of handling a constant feed of new content, from a variety of sources, covering a variety of topics, while still looking aesthetically pleasing and functioning so well that a customer will want to spend hours browsing what it has to offer.
This isn’t an easy task, but one that will be simplified and attainable after reading this guide. The guide is split into four sections, two dealing with your main hub page and two dealing with your specific article page. For both page types the guide is split into a form and function section. Form being your most basic layout, the pieces you need for the page and how to handle them stylistically. Function guides you through how a user will experience each page and the added elements to help improve this experience.
Each suggestion is analyzed on its own page and is accompanied by a screenshot of a site that demonstrates the topic. If you want to explore the entirety of the site, you can click the magnifying glass in the upper left corner of the screenshot on each example page to launch the full site on your browser.
Check it out and less us know what you think?
Creating great content but still struggling to measuring its impact? These slides share practical insight and top tips from the experienced digital content teams at independant digital agency Stickyeyes and content marketing agency Zazzle Media including:
- how forward-thinking brands are driving revenue from social media
- how they distribute content to deliver a return on their investment, and
- how they measure the impact of their content.
We also share practical tips for content ideation and planning including:
- understanding your audience
- identifying your content needs
- generating word of mouth, and
- the importance of testing and refining your campaigns.
As of the way social media and local and mobile technologies the way marketers communicate has changed - there is an almost constant need for information. A challenge and a content marketing opportunity! Find out how to segment your audience, create personas and map your audiences needs to create targeted, relevant and engaging content for any communication channel your customers may use.
From the traditional basics such as networking and press releases to newer tools such as social media and mobile websites, learn the low cost or no cost ways to take your business to the next level with better marketing.
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
Developing a Content Marketing Strategy for Your BusinessChristian Buckley
Six steps to developing a winning content marketing strategy and jump-starting your overall marketing plans. Presentation given at the 2013 Microsoft Worldwide Partner Conference (#WPC13) in Houston, Texas by Christian Buckley (@buckleyplanet), evangelist for Axceler (www.axceler.com).
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Takeways from My #Bizheroes Chat :Building and Maintaining a LinkedIn Audienc...Dan Galante
I recently lead a discussion on building and maintaining a LinkedIn audience on Paper.li's #Bizheroes Chat.
Here are 7 Takeaways in case you missed the chat:
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Content Marketing: Publishing is the New MarketingJoe Pulizzi
Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
Ever wondered how to use LinkedIn to sell more real estate? See this presentation for realestate.com.au on how you can use LinkedIn to build your personal brand, identify clients, connect with them, share content and create a lead. Learn more at www.ragingdigital.com
From SourceIn 2013, learn how search and staffing firms can leverage content marketing to attract and find candidates for clients.
Learn more about LinkedIn Talent Solutions for recruitment firms: http://linkd.in/1iTsTH5
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Wondering if SEO copywriting was a smart strategy for your business? Learn about the seven steps to SEO copywriting success - and discover how to make small changes that can gain big ranking (and revenue) results!
Originally presented at SES Chicago 2009. Learn more at SEOCopywriting.com or contact Heather Lloyd-Martin at heather [at] seocopywriting.com
1. WRITING FOR THE WEB
Writing for the Web
8:30 am – 12:30 pm :: May 3, 2013
Century College
Instructor: Lynne Morioka
2. About the instructor: Lynne Morioka is a writer, content strategist and
social media specialist for her company, Social Visibility Consulting
(founded in 2005). She has a background in journalism and public
relations and 15 years of experience encompassing writing, editing,
communications, PR and social media. She works with web designers
and agencies and businesses of all sizes to help them find their voice,
effectively express who they are and inspire action across multiple
platforms. Her passion is writing -- in its many forms for any medium.
Her hobby is writing and her business is writing. She is a "word nerd"
of the highest order.
3. Part 1: Why is website content important?
Part 2: How to write for the web
Part 3: Content strategy basics
Part 4: Uncovering and making the most of content assets
4. Wake up ice breaker:
Introduce yourself
Why are you interested in learning about web content?
What is your current or future role in creating web
content?
What would you like to learn about web content today?
6. • Content defines a company/brand – website content
provides a baseline “voice” for company/brand in other
outlets (like blogs, emails, marketing pieces, etc.).
• Content gets you found by search engines – search
engines rank fresh, relevant, innovative content higher in
search results. Want your website to be found? Be smart
with your content. When content is interesting, people share
it and link to your website (inbound links) which also helps
the website get found.
• Content gives visitors a way to take action – buy now,
read more, contact us, etc.
• Content is information – Content is basic information like
address and phone number, but it can also show visitors
that a company is an industry leader or someone is an
expert in their field.
7. Content can enhance design (and vice versa) – A website can’t easily
convey much information without content and blocks of text do not make an
attractive or user-friendly website.
A perfect example of design and content NOT working together.
9. NO to jargon (industry jargon, corporate jargon,
meaningless words, etc.)
10. Spot the meaningless jargon (bonus points for spotting the spelling and
grammar errors)
11. • Keep it brief – don’t write six paragraphs when you need one paragraph
• Highlight important information with bullet points
• Break up long text with interesting headers
17. • NEVER USE ALL CAPS
• No underlining unless it’s a link
• You have about 20 seconds to capture a reader’s
attention and compel them to take action – make it
easy!
18. Write it right:
You are providing copy for the website of a local electrician. Write
up your best worst home page website copy incorporating as
many of the “do not’s” above as you can.
You are providing copy for the website of a local plumber. Write
up your home page website copy keeping in mind the best
practices above.
20. What is content? Words, images, videos,
games – anything that conveys a point and can
be seen/read and shared with others.
21. What is content strategy? An individual’s or
organization’s plan to create, maintain and market
unique, engaging and valuable content.
22. Who needs a content strategy?
Any individual or organization with a website and trying to market
themselves for any purpose – job seeking, nonprofits looking to build
support, companies trying to sell products/services, etc.
23. Why is content strategy important?
Content marketing produces roughly three times as many leads per
dollar as traditional marketing. - Kapost
Sixty percent of consumers feel more positive about a company after
reading custom content on its site. - ContentPlus
Visual content drives engagement. Brands saw a 65 percent increase
in engagement w/into of FB timeline for brands. – Simply Measured
Seventy percent of consumers prefer getting to know a company via
articles over ads. Ninety percent of consumers find custom content
useful. – ContentPlus
24. How to set up a content strategy?
Step One: Figure out what you’ve got.
A website, articles, photos, videos, white papers, newsletters,
blog posts, presentations – it’s all part of your content
inventory.
25. Step Two: Define your audience.
Who is your target audience? What are their interests? Why should they
be interested in you/your organization? What are their “pain points”? How
can you make it easy for them to do business with you?
26. Step Three: What is the objective of your business?
Do you want to sell a product/service or increase sales? Gather data to use
or share? Inform people?
27. Step Four: Do your research
If you want to know what your customers want or need from you? Ask! Do a
survey and collect/analyze the results. Keyword research will help you
incorporate SEO into future content. Order reports from reputable companies
on your target audience demographics, behavior and other key metrics.
28. Once you know what you’ve got, know your audience, know your
business objectives and have done your research, you can plot out
with better accuracy a content strategy to interest and engage your
audience.
Remember, it’s not about you or what you offer, it’s about your
audience and what you need to give them to get them to take
action.
29. Strategize: A local gift shop with several brick and
mortar locations would like you to redesign their
website. What do you need to know to help you
design their site with a solid content strategy in mind?
Work in pairs to come up with a questionnaire.
31. Website
Your face to the world.
Use it wisely as a home for your content.
Incorporate SEO.
Blog
Can help you position yourself as a thought leader
or an industry expert. Incorporate SEO.
Original, dynamic content that keeps people
coming back to the website.
Social Media
Need a separate social media strategy,
but social media can also direct people back to
website, be crucial in sharing content
(yours and others) and incorporate SEO.
Presentations
SlideShare is one of the world’s leading
education and e-learning tools with 60 million
monthly visitors.
Articles
Interviews, unique and useful content, simple storytelling
can be ready made for sharing and publication.
Videos
Photos
Events
Podcasts
Webinars
Email marketing
Print pieces
Annual reports
32. The match game: Group discussion on how each of
these pieces can affect each other and be repurposed
into other content assets.