workshop content and social media strategy
TRANSCRIPT
HOW TO CREATE AND WRITE
GREAT WEBCONTENT
(AND HOW TO GET IT TO THE RIGHT PEOPLE)
BUT FIRST
Who am I?
My name is
Harm Teunisse
I live in
Amsterdam
I design & execute
digital strategies
I create & write
magazines
and I produce
TV shows
More importantly…
Who are you?
(Create a great headline about your neighbours life in five minutes.)
As a writer this
used to be your
workspace
Now it’s this
Writing is only part of the job description. You also have to be a strategist. A creative. And a bit of a nerd.
I’m here to talk about
for the web
The next 3 weeks are about
Content strategyContent rulesSocial media strategyNew business models
?What is
“Content is anything created to be engaging, valuable, insightful and compelling, and should fundamentally connect
with your target audience.”
If your website is a mousetrap
Your content
is the cheese
Content strategy
Is a Never ending
cycle
Strategize
Create
Publ
ish &
sh
are
Curate
Analyze
Lear
n &
evol
ve
1.Strategize
The why & what
-Define your company mission
[Our company] is where
[our audience] gets
[what information] that
offers [what benefit]
Please fill in the blanks
in teams of three people
[Our company] is where
[our audience] gets
[what information] that
offers [what benefit]
Content strategy is about defining
WHO are we writing for and WHERE can we find them?
Content strategy is about defining
WHAT topics do we write about?
Content strategy is about defining
WHEN & WHERE do we publish our stories?
Content strategy is about defining
WHAT is our tone of voice?
2.Create
Research
newtopics
is your best friend
Use Google Keyword planner in Google Adwords for popular related search terms
Source: http://www.keywordtool.io
Use Google Analytics to see what people search for on your site
Listento your
readers
Whatcontent
drives traffic?
News
Lists
How to’s
Quizzes
Cheat sheets
Writing for webhas its own rules
The 5 elements of
good online copyHeadlineDesignWord choiceSearch Engine Optimizing & linkbuildingImages
HeadlineWhat defines a great
?
HeadlineWhat defines a great
?
Curiosity Gap and Sharing
On average, 8 out of 10 people never make it past your headline or title.
A good headline …Promises value…Conveys emotion…Stands out…Contains SEO keywords
How to write great headlines:
Use powerwords(Such as fooled, smash, fatal, and
warning)
Example: 11 Fatal Mistakes Everybody Makes at Work
How to write great headlines:
Mix in keywords for SEO
Example: 11 Fatal Mistakes Everybody Makes at
Work
How to write great headlines:
Use numbers. Odd numbers.
Example: 11 Fatal Mistakes Everybody Makes at Work
How to write great headlines:
Dare to be controversial
Example: 11 Stupid Mistakes You’re Still Making at
Work
How to write great headlines:
Ask a question
Example: Are you making mistakes at work that could
cost your job?
How to write great headlines:Give them a reason to
click.
Example: Reading This Post Will Make Your Boss Like You
541% Better
Writing excersiseRewrite one of these headlines so it promises value & benefit French companies to study feasibility of urban cable car in Valley
Bank Hackers Steal Millions via Malware
designWhat is smart
?
Readers Aren’t Reading
source: How Little to Users Read? NN Group
Users have time to read at most 28% of the words during an average visit; 20% is more likely.
Design for scannersHeader & subheadersShort paragraphsShort sentences (keep it simple!)Bullets & numbering
Search engines
Write for
Writing for search enginesUse headings and subheadingsPut keywords in your intro & body textUse Synonyms and AntonymsDeeplink to articles & high rated websitesAttract inbound links (seeding)Never copy/paste textIn depth articles of >1200 words
Writing excersiseWrite a 100 word SEO & web optimized article on one of today’s stories:Hackers steal 1 billion from worldwide banks
Korean Air executive jailed in 'nut rage' case
Iceland convicts bad bankers and says other nations can act
imagesWhat kind of
?generate traffic
Good quality & high res
PeopleLovefaces
Eyecontactdrivestraffic
Relevanceis key
ShowReal
emotions
avoidstock
images
Don’t forget the technical stuff:Use alt tags with keywordsOptimize filenames for SEOKeep file size as low as possible
When in doubt:
Kittens!
3.Publish & Share
-Social Media strategy
Content is king, butdistribution
is queen
Posting your articleis just
the start
You need Social Mediato spread your content & generate traffic
Strategy exerciseFill out the Social Media
WorksheetTime: approximately 15 minutes
Keys to success on social media:Dedication. Success takes time.Discipline. Post daily. Plan ahead.Add value. It’s about giving. Interact. Engage your audience.Be human. Be honest.
DO:
Be likeableUse lots of images.Use search engine friendly URL’s.Take webcare seriously.Promote your social platforms.Know your followers.
DON’TS:
Using all social media platforms. Posting the same everywhere.Automating your replies.Connecting social media.Not responding to questions and comments.
Posts with pictures receive 39% higher engagement than average
80Posts with maximum
80 words get 23% more engagement.
48%Asking for likes,
shares and comments increases engagement
with 48%.
70%Of users will see your
post on their smartphone first.
Think mobile.
$Small post promotions in the
first 24hrs can increase traffic to your blog up to 200%
Tweets with images receive 150% higher engagement than average
110Keep tweets
under 110 charactersto allow retweets.
86%Tweets with interesting
links get 86% more retweets.
>4Limit yourself to
four tweets a day for better ROI.
CTAUse strong call to action like ‘retweet’, ‘help’, ‘follow’ and
‘how to’.
Timing is everything
The art of seeding:getting others to share your content
Readers are more likely to view a piece of content that’s been recommended by someone they trust.
Keys to seeding success:Identify. The relevant personas.Follow. Trends and news.Build. A contact database. Interact. Engage in discussions.Fine tune. Only offer relevance.
4.Curate
5.Analyze
6.Learn & evolve