Making content

Skye DohertyNovember 2010

Content is the most important thing on your site. It is what sets you apart from competitors. It is why users visit you, search engines rank you and advertisers buy digital inventory

Find out what makes good content Identify content opportunities Turn those ideas into plans Learn how to record and edit audio

Today you will …

Good content can

Develop / reinforce brandGet messages out effectivelyEngage customers / audiencesReach niche audiences

Check out these content producers

http://www.mediastorm.com/

http://duckrabbit.info/

Where to get ideas

Stories Solutions Expertise Events Personalities

TaskWhat story can you tell?What expertise do you have?Are there any upcoming events?What do you know that others want to?

Match the qualities of your content with the right medium and tools

Stories Solutions Expertise Events

Text

News releaseSocial mediaBlog post

FAQNewsletterForum

Q&AWikiBlog

Press releaseSocial mediaForum

Sound

Audio slideshowRadio package

Podcast InterviewPodcast

PodcastInterview

Vision

Image galleryVideoSocial media

SlideshowAnimationVlog

InterviewVlogPresentation

Video, vlogImage galleryMapsSocial media

1. Create original content2. Update regularly3. Know your audience and what they want4. Use social media for exposure and reach5. Make all content meaningful

Five tips

Getting the words right

ConciseScannableObjective

Techniques

Simple language Deliver what you promise Avoid meaningless phrases Use bullets, subheads, emphasis Hyperlinks, keywords, metadata

The story: who, what, where, when, why, how. If reader stopped now they would

have the facts.

Detail: expands on facts adds information

Least important information

“With the goal of prioritization and agreement on criteria for a comprehensive recyclable cup solution, discussions will address obstacles and opportunities.”

Starbucks June 2009

“Primary prevention includes health promotion and requires action on the determinants of health to present disease occurring …

“It has been described as refocusing upstream to stop people falling in the waters of disease."

UK Department of HealthC/- BBC Plain English Awards

Introducing the Breaking Borders Awards

Google

Kick start your year with a cleanse and enter to win!

Whole Foods

User post: How to use LinkedIn for biotech projects

LinkedIn

Webchat: Q&A with new General Motors North America president Mark Reuss

GM

Video: Cisco chief demo guy shows newest collaboration tools

Cisco

Task

Look at the press release you brought:

1. How could you improve the writing?2. What other content could you create?

Introduction to audio

Recording http://www.youtube.com/watchmaps

Editing http://audacity.sourceforge.net

Publishing http://podcastmachine.com

http://skyedoherty.com www.twitter.com/skyedoherty www.slideshare.net/skyedoherty www.delicious.com/skyedoherty www.scribd.com/skyedoherty

Resources

http://skyedoherty.com