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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 strategy
Content rules
Social media strategy
New 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
Curate
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
new
topics
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
Listen
to your
readers
What
content
drives
traffic?
News
Lists
How
to’s
Quizzes
Cheat
sheets
Writing for web
has its
own rules
The 5 elements of
good online copy
Headline
Design
Word choice
Search Engine Optimizing &
linkbuilding
Images
Headline
What defines a great
?
Headline
What 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 excersise
Rewrite 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
design
What 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 scanners
Header & subheaders
Short paragraphs
Short sentences (keep it simple!)
Bullets & numbering
Search
engines
Write for
Writing for search engines
Use headings and subheadings
Put keywords in your intro & body text
Use Synonyms and Antonyms
Deeplink to articles & high rated websites
Attract inbound links (seeding)
Never copy/paste text
In depth articles of >1200 words
Writing excersise
Write 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
images
What kind of
?generate traffic
Good quality
& high res
People
Love
faces
Eyecontact
drives
traffic
Relevance
is key
Show
Real
emotions
avoid
stock images
Don’t forget the technical
stuff:
Use alt tags with keywords
Optimize filenames for SEO
Keep file size as low as possible
When in
doubt:
Kittens!
3.
Publish & Share
-
Social Media strategy
Content
is king, but
distribution
is queen
Posting your
article
is just
the start
You need Social Media
to spread your content
& generate traffic
Strategy exercise
Fill out the Social Media Worksheet
Time: 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 likeable
Use 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 characters
to 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

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Workshop Content and Social Media Strategy

Notas do Editor

  1. It’s going to be fun, and sometimes a little technical. I don’t know exactly how much you guys know about content and social media strategies, so if you have any questions, please raise your hand at any moment.
  2. OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  3. OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  4. OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  5. OPDRACHT 2! VUL DEZE MISSION STATEMENT IN. A4-TJES UITDELEN.
  6. Vandaag alleen online. Nogmaals benadrukken.
  7. So what kind of content should you write? I will be mainly focussing on publishing written stories, as this is your main business and priority.
  8. Opdracht: groepsgesprek!
  9. Opdracht: groepsgesprek!
  10. Nader in te vullen.
  11. Opdracht: groepsgesprek!
  12. Jakob Nielsen analyzed 45,237 page views
  13. Opdracht: groepsgesprek!
  14. Nader in te vullen.
  15. Opdracht: groepsgesprek!
  16. Nader in te vullen.
  17. Content seeding is a strategic approach to scatter content across the Internet. Content creators spread content to various locations where that content will be read, noticed and spread. Often, content creators target relevant influencers in hopes that those well-connected influencers use their own networks to distribute the content. This marketing approach aims to increase brand awareness by pushing content across the web to relevant target groups.
  18. The primary focus of seeding is to convince industry thought leaders to validate and spread a brand’s content over their network – for example, their blog, social media platforms or email newsletter. Through this, the reach and awareness of the original content is increased greatly, and since it’s been validated by the industry thought leader, it carries more weight.
  19. Seeding is an important element in online marketing, so it’s vital to implement a well structured and planned strategy. A wide distribution of videos, articles and images using Facebook, Twitter, Google+ and search engines is the end result to a well-organized campaign. The following points serve as a guide to a successful seeding campaign