Workshop Content and Social Media Strategy

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?


WHAT topics do we write about?


WHEN & WHERE do we publish our stories?


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


Mix in keywords for SEO

Example: 11 Fatal Mistakes Everybody Makes at

Work


Use numbers. Odd numbers.

Example: 11 Fatal Mistakes Everybody Makes at Work


Dare to be controversial

Example: 11 Stupid Mistakes You’re Still Making at

Work


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.

http://www.nngroup.com/articles/how-little-do-users-read/

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

Workshop Content and Social Media Strategy

Marketing