Creating Amazing Web Content: Strategies and Skills
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An introduction to the content strategy and web writing skills that help organizations plan for, create, and manage excellent websites. Includes a link to downloadable tools such as a simple content audit spreadsheet, content inventory, page table example, and more.
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Creating Amazing Web Content: Strategies and Skills
- 1. Creating Amazing Web Content: Strategies and Skills Kate Johnson Content Strategy Manager @katedjohns #IABCWeb
- 5. It’s complicated Dan McCarthy, ViralHousingFix.com Multiple stakeholders Content from multiple sources Multiple outlets Nonsequential pages Ongoing maintenance and updates Measurement And so on…
- 8. I love my content inventory.
- 10. Page table
- 13. Care and feeding
- 14. Maintainance A lifecycle, not a launch • Set regular update schedule • Use automatic reminders • Review every page annually
- 15. Writing for the Web
- 16. Web users skim • Users scan for key words and phrases • They don’t read word-for-word • Web readers are impatient
- 18. Be user-centered • Focus completely on the tasks your users need to accomplish. • Your site can’t be a loudspeaker for things you want users to hear. • Users will only stay if your site gives them what they need.
- 19. Get to the point • Put your main idea in the first sentence • If skimmers don’t find what they want, they leave
- 20. Ideas, innovation and a well- educated workforce are essential to a vibrant economy and a healthy democracy. Academic programs at the University of X provide you with the skills you need…
- 21. Main idea first The University of X offers 50 degree programs, all designed to graduate well-informed students who will contribute to a healthy democracy. Our programs include • Economics • Political Science • History
- 22. Scannability
- 23. Break up text with • Short paragraphs • Subheads • Bulleted lists • Images • Inline links How to be scannable
- 25. How to write a page What questions do users have? These become your subheads. What do you want users to do? These are your calls to action.
- 26. Stick to the facts No unsupported claims • Our innovative products are the best on the market • Our staff are uniquely committed to our customers and their futures
- 28. 2 parts of SEO Keyword relevance (on-page SEO) • How often keywords appear on page • Keyword placement
- 29. Off-page SEO Factors that determine your pagerank • Sites that link to you • Age of domain • Behavior of users • Page load speed
- 30. The keywords are theirs • Listen to your audience. • Read what they write. • The keywords are theirs, not yours.
- 31. Put keywords in • Title tag • Page headline • Subheads • Linked text (aka anchor text) • Bold text • Alt tags for photos
Notas del editor
- 9:43
- Part of what it’s done is just recognize that fact. 6 min
- I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
- 16 minI love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
- Post launch, keep this maintenance section, keep sections about photo files
- I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
- I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
- You have your beautiful, fragile young website, reaching for the sun.
- 26Goes beyond maintenance—what strategists might call governance.
- Tools for spidering sites.Link to presentation on SlideShare.