Digital Writing: Make Your Content Sing &

Make The Media Love Your Site

PRSA Digital CommunicationsSummit

Friday, 7 Nov. 2014

Jill Hampton

Digital Media MarketerWells Fargo Advisors

@JillSTL

Digital Writing

Digital Writing

WEBSITECONTENTSTRATEGY ANALYTICS

Digital Writing

Know Your Audience

Search

>> What people search>> How audiences differ

>> Change over time

Digital Writing

Search

>> Google>> AdWords>> Analytics

>> Soovle

Digital Writing

Page Layout

>> Below the fold>> Banner blindness

>> F-Pattern / Scanning

Digital Writing

Digital Writing

Content

>> Easily digestible>> More casual

>> Shorter>> One thought at a time

Digital Writing

Content

>> Subheads>> Small text blocks

>> Scannable>> Narrow columns

Digital Writing

Digital Writing

Page Views Over TimeImprove or Kill

Digital Writing

Target: Media

>> Easy to find>> Dedicated section

>> Contacts>> Bios, photos, video

Digital Writing

Press Room

>> *Must* be updated>> More is better>> Chronological

>> Search

Digital Writing

Digital Writing

Digital Writing

Digital Writing

Thank you!

@JillSTL

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Digital Writing