Building online content
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Online Content Building
Transcript of Building online content
Online Content
Building
Where Does Most Online Content Come From?
Existing/Previous Content• Numbered Extension Publications• Press Releases• Course Content• Research Journal Articles• Field Trials New Content• Have an Interest In• Uniquely Composed• Solving Problems• Research Journal Articles• Field Trials
If Listening to your customer is so important,
Where/How are you doing that?• Focus groups• Surveys• Content search analysis• Social media/networks: YouTube, FB, Twitter, Blogs
Search Engine Optimization
Best Practices• Unique/Compelling Content
Search Engine Optimization
What is Unique and Compelling Content?
• It is content that someone considers particularly remarkable, special, or unusual, that evokes interest, attention, or admiration in a powerfully irresistible way.
Search Engine Optimization
Best Practices• Unique/Compelling Content• Brainstorm on keyword phrases• Test your brainstorming
– Raven Tools, Keyword Discovery, Google Adwords Keyword Tool
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
Best Practices
• Original Content• Brainstorm on keyword phrases• Test your brainstorming
– Raven Tools, Keyword Discovery, Google Adwords Keyword Tool
• Use Keywords in Title• Use keyword phrases throughout the body• Link to appropriate pages in your Web site
Search Engine Optimization
Writing Quality Content
1. Knowledge Level – easily understood by masses
2. Interrelatedness – fits well with other content3. Relevance – timely and evergreen4. Usability – problem free5. Actionability – next steps clear, call to action 6. Differentiation – unique content, offers new or
better explanations
Content Attributes
Descriptive Titles
Keywords
Sub-headings
Bulleted Lists
Images
Video
Links
Ability to Share Content
Carry on Conversation
Unique and One-of-a-Kind
Call to action
Best Practices
• Off Page Optimization– Inbound links “votes of confidence”– Importance of Inbound links– Linking site – “trustworthy”– Content of linking page. Must be relevant– Anchor text, the words in the link are critical
Search Engine Optimization
How content is effected by changes in Search engine functionality
http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
is a type of web search that takes into account the Social Graph of the
person initiating the search query.
Social Search
SOCIAL GRAPH
Experts
Books
e-books
e-books
e-books
Books
Colleagues
Social Networks
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Context to Content
Context to Content
Shareist.com
Context to Content
Where Extension Adds Value
Surfacing what is important-- search, curation, social
Research beyond the your College – Total University
Discoverability-- must have links
Engagement/Conversation
Learning is Social
Change the way we are developing content• Listen to our customers• Conversations with our customers• Less low hanging fruit• Truly unique, compelling information• Quality versus quantity• Employ SEO best practices• Add context to content (curate)• Ensure online relevant content
Take Home
