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.
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
Editor's Notes
- #2: 9:43
- #6: Part of what it’s done is just recognize that fact. 6 min
- #8: 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.
- #9: 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.
- #10: Post launch, keep this maintenance section, keep sections about photo files
- #12: 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.
- #13: 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.
- #14: You have your beautiful, fragile young website, reaching for the sun.
- #15: 26Goes beyond maintenance—what strategists might call governance.
- #35: Tools for spidering sites.Link to presentation on 狠狠撸Share.