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
