ma project development - university of winchester - week one
DESCRIPTION
Week one document for MA Journalism Project Development.TRANSCRIPT
MA Project DevelopmentWeek One | Introduction
Week One | IntroductionOverview
Overview
1. Module Overview2. About Me3. Introduction to Websites4. Setting Aims and Goals5. Understanding your audience6. Understanding content types7. Plan initial keyword research8. Plan website sitemap
Module Overview
Aims of module
1. Take over management of website2. Develop website (make improvements)3. Produce content4. Commission writers5. Promote the website
a. SEOb. Social media
6. Measure success (Google Analytics)
About Me
Digital Consultant at White.net● Oxford● SEO, PPC, Content, Social, Analytics● Clients include: Deloitte, M&G & Skrill● Award winning blog● Industry thought leaders
Digital marketing consultant● SEO● Content● Front-end development
Journalism graduateHelped grow first incarnation of WINOL
White.net
Introduction to Websites
7 Websites to choose from...
1. Here & Now Magazine2. Journalism Now3. The Justice Gap4. The Volt5. Absolute:ly6. New Winchester Review7. WINOL
Opportunity to start a new website if you can put forward a compelling case to do so!
Introduction to WebsitesHere & Now Magazine
Name Here & Now Magazine
Address www.winol.co.uk/hereandnow/
Content Features
Description Social media magazine
Introduction to WebsitesJournalism Now
Name Journalism Now
Address www.journalism-now.co.uk
Content News / Features
Description Online journal for social video generation
Introduction to WebsitesThe Justice Gap
Name The Justice Gap
Address thejusticegap.com
Content News / Features
Description Online magazine about law and justice
Introduction to WebsitesThe Volt
Name The Volt
Address www.winol.co.uk/winolmusic/
Content Features (reviews / interviews)
Description Music magazine
Introduction to WebsitesABSOLUTE:LY
Name ABSOLUTE:LY
Address www.winol.co.uk/absolute:ly/
Content Features
Description Fashion magazine
Introduction to WebsitesNew Winchester Review
Name New Winchester Review
Address www.winol.co.uk/winolarts/
Content Features
Description Arts magazine
Introduction to WebsitesWINOL
Name Winchester News Online
Address winol.co.uk
Content News / features
Description Local news website
Setting Aims & GoalsWINOL
AimsHigh-level
Become a respected source of local newsEncourage audience to check site regularly
GoalsMeasurable
Increase organic search trafficGet site indexed in Google News
Traffic from social sourcesEmail update signups
Increase average time on site
Understanding of audience
Where do they live?How old are they?Where do they work?What time are they online?What device do they use?
Understanding Your AudienceWINOL
Leads to...
Local storiesTopics / interestsWhat affects them?When to schedule promotion / updatesDoes site need to be responsive?
Understanding Your AudienceWINOL
How to learn about your audience
Google Analytics dataLocationNew vs returning visitorsVisit durationBrowser & OSMost viewed content
Keyword information (keyword research)What is being searched forTopicsLocation
Your own aims and goalsWhat you already know about the audience
Google TrendsGrowing topics & search terms
Social media (what people are talking about)TrendsLocal #hashtags
Understanding Content TypesWINOL
The WINOL website contains a number of unique content types.
Understanding Content TypesWINOL
News Story Title
Author Name
Author Image
Featured Video
Featured Image
Article Body All of these fields must be managed and input within the WordPress CMS
Understanding Content TypesWINOL
Homepage
News Detail
TitleLinkPublish date
News Detail
TitleLinkPublish dateVideoIntro text
Feature
Author nameAuthor imageLinkIntro text
Understanding Content TypesWINOL
News Story Fields
Meta:URLTitleDescriptionImage alt tags
Content:HeadlineIntro textBody copyFeatured imageOther image(s)Video
Default:CategoryTag(s)Publish date / time
Keyword Research
It's not always about getting visitors to your site, but about getting the right kind of visitors.
moz.com
ResourcesMoz keyword research guideHubSpot beginners guide to keyword research
Keyword Research
Tools
Google Keyword PlannerSuggests keyword ideas and provides search volume and competition scores
Google TrendsShows search trends for keywords. Good for comparing growth of keywords over time
Bing Webmaster ToolsProvides search volume data from Microsoft’s Bing search engine
UbersuggestTakes information from Google’s auto suggest feature
MergewordsCan be used to combine words to create new keyword combinations
Process
1. Plan initial ideas2. Produce keyword seed list3. Gather keyword suggestions4. Gather data5. Categorise keywords6. Apply to website
Spreadsheet template / exampleFile / Make a copyUse template to carry out keyword research
Website Sitemap
Website Sitemap
Tools
Slick PlanAllows you to plan, create and export a website sitemap structure
WritemapsSlightly less impressive version of Slick Plan!
Resources
Smashing Mag Guide to Planning a WebsiteA comprehensive guide about the importance of planning your website before starting work. Article goes into detail on what to consider.
Notes
1. Plan content types2. Plan how to categorise content3. Plan sub-categories4. Create a logical user journey
Website Sitemap
Unless you are creating the dullest, most technical website imaginable, your content should consist of more than just plain text.
By using one or more of the following multimedia elements, you’ll greatly enhance the appeal and usefulness of the website:
● Images;
● Documents (usually PDFs);
● Audio;
● Video (i.e., embedded from YouTube or Vimeo, or self-hosted);
● Adobe Flash files;
● Content feeds (from other websites, for example);
● Photos (from Flickr perhaps);
● Twitter stream;
● Facebook “friends” list;
● RSS feeds.
Smashing Magazine
Website SitemapWhat is the best way to present your content?
Smart Insights Content Marketing MatrixThe content marketing matrix is designed to “help you think through the dimensions of different content based on how your audience might think and what you’re trying to achieve as a business.”
Website SitemapWhat is the best way to present your content?
Killing KennedyNational Geographic
Part of promotional activity for National Geographic. Is a good example of how to present lots of content in an engaging and easy to consume way.
Snow FallThe New York Times
Interactive multimedia feature on 2012 Tunnel Creek avalanche. Critically acclaimed and winner of 2013 Pulitzer Prize for Feature Writing.
Content Tools
PreziTool for creating presentations and animations
SlideshareUpload and share documents
QuoraQ&A social network, good for researching topics and finding out what audience is talking about
MailChimpTool for creating and sending email newsletter updates
EvernoteManage content ideas and content calendar
What Now?
What’s next...
1. Choose a website2. Set aims and goals3. Identify your audience4. Carry out some keyword research5. Plan content and create a sitemap
What you will need...
● Google account● Bing Webmaster account● Slick Plan account● Access to WordPress for your website