Ensure Online Relevancy: Integrating Writing for the Web and the Social Web

Ensure Online Relevancy: Integrating Writing for the Web and the Social Web

June 12, 2011

Denver, Colorado

ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood

This discussion will cover best practices for content creation for online audiences

and spoken from and for the perspective of

helping faculty and professionals

create content.



Where do ideas start for creating online content?

How do you begin and where does it come from?

Where Does Most Online Content Come From?

Existing Content• Numbered Extension Publications• Press Releases• Course Content• Research Journal Articles• Field Trials


New Content• Have an Interest In• Originally Composed• Solving Problems• Research Journal Articles• Field Trials

If Listening to your customer is so Important,

Where are you doing that?• Focus groups• Surveys• Content search analysis• Social media/networks: YouTube, FB, Twitter, Blogs• Faculty know best


Search Engine Optimization

Best Practices• Original/Unique Content• Brainstorm on keyword phrases• Test your brainstorming

– Raven Tools, Keyword Discovery, Google Adwords Keyword Tool


Google Adwords Keyword Tool (http:/adwords.google.com/)








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



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”– Number of links on the linking page – To many reduces link “juice”– Content of linking page. Must be relevant– Anchor text, the words in the link are critical



is a type of web search that takes into account the Social Graph of the

person initiating the search query.

Social Search


http://apps.asterisq.com/mentionmap/#user-chw159

Map

your

Learning

Network


Experts

Books

e-books

e-books

e-books

Books

Colleagues

Social Networks









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 start developing content• Listen to our customers• Conversations with our customers• Less low hanging fruit• Truly unique one-of-a-kind information• Quality versus quantity• Employ SEO best practices• Add context to content• Be a curator: recognize and procure good information already

available• Ensure online relevant content


Solutions


Education

Ensure Online Relevancy: Integrating Writing for the Web and the Social Web