Ensure Online Relevancy: Integrating Writing for the Web and the Social Web
-
Upload
ashley-griffin -
Category
Education
-
view
645 -
download
0
description
Transcript of Ensure Online Relevancy: Integrating Writing for the Web and the Social Web
![Page 1: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/1.jpg)
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
![Page 2: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/2.jpg)
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.
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 3: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/3.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Where do ideas start for creating online content?
How do you begin and where does it come from?
![Page 4: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/4.jpg)
Where Does Most Online Content Come From?
Existing Content• Numbered Extension Publications• Press Releases• Course Content• Research Journal Articles• Field Trials
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
New Content• Have an Interest In• Originally Composed• Solving Problems• Research Journal Articles• Field Trials
![Page 5: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/5.jpg)
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
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 6: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/6.jpg)
Search Engine Optimization
Best Practices• Original/Unique Content• Brainstorm on keyword phrases• Test your brainstorming
– Raven Tools, Keyword Discovery, Google Adwords Keyword Tool
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 7: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/7.jpg)
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 8: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/8.jpg)
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 9: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/9.jpg)
Google Adwords Keyword Tool (http:/adwords.google.com/)
Search Engine Optimization
![Page 10: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/10.jpg)
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
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 11: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/11.jpg)
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
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 12: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/12.jpg)
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
![Page 13: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/13.jpg)
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
Search Engine Optimization
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 14: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/14.jpg)
is a type of web search that takes into account the Social Graph of the
person initiating the search query.
Social Search
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 15: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/15.jpg)
http://apps.asterisq.com/mentionmap/#user-chw159
Map
your
Learning
Network
![Page 16: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/16.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 17: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/17.jpg)
Experts
Books
e-books
e-books
e-books
Books
Colleagues
Social Networks
![Page 18: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/18.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 19: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/19.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 20: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/20.jpg)
![Page 21: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/21.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 22: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/22.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 23: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/23.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 24: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/24.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 25: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/25.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
![Page 26: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/26.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Context to Content
![Page 27: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/27.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Context to Content
![Page 28: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/28.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Shareist.com
![Page 29: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/29.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Context to Content
![Page 30: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/30.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
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
![Page 31: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/31.jpg)
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
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
Solutions
![Page 32: Ensure Online Relevancy: Integrating Writing for the Web and the Social Web](https://reader035.fdocuments.net/reader035/viewer/2022070315/555610efd8b42a3f168b4f9e/html5/thumbnails/32.jpg)
ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood