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