1 OCM U 1.6 Creating Content for The Web The Office of Communications and Marketing (OCM)

2 About OCM OCM is under the Advancement Office for the University. OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole.

3 Online in Perspective

4 A Little More Perspective The internet has nearly 2 billion users world-wide (29% penetration) Facebook has 500 million or about 25% 78% of searches in the U.S. in Jan. were using Google Global search engine usage (*Nielsen) Google 64.2% Yahoo 14.3% Bing 13.6% Summary People are using social media more but when they want information they still search for it Example: University of Louisville = 3 words

5 Start Building an Online Content Strategy Establish your assets, update frequency and audience SiteFrequency Audience Louisville.edu Quarterly Students/Faculty FacebookDaily Students BlogBi-monthly Students Twitterunknown Media YouTubeBi-weekly All FlickrBi-weekly All FoursquareMonthly Students iTunes U, another potential venue Before you tackle Google or dominate Facebook, establish a communication plan. Define your assets Plan how your are going to deliver information minimizing duplication Generate content you already have Optimize the content for Google, social and viral Some basic guidelines for writing online examples

Louisville.edu – primary information * Blog – secondary information * Facebook – tertiary information * Content stores Additional propagation should drive traffic to louisville.edu, blog or FB * represents original information creation 6 Define a Channel: Leverage Assets to Meet Goals

7 Content Generation? Don’t kill yourself for content. Many hands make work VERY light. SiteFrequency Author Louisville.edu Quarterly Faculty/Staff FacebookDaily Faculty/Staff BlogBi-monthly Students/Faculty Twitterunknown Staff YouTubeBi-weekly Student/Faculty FlickrBi-weekly Student/Faculty event

8 Content Generation? Generate content you already have Record recitals / performances Ask students for blog (video) posts If video/audio is part of your assignments, ask if you can post some to blogs as examples Share personal blog posts (that are appropriate) with unit Share your newsletter content (and extend it) Post your list-serve/ stories/content Reproduce your print…online Evangelize and advertise…online (FB ads are cheaper and more targeted than print)

9 All web content has a value Your page is ranked on… –Domain name –Page name (actually the whole URL) –Inbound links »Latent syntactical indexing »Authority of in-bound link page –Traffic (do people visit your site?) –Keyword density (% of your top keywords on any given page) –Keyword relevance –Outbound links –Overall website performance (speed, sitemap, indexing performance) Online Writing, is Not APA Writing

10 Target words per page, or long-form pages that are subject-specific to optimize keyword density. Create URLs that match your content Ensure your top keywords density is between 3%-7% (not over 10%) Publish content that will be referenced Make sure your content can be found on your site Mix the usage of key terms –Eg. “UofL” and “University of Louisville” Always use Keywords even if you don’t have meta tags Minimize outbound links unless the external content is superior to yours. Leverage your social net but only if your audience cares. Tag all of your social media content, especially the content that links to your site or other sites “Alt” your Flash & index your PDFs Writing for Online

11 Examples

12 Resources Keyword density and page reporting tools (has all of the below in one place) (page rank check) (link checkers) Closed caption, ADA-compliant YouTube video Feed list

13 Contact OCM Social Media Contact Jeff Rushton Office of Communications and Marketing (OCM)