1. 3: Content
JOM800 Online Journalism
Monday, 24 October 2011

2. This week in 3 bullets:
• How people consume differently online
• How you should produce content
differently as a result
• How to factor in SEO and SMO
Monday, 24 October 2011

3. What is journalism for in a
networked age?
Monday, 24 October 2011

4. Things have changed.
What happened in 2008?
Monday, 24 October 2011

5. ‘News grazers’ a majority
(source: Pew)
Monday, 24 October 2011

6. More now read online than print
(and for young people,
the internet rivalled
television as a main
source of national and
international news,
with 59% for each)
(source: Pew)
Monday, 24 October 2011

7. “According to Nielsen, the average UK “[Search and communities] was the most
internet user spent three hours and 40 popular category from the perspective of
minutes on ‘member community sites’ in time spent per person, with the average
September 2008, up 42% on the figure of person using sites in this category for 6
two hours and 35 minutes for a year hours 36 minutes in April
previously.” 2011”
source: Ofcom CMR 2008 and 2011
Monday, 24 October 2011

8. source: Ofcom CMR 2011
Monday, 24 October 2011

9. source: Hitwise (http://weblogs.hitwise.com/robin-goad/2009/08/content_driven_websites_receiv.html)
Monday, 24 October 2011

10. Jill, Brighton,
insurance broker
• Watched BBC News 24 in morning
• Listened to R1 in car
• Checked her email every hour, seeing Yahoo
headlines 10 times per day
• Received text messages & email alerts
• Live scoreboard on desktop
• More radio in car home
• Facebook, email, TV at home
(source: AP A New Model for News)
Monday, 24 October 2011

11. AP study findings
• News is connected to email
• Constant checking – bored, not engaged
• Lifestyles affect consumption (sharing, search)
• News is multitasked
• ‘news comes to me from other people’
• News = social currency
• Readers want depth; are ‘news fatigued’
(source: AP A New Model for News)
Monday, 24 October 2011

12. Content strategy
Don’t take anything for granted
Monday, 24 October 2011

13. The style challenge
Formal news article:
1. Re/action
2. Context
3. Re/action
4. Re/action
5. Context...
Monday, 24 October 2011

14. Eg.
1. A woman is campaigning...
2. Jill Jones, 33, was walking...
3. Her boss said...
4. The company said...
5. It is the third time...
Monday, 24 October 2011

15. The style challenge - beyond a
formal news website
Add:
Process as product - iterative blogging
Liveblogging
Explainers
Interactivity
Multimedia
http://onlinejournalismblog.com/2011/07/25/the-style-challenge/
Monday, 24 October 2011

16. http://onlinejournalismblog.com/2011/10/24/drafting-a-content-strategy-4-ws-and-a-h/
Monday, 24 October 2011

17. The style challenge - platform-
specific language
On Twitter, are you talking to one person
or many?
What about YouTube? A blog? Facebook?
Monday, 24 October 2011

18. 'News'? Your content strategy
What's new - to that network
'Social' media: images, sounds, quotes,
comments, etc.
Utility information
Spotlighting, connecting, confirming/
debunking
Monday, 24 October 2011

19. Monday, 24 October 2011

20. Case studies
..
Monday, 24 October 2011

21. 181,000 - 331,000
413,700 - 417,700
http://themediablog.typepad.com/the-media-blog/2011/06/kim-kardashian-rihanna-kate-
middleton-the-queen.html
Monday, 24 October 2011

22. Magazines: Marie Claire
“Marie Claire's Beauty Genius app offers how-to videos shot
with leading make-up artists and shows readers how to apply
fashionable looks ... The app, which is filmed in IPC's studios,
sells at £1.19. Further in-app videos, such as "Flawless Face
Fixers", are offered at 59p each to keep the revenue stream
flowing. "Having your mobile phone by the mirror with your
make-up bag, and watching a video that you can stop and start
when trying to get that look, it makes sense really – rather than
watching on a PC"
http://www.independent.co.uk/news/media/online/horse-amp-hound-hotter-than-the-
sun-2261211.html
Monday, 24 October 2011

23. Monday, 24 October 2011

24. "[The LA Times has] been
experimenting with replacing the
traditional write-through concept with
a more iterative approach that breaks
out updates as individual stories as
they develop. The steady stream of
updates helps keep the homepage
from looking stagnant, which is what
readers expect."
http://www.niemanlab.org/2011/08/traffic-report-why-pageviews-and-engagement-are-up-
at-latimes-com/
Monday, 24 October 2011

25. A website is not a
distribution strategy
SEO and SMO
Monday, 24 October 2011

26. Monday, 24 October 2011

27. They're not looking at you
Source: BBC
Monday, 24 October 2011

28. link
Monday, 24 October 2011

29. Level 1: content & meaning
• Visible content, weighted:
• Headlines and subheadings
• Bold and italic text
• Links, tables and lists
• Main content, intro first
Monday, 24 October 2011

30. Level 2: meta data
• Invisible content, weighted:
• Page title
• URL
• <alt> tags
• tags and categories
• location & recency
Monday, 24 October 2011

31. Level 3: reputation
• Inbound links (not <nofollow>)
• Text around links
• PageRank of referring sites
• Your PageRank
• Frequency of updates
Monday, 24 October 2011

32. Monday, 24 October 2011

33. ‘Black hat’ SEO - penalised
• ‘Linkspamming’
• Link farms
• Invisible text
• Keyword stuffing
Monday, 24 October 2011

34. It’s always been
social
(But now it’s more so)
Monday, 24 October 2011

35. "Most of the traffic to the successful
Top Gear site now comes [from]
Facebook. Top Gear was now treating
Facebook as another media channel
in its own right and had allocated half
a person’s time to manage the Top
Gear fan page there. And the strategy
was paying off."
www.inpublishing.co.uk/kb/articles/at_the_aop_summit.aspx
Monday, 24 October 2011

36. “[Some editors] encourage – in some
cases, even mandate – that reporters
and writers promote their stories
(and themselves) routinely through
social media.”
Ken Doctor, Nieman Reports
Monday, 24 October 2011

37. 27% of users share 87% of stories
Social networks – 43% of links
Email – 30%
SMS – 15%, IM – 12%
65% major news, 19% breaking news,
16% quirky news
Useful (US), work-related (EU),
status-enhancing (Asia)
CNN Pownar study, 2010
Monday, 24 October 2011

38. Monday, 24 October 2011

39. Monday, 24 October 2011

40. Source: http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-
pay
Monday, 24 October 2011

41. "The half life of a bitly link is about 3
hours, unless you publish your links
on YouTube, where you can expect
about 7 hours worth of attention ...
The lifespan of your link is connected
more to what content it points to than
on where you post it."
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
Monday, 24 October 2011

42. Monday, 24 October 2011

43. What works in social
distribution
Positive sentiment
Publishing when quiet
Mixing curation with creation*
Monday, 24 October 2011

44. Monday, 24 October 2011

45. Facebook EdgeRank
• A history of interaction counts
(invite it and ask for it!)
• Photos, video and links
• Recency
Monday, 24 October 2011

46. Analytics and metrics
• Page views and unique visitors
• Time spent on site
• Bounce rate
• Traffic source
• Search terms
Monday, 24 October 2011

47. Where to go from here:
Identify the key phrases that people
search for (not your own jargon)
Mix curation with creation
Think about style and platform
Interact, use media and timing
Monitor analytics and adjust
Monday, 24 October 2011

48. Guest Q&A:
Tim Ireland,
Bloggerheads
Blogger who knows SEO and SMO
Monday, 24 October 2011

49. This week's lab.
Your network's key phrases
Identifying useful links (curation)
Planning the content mix (creation)
Making product out of process
Setting up analytics
Monday, 24 October 2011

50. Further reading.
Delicious.com/paulb/cityOJ03
Delicious.com/paulb/SEO
Delicious.com/paulb/SMO
Battelle: The Search
Tancer: Click
Monday, 24 October 2011