Week one document for MA Journalism Project Development.

1. MA Project Development
Week One | Introduction

2. Overview
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Module Overview
About Me
Introduction to Websites
Setting Aims and Goals
Understanding your audience
Understanding content types
Plan initial keyword research
Plan website sitemap
Week One | Introduction
Overview

3. Aims of module
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Take over management of website
Develop website (make improvements)
Produce content
Commission writers
Promote the website
a. SEO
b. Social media
Measure success (Google Analytics)
Module Overview

4. Digital Consultant at White.net
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Oxford
SEO, PPC, Content, Social, Analytics
Clients include: Deloitte, M&G & Skrill
Award winning blog
Industry thought leaders
About Me
Digital marketing consultant
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SEO
Content
Front-end development
Journalism graduate
Helped grow first incarnation of WINOL

5. White.net

6. 7 Websites to choose from...
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Here & Now Magazine
Journalism Now
The Justice Gap
The Volt
Absolute:ly
New Winchester Review
WINOL
Introduction to Websites
Opportunity to start a new website if you can
put forward a compelling case to do so!

7. Name
Address
Features
Description
Here & Now Magazine
www.winol.co.uk/hereandnow/
Content
Introduction to Websites
Here & Now Magazine
Social media magazine

8. Name
Address
News / Features
Description
Journalism Now
www.journalism-now.co.uk
Content
Introduction to Websites
Journalism Now
Online journal for social video
generation

9. Name
Address
News / Features
Description
The Justice Gap
thejusticegap.com
Content
Introduction to Websites
The Justice Gap
Online magazine about law and
justice

10. Name
Address
Features (reviews / interviews)
Description
The Volt
www.winol.co.uk/winolmusic/
Content
Introduction to Websites
The Volt
Music magazine

11. Name
Address
Features
Description
ABSOLUTE:LY
www.winol.co.uk/absolute:ly/
Content
Introduction to Websites
ABSOLUTE:LY
Fashion magazine

12. Name
Address
Features
Description
New Winchester Review
www.winol.co.uk/winolarts/
Content
Introduction to Websites
New Winchester Review
Arts magazine

13. Name
Address
News / features
Description
WINOL
winol.co.uk
Content
Introduction to Websites
Winchester News Online
Local news website

14. Aims
High-level
Become a respected source of local news
Encourage audience to check site regularly
Setting Aims & Goals
WINOL
Goals
Measurable
Increase organic search traffic
Get site indexed in Google News
Traffic from social sources
Email update signups
Increase average time on site

15. Understanding of audience
Leads to...
Where do they live?
How old are they?
Where do they work?
What time are they online?
What device do they use?
Local stories
Topics / interests
What affects them?
When to schedule promotion / updates
Does site need to be responsive?
Understanding Your Audience
WINOL

16. How to learn about your audience
Google Analytics data
Location
New vs returning visitors
Visit duration
Browser & OS
Most viewed content
Keyword information (keyword research)
What is being searched for
Topics
Location
Understanding Your Audience
WINOL
Your own aims and goals
What you already know about the audience
Google Trends
Growing topics & search terms
Social media (what people are talking about)
Trends
Local #hashtags

17. The WINOL website contains a
number of unique content types.
Understanding Content Types
WINOL

18. Title
News Story
Author Image
Author Name
Featured Video
Featured Image
Article Body
Understanding Content Types
WINOL
All of these fields must be
managed and input within the
WordPress CMS

19. Homepage
News Detail
News Detail
Title
Link
Publish date
Title
Link
Publish date
Video
Intro text
Feature
Author name
Author image
Link
Intro text
Understanding Content Types
WINOL

20. News Story Fields
Meta:
URL
Title
Description
Image alt tags
Default:
Category
Tag(s)
Publish date / time
Understanding Content Types
WINOL
Content:
Headline
Intro text
Body copy
Featured image
Other image(s)
Video

21. It's not always about getting visitors to
your site, but about getting the right kind
of visitors.
moz.com
Keyword Research
Resources
Moz keyword research guide
HubSpot beginners guide to keyword research

22. Tools
Google Keyword Planner
Suggests keyword ideas and provides search volume and competition
scores
Google Trends
Shows search trends for keywords. Good for comparing growth of
keywords over time
Bing Webmaster Tools
Provides search volume data from Microsoft’s Bing search engine
Ubersuggest
Takes information from Google’s auto suggest feature
Mergewords
Can be used to combine words to create new keyword combinations
Keyword Research
Process
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Plan initial ideas
Produce keyword seed list
Gather keyword suggestions
Gather data
Categorise keywords
Apply to website
Spreadsheet template / example
File / Make a copy
Use template to carry out keyword research

23. Website Sitemap

24. Tools
Slick Plan
Allows you to plan, create and export a website sitemap structure
Writemaps
Slightly less impressive version of Slick Plan!
Resources
Smashing Mag Guide to Planning a Website
A comprehensive guide about the importance of planning your website
before starting work. Article goes into detail on what to consider.
Website Sitemap
Notes
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Plan content types
Plan how to categorise content
Plan sub-categories
Create a logical user journey

25. 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:
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Images;
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Documents (usually PDFs);
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Audio;
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Video (i.e., embedded from YouTube or Vimeo, or self-hosted);
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Adobe Flash files;
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Content feeds (from other websites, for example);
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Photos (from Flickr perhaps);
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Twitter stream;
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Facebook “friends” list;
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RSS feeds.
Smashing Magazine
Website Sitemap

26. Smart Insights Content Marketing Matrix
The 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 Sitemap
What is the best way to present your content?

27. Snow Fall
The New York Times
Interactive multimedia feature on 2012 Tunnel Creek
avalanche. Critically acclaimed and winner of 2013
Pulitzer Prize for Feature Writing.
Killing Kennedy
National 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.
Website Sitemap
What is the best way to present your content?

28. Prezi
Tool for creating presentations and animations
Slideshare
Upload and share documents
Quora
Q&A social network, good for researching topics and finding out
what audience is talking about
MailChimp
Tool for creating and sending email newsletter updates
Evernote
Manage content ideas and content calendar
Content Tools

29. What’s next...
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Choose a website
Set aims and goals
Identify your audience
Carry out some keyword research
Plan content and create a sitemap
What Now?
What you will need...
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Google account
Bing Webmaster account
Slick Plan account
Access to WordPress for your website