CONTENT CREATION & CURATION Promoting values and mission effectively

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CONTENT CREATION & CURATION Promoting values and mission effectively ADRIAN DRAYTON www.insights.uca.org.

1 CONTENT CREATION & CURATION Promoting values and mission effectively ADRIAN DRAYTON facebook.com/insightsmagazine/ facebook.com/unitingchurchnswact/

2 What is content creation? Content creation is about authentic storytelling. Its about connecting with your audience in authentic and meaningful ways. The key to creating content that people will engage with is mostly about trial and error until you discover what your audience wants.

3 What is content curation? So if content creation is about storytelling, then content curation is about sharing that story in a way that meets the needs of your audience. Content curation is the practice of finding, organizing, annotating and sharing the best and most relevant first and thirdparty content for your audience.

4 Our websites are only effective when linked with social media tools Don t assume if we build it, they will come. Websites need to either be automatically linked to social media, or you need to curate and educate your audience through the use of social media tools.

5 Your index page is your best asset, but Studies show that once content drops off your index page readers have no need to look for content unless they are searching for specific stories or articles. Use hastags on social media to promote posts you think your audience may have missed. We use #ICYMI and #TBT on social media to promote useful posts. The beauty of online content is you can change how you curate it. CMS platforms like Wordpress allow instant curation via their dashboard tools like the page builder function.

6 Your index page is your best asset, but Reader visits to home pages are declining while traffic from social media is rising. Source (Buzzfeed)

7 What and who are disruptors? Disruptors are innovators. Disruption uproots and changes how we think, behave, learn and go about our day-to-day lives. Disruption is just a fancy industry word for companies that are doing what you do, only better Question: Who are our disruptors?

8 Tips for websites and social media: CONTENT CREATION

9 10 tips for creating and writing great posts that your audience will love and share Craft shareworthy posts Building trust and authenticity Tell a story that resonates with your audience. Post with purpose Post with your audience in mind: know what their questions and concerns are and why they re using social media.

10 Leverage the power of long tail keywords In longer posts, the opportunity for using a variety of long-tail keywords is greater. And this means better performance in search queries for semantically related keywords, not just exact matches. Longer content gets shared more A lot of studies have shown the undeniable relationship between higher word count and increased backlinks which increases SEO and, of course, conversions and rankings on Google. Write great headlines Write descriptive, engaging and active headlines that capture interest and emotion.

11 It s about quality AND quantity Many studies show search results rank based on volume of word count: The more content you have, the more of it gets indexed. Use more, bigger and better images Pictures can convey the point of your post effectively if chosen correctly. Avoid repetition Don t try to force your ideas with filler content; if you re satisfied with what you ve got, stop writing.

12 Give your posts time to simmer When writing longer articles, give your posts a day or two to age. This gives you time to switch gears between writing and editing to really fine tune your post. Put share buttons at the bottom of every post Make it easy for your readers to share by placing social media share buttons at the bottom of all posts and pages.

13 Social media and website content promotion We are part of a large ecumenical network, so sharing each others information just makes sense. Sharing also enhances SEO. Don t schedule content too far in advance. The best content is going to be relevant and topical, otherwise it will be old news that your audience is less likely to engage with.

Identifying influencers content creation and sharing and expanding your reach You can use tools like BuzzSumo, Followerwonk, Topsy, or CircleCount to identify the top influencers in your niche.

14 Identifying influencers content creation and sharing and expanding your reach You can use tools like BuzzSumo, Followerwonk, Topsy, or CircleCount to identify the top influencers in your niche. The best industry influencers are likely to share the most insightful and valuable content. Always provide attribution when you curate a piece of content. After you publish your website post and share it via your social media channels, there is a good chance that some of the authors of the content you curated will share your blog post with their social media following, as well as link back to it. Question: Who are influencers in your area of work?

15 Tips for websites and social media: CONTENT CURATION

16 Content curation is a component of any website content strategy Curation complements your content creation and content promotion efforts. 1. Align yourself with like-minded organisations 2. Content curation is not a replacement for content creation 3. Think about your audience 4. When curating, never repost an article without completely reading it 5. Effective content curation is all about relevance 6. Find your niche, trial and error 7. Reach the biggest reach (influencers, bloggers) 8. Select content that your audience want to see to get them coming back for more

Hashtags help group the message to a group of related conversations.

18 Twitter People who prefer Twitter like: Short and simple messages, straight to the point. Links so they can get more information. Hashtags help group the message to a group of related conversations. Facebook People who prefer Facebook like: A personal touch. They want to know you re a real person. Belonging to a group or community of people. Keep in mind, people often use Facebook because they feel the need to belong.

Interaction: Pinterest makes it easy to discover new boards and engage with others when they re-pin your pin.

19 Pinterest People who prefer Pinterest like: Stress relief: People go on Pinterest to relieve stress and organize things. Simplicity: Pinterest is an elegant, simple design that people love. Interaction: Pinterest makes it easy to discover new boards and engage with others when they re-pin your pin. Google + People who prefer Google+ like: Connecting: Google+ makes it easy to connect with people who have similar interests. It s great for meeting new people. Consolidation: Google+ is an all in one kind of network. It allows you to have long conversations like Facebook, share quality photos like Instagram, connect with likeminded people like LinkedIn, video chat like Skype, and more.

21 TIPS AND HINTS 5 tips for writing engaging headlines How much text should I put on a webpage? Tips for User-Friendly Content

22 5 tips for writing engaging headlines Make sure the headline works out of context Tell readers something useful Don t succumb to cute or faddish vocabulary Omit nonessential words Front-load headings with long tail keywords

23 How much text should I put on a webpage? Norman Neilsen Research has found that the optimal amount of text on a page that won t be scanned but actually read is 598 words. After the first 100 words there is a 28% drop off. Make sure you establish the point of your article in the first couple of paragraphs

24 Tone of voice Online readers expect a personal, upbeat tone in web writing. Readers find bureaucratic writing so offensive and out-of-place that they simply ignore the message it's trying to convey. Search out and destroy jargon.

25 Scanability Understanding that people read web pages differently than other media is key to writing and laying out content that will promote your relevant topics. People often approach websites like the front of a newspaper, cherry-picking content that catches their interest.

26 Links Write clear links. Don't create links that use the phrase 'click here.' Write the sentence as you normally would, and place the link anchor on the word or words that best describe the additional content you are linking to.

Since Facebook changed their algorithm and Twitter added

27 Use video to tell the story Studies have shown people are scanning text and watching videos instead. Since Facebook changed their algorithm and Twitter added video, people are consuming information in a very different way.

28 THINGS TO TALK ABOUT Identify your disruptors find a website you think is reaching an audience that you want to reach. Post something you have learned from this session on social media using #eform16 Using a website example how would you organise (curate) information differently. You can use your own website if you like.

29 facebook.com/unitingchurchnswact/

5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS

5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS PRESENTED BY Satisfying the consumer s need for useful content requires an authentic, organic, and dedicated voice that leverages the reputations