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Learning about digital writing - what makes it different, how you can optimize your website content. The digital experience is different in many ways and you can make the content on your site better, so visitors stay longer and get more of your message. Additionally, you can use this knowledge to make your website press rooms better. Pre-qualify your media leads and use your website to answer questions before they ever call you.
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Digital Writing: Make Your Content Sing &
Make The Media Love Your Site
PRSA Digital CommunicationsSummit
Friday, 7 Nov. 2014
Jill Hampton
Digital Media MarketerWells Fargo Advisors
@JillSTL
Digital Writing
Digital Writing
WEBSITECONTENTSTRATEGY ANALYTICS
Digital Writing
Know Your Audience
Search
>> What people search>> How audiences differ
>> Change over time
Digital Writing
Search
>> Google>> AdWords>> Analytics
>> Soovle
Digital Writing
Page Layout
>> Below the fold>> Banner blindness
>> F-Pattern / Scanning
Digital Writing
Digital Writing
Content
>> Easily digestible>> More casual
>> Shorter>> One thought at a time
Digital Writing
Content
>> Subheads>> Small text blocks
>> Scannable>> Narrow columns
Digital Writing
Digital Writing
Page Views Over TimeImprove or Kill
Digital Writing
Target: Media
>> Easy to find>> Dedicated section
>> Contacts>> Bios, photos, video
Digital Writing
Press Room
>> *Must* be updated>> More is better>> Chronological
>> Search
Digital Writing
Digital Writing
Digital Writing
Digital Writing
Thank you!
@JillSTL
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Digital Writing
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