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Presentation on creating online audio and video content presented at Partnership for DE estuary meeting January 31, 2011 in Cape May, NJ
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Creating Great Content for the Web- Audio and
Video
Creating Great Content for the Web- Audio and
Video
Whitney HoffmanHoffman Digital Media
Whitney HoffmanHoffman Digital Media
What We’ll CoverWhat We’ll Cover
Content Creation and Management for the Web
Simple tools you can use to make your life easier
Using Content to Gain attention and Leverage Expertise
Content RulesContent Rules
Making Great Content
Making Great Content
Appeal to Your Intended Audience
Give Them Value
Keep Them Coming Back for More
Why You Need Great Content
Why You Need Great Content
Accessible 24 x 7
“Threshold” experience- Tells People What You’re About
Builds Reputation and Resources
Manages Expectations
What You Need to Start
What You Need to Start
Preferably a website with a blog
Idea of Why you want to use Audio and Video
Tell a Great Story; Good Communication
Blogs as Part of Content CreationBlogs as Part of
Content Creation
Posterous- if you can email, you can blog
Tumblr- Quick Sharing
Blogger
Wordpress
Threshold ExperienceThreshold
Experience
Making Messages Sticky
Making Messages Sticky
StickinessStickiness
Keep it Simple
Make it Unexpected (Surprise)
Concrete- Make it tangible
Credible- Be an Authority
StickinessStickiness
Make it Emotional- Make Me Care
Tell a Great Story
Blog Posts, Opinion
About Us, Press Release, Event review
Making Your Case, Grants, Marketing, PR- Answering What’s
in it for me?
News articles, press releases, journals
Setting a scene, making emotional attachments to cause, fundraising
Same Thing Applies to Content
✦ Is it Educational?
✦ Is it promoting an event or idea?
✦ Is it news or information?
✦ Is it a blend- Edutainment?
Videos that are fun and informative
(Video Break)
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
PodcastingPodcasting
Can be video or audio
Production can simple and straightforward
It can be single shows or episodic
Subscription/RSS means auto access to updated content
Audio PodcastsAudio Podcasts
Step 1: Content
✦ Audio or Video- Do we need to hear it or see it or both?
✦ Outline Story/Series
✦ Interview format? Single person talking?
✦ Goals/structure
Recording
✦ Location: Background noise?
✦ Ambient Sound
✦ Distance from Mike
✦ Different voices
✦ Record with mp3 if possible or WAV
Choose a Mic
Tools to help
✦ Levelator- can correct uneven voice levels
✦ Soundsoap
✦ Basic rule- try to record great, clear audio
✦ Correction afterwards can be difficult
Gear- DemoGear
- Demo
Cheap & Portable
✦ Zoom H1
✦ Zoom H2
✦ m-audio
✦ computer
External mikes
✦ Yeti/Snowball
✦ Conventional mikes through mixer into computer
✦ Icicle- converts conventional mike into USB mike
We’ve got it- Now- EditingWe’ve got it- Now- Editing
Audacity
Many programs...
✦ Adobe
✦ Audacity- PC & Mac & Free
✦ GarageBand
Things to consider
✦ Intro- can easily record and layer in music, background sound
✦ Use “ducking”- fade in, fade out
✦ Outtro- standard ending, contact info, more
Distribute
✦ Submit to iTunes store for approval, along with your “feed”
✦ Zune Marketplace
✦ LibSyn- easy syndication of show
✦ Blubrry
Resources
✦ Feedburner-Free way to get your feed; keep track of your stats
✦ Tricks of the Podcasting Masters (somewhat out of date, but basics still apply)
✦ Podsafe Music Network- podsafe music
Care and Feeding of Your audience
✦ Show notes- web still indexes text.
✦ Schedule- anticipating frequency
✦ Use keyword, help people find your resources
✦ Promote in other materials- email, blogs, etc.
“Cheats”✦ Animoto- Takes pictures and turns into
animations
✦ Talkshoe - podcast out of a conference call
✦ Audio HiJack Pro- record incoming sounds on computer
✦ Tube Mogul- Upload video once, distribute out over different sites (need accounts)
Video Options
✦ iMovie
✦ Final Cut Pro
✦ Adobe Premiere Elements
✦ http://video-editing-software-review.toptenreviews.com/
Trailers
✦ Need intro
✦ Credits
✦ Use only copyright free music
ShowNotes
✦ Web still works by Text
✦ Publish show notes on website alongside content
✦ Consider making transcripts if important (also creates ADA access)
Show notes = Opportunity for SEO
Overwhelming?
Rules are like rubber bands-
It’s time to go stretch and even break a few.
Rules are like rubber bands-
It’s time to go stretch and even break a few.
Ask Yourself:Ask Yourself:
Does this help you- Is this a useful channel?
Can other types of outreach/reviews work better?
Strategy & Tactics are key- fish where your fish are
HARO
Measuring Results and More
Measuring Results and More
Relevancy
to you, to your Audience
Relevancy
to you, to your Audience
Things to RememberThings to Remember
This won’t immediately generate tons of traffic- long term strategy (See SEO, etc.)
Useful if it is current, creates useful content, gives a human voice
Make it Compelling and Fun if possible
Cafe-Shaped Conversations
The End
IDEO Guide to Problem SolvingIDEO Guide to
Problem Solving
Understand
Observe
Visualize
Implement
Evaluate and Refine