iapresentation

Audience Development

Posted in Business, content, links, Online, Twitter by solle on 10/03/2009

Notes from a recent presentation (the link to the presentation is at the foot of the post):

Audience development – pivotal to success

Audience Development is split between retaining satisfied customers and growing the customer base.

customer acquisition

one

manage SEO of all pages taking into consideration current best practice

by order of importance

on page:

  • <title> tag
  • Keyword frequency and density
  • Keyword in headings
  • Keyword in document name
  • Meta name description
  • Meta name keywords

off page:

  • Link anchor text contains keyword
  • More backlinks (higher PageRank)
  • Link Popularity within the Site’s Internal Link Structure
  • Page assessed as a hub
  • Page assessed as an authority
  • Link velocity (rate at which changes)

and remember

  • Balance paid & organic listings
  • Blended/universal results
  • Search term research & targeting
  • Ensure site design is search friendly
  • Avoid duplicate content & multiple site issues
  • Get authoritative mentions online by going beyond Linkbait

(thanks Dave Chaffey)

and then work on the 77 tips found here

two

network with SEO and audience development professionals to keep abreast of current best practice and innovations within the sector

make sure you are on Linkedin and join the

audience development group
Digital Publishing Network
LinkedSEO Group

make sure you are on

Twitter and follow the right people

three

run inhouse guerilla SEO best practice workshops in collaboration with marketing departments for content teams and front-end development

for content teams look no further than presenting the
BASIC principles of online journalism

for development teams look no further than running through point one

four

develop content sharing partnerships with third parties

research your sector and communicate with competitors direct and indirect and any other sites with similar content

start non-commercial content sharing by linking to each other’s content

remember – the link is king

five

Linkbuilding

ensure that you link from your content

remember – it’s a conversation

the web conversation should have no walls

build up links

tools and people that can help

Publish2.0
Onlinejournalism
Newsless
Buzzmachine
Silobreaker
Daylife
Yahoo Buzz
delicious
digg

and Twitter Tools

six

manage Social Media reputation:

embrace trends such as microblogging tool Twitter as access to new audiences and method of communicating with existing audience

“Dell believe $1m worth of business from Twitter”

Twitter Tools

Twitterfall
Monitter
Twitseeker
PleaseRT.me and Retweetist – retweeting tools
Filttr – filtering Twitter
beamagpie – advertising
Twist – trends
Twitbot
retweetradar
twilert – email alerts
Pingvine and Twitterfeed– RSS aggregator

seven

For content/news sites: every morning email a list of keywords to be used in titles and intros for the day’s content Google Trends and Google Keyword Search

customer retention

one

strengthen culture where customer retention is as important and vital to the business as customer acquisition

customer feedback should be viewed as some of the most important data available

involve all employees in positive and negative feedback

from it all employees will learn

what is important
what is relevant
what can be done to make positive change

two

customer retention is an ongoing conversation and that conversation requires managing and developing day to day

get to know your customers

beta groups
customer feedback roundtables
user testing
outbound calling

involve all departments including marketing, product and contact centre to develop a better understanding of customer’s needs and requirements

three

action customer feedback and develop further customer loyalty

and

feedback to customer the positive changes you have made

four

increase online dialogue with customers with a willingness and courage to publish and share concerns, questions, grievances

five

continually test important areas of the site using no/low-cost tools and action feedback into site enhancements/tweaks/BAU improvements

Website Grader
Web accessibility tools
Userfly and Feedbackarmy – User testing
Yahoo Site Explorer
Silverback – Guerilla user testing
SEODigger
Chalkmark, Treejack, OptimalSort at Optimal Workshop

six

create ‘User Experience team’ with existing members of staff to place the user voice into decisions

even if the team is only of ‘one’ a lot can be done

reference

Leah Buley’s How to be a UX Team of One

seven

reputation management: monitor the web for discussion (positive/negative) and proactively re-act

set yourself up with the monitoring tools for Twitter

and

Google Alerts
Trackur (+ free guide)
Reputation

(Audience Development presentation on Slideshare)

or download a PDF of it

should we keep writing?

Posted in content by solle on 24/11/2008

 at Information Architects recently published another decent thought-provoking post. 

I don’t think we can help writing. But we should all really cut back. Keep it short or not at all. Remember Scott Karp’s Join the Web Content Conservation Movement:

“We should also be working on the INPUT problem.

How do you reduce noise on the web? Simple.

Produce less content.”

We all struggle with the filter problem but we’d probably all moan if there was a dearth of content.

Try this plan for a week:

Sentenc.es

“sentenc.es is a personal policy that allemail responses regardless of recipient or subject will be a pre-determined number sentences or less. It’s that simple.”

make that content work (and help me with editorial)

Posted in content by solle on 18/07/2008

whilst working on a content and editorial strategy document for where i’m working i thought it best to also publish here too. most things are self-evident but it’s nice to bring them all into the same place as there are still tons of content driven sites that are failing to implement most of the basic things mentioned.

next up i’ll get one published about presentation & layout

Make that content work (and help me with editorial)