Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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WHAT IS CONTENT?
Content is whatever your audience is expecting from you – television, radio, newspaper, film,
keynote, and web audiences expect quality – they expect for you to meet THEIR expectations.
FOR CONTEXT: I have written for speeches and lectures, newspapers, radio, television,
magazines, books, etc…
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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The Content is the “meat” - or egg plant for our vegetarians - of the sandwich, if you will. I think
of a website kind of like this, in simplest terms. The design holds it all together and adds to the
aesthetics, but without high-quality content, nothing else matters.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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The Content is what audiences want and, if you give them high quality, they are happy!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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If the audience is happy then you will meet the end goal, which might be to make money, or
increase downloads or viewership, whatever your “call to action” is intended to be.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Without high-quality content, both you and your audience come up short!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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What is the purpose of social media – to “us” – web hosts, bloggers, etc? Well, I can tell you
what it is NOT – it is NOT the content. Social media is little more than a delivery system.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Social media is the distribution method of getting your content out to a larger audience – The
value of social media is in its ability to drive visitors to your web content!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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What do we mean by “quality” content? Well, every product needs a level of quality control
and your content IS your product. It should be the best it can be in order to provide your
“customer” – the audience – with the best possible product for their time / money.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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In a nutshell – quality is what THIS movie “IS” … BUT THIS MOVIE SOOO ISNT …
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Can you still get by or have success with low quality? Once in a GREAT WHITE … err umm …
WHILE!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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OK … MAYBE TWICE ….
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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ALL RIGHT _ 3 TIMES – but you’d better really make it jump out at them!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Content Rule Number 1 …
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Content is for PEOPLE – NOT Search Engines! This is an unpopular opinion among SEO marketing
folks and they generally scowl at me. But since I first started creating content for websites in the
mid-1990s I have always held to this concept.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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GIVE THEM GOOD CONTENT / PRODUCT AND THEY”LL BE WAITING IN LINE FOR IT! It’s for
PEOPLE.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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When was the last time you saw Google or Yahoo BUY something or download from your
website? NOT PEOPLE
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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All of this plays into your SEO and will enhance your social media interaction because you’re
giving the audience what they wanted instead of doing what we used to do – SHOT LOAD
websites with keywords and metadata or sort of “STACKED THE DECK”…
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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“Shot-Loaded” Web Copy:
I’m Bob Jones and I sell carnival lamps. I make the
carnival lamps by hand. If you’re looking to buy a custom
carnival lamp, look no further. Contact our sales
representative specializing in carnival lamps at
[email protected].
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Back in the day, we were all encouraged to add keyword meta tags, or, what I call, “SHOT LOAD”
websites with Keywords in a remarkably unnatural pattern so that “webcrawler” algorithms
would see them more often.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Audience-Oriented Web Copy:
I’m Bob Jones and I make custom carnival lamps by hand.
Contact our sales representative for more information.
[email protected].
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Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Always speak directly to your audience – know who they are, what they want and what you can
do for them that the competition cannot.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Use Benefit-Driven language – help them understand the personal benefits you offer. Gives the
reader (listener) a full understanding of the personal benefits he or she will receive by using
your product, paying for your service, or reading your blog.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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When audiences get what they want, and it’s good, they’ll come back again and again and
they’ll tell other people and on and on and on …
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Content
Rule #2:
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Which brings us to Content Rule Number 2 …. ALL CONTENT IS WRITTEN CONTENT …
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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All
Content Is
WRITTEN
Content!
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Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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All content must start with a plan – well planned content will be higher quality and writing it
down will help make it concise, informative, interesting and increase viewer/readership!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Bad content is caused by poor planning and NO written outline or guide.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Content Rule #3
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Content Rule Number 3 – Edit and Proofread!!!
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Edit
&
Proofread
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Then – edit and proofread, then edit and proof, then … get it? As often as it takes – and get
some extra eyes on it.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Editing
≠
Proofreading
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For clarity – editing and proofreading are NOT equal – they’re not the same process
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Editing:
Check your
material for
accuracy,
continuity,
usability,
Audience interest,
etc.
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For our purposes and to keep it simple … Editing is : Checking your material for accuracy,
continuity, usability, audience interest, etc.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Proofreading:
Check your material
for grammar, typos,
punctuation,
spelling, and so on.
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Proofreading is when you’re literally doing the final check on that draft – looking fro grammar,
typos, punctuation, spelling and so on. You would use the same due diligence on audio or video
files – make them the best they can possibly be. But why spend so much time on all of this?
CREDIBILITY -
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Credibility
If you’re website looks
like it was wrote by a
second grader, your
probably not going to
sale anything.
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Without credibility – you have NOTHING – you speak with no authority, no expertise, and no
one will listen.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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Without credibility – you have NOTHING – you speak with no authority, no expertise, and no
one will listen.
Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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High quality, audiencefocused content, drives
SEO and generates better
social media response.
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Dayton WordCamp 2015 “Content Quality & Social Media” with Gery L. Deer
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