Developing audience-centric content

Types of online content

1. Editorial
2. Commercial content
   1. Advertorials
3. User-created content
   1. Opinion
   2. Listicle
   3. Product Review

Building influential online content

• Topic
  • Passion and insights
• Purpose
  • Word choice and tone based on field, mode (spoken or written), tenor (relationship - first person or second person)
    • Entertain?
    • Educate?
    • Inspire?
    • Persuade?
    • Critique?
    • Warn?
• Target audience
  • Demographics, psychographics (Interests, Opinions, Beliefs)
  • What is in it for me
• IT Platform
  • Capacities and constraints

Leading the conversation

• Shareable
  • Content value ladder:
    • Filler (from other sources)
    • Basic
    • Authority building (Established as expert)
    • Pillar (Original educational posts that are reposted)
    • Flagship (Original seminar, classical posts that create paradigm shift)
• Engaging
  • Reserve space for content that inspires readers to do something
  • Casual and conversational tone
• Sustainable
  • Credibility (Referencing)

Ethics

• Norwegian's Press Blogger and Content Creator's Code of Ethics
  1. Role in Society
     1. Deliver information
     2. Shed lights on injustices
     3. Lend voice to vulnerable
     4. Uphold freedom of speech
  2. Integrity and Responsibility
     1. Bear responsibility for content material
     2. Guard own integrity and credibility
     3. Be truthful always
     4. Make known any relations or support received
     5. Never promise editorial favour in return of advertisement
  3. Content Creator Conduct and Relations with Sources
     1. Always acknowledge and give credit where it is due
     2. Do not reveal identity of person who has given information if information is given in confidence or doing so may threaten safety
     3. Be critical of sources and seek independent verification
  4. Publication rules
     1. Differentiate between fact and opinion
     2. Always preserve intended meaning of given statement
     3. Acknowledge and cite where necessary
     4. Respect privacy and omit irrelevant details
     5. Do not identify victims or children
     6. Give opponent chance to respond
     7. Admit and correct mistakes immediately

Areas of concerns in setting boundaries

1. Truthfulness
   1. Bias / Distortion / Misleading
2. Defamatory Statement
   1. Rants
      1. Hence, differentiate between facts and opinions, but no privacy setting is foolproof
3. Offensiveness
   1. No name-calling or abusive content
      1. Hence, respectable, constructive and culturally sensitive
4. Originality
   1. Plagiarism
      1. Acknowledge source
5. Privacy and confidentiality
   1. Unauthorised disclosure of information
6. Climate (Political climate, Cultural context, Social sentiments)

Social media

Functions of social media

1. Personal relationship network
2. Interest based network
3. E-commerce sites
4. Media sharing network
5. Discussion forum
6. Online review sites
7. Bookmarking sites
8. Social publishing sites

Effective headlines

• Catchy
  • Create Captions With Intention / Add value / Storytelling
    • How To
    • Problem solve
    • List
    • Intriguing statement
    • Controversial
    • Finality (Ultimate list)
  • Perspective taking / Encourage Conversations / Call to Action
• Clear
• Concise

Keyword Research

• Popular (broad) keywords VS Long-tail (more detailed and specific) keywords
  • Use popular keywords for site, and long-tail keywords in individual page / metatags / anchor text
• Keyword tools (e.g. Google AdWords, Keyword Tool) to provide suggested terms
• Search Engine
  • Popularity
  • Quality (Number of references)

Structuring online article

• Hook (1st 2 paragraphs contain most important points - primacy effect), Body (With subheadings, numbered or bulleted points etc), Punch to conclude key message (recency effect)
• Ensure coherent and logical flow

Reading patterns

• Dependent on:
  • Motivation
  • Goal
  • Page layout
  • Text format
  • Content quality

• F-shaped reading pattern
• Layer-cake: Heading and sub-headings
• Spotted: Focus more on links, digits, words with distinctive shapes
• Marking: Fixation while scrolling page (especially on mobile)
• Bypassing: Skipping of repeated words
• Commitment: Everything