Key take aways for writing content online.

Ross Johnson's picture
Instructor
11/29/2016
New Media

Consider sharing it with your friends.

Throughout this course we emphasize the importance of creating content that fits the medium (i.e. producing “native” content.) This seemingly simple skill can be difficult to master, as every platform is slightly different. That said, there are some fairly universal truths that I hope you’ve picked up on.

Links

When it comes to text based content, treatment of links are extremely important. Users, who are frequently in a hurry, often scan a page looking for the next click. Thus it’s important to include links throughout the body of your content rather than at the end. You should also use descriptive anchor text (i.e. the words used as a link) so that search engines understand what you’re linking to and so users understand what the link is about. For example I wouldn’t link https://www.projectpanorama.com, I’d link the words “project management plugin.”

Titles

When producing shareable content, the title is one of the most important factors. You should put at least one third of your efforts into producing a really compelling title. Often times people will share content based on the title alone, not even having bothered to click and read the content themselves. This was extremely prevalent leading up to the election, often spreading misconception.

Consider this boring title “The Best Brands using SnapChat” and how interesting it becomes with a little effort “15 Brilliant Brands Who Are Killing It on Snapchat.”

Which are you more likely to read?

Give before you ask

Most importantly digital success is often about providing value. Even paid media works best when you’re improving the users life instead of interrupting it.

What have you learned?

What are some key insights that you have taken away from this course? What advice would you give to someone else who’s looking to get into the digital space?

Comments & Feedback

Student

So far in this course I have learned how important it is to tailor content to the specific platform being used. By tailoring content, it helps users to stay engaged more. Also, it is super important to provide content that is useful to a user, not something that is just clutter. By doing this, a company can gain more traffic and business, along with a better reputation. 

Student

I take a lot from this content, in class I learnEd so much already and I'm always ready to learn more. It's important so I can take on new ideas and bring  great ideas to the table. I can also figure out different ways on doing great ideas 

Student

The things I learned so for from this class is to how to make brand "interesting" in social media. For example, I followed all social media from my brand. I learned what kind of video,pictures people will like most. What kind fo pictures will attract people's mind.

Student

I have also learned how important social media is for a company. I have also followed every social media outlet and keeping up to date with my brand. I luckily have always followed my brand. 

Student

So far in this class I have learned a lot about social media, and how important it is in businesses/advertising these days. Researching my company's, Shinola, social media has made me analyize their strategies and realize why they are important. Formatting my first two homework assignments helped me learn how to organize my thoughts and to hit key points. Learning to come up with a creative title is extremely important to grab the readers attention. I also learned how to add links into my posts, which adds value to my points when the person who is reading it can see my reference.

Student

Couldn't agree more about having an impressive title. Companies like Buzzfeed have perfected this and it is a huge reason for their success. I would say that is the most important insight ive learned in the first couple weeks. When researching my company i chose, the Detroit Pistons, i noticed how many links there are to certain things like photos, videos, and stats. Both titles and links are a big part in modern digital media.

Student

The thing I've learned in this class so far is to just keep things simple. The most powerful content often has the least amount of words. I think a picture can be extremely powerful in terms of generating a response. Social Media is so easy to overthink and I think if more companies stuck to the basics then they might be more successful. 

Student

One of the major key insights I have learned in this class so far, is how to embed links into my posts. If we did not cover how to do that in class, I would have copied and pasted URLs into all of my assignments not knowing they were unprofessional. I like what you said about "providing value" in your media. I chose to research Pizza Hut for my assignment this week and found that a majority of their posts are advertising deals that would be valuable to the customers.

Student

What I have learned in my short time in this class is that you dont need to overthink the content that you produce for your social media, the example that comes to mind is the map that was shown off in class that required only a little bit of reseach and photoshop work to get lots of likes and while the content might not be intersting to you it can generate a lot of interest in you.

Student

I think this class give me great way to research the brand whic I relly interested and work for my furure job. For example, I picked up the Wilton because this is my favorite baking brand and my dream job is be a baker and has my own brand. So that, chose a brand which you relly like you will enjoy this class.

Second,read many paper from social media and newspaper because I will learn many new ideas which would never think about it before.

Student

 

What I notice is digital marketing is not just advertising or social media. This related to so many things and I can observe many different information and experience from different category. I can use those strategies and ideas as arouse and become one of my own strength. This is a stage that I can lean the technic and method about how to communicate with others.

Student

These are baisic golden rules but I just wonder how much time communicators, writers, or editors spend time for writing, polishing, and editing each article or post. There is always a room for improvement in writing and it never ends. During the busy day of work, we are pushed to get things done and move fast and these golden rules easily get lost. But I agree it is still important to keep these rules in mind to deliver the best quality work.  

Student

Some key things that I have learned is how to make sure you are intentional about marketing. This would include using SEO and analytics services and also using target marketing to make sure the people you are trying to reach are being gotten too. I like the theories that are proven to work such as how to post on social and the context of it. I also like how practicle this class was with real world examples. 

Student

 For me, rather than learning many new things that I would have otherwise not known, it was more about being able to put concepts and definitions behind observations I had made. I would tell someone who is looking to get into this digital space that it is not just about the likes and the followers. I would also tell them that while traditional marketing strategies can be useful, new media requires risk taking and a lot of creativity.

Student

I have learn TONS from this course. Living life in soceity I believe that almost everyone is on social media or using media as a way to get more information. This class really gave me an insight on how buisness use media to get their word out and how you can track your success digital, and making it work for your business. This class also gave me ideas to market myself on social media and making it look and sound more enjoyable for viewers to read and to recieve information.

Student

I've learned that there is a lot that can go into digital marketing then just starting a website. There is a lot of background detail including keywords, search optimization, etc. that I had no idea was so crucial to generating leads. I also learned the importance of measuring the success of your campaign, strategy, and success through likes, follows, website interaction, and many more. It's clear that in order to see the progression of your campaign you have to record the results thoroughly. I learned that social media is a great place to expand a company and there are many different ways to reach audiences. As well as many different types of audiences depending on the digital strategy. If someone was looking to get into the digital space i would say this course is a great way to gain a lot of understand and concepts. 

Student

The assignments each week highlighted a key concept we needed to learn about but more importantly, how it ties into what our brand is or isn’t doing.  I learned many new concepts such as inbound marketing and KPI's but the best, most useful thing I took away was building a digital strategy.  It required you to dive into a specific target market and research them to understand their values and why they do things to successfully design your campaign.  I learned all about how social media enables you to reach a massive target market and how 3M could improve on it.  I also liked learning about the budget and what typical companies pay their social media managers.  The advice I would give someone who is interested in entering the digital space is to take this course.

Student

This course has taught me many valuable lessons and tools that I will carry with me throughout my education and career. Knowing the story of a brand seems to be a very important point that I picked up on. Every brand has a story behind the evolution of their company and that is usually evident through its social presence. If not, I believe it is our duty as advertisers and marketers to help them express their story to their customers. When done right, this story can bring value to a brand and will connect the barrier between the company and its consumers. 

Student

Ton of stuff I learned about Brand, inbound marketing and even Google Adwords, I learn its a tough world and you got to do the best that you can. My advice to people getting into digital space is to be to date in the knowledge from these classes.

Student

I think i learned a lof of thing from this class, i learned how to analyze a brand based on professional knowledge, the digital marketing strategy is also very important. Through analyze the brand i selected, i understand the digital marketing is very important for the brand, we also can't ignore the importance of our customers and the social media. And i will give some advices to people who have no interest in digital marketing: digital marketing is scientific. 

Student

This class has been really interesting and has become one of my favorites taken here at MSU. There have been so much valuable information that we have learned throughout the course that will better us for our careers. Some of the big takeaways for me were just how big digital media is to company success. Without a internet/social-media presence it would be very hard for companies to succeed in today's world. It allows comanies to get inside the heads of consumers and better distinguish who their target audience is and how to market to them. Another takeaway is the concept of inbound marketing. Allowing the consumer to come to you, by you giving good content (content marketing) and teaching them something valuable. This class was a fun interactive way of learning, and I reccommend it to anyone interested in marketing or advertising. Even if you didn't have much interest in this side of "the business", it's still fun and relevant. 

Student
This class has been extremely helpful in teaching me more about digital marketing. One of the most important things I learned was key performance indicators. I learned how you can really track your campaign and know how effective it is down to a science. I would advise anyone looking to get into digital marketing that they should familiarize themselves with Google analytics before they do anything as it is one of the most effective resources for digital marketing.
Student

Through this class I have learned a lot about marketing in the digital world. I have learned how important it is to have a strong social media presence. This also includes with have a specific target audience. Engagement and creating interesting content is important in order to build brand awareness. I have also learned how important it is for a brand to have video content online. This is one of the best ways to connect with audiences on social media sites.

Student

From this course, I learned a lot about online marketing. Some key takeaways are that all businesses should have a strong online presence. The content that is posted to the business websites should have valued content to give value to their followers and make them want to engage in the content being posted. Another huge takeaway I gained from this class is that a company should start a blog because blogs truly drive customers to business websites.

Student

In this course I have learned the importance of inbound marketing. It is essential in aquiring and maintaining customers for your brand. Digital marketing is becoming more and more important in terms of advertising and social media is a key way to broadcast your brand. Although the attention span may be dwindling social media allows you to reach a larger target audience than some previous methods.

Student

I learned more about the importance of digital marketing and understanding how to effectively reach different age groups, as well as be exposed to the importance of integrative media and how each media channel should rely on being dependent on each other. I not only learned that, but that digital advertising is the ultimate fututre of advertising, along with some OOH advertising. Research is probably the most valuable factor in terms of creating a great ad campaign. If I had to give someone advice, as said, do research if they want to create an ad campaign, and definitely look for job opportunities that teach you about media sales, because that knowledge provides basic fundamentals and skills to help a business digitally grow.

Student

Key insights that I have learned throughout the semester would mainly be on the concepts of social media platforms. At the beginning of the semester, I really had no idea what it took to make/design a website. I learned that it takes time and a lot of effort for it to become successful. You have to research keywords so that the website is present  at the top of a google list. You have to engineer the website to be compatible on all devices: phones, laptops, desktops, etc. I have also learned that you need to have a specific target audience. There is no point of selling a product if there is no specific audience.

Student

The knowledge that I have gained from this course spans across numerous different categories and topics. One of the most interesting things I've learned from this class is definitely the idea of "native" content, and the effective and ineffective uses of different social media platforms in regards to specific brands. It was interesting to be reminded that someimes, certain brands don't necessarily fit the mold for certain social media platforms. Aside from this, it has also been interesting to learn and become familiar with the different aspects of a digital campaign, from start to finish. Gaining experience with big projects like this one continue to prove useful in my creative career. 

Student

I have gained a lot of very useful insight throughout the duration of this course. Knowing your audience/target is one of the biggest take aways I have from this class. You can’t sell something, whether it be a product or a brand, if you do not fully understand who your selling to. Advertising needs to be targeted at specific demographics based on what it is you’re selling. This class also helped me to discover the importance of social media in marketing today. Since social media marketing is something I grew up with, it’s easy to forget that it really rose to relevance so quickly and prominently. I’ve learned how digital marketing is ever changing and keeping up on trends is vital. 

Student

I have learned a lot from taking this course. I would have to say that the thing that I will be taking away the most will be how to develop a strong digital strategy. I have learned the skills that make my digital strategy stand out and make it unique but also very professional. I have learned the correct way to use insights. I now have the skills to show to my future employees. Also, I have a better understanding on ways to use social media for marketing. I have also known how to use social media, but in this class, I have developed skills that would make me able to have social media stand out if I was able to work on a social media team. The advice I would give someone getting into the digital space is to know who you are working with/audiences, but also be willing to stand out and take on challenges on the web. 

Student

I feel I have developed a thorough understanding of the way consumers behave in the online realm throughout this semester. I have engaged in social media and other online platforms for a good portion of my life, but until now I had never attempted to dissect the factors behind the ways I use them. My experience in this course has taught me to get inside the mind of a typical consumer to realize which marketing tactics are effective, and which fall flat. Using social media is interesting now in that I notice marketing incentives that I often missed before. I think the combination of being an everyday social media user while studying the different aspects of digital marketing has helped me to develop an awareness that will be beneficial to my pursuit of a career in advertising and public relations. I would certainly advocate students with an interest in digital marketing to get involved in ADV 420, but I also think students on different educational paths can benefit from it as well. The modern age will only continue to revolutionize the way individuals and businesses communicate online. Understanding digital marketing can be crucial to success in any industry.

Student

This course opened my eyes to just how vast and quick social media has become. One unprincipled post, tweet or comment can ruin a brand or reputation. Another take away was the principals of Inbound Marketing - letting the audience come to you through content marketing. My advice to someone on the fence of entering the digital space would be to; first, know your audience, and secondly, respect your audience.  

Student

This class has been great and I've learned a ton. My biggest take away is how to develop a digital marketing strategy and what points to focus on when presenting it to clients. Before this class, I had never even heard of inbound marketing and now I feel confident in applying it to a company and strategizing around it. My advice for someone getting into the digital space would be to use this inbound strategy. When customers willing come to a website they build a stronger relationship with the company and often bring in others. Targeting individuals to draw them in works better than hassling them into looking at one's brand. Overall the biggest thing I learned from this class is to optimize one's business to draw in and keep customers. 

Student

This course helped further my understanding of developing a complete digital strategy. Also, many techniques to help enhance reach over the course of developing and executing a campaign. The most valuable aspects I will take from this course is being able to identify my target more effectively. As well as having a better grasp on the all the important metrics and KPI's. The advice I would give to someone looking to get into the digital space is that you should be careful not to get lost in the data. You can spend hours upon hours collecting data but you have to find patterns, connections, trends and value within your research and your brand. 

Student

I am very happy that I took this class at MSU. Some key insights I have taken away from this course are more information on Digital Strategy, KPI's, SEO and other ways to expand my presence online. Some advice I would give is to be aware about what you are posting and on what platform you are posting it. Know your target audience, that way you can tailor your content to be able to more directly impact them. We live in a digital world so definately use Social Media.

Student

This was a highly benefical course that opened my mind to so many useful elements. Some key things that stood out ot me is the importance of knowing your audience and creating personas to help simplify who one is trying to sell to and target. For companies to be successful online, they must attrack customers and have them say on their pages. This is where good, eye catching headings come into play and have a very user friendly webpage or social media platform. The more a company can interact with their cients, the more the company learns and the client becomes brand loyal. 

Student

Some key insights I have gained are know your target market but also your target audience, know what they want and know where they are. I think something important to know is the difference between target market and target audience. An example of this would be toys for kids. The target audience is the children; you want the children to like the toy and be attracted to it. But they have no say if they can buy it or not. You have to convince your target market, parents, that the toy is worthwhile. You also have to be aware of what your consumers needs are. If you ignore these needs, your consumers will find someone else who can give them what they want. You have to constantly be adapting to your consumers changes. Lastly, it’s important to know where to reach your target audience and target market. If you are targeting to mothers, a company might want to be present on television shows that mothers watch, not social media that mothers have no idea about or don’t know how to work. This class was super helpful and I am so glad I took it. I learned so much and I know it will be of great use to me in the future. 

 

Student

This class has been a class that I have most enjoyed at MSU. I throughly enjoyed this class because it was project based on the information you were learning. I believe in most careers but especially Advertising and Public relations it is important to have the experience before getting into the real world. By actually doing the work that could be possibly be done in a job I feel that much more improved. I found inbound marketing something that really resonated with me. This being because the message of turning consumers into fans is very important to live by. When putting something out there, consumers have gotten smart and know what to defelct, that's why it is important to turn your brand into one that is desirable based upon the content. 

Student

This course helped me gain knowledge on the smartest online advertising and marketing techniques. From ad-banners to social media platforms, I learned in-depth on the different ways to make sure your business is heard via web. I think learning such things can help all kinds of businesses and really strengthens the creativity needed to properly market/adverstise. Learning how to make sure your social media accounts are working for you and not against you was very beneficial. Content was a major theme I took away from this course, as well. Learning how to pull relevant content and put it to work is useful. Knowing all of this material is beneficial no matter what field you might go in, because if you are not marketing a business, you can at least understand how to properly brand yourself.

Student

The biggest thing I've learned is that creating unecessary content on a brand's social media is really ineffective. Johnson and Johnson really struggled with that. I think they thought more is better, so lets put up a ton of content. But in reality, two blogs and two twitter pages is kind of a lot. This drove people away. The brand needs to fit in with the consumers life, not ask the consumer to go out of their way for the brand. If the social media content doesn't fit with the platform its on, consumers will be turned off. The more it fits in, the less it feels like the brand is just trying to advertise to you.

Student

I have learned how important social media is to a company brand. Is it the driving force that allows your brand to gain recognition and create an audience. Titles are very important because that is the first thing a reader or potential customer sees. A boring title instantly turn away the reader and in turn, turn away your potential customer or investor. Advice I would give is to learn the ways of social media. What is a successful for large brands and what is unsucessful. A strong social media pressence is so important, especially in today technological obssessed society.

Student

Personaly I am more likely to read the 15 brilliant brands who are killing it. I enjoy lists more than articles. Some key insights are what and when to post. Also I feel that inbound marketing is huge and I didn't really know what it was before this class. I would advize someone to do research! Don't just think what they are going to do on social media is right. 

Student

I've run my own blog for 1 and a half years now and it really helped me with optimizing my site. I definitely pay attention to including specific Key terms in my titles and mmetaphrase. I also pay a lot more attention to where my readers are coming from and where they are going. The final has also made me a lot more comfortable and introduced me to creating Youtube videos. All of the small details that need to go into online content have become more aware to me. I am also making sure to label my images accordingly for online search.

Student

Some key highlights I would take from this course are online advertising and budget. I knew how important online advertising was but the things to view in online advertising such as page layout and color- is the key. Budget was an eye opener becausde being someone who's starting their brand , you have to have a budget to start from. The advice I would give is to do your research on what users like, be creative and keep eyes open on social media. 

Student

During this course, I have learned an immense amount about social media marketing and different sectors of digital marketing. I think it is so interesting to compare all of the different social media mediums and how unique each of them are. I think it is so important to educate yourself on how each is used and what exactly appeals to the users eye. For instance, a paragraph of text is probably not something users hope to see on an Instagram page which is mainly for photos and videos. I have also learned how crucial it is for companies to reach out to employees via websites, social media pages, and email. Without technology, it would almost be impossible for stores to keep their doors open. This class has taught me a huge amount of info about digital marketing and how it is ever changing.

Student

Through out this course I have learned that digital marketing is taking over and is the top form of marketing. I learned what SEO is and the importance of analytics to determine how well a business is doing and what they should improve on or continue. The advice I would give is to make sure you do your research so you can fully understand what digital marketing is and all the aspects of it. After learning the aspects of digital marketing it is important to know exactly what those all mean and how to implement them. Social media is extremely important for a business or brand to have and with proper research, it can boost a business. 

Student

From studying this course, I have learned how important social media and digital marketing effect our daily life. So how to use it properly is the key factor for us to think about it. One of the most important is we have to find out who is our target audience. Then we need to conduct a research to find out which social media platform is the key to reach out. At the same time, what kind of campaign will cause their interests to create a brand awareness. In addition, how to use these social media platforms corporate with official website is also a very tough task. This course has helped me a lot to think about it. 

 

Student

A lot of things I learned in this course are about how organizations use social media and digital marketing. I learned that there are different ways that organizations use digital platforms. For example, my company being Facebook, they are a tech giant, so the way they do their social media promotions and digital marketings are completely different than those smaller companies or businesses. Some advice I would give to some else who is looking into getting into the digital space would be to utilize the ways to connect and engage with their audiences. This means understanding the different audiences there even are (like millenials versus baby boomers) and how to target them. What is the best way to target them? For example, Snapchat is a place where the younger generations would be as opposed to LinkedIn.

Student

Some key take aways I've learned is titles can be everything. A title of a paper, email, article, etc. That can be all the difference of someone wanting to read yours stuff and throwing it aways. I've also learned that breaking things up can make a paper easier for someone to read and understand. Therefroe, they won't get frustrated and give up on it. 

 

Some advice I would give is to utlitze resources. The internet is a great tool and literally almost any question can be answered on the computer. If you don't under stand something reach out someone somewhere does understand. Digital is fun because it's a space we interact with everyday!

Student

This course has been very insightful. I couldn't imagine going out to the working environment without knowledge of concepts like Google Analytics, Inbound Marketing, Email marketing and social media marketing. I have improved my analytical skills while studying NVIDIA brand the whole semester. I have been exposed to new social media platforms like Pinterest and learnt how videos can be a very important tool. I have learnt that to be in communications field, one needs to perform research to understand customers needs and be ready to learn from what others are doing better to improve their brands. As one of the speakers in my Strategic Brand Communications class put it, You have to be interested to be interesting.

Ross Johnson's picture
Instructor
11/29/2016
New Media