Introduction

As more users access content sites directly via article pages, coming from social media or search engines, these pages have to change. First, they should maximise the traffic potential from search  and social. Second, they should work as “mini-homepages”, leveraging the first encounter with the user. Content products need to be built today from 3 separate perspectives: direct, social and search.

The first part of the workshop will address the article pages and the “social” and “search” traffic. Main aspects covered: using content as a marketing agent; journalistic Search Engine Optimisation – creating websites that search engines like; journalistic Social Media Optimisation – creating content communities around content websites; Turning landing pages into homepages; What's next - answering the most important question of the user. 

The second part of this workshop will deal with the homepage and the “direct traffic”. Main aspects covered: creating dynamic websites that are able to change to best reflect the content; integrating the iPad and the web content presentation paradigms;  creating cross platform experiences; best practices in responsive design; and choosing between native and browser based applications.

Download the programme for the course outline.