*** Choose C or D or BOTH for Maximum Value and Learning ***

Search Engine Optimization: The Importance Of Headlines, Headings And Writing For The Web

It is one of the 21st century’s truisms that in addition to writing for your agency’s website, today’s writer must also write for Google. Yet, as always, the devil’s in the metadata. The secret of Search Engine Optimization (SEO) is that every online article requires two headlines: the first is for the wordsmith in you—loaded up with wit, irony, and humor—while the second is for Google—loaded down with straightforward keywords.

“Let’s put it on our website.” The refrain is increasingly common, but, as always, there’s a right way and a wrong way.  An amateur will do what’s easiest: copy and paste. But a pro knows that to copy and paste is to deprive readers of the Web’s richness. Shifting copy from dead trees to Web browsers is both art and science.

The art: to write for the web, you need to be not only a writer, but also a marketer, a designer, and a publicist. The science: to write for the web, you need to understand how people read on the web.

To this end, we’ll review the differences between reading something designed for a monitor and something designed for print. We’ll walk through the best practices of web writing, and review a variety of both good and bad examples. We’ll also intersperse exercises throughout so that you will learn by doing!

By the end of this workshop, you will:

• Be able to develop powerful headlines and headings
• Know how to leverage lists, bullets, tables, headings, and other visual cues
• Understand the importance of images
• Write in a web-friendly tone

WORKSHOP LEADER: To Be Announced Shortly – More Details Coming Soon.

11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

How To Develop Engaging Content, Navigate YouTube And Define Your Agency’s Success

Online video content is exploding – over 72 hours of content are uploaded every minute.  Everyone wants (and expects) their video to “go viral” – but what exactly does that mean and how realistic is such a demand?

In Throughout this workshop, you’ll learn practical approaches and tips to developing content that engages your agency’s audience and shares your message, creating a personal connection that opens the door to further communication.  Case studies will be presented to illustrate how video content was created, implemented, and promoted, demonstrating how in many cases, this content can serve double-duty across multiple distribution channels.  You will also learn tips and best practices for utilizing YouTube and outline methods to help you define and measure your success.

In this hands-on workshop, you will learn the tools you need to successful launch a video campaign, including:

1. Key items to consider when developing an Online Video Content Strategy
2. Best practices for developing compelling content that will engage your audience
3. Developing cost effective video content for multiple distribution channels
4. Best practices for setting up and maintaining a successful Youtube Channel
5. Ways to build your community by turning Viewers into Subscribers
6. Creating a phased strategy for developing content and measuring success
7. How to increase the chances of making your content “go viral”
8. Applying these approaches to your specific content needs

WORKSHOP LEADER:  Denise McKee is COO at AboutFace Media Inc.  AboutFace creates short-form, story-driven documentaries for online and social media marketing projects.  Their directors are award-winning independent filmmakers whose work has been screened at Sundance, South by Southwest and the Tribeca Film Festival among others.  Clients include Army OneSource, Sears, Kmart, Wilson Sporting Goods, CNH, 3M, Trek, Staples, Florida Tourism, Quad Graphics and Can-Am.
Denise speaks at events across the country on the topics of social media video content development and strategy, and has presented alongside companies including Youtube, Microsoft, Nike, IBM, and Ford.

Testimonials From Past DENISE MCKEE Workshop Sessions:

"I love the group interaction—it forces conversation that makes me think outside the box. I’m taking back some great commentary and ‘arguments’ to our senior leaders."

"This was so good. Great information, great collaborating, and I have tools to take home."

"Denise was great!! Absolutely useful! I know what my homework is now. Thanks!"