Fit for the Future: Creative Choices - Digital Strategy
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Creative Choices is a free online resource providing careers advice, job listings, and industry insights for creative careers. It uses a digital strategy of publishing high-quality online content and leveraging search engine optimization, email marketing, and social media to connect audiences to its resources with minimal costs. The goal is to create content that audiences want to find and share across different online channels.
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Fit for the Future: Creative Choices - Digital Strategy
- 1. creative-choices.co.uk @creativechoices Creative Choices Digital Strategy Zoe Hardie Digital Coordinator @ccskills @CreativeChoices
- 3. creative-choices.co.uk @creativechoices Creative Choices is a free resource for anyone that works, or wants to work, in a creative career. It features: • Careers advice articles • Job and opportunities listings • An ‘Ask an Expert’ panel A resource for creative careers
- 4. creative-choices.co.uk @creativechoices Careers advice Industry insights Tips and insights about creative careers straight from the people that work in them Job profiles Outlines of creative jobs, including entry routes, skills and average salaries. Created with industry endorsement Creative people Case studies of people in the creative sector based on interviews. Includes what they do day-to-day and how they got there
- 5. creative-choices.co.uk @creativechoices Creative voices blogs Guest blogs allowing you to hear the the voices of creative people on issues relating to creative careers Can be opinion, analysis or personal thoughts about careers – all in the own words of creative practitioners
- 7. creative-choices.co.uk @creativechoices 1. Online content 2. Search 3. Email marketing 4. Social media Digital strategy
- 8. creative-choices.co.uk @creativechoices To connect with as much of your audience as possible, with as little expenditure as possible. (resources are finite, the scope is limitless) • Content must be great • Your audience needs to find it • People must share it. The purpose of digital strategy
- 9. creative-choices.co.uk @creativechoices • Publish • Once • Share • Everywhere The purpose of digital strategy
- 12. creative-choices.co.uk @creativechoices What is content? Online Content
- 13. creative-choices.co.uk @creativechoices What is content? Online Content
- 24. creative-choices.co.uk @creativechoices Search How search works Is this what I was looking for? Is this the best version of it?
- 25. creative-choices.co.uk @creativechoices Search How search works Relevancy What you see…
- 26. creative-choices.co.uk @creativechoices Search How search works Relevancy What Google sees…
- 27. creative-choices.co.uk @creativechoices Search How search works Popularity How to decide
- 28. creative-choices.co.uk @creativechoices Search How search works Popularity Links = votes
- 29. creative-choices.co.uk @creativechoices Search The value of search Relevant content + Popular links = Page 1 SERP
- 30. creative-choices.co.uk @creativechoices Search The value of search • 40-60% clicks • 10-15% clicks • Attention drops below the 'fold'
- 31. creative-choices.co.uk @creativechoices Search The value of search Creative Choices traffic 2013: 250,000 visitors from search
- 32. creative-choices.co.uk @creativechoices Search How to optimise Relevance = Keywords • Urls • Titles • Subheadings • Images • Links • Text
- 33. creative-choices.co.uk @creativechoices Search How to optimise Keywords = too much
- 34. creative-choices.co.uk @creativechoices Search How to optimise Keywords = unfocussed
- 35. creative-choices.co.uk @creativechoices Search How to optimise Keywords = good
- 36. creative-choices.co.uk @creativechoices Search How to optimise Popularity = Links • Popular sites • Credible sites(.gov, .ac, .edu) • Exclusive links(don't get buried in the 'useful links' page) • Accurate links ('Creative careers' better than 'www.creative-choices.co.uk') ('Deep' links to articles better than links to homepage)
- 38. creative-choices.co.uk @creativechoices Hard opt-in Those who have explicitly requested to receive email communication (i.e. a website registration) Email marketing Soft opt-in Where you have obtained contact details in the course of a legitimate interaction (i.e. CRM) Remember There must be a clear unsubscribe option on the email It must come from a valid contact address
- 39. creative-choices.co.uk @creativechoices Email marketing Collect your subscribers • Respect the data you have collected • Utilise the date to its optimum • Never buy data • If you need a quick shortcut – ask to join partner emails
- 40. creative-choices.co.uk @creativechoices Email marketing Build your campaigns • Campaign Monitor, MailChimp, DotMailer • Be consistent – pick a regular date and time and stick to it • The same rules apply for good content – your audience is time-poor and easily distracted
- 41. creative-choices.co.uk @creativechoices Email marketing Learn from your audience • Split-test – get ‘real-time’ responses • Email analytics • Track your links (‘Google URL builder’)
- 42. creative-choices.co.uk @creativechoices Email marketing Learn from your audience • Split-test – get ‘real-time’ responses • Email analytics • Track your links (‘Google URL builder’)
- 44. creative-choices.co.uk @creativechoices Social Media Choose your channel
- 45. creative-choices.co.uk @creativechoices Social Media Join/Build a community • Ensure you have a presence on all the main channels • Take time to learn the ‘rules’ of the community • Engage others in that channel – be ‘social’ • Social media also provides analytics
- 46. creative-choices.co.uk @creativechoices Social Media Engage your organisation • Don’t concentrate the social media in the hands of the few • Your organisation is full of experts – utilise that • Be aware of the potential ‘time-sink’ – the rules of doing as much as you can in a little time as possible apply (tools like Tweetdeck or FollowerWonk can help)
- 47. creative-choices.co.uk @creativechoices To connect with as much of your audience as possible, with as little expenditure as possible. (resources are finite, the scope is limitless) • Content must be great • Your audience needs to find it • People must share it. The purpose of digital strategy
Hinweis der Redaktion
- Industry insights: tips and insights about working creative careers, often written by practitioners themselves or taken from conversations with them. Creative people is essentially case study interviews. Job profiles: is a library of information about creative jobs, with information about things like entry routes, necessary qualifications and salaries – these will need updating and we may need your help doing this.