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GO Content Plan

GO Content Plan

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Published by GazetteOnline

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Published by: GazetteOnline on Mar 02, 2010
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03/01/2010

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Content Plan
Prepared For 
GazetteOnline.com
Thursday, July 9, 2009Version 1.2
Prepared By 
Jason Kristufek
 jkristufek@hotmail.com
Page 1 of 8 Jason KLast revised 3/1/2010
 
Overview
The quality, relevance, accessibility, usefulness, uniqueness and trustworthiness of thecontent on GazetteOnline has never been more vital to increasing and engaging visitors asaudiences become more segmented and competition for eyeballs increases.The content on GazetteOnline must act as an enabling mechanism to connect users by
topic, geography and the relationships formed by those with like interests
, whilehelping to deliver audiences that are attractive to advertisers.It is important to point out that amount of content and the number sources producingcontent is extremely decentralized, meaning the significance of sorting, choosing anddisplaying content could not be more important.
P
OINTS
 
OF
 
EMPHASIS
Current trends in usage and research suggests that content should focus on these five keyareas:
breaking news, live coverage, news and information not found anywhereelse, contextual and a category I call experimentation
.
B
REAKING
 
NEWS
:
This area is the most consumed and most consistently demanded. Contentin this area will include weather, traffic, crime and events of timely interest.
L
IVE
 
COVERAGE
:
Recent trends suggest this is the fasting growing content area. Live coverageof meetings and sporting events provides significant, timely content from multiple sources.This should be expanded.
N
EW
 
AND
 
INFORMATION
 
NOT
 
FOUND
 
ANYWHERE
 
ELSE
:
This is a significant area of demand and hasgreat potential for growth. This will include photo galleries, video, other multimedia,databases, archives, sports, local news, events, culture, knowledge, prom photos and thevast majority of content collected within Gazette Family of Companies that suits a moregeneral news and information audience.
C
ONTEXTUAL
:
This, too, is an area that offers a great deal of growth and significant value tothe user. Providing contextual content experiences increases trust, participation and morecontent. This will be in the form of links, aggregation, reverse syndication, crowd reports,curation, user-generated items or any from any other source that adds value.
E
XPERIMENTATION
:
Out of the bunch, this is the wildcard. This area speaks to the heart of people not knowing what they want until you give it to them. One example of this areacould include content from coverage of Little League, which could eventually lead to its ownniche. The point being that GazetteOnline has to be open to explore and experiment withmany content models to find and discover what works and here is the section that highlightsthat need.
Page 2 of 8 Jason KLast revised 3/1/2010
 
Goals
T
HE
 
CONTENT
 
PLAN
 
WILL
:
Provide content creation guidelines and recommendations
Engage stakeholders
Identify key themes and areas of concentration
Help guide the creation of the site architecture
Be a catalyst for metadata and search engine optimization
C
ONTENT
 
ON
G
AZETTE
O
NLINE
 
WILL
:
Be trustworthy, accurate, timely, relevant and contextual in providing the ultimateexperience for users
Enable conversation, engagement, enlightenment and decision-making of end-usersand stakeholders
Be categorized and tagged according to topic, geography and affinity
Provide answers to questions
Be provided by the Information and Content Enterprise, The Gazette print edition,KCRG-TV9, other internal stakeholders, external sources, users, members of connected communities and any other trustworthy source deemed appropriate
Focus on breaking news, live coverage and news and information that cannot befound anywhere else
Come in a multitude of formats: text, photo, video, audio, database, Tweets, statusmessages, comments, ratings, lists, links, wikis, text messages, etc.
Be usable, accessible, sharable and searchable
Be tracked by its elements – the sources, quotes, facts, people, places, events, ideasand opinions
Expanded to include information not currently being collected
Page 3 of 8 Jason KLast revised 3/1/2010

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