Word Press 101 Introduction to Word Press 2014

Keep in Touch! O WP 101 Google Group: O Word. Press 101: An Introduction

Announcements O Hollywood Word. Press – dates vary O So. Cal Word. Press –

Hands-On WP Workshop Intro to Word. Press: WP 101 O 8 -hour hands-on workshop

Agenda � Traffic & Content: �Content / Traffic Connection �Google's content rules �importance of

© 2014 Karen Mc. Camy Freelance. Technology. Review. com

Lots of “moving parts…” © 2014 Karen Mc. Camy Freelance. Technology. Review. com

One More Element… When you really think about it… A website is really about

Communication � Your Message � Your Content � Your Story � Your Niche ©

Communication… � Is Unique! � Everyone is different � Every website is different �

Content Strategies � Lots to consider � A few that fit US (freelancers) well

Strategy #1 Content Marketing © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Content Marketing: What is It? �“…any marketing format that involves the creation and sharing

Content Marketing: Another View “…the art of communicating with your customers and prospects without

CM: A Brief Early History � 1895: The Furrow, John Deere Company � 1900:

CM: It’s NOT New! “I use content marketing all the time for myself and

Only the Delivery Has Changed… � In the ‘ 80’s & 90’s � Now:

CM Examples � Digital Camera World � Buffer (Soc. Med niche) � Anthropologie �

CM “Models” � All are Not created “equal” � Degree of “sales-y” �It’s a

WHY it Works! � You are providing targeted content: � needed/wanted/desired �by a specific

HOW it Works Marketing vs. Advertising… A Brief Lesson © 2014 Karen Mc. Camy

Marketing is NOT Advertising! � � � � Long-term results Educational Useful Non-promotional Builds

How It Helps YOU! 1. 2. 3. 4. Brings You FREE Organic Traffic Positions

CM Scope in This Class: � Introduce CM Concepts � Provide the BASICS �

CM Basics 1. Define your goals: �What result do you want? ○ Traffic? ○

CM Basics 2. • • • Know your audience: What do they want? What

CM Basics 2. Know your audience (cont’d): What form of content do they prefer?

Content Delivery Expect multiple customer segments! �Possible Factors: ○ Age ○ Gender ○ Education

Demographic Factors: Example Learning technology. . . (WP, office apps, graphics programs) � Younger:

CM Take-Aways � “Slow and steady" approach � Be patient! � Cultivate customer/client trust

Word. Press Plugins © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Topics � Brief Plugin Review � “Best Practices” � Caveats � Configuring Plugins �

Plugin Review � What’s a Plugin? �WP Codex (http: //codex. wordpress. org/Plugins © 2014

Plugin Overview � 2 Types of Plugins �Front-end: ○ Appear to your site visitor

Plugin Review: Some Common Uses �Caching �Live Social Feed �Backup �Social Buttons �SEO �Shopping

Plugin Review (continued) � Where to find plugins �Only the Word. Press Repository www.

Best Practices � Source from the Codex � Take time to research completely �

Caveats � � Avoid “Too Many” Plugins! Avoid Duplicating Plugins! Remove Unused Plugins! Avoid

Configuring Plugins � Process of “setting it up” � Every plugin is different! �For

Configuring Plugins � Some general rules: �Understand what you are doing! �Read the docs

My Recommended Plugins � Akismet: prevents comment spam, comes with Word. Press � W

Some Final Caveats… � Check your theme for desired function � If it’s in

Coming Attractions… Session #4 – May 2, 2015: üContent Synopsis üContent Strategy #2 üIntegrating

Slides: 44

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Keep in Touch! O WP 101 Google Group: O Word. Press 101: An Introduction to Using Word. Press O Linked. In: O www. linkedin. com/in/karenmccamy O Facebook: O https: //www. facebook. com/FTReview O Twitter: O @ftreview O WP 101 Meetup: O http: //www. meetup. com/Los-Angeles-Word. Press-101/

Announcements O Hollywood Word. Press – dates vary O So. Cal Word. Press – 3 rd Wednesday O Pasadena Word. Press – 3 rd Thursday O Topanga Word. Press – 3 rd Wednesday O Advanced Word. Press LA – 3 rd Saturday And many more in LA County. Just search for “Word. Press” at www. meetup. com

Hands-On WP Workshop Intro to Word. Press: WP 101 O 8 -hour hands-on workshop O Here at Kleverdog O 4 Saturdays, 2 -hour Hands-On sessions O When: 4/25 -5/9/2015 O Watch for new classes here: O http: //www. meetup. com/Girl-Develop-It-Los-Angeles/

Agenda � Traffic & Content: �Content / Traffic Connection �Google's content rules �importance of content � Content Strategies � Marketing “Short-Course” � — Break — � Word. Press Plugins © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Content Marketing: What is It? �“…any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. ”[1] � Content marketing creates interest in a product through educational or informative material. Successful content marketing relies on providing "consistent, high-quality content that solves people's problems". [2] – from Wikipedia, Content Marketing © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Content Marketing: Another View “…the art of communicating with your customers and prospects without selling. � It is non-interruption marketing. � Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. ” – from The Content Marketing Institute © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM: A Brief Early History � 1895: The Furrow, John Deere Company � 1900: Guide Michelin, Michelin Tire Co. � 1904: Jello & the Kewpies, Jell-O Co. � early 1900’s: Palmolive Soap Advertorial � 1966: Jogging, Nike — courtesy of …“The Real History Of Content Marketing, ” by Garrett Moon © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM: It’s NOT New! “I use content marketing all the time for myself and my clients . . . and have been doing so for over 3 decades. ” – Bob Bly, Reknowned Copywriter © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Only the Delivery Has Changed… � In the ‘ 80’s & 90’s � Now: �Direct Mail �E-books �Post Cards �White Papers �Mini-reports �Pocket Guides �Case Studies �Website articles �Videos �Podcasts �Social Media © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM Examples � Digital Camera World � Buffer (Soc. Med niche) � Anthropologie � AAA-Calif. (travel, road safety) � Air. BNB (City Guides) � Co-Schedule (Soc. Med, CM) © 2014 Karen Mc. Camy Freelance. Technology. Review. com

WHY it Works! � You are providing targeted content: � needed/wanted/desired �by a specific target audience (remember the importance of having a niche? ) © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Marketing is NOT Advertising! � � � � Long-term results Educational Useful Non-promotional Builds trust Provided FREE Guides Tip Sheets Marketing � � � � Quick, immediate data Coupons Limited Promotion “Today Only!” Sale To get orders, sales, leads, subscribers Easier to measure ROI Advertising © 2014 Karen Mc. Camy Freelance. Technology. Review. com

How It Helps YOU! 1. 2. 3. 4. Brings You FREE Organic Traffic Positions You as an Expert in Your Niche Establishes Trust with Your Potential Clients Perfectly complements Social Media Marketing © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM Basics 2. • • • Know your audience: What do they want? What do they need? What kind of questions are they asking? What keeps them up at night? Where do they hang out on Social Media? • How can you provide that? © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM Basics 2. Know your audience (cont’d): What form of content do they prefer? • Written (text: articles/blog posts) • Visual (infographics, screencasts, slide decks) • Audio (podcasts) • Video • Short snippets or detailed tutorials? • Webinars • Combination/hybrid (likely) © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Content Delivery Expect multiple customer segments! �Possible Factors: ○ Age ○ Gender ○ Education ○ Income Level ○ Employment status ○ Native Language © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Demographic Factors: Example Learning technology. . . (WP, office apps, graphics programs) � Younger: � ‘ 20 to 30 -something’ career people � might prefer quick snippets to put into practice at work immediately � Retired seniors: � might prefer an in-depth, step-by-step tutorials � they have more time to invest ***Consider these differences when you are pricing offerings as well: some hobbyists will spend lots of money (think: photographers or golfers) Knowing your target audience pays off in multiple ways in the long term! © 2014 Karen Mc. Camy Freelance. Technology. Review. com

CM Take-Aways � “Slow and steady" approach � Be patient! � Cultivate customer/client trust � Over deliver � Build relationships � Earn their business! � Be their “go-to” resource © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Plugin Overview � 2 Types of Plugins �Front-end: ○ Appear to your site visitor ○ Impact site loading speed �Back-end: ○ For “admin” use �Editorial / organizational use �Building new site ○ Don’t impact site loading © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Plugin Review: Some Common Uses �Caching �Live Social Feed �Backup �Social Buttons �SEO �Shopping Cart �Admin �Contact Form Functions �Security (simple) �Pay. Pal �Subscribe Form & many more… © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Plugin Review (continued) � Where to find plugins �Only the Word. Press Repository www. wordpress. org/plugins � Researching plugins � Take your time…sometimes lots of time! � See my article here: Basic Word. Press Elements © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Best Practices � Source from the Codex � Take time to research completely � Quick tips: • Do your research! • This takes time, sometimes a lot of time! • Is it current, up-to-date? • An old or out-of-date plugin can break your site! • What are the support issues? • how many are unresolved? • who does the support? • Read the description, FAQs, look at the screenshots • Is it easy to configure without "coding"? © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Caveats � � Avoid “Too Many” Plugins! Avoid Duplicating Plugins! Remove Unused Plugins! Avoid Slowing Your Site! �Test your site speed & function after every plugin addition � Understand Configuration �…before installing! � Evaluating Site Load Problems How Does Your Site Speed Rank? (Session #6) © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Configuring Plugins � Process of “setting it up” � Every plugin is different! �For Example: ○ Dashboard Site notes: Zero config ○ YARPP: minimal config (for placement) ○ WP SEO by Yoast: uber-heavy config (but. . . great doc’s) © 2014 Karen Mc. Camy Freelance. Technology. Review. com

My Recommended Plugins � Akismet: prevents comment spam, comes with Word. Press � W 3 Super Cache: caching plugin, site speed improvement, FREE � Google XML Site Maps: zero config, FREE! � Backup Buddy (or backup alternative) � Dashboard Site notes: zero config, FREE! � WP SEO by Yoast � Fast Secure Contact Form: minimal config, FREE � Co-Schedule: for multiple authors & scheduling � YARPP: for displaying related posts *Helps your SEO* � Word. Fence (security) � “lorem ipsum” – when designing; zero config, FREE � Clone posts – when designing; zero config, FREE © 2014 Karen Mc. Camy Freelance. Technology. Review. com

Some Final Caveats… � Check your theme for desired function � If it’s in your theme, don’t duplicate through a plugin! �Disable theme function if you choose to go with a plugin! � Common theme inclusions: �Social buttons �SEO �Related posts © 2014 Karen Mc. Camy Freelance. Technology. Review. com