Web Content Development and Management

UNIT I

Introduction to Web Content Development and Management

Web content development and management encompass the creation, optimization, and governance of digital content on websites.

This process ensures that content is not only engaging and relevant but also structured and accessible, aligning with the goals of both the website and its audience.

Key Components of Web Content Development and Management

1. Content Strategy: This involves planning the content based on the target audience, goals, and medium. It includes defining the purpose of the content, the key messages, and the best format to deliver those messages.

2. Content Creation: This includes writing, designing, and producing content in various formats such as text, images, videos, infographics, and interactive elements.

3. Content Optimization: This focuses on making content more accessible and discoverable through search engine optimization (SEO), ensuring it ranks well on search engines and reaches a wider audience.

4. Content Management: This involves organizing, storing, and maintaining content using content management systems (CMS) like WordPress, Drupal, or Joomla. It includes updating outdated content,

ensuring consistent branding and maintaining the site's structure.

A content management system (CMS) is a software package that provides some level of automation for the tasks required to effectively manage content.

5. Content Governance: This refers to the policies, guidelines, and standards that ensure the content meets regulatory, ethical, and quality standards. It includes content audits, accessibility standards, and legal compliance.

A WCMS has the following two parts:

Content management application (CMA). This user interface lets users -- such as marketers and content creators -- design, create, modify and remove content from the website without requiring help from the IT department.

Content delivery application (CDA). This provides back-end services that take the content that users create in the CMA and turn it into a website that visitors can access.

Example 1: The New York Times - Content Strategy

The New York Times uses a sophisticated content strategy to deliver high- quality journalism.

Their content strategy involves:

Data-Driven Content Creation: Using analytics to understand reader preferences and trends.

Multimedia Integration: Incorporating videos, interactive graphics, and podcasts to enhance storytelling.

Example 2: HubSpot - Content Optimization and Management

HubSpot, a leading marketing, sales, and service software provider, excels in content optimization and management:

SEO Optimization: HubSpot's blog posts are optimized for search engines using keywords, Meta descriptions, and internal linking strategies to improve visibility.

Content Management System: They use their own CMS Hub, which allows for easy content updates, A/B testing, and integration with CRM tools to personalize content for users.

Content Governance: HubSpot maintains high content quality standards with regular audits and updates to ensure accuracy and relevance.

Example 3: National Geographic - Multimedia Content Creation

National Geographic is renowned for its multimedia content, providing educational and engaging material across various platforms:

Visual Storytelling: High-quality photography and videography are central to their content, bringing stories about nature, science, and culture to life.

Interactive Features: They use interactive maps, quizzes, and virtual reality experiences to engage users.

Content Integration: National Geographic seamlessly integrates articles, videos, and social media content to provide a cohesive experience across all digital platforms.

Capabilities and features

A WCMS typically enables users to do the following:

Design, create and maintain personalized content for a website.

Review and approve content prior to publication.

A WCMS generally includes the following features:

Automated, standard templates. Users can easily add new or existing content, rather than having to design their own templates.

Access control. Administrators can control who has access to a page on a website.

Web-based editing tools. Users can create and customize content, such as adding titles and headers to improve content structure or designing WebPages with drag-and-drop tools.

Personalization tools. Users can create a customized digital experience.

Marketers and content developers can present targeted content pages to users based on their customer profiles and past behaviors.

Plugins. Plugins or modules extend a site's functionality.

Software updates. These keep the WCMS up to current web standards.

Workflow management. This lets authorized users review and approve content before publishing.

Document management. Businesses can manage the document lifecycle, including creation, revisions, publication, archive and removal.

Multilingual. Organizations can display content in various languages.

Versioning. Editors can retrieve previous versions of content.

Advantages/ Benefits of using a WCMS

Low cost. A WCMS is typically inexpensive, often being free or offering subscriptions that outweigh overall costs.

Ease of use. Most WCMS options are user-friendly and let people who don't have a technical coding background create or maintain content.

Ease of customization. A WCMS creates a universal layout that lets beginner users create and customize front ends easily.

Workflow management. Administrators can control and personalize workflow management in a WCMS. Some WCMS options let administrators set up their own workflow management rules and provide them with a series of steps to set up each task.

Search engine ranking. Users can easily create content with the correct keywords, provide meta information -- such as description, keywords and alternative text for images -- and link content within the text.

Disadvantages of using a WCMS

On the other hand, a WCMS isn't the best fit for all organizations.

High cost for larger implementations. A WCMS can be expensive for larger companies because it can require extensive training and certifications.

WCMS maintenance can also be expensive because the software often requires upgrades and licensing updates.

Latency issues. Larger systems can become slower over time if the business doesn't keep the hardware up to date or if the cache files grow too large.

Security risks. If an administrator doesn't regularly patch the WCMS for security threats, it remains vulnerable to hackers. To minimize security risks, administrators must monitor and maintain the many moving parts of a WCMS -- such as the web server software, MySQL and any plugins or add- ons.

Types of WCMSes

Offline processing. This type of WCMS processes content before publishing it, to the live server. Offline processing systems let users work on content when they aren't connected to the internet. Using this system, content that a user uploads to a CMS doesn't go live until the content author approves it.

Online processing. Online processing systems employ templates on demand and whenever the user adds content to a webpage for publication. Whenever a user is logged into their CMS via a web browser and accesses a webpage, HTML is generated. Unlike an offline processing system that preprocesses

Content and applies templates beforehand, an online processing system processes templates only when the user requests it. Online processing systems include Joomla and Drupal.

Hybrid processing. Hybrid processing systems use a combination of offline and online processing. These systems can produce executable code, such as Java Server Pages, Active Server Pages or PHP (PHP Hypertext Preprocessor) instead of HTML, meaning that the system doesn't need to be installed on every web server.

Web content management systems and vendors

Numerous vendors provide web content management software, simplifying the process of creating and uploading unique content.

Examples of WCMSes

Adobe Experience Manager

Adobe Experience Manager, which is part of Adobe Experience Cloud, is designed to help enterprise organizations build websites, mobile apps and forms. Product highlights include the following:

Offers digital asset management, analytics and targeting features.

Integrates with other Adobe products as well as with Salesforce and Microsoft Dynamics.

Drupal

Drupal is an open source CMS platform that's customizable and can handle large amounts of data. It offers many options for flexible custom content types.

Product highlights include the following:

Users can add modules to sites, similar to plugins on WordPress.

Offers a built-in user management system, where users can create new roles and specify permissions.

Integrates with marketing automation tools to send abandoned cart emails or assign visitors to a particular list.

Hubspot CMS Hub

Hubspot CMS Hub is a platform focused on digital experience, with versatile tools for personalization; different users might see different pages, etc. It's user- friendly to marketers and content editors and offers a library of themes and a range of content structures, as well as optimization for different devices.

Product highlights include the following:

Highly scalable.

Easy to use -- even for complex pages.

Ideal for competitive small businesses.

Excellent SEO toolset.

WordPress

WordPress.org is a web software platform that lets users create and manage websites, blogs and apps with a variety of themes. WordPress.org is a free open source CMS, while WordPress.com is a blog hosting platform. Users can build any kind of website, such as an online store or membership site. Product highlights include the following:

Offers both paid and unpaid themes and plugins, which let users add more content to their sites, including contact forms and photo galleries.

Well-designed for SEO and lets users create categories and tags for posts.

Users can download content in XML format, making it easier to move to a new system, if necessary.

Mambo, oscommerce, magento, DotnetNuke, ezpublish, PHP-Nuke etc.

Web Content Types and Formats

Web content comes in various types and formats, each serving different purposes and engaging users in unique ways. Understanding these types and formats helps in crafting a diverse and engaging online presence.

1. Text Content

Text content forms the backbone of web content. It's essential for conveying detailed information, instructions, and narratives.

Blog Posts: Informative and engaging articles focused on specific topics. For example, Moz's blog posts about SEO provide in-depth insights and tips for digital marketers. The Moz Blog [SEO] - Moz

News Articles: Current events and updates, like those on BBC News.

Product Descriptions: Detailed descriptions of products on e-commerce sites, such as those on Amazon.

Case Studies: Detailed accounts of how products or services have been used successfully, like those on HubSpot. HubSpot | Software, Tools, Resources for Your Business

2. Visual Content

Visual content enhances the appeal and comprehension of information, making it more engaging.

Mages: High-quality photos or illustrations, like the stunning visuals on National Geographic.

Infographics: Visual representations of data or information, such as those created by Venngage. Examples, Templates, Design Tips (venngage.com)

Slideshows: Series of images or slides, often used in presentations on sites like SlideShare.

3. Video Content

Videos are highly engaging and effective for demonstrating concepts and products.

Tutorials: Step-by-step guides, like makeup tutorials on YouTube by influencers.

Webinars: Live or recorded seminars, such as those hosted by WebEx. Interactive Webinar Platform | Webex Webinars

Product Demos: Demonstrations of how a product works.

4. Audio Content

Audio content is convenient for users to consume while multitasking.

Podcasts: Audio programs on various topics

Audiobooks: Narrated versions of books available on platforms like Audible.

5. Interactive Content

Interactive content engages users actively, enhancing their experience.

Quizzes: Interactive questionnaires like those on BuzzFeed.

Polls: Simple voting mechanisms found on platforms like Twitter.

Interactive Maps: Maps those users can interact with, such as those on Google Maps.

Calculators: Tools that perform specific calculations, like mortgage calculators on Bankrate.

6. Social Media Content

Content specifically tailored for social media platforms to engage with users.

Posts and Stories: Short updates, images, and videos shared on platforms like Instagram.

Live Streams: Real-time video broadcasting on platforms like Facebook Live.

7. User-Generated Content (UGC)

Content created by users, adding authenticity and community engagement.

Reviews and Testimonials: User feedback on products or services, like reviews on Yelp.

Forums and Discussion Boards: Community discussions on platforms like Reddit.

Social Media Posts: Content created by users and shared on platforms like Twitter.

Examples of Web Content in Action

1. HubSpot Blog: Combines text content with infographics, videos, and interactive tools like marketing calculators to engage and inform their audience.

2. National Geographic: Uses high-quality images, videos, and interactive content to create immersive experiences that educate and entertain their audience.

3. Amazon Product Pages: Feature detailed product descriptions, customer reviews, high-resolution images, and demo videos to help customers make informed purchasing decisions.

4. TED Talks: Provides video content of expert talks on a variety of subjects, often accompanied by transcripts and interactive discussion sections.

5. BuzzFeed Quizzes: Engages users with fun and shareable quizzes that often go viral on social media.

Web Page File Formats Overview

The structure and organization of web content are dependent upon various file formats employed in web page files. Different functionalities, as well as different underlying theories, lead to the formation of such groups.

Here are some of the key web page file formats:

HTML (.html): The most common markup language used for web page creation is HTML (HyperText Markup Language). A system of tags describes the structure and content of a web page. The backbone for websites is built using HTML files.

CSS (.css): CSS is a specification that controls the way HTML pages are presented and laid out. As for the style sheet, it is composed of CSS files that define the styles, fonts, colors, etc. that constitute the page’s visual look. The design is improved by working together with the HTML.

PHP (.php): Server-side scripting language called PHP. PHP coding executes on the web server, giving dynamic content to the site. They contribute to shaping engaging and database-driven websites. E-commerce DB, real estate property information, Complex feedback forms etc.

XHTML (Extensible Hypertext Markup Language): An XML-based version of HTML, promoting document structure and consistency.

ASP (.asp): One of these includes Active Server Pages [ASP] which is a server side script written by Microsoft. These are not meant for users, they comprise of server side code that gets delivered to a browser after processing. These are among some of the commonly utilized in Windows based web hosting setups.

ASPX (Active Server Pages Extended): An extension of ASP that supports .NET framework, enabling powerful web applications.

XPS (.xps): As for XPS, this is an XML-based file format which aims at preserving and sharing layouts of documents. Despite being less prevalent than other web page formats, XPS can still be used for the production of fixed-layout documents that could be appropriate in specific publishing environments.

Norms and guidelines of Content Development

Creating content involves adhering to specific norms and guidelines to ensure quality, relevance, and ethical standards. By adhering to these norms and guidelines, content creators can produce high-quality, engaging, and ethical content that resonates with their audience and meets professional standards.

Norms of Content Development:

1. Accuracy and Fact-Checking:

Ø   Ensure all information is accurate and up-to-date.

Ø   Verify facts with reliable sources.

2. Relevance:

Ø   Content should be relevant to the target audience.

Ø   Address current trends and interests within the audience.

3. Clarity and Simplicity:

Ø   Use clear and simple language.

Ø   Avoid jargon unless the audience is familiar with it.

4. Consistency:

Ø   Maintain a consistent tone and style.

Ø   Follow brand voice guidelines.

5. Engagement:

Ø   Create content that is engaging and interactive.

Ø   Use questions, calls to action, and multimedia to engage the audience.

Guidelines of Content Development:

1. Planning and Research:

Ø   Conduct thorough research on the topic.

Ø   Develop a content strategy and plan, including keyword research for SEO.

2. Structure and Formatting:

Ø   Use headings, subheadings, bullet points, and paragraphs for better readability.

Ø   Ensure proper grammar, punctuation, and spelling.

3. Originality and Plagiarism:

Ø   Produce original content.

Ø   Use plagiarism checkers to ensure content uniqueness.

4. SEO Optimization:

Ø   Incorporate relevant keywords naturally.

Ø   Optimize meta tags, alt texts, and URLs for search engines.

5. Visual and Multimedia Integration:

Ø   Include images, videos, infographics, and other multimedia elements.

Ø   Ensure visuals are high quality and relevant to the content.

6. Compliance and Ethics:

Ø   Follow legal and ethical standards, including copyright laws.

Ø   Disclose any affiliations or sponsored content.

7. Audience Feedback and Adaptation:

Ø   Encourage and incorporate audience feedback.

Ø   Regularly update content based on new information or changing trends.

8. Review and Edit:

Ø   Review and edit content thoroughly before publishing.

Ø   Use tools and peer reviews to catch errors and improve quality.

Creating Digital Graphics

Graphics refer to visual images or designs on some surface, such as a screen, paper, canvas, or digital interface, that are used to inform, illustrate, or entertain.

Graphics encompass a wide range of visual elements, including images, symbols, diagrams, drawings, illustration. They are used in various fields, including art, design, communication, and technology.

Uses of Graphics

1. Communication:

Ø   Conveying messages through visual means, such as infographics, charts, and diagrams.

Ø   Example: A pie chart illustrating market share data.

2. Advertising and Marketing:

Ø   Creating visually appealing content to attract and engage consumers.

Ø   Example: A promotional banner for an online store.

3. Entertainment:

Ø   Enhancing visual experience in movies, video games, and animations.

Ø   Example: Character designs in an animated film.

4. User Interface (UI) Design:

Ø   Improving the usability and aesthetic appeal of software applications and websites.

Ø   Example: Designing intuitive icons and buttons for a mobile app.

5. Educational Materials:

Ø   Illustrating concepts and information in textbooks, presentations, and e-learning platforms.

Ø   Example: Diagrams in biology textbook showing the structure of a cell.

Importance of Graphics

Visual Appeal: Enhances the aesthetic value and attractiveness of content.

Clarity: Helps in explaining complex information clearly and succinctly.

Engagement: Captures and maintains the audience’s attention.

Brand Identity: Reinforces brand recognition and consistency through logos, colors, and typography.

Communication Efficiency: Conveys messages quickly and effectively, often transcending language barriers.

Creating digital graphics involves using software and tools to design visual content for various digital platforms. Here are the key steps and considerations, along with examples:

Steps in Creating Digital Graphics

1. Conceptualization and Planning:

Ø   Define the purpose and audience for the graphic.

Ø   Sketch or outline your ideas on paper or using digital tools.

Example: Planning a promotional banner for a new product launch.

2. Choosing the Right Tools:

Ø   Select appropriate software based on your needs (e.g., Adobe Photoshop, figma, corelDraw, Canva).

Example: Using Adobe Illustrator for creating logos.

3. Design Elements:

Ø   Incorporate elements such as color schemes, typography, shapes, and images.

Ø   Ensure a harmonious and aesthetically pleasing design.

Example: Designing a social media post with vibrant colors and eye- catching typography to attract attention.

4. Layout and Composition:

Ø   Arrange elements in a balanced and logical manner.

Ø   Use grids and alignment tools to maintain symmetry and proportion.

Example: Creating an infographic with a clear flow of information from top to bottom.

5. Incorporating Branding:

Ø   Include brand elements like logos, brand colors, and fonts.

Ø   Maintain consistency with the overall brand identity.

Example: Designing a newsletter template that matches the company’s branding guidelines.

6. Adding Text and Visuals:

Ø   Use legible fonts and contrasting colors for text.

Ø   Integrate high-quality images, icons, and graphics.

Example: Creating an event flyer with bold headlines, concise text, and relevant imagery.

7. Review and Feedback:

Ø   Seek feedback from peers or clients.

Ø   Make necessary revisions based on input.

Example: Revising a website banner after getting client feedback on the color scheme.

8. Exporting and Optimization:

Ø   Export the graphic in the appropriate format (JPEG, PNG, SVG, etc.).

Ø   Optimize for different platforms, ensuring the right resolution and file size.

Example: Exporting a logo in SVG format for scalability on websites and in PNG for use in presentations.

Examples of Digital Graphics

1. Social Media Graphics:

Designed for platforms like Instagram, Face book, and Twitter.

Example: Creating an engaging Instagram story with animations and stickers.

2. Web Banners and Ads:

Used for online advertising campaigns.

Example: Designing a clickable web banner for a seasonal sale.

3. Infographics:

Visual representations of data and information.

Example: An infographic explaining the benefits of a healthy diet with charts and icons.

4. EBook Covers and Layouts:

Designed for digital publications.

Example: Creating a compelling cover for an eBook on digital marketing.

5. Email Newsletters:

Visual content for email campaigns.

Example: Designing a newsletter template with sections for articles, promotions, and events.

Audio Production and Editing

Audio production covers everything related to recording, editing, mixing, and mastering audio in order to get it ready to be released publicly.

The key aspects of audio production and editing:

1. Pre-Production

Concept Development: Define the purpose, audience, and style of the audio project.

Scriptwriting: Draft a script or outline to guide the recording process.

Equipment Selection: Choose the right microphones, audio interfaces, and recording software.

2. Recording

Microphone Techniques: Placement and choice of microphones affect sound quality.

Acoustic Treatment: Minimize unwanted noise and reflections in the recording environment.

Audio Interfaces: Connect microphones and instruments to the computer for digital recording.

3. Editing

 Audio Editing Software: Common tools include Audacity, Adobe Audition, Pro Tools, Logic Pro, and Reaper.

Cutting and Trimming: Remove unwanted sections and silence.

Crossfading: Smooth transitions between audio clips.

Noise Reduction: Eliminate background noise and hum.

Time Stretching and Pitch Shifting: Adjust the length and pitch of audio clips.

4. Mixing

Balance: Adjust the volume levels of different tracks to ensure clarity.

Equalization (EQ): Enhance or reduce specific frequency ranges.

Compression: Control the dynamic range to ensure consistent loudness.

Reverb and Delay: Add space and depth to the sound.

Panning: Position sounds in the stereo field for a wider audio image.

5. Mastering

Final EQ and Compression: Fine-tune the overall sound and ensure it meets industry standards.

Loudness Normalization: Ensure the audio is at a consistent loudness level.

Limiting: Prevent clipping and distortion by capping the maximum volume.

File Preparation: Export the final audio file in the required format and specifications.

6. Post-Production

Quality Control: Listen for any errors or issues that need correction.

Metadata: Add tags, titles, and other information to the audio file.

Distribution: Prepare the audio for release on various platforms such as streaming services, podcasts, or CDs.

Tools and Software

Audacity: A free, open-source audio editor suitable for beginners.

Adobe Audition: A professional DAW with extensive features for editing, mixing, and mastering.

Pro Tools: An industry-standard DAW used in many professional studios.

Logic Pro: A popular DAW for Mac users, known for its user-friendly interface and powerful features.

Reaper: A cost-effective DAW with a customizable interface and robust feature set.