Tag Archives: writing for social media

What Happens When Students Write For BuzzFeed For A Class Project?

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Note: As noted in my previous post when I first mentioned this assignment, please know that this assignment is based largely on the work of Scott Cowley. See his post about when he ran this assignment in his class.

BuzzFeed in the Classroom Review

Earlier this semester, I wrote about a new opportunity and assignment for students in my Writing Across Platforms class: writing BuzzFeed community articles.

That post got a ton of shares and feedback. So I want to offer a follow up and reflection of how the project went. If you haven’t yet, I encourage you to first get some background about the assignment via my post “What’s Changing? My Writing Across Platforms students will write for BuzzFeed and More in Spring 2016. Oh, And here’s the syllabus!
Continue reading What Happens When Students Write For BuzzFeed For A Class Project?

What’s Changing? My Writing Across Platforms students will write for BuzzFeed and More in Spring 2016. Oh, And here’s the syllabus!

This post may contain affiliate links. Please read my disclosure for details.

Each semester, I like to highlight something that I’m doing different in one of my classes (for example, see last Fall’s What’s Changing post).

This semester, I’d like to highlight my Writing Across Platforms class (the syllabus is at the bottom of this post). I’ve been teaching this class every spring for the last few years. So, what’s changing?

Continue reading What’s Changing? My Writing Across Platforms students will write for BuzzFeed and More in Spring 2016. Oh, And here’s the syllabus!

Why PitchEngine is Great For Teaching the Social Media News Release

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In my Writing Across Platforms class, students write a news release for the social web. We have used PitchEngine to help students learn the web features that can bolster a news release.

Continue reading Why PitchEngine is Great For Teaching the Social Media News Release

Teaching College Writing Using the Hemingway App

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If he were alive today, would Ernest Hemingway be great at writing Tweets?

I like to think that he would. After all, he is attributed with writing the famous 6-word novel: “For sale: baby shoes, never worn” (though his authorship of the story is speculation).

Continue reading Teaching College Writing Using the Hemingway App

Why I’m Still Teaching My Students to Write For Facebook… Despite Everything

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There has been a lot of talk in recent months about the decline of Facebook’s popularity, particularly among teens and young adults. Coupled with that, Facebook announced that there will be a sharp decline in brand page content showing up in News Feeds starting January 2015.This begs the question, should we still teach students to write for Facebook?

Continue reading Why I’m Still Teaching My Students to Write For Facebook… Despite Everything

Here Are My Spring 2014 Syllabi: Writing and Research

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The snow is coming down here in West Virginia! Classes are canceled today so I will be catching up on research and some other things. But let’s talk classes and syllabi!

In addition to the applied Communication Research class I am teaching this semester (discussed in the previous post) I’m also teaching a few other classes. 🙂 I want to quickly share some of my syllabi for the semester. I’ve uploaded syllabi for these classes to my Scribd account, which is where I host past syllabi and class assignments. Click the link below to see the syllabus. (You can also see all the below-described syllabi as well as past syllabi via the menu on the left, by mousing over “syllabi.”)

Comm 435: Communication Research – This class is discussed in depth in my previous post. Please read it to learn more about that class.

Comm 335: Writing Across Platforms – Changes from Fall 13 include: A lab day for greater access to press release examples and working with peers on the first press release assignment, I’ve re-organized and updated the related social media and blog writing assignments, and have shifted a few lectures around to more effectively deliver material. Other minor changes to make sure content is up to date. I’m also super excited that for our PitchEngine assignment this semester, all of our students will be temporarily upgraded from the free version of PitchEngine to the paid level thanks to the awesome people at PitchEngine! So, students will get experience with advanced functionality.

Hope you find these new syllabi helpful! If you share your syllabi online, please share in the comments below!

Why We Should Teach Content Marketing in the Writing Class

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Some say content marketing is a hot topic in 2013 that will pass – a buzzword of sorts. I say, we should be teaching it to our students.

What is content marketing?

As Tom Foremski said, “Every company is a media company.” Content marketing is the creating of content aimed at attracting a target audience. The content adds value to the audience, rather than simply trying to sell them a product. Ultimately, the content serves a business objective (think, profit).

tractor

For example, I’ve been spending a great deal of time researching lawnmowers. Kelin and I are new homeowners. We have a 3/4 acre lawn and last summer after purchasing the house I nearly killed myself trying to mow the hilly thing with a push mower that was not self propelled (Hey, I’m a professor not a body builder). It’s hot and humid here. This year, I have visions of myself destroying that tall grass from behind the wheel of a riding lawnmower, a bottle of ice-cold water in the cup holder.

I know what I want. But there are so many options and price points. As I research mowers online, I’m trying to educate myself on the different transmissions, how much power I need (we’ve got a mean hill), whether paying more for a particular brand is “worth it,” and more.

A traditional approach would be to show me a bright red mower and pitch me on why I should buy it.

A content marketing approach might be to educate me on how to pick the best mower for my lawn terrain, how to prepare my lawn for mowing, tips on how to ensure the longevity of my mower, et cetera. How does this work? Simply, as I learn more, I become more confident in the credibility and reliability of the company providing me this information – perhaps in this case the content marketing is being done by a local hardware store. They aren’t just trying to sell me something, they are trying to help me. They are building a relationship with me. I know I’m the type of consumer that is skeptical, over-thinks purchasing decisions, hates to waste a buck. I appreciate being helped and educated on the subject. I’m more likely to buy from this hardware store.

Next fall I’m teaching Writing Across Platforms. My goal is to prepare students to write for the Web economy. I chose to focus a good portion of the class on online content marketing. Here are 3 reasons why:

  1. Content marketing is tried and true – public relations practitioners have been using content marketing for decades! The concept isn’t new. The goal isn’t either: to build trusting relationships and establish reputations. Which leads me to:
  2. If the brand is a media company, it needs great content creators – Social media enables organizes to create content and reach audiences like never before, arguably shifting the role of communication professionals and making “owned media” king. As such, content marketing is being used by more and more brands today. Pitching is great, but you can go directly to your audience… they’re searching for you anyways. If a student is going to excel in the social media landscape, he/she needs to understand how to create content that builds relationships with and excites their target audience. That’s a different relationship than with bloggers and the media. I know social media is going to change in ways I can’t predict. I want students understand fundamental ideas that can be applied across social tools, the underlying essence of what makes these tools so powerful.
  3. Social / content marketing/ and SEO go hand in hand – I’ll talk more about this in future blog posts. But in essence, for people to find your brand on the overcrowded web, you need to create search-friendly content that people want.

I’m excited to say I’ve completed planning the class.

While students won’t get a chance to make ebooks, webinars, or other cool content (so much to do, too little time) – they will get a clear understanding of what content marketing is, explore many examples through the text and in-class, and use this approach to content to plan out and create a series of blog posts that add value to a clearly defined audience while building the reputation of an organization. Why a blog? As Mark Schaefer says in Born to Blog, the blog is the best content marketing tool around.

In future blog posts I’ll talk more in depth about some of the activities and assignments we’ll be covering in Writing Across Platforms, such as keyword research and SEO.

Are you teaching content marketing? If so, how? What books or resources are you using? I’d love to talk shop. If you’ve got any comments or questions, please drop them below.

By the way, hope you like the new website layout. Had to merge over to WordPress now that Posterous is going away.

Cheers!
– Matt

Related Posts:

  1. When Content Marketing Fails to Deliver: 6 Problems with Marketo’s Ebook
  2. Introducing Students to SEO Keyword Research with Google Trends (Activity)
  3. What is SEO keyword competition? A primer for the Google Keywords competition activity

Photo – creative commons by aivo2010