Over the years, internet content has gained a certain level of specialization and rigor. In fact, in recent years, new professional profiles have emerged in relation to internet content: content creators, content managers, audio and video editors, digital marketing specialists.
As we saw in Module 4 of this course, Intangible Cultural Heritage told through digital storytelling can take various multimedia formats: images, videos, audio, design, art, 3D illustration, etc. These digital media are an essential tool to give visibility to our Heritage and reach a large number of users.
In parallel to the specialization of content, the evolution to Web 2.0, which allows internet users to create their own content, has led to an explosion and massification of online content. This has resulted in platforms and even search engines ranking content based on patterns of interest. Additionally, search engines “keep the final details of their procedures secret, as this information could give them a competitive advantage and, therefore, they consider it an industrial secret” (Codina, 2004). In many cases, the search engines themselves offer advertising services to rank your content by paying a price. Even so, there are various criteria speculated by web analysts.
Sustaining an Active Digital Community
In this vast sea of content, standing out is key. That’s why we have a set of tools to help us with this task. They are called SEO tools, which stands for “Search Engine Optimization”. There are two types of SEO tools:
- SEO on-page: These strategies are aimed at “creating quality content, improving user experience, and increasing accessibility.” Examples include: inserting keywords, using internal links, adding images with alt text, and optimizing headlines. (Branch, 2024)
- SEO off-page: It is based on “building authority, gaining exposure, and earning trust through links that direct from one website to another (backlinks) and mentions.” An example includes being active online by engaging in social media interactions and other web forums, and appearing linked in content on other websites. (Branch, 2024)
In addition to these tools that require a higher level of knowledge in computer science and digital marketing, there are other tools that are accessible to everyone and will help us create a community in our online spaces.
Interactions
Nowadays, the internet is based on interactions, that is, the relationships you create with other users. These interactions increase and generate networks of connection between users. In the case of social media profiles, interactions are fully integrated through reactions to content: likes, sharing content, sending content to other users, commenting on content, following related profiles, etc.
Forum
Forums are a tool that fuels interactions if we have created a self-managed website. Users who visit our site can create discussion forums or comment on the existing content on the website.
Registration
In the case of a self-managed website, allowing users to register becomes a way to build loyalty and create a community within your own website.
Newsletter
Email newsletters are a tool to keep our community updated on the content we publish on our website.
Moving towards quality content
In the introduction to this training module, we discussed the growing distrust and disinterest of internet users in the information circulating online today. This situation is largely fueled by fake news. In this context, the primary objectives when publishing our content must be grounded in ethical values that ensure the quality of the information. To this end, we can follow the ethical guidelines implemented by UNESCO, which are available on their website: unesco.org/es/ethics
On the other hand, it is important that our content complies with and reflects the appropriate copyright regulations. That is, when using a pre-existing image or video found online, we must ensure proper attribution and clearly acknowledge the author. To ensure this process, we can revisit Module 4: The construction of digital narratives about intangible cultural heritage, which explores in greater depth issues related to the creation of digital content. Also regarding copyright, we can adhere to the standards established by the European Union: digital-strategy.ec.europa.eu/es/policies/copyright
Finally, we should highlight the versatility of high-quality multimedia content. That is, producing digital content for our website can take various formats, which will make the user experience more dynamic. To carry out this task, we will follow the recommendations of experts from different professional fields, such as those outlined in the following article: “What are the best practices for creating a content style guide that works for you?”: