Summer Web School Wendy Moltrup Content Strategist Office of Communica9on and Public Affairs Stanford Medicine

Transcription

1 Summer Web School 2016 Wendy Moltrup Content Strategist Office of Communica9on and Public Affairs Stanford Medicine

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3 Content: Destination Unknown Create Meaningful Content Optimize Your Content for Everywhere Keep Users and Colleagues Happy

4 What We'll Cover Definitions Where to begin How to assess content you have now How to optimize your content Resources

5 What We'll Cover Another Time Analytics Search engine optimization (SEO) Social media Editorial calendars Accessibility And a lot of other things

6 Definitions: Content Everything everywhere text, images, videos, podcasts, blogs, PDFs, etc.

7 Definitions: Users

8 Definitions: Content Strategy The alignment of people and technology to plan, create, manage, and govern content

9 Definitions: Content Strategy The alignment of people and technology to plan, create, manage, and govern content

10 Definitions: Content Strategy Why? To ensure your content Is useful and meaningful for users Supports your business goals Is accessible, findable and shareable Regardless of the platform, device, or context in which users consume your content

11 Content Strategy: Means Asking Why? Why What How Content Strategy

12 Content Strategy: Means Asking Why Why What How Content Strategy

13 Content Strategy: The Content Lifecycle Create Archive Approve Maintain Publish Govern

14 Content Strategy: A Few Clarifications Content is an asset. You should know: How the content is performing The return on investment (ROI)

15 Content Strategy: A Few Clarifications Avoid redudant, outdated, trivial (ROT) content Your content competes with your content You say "users will never find it"...but what if they do? Because they will

16 Where to Begin

17 Where to Begin Why? What are your business goals? What is the website's role? What does success look like?

18 Where to Begin Who is your primary audience? Why? What do you want them to do? What do they want to do? How do they find out about the website?

19 Know Your Content The fundamental content audit A modest investment for major gains

20 Know Your Content: The Spreadsheet

21 Know Your Content: Create an Inventory Page Title URL

22 Know Your Content: Audit the Substance Purpose Audience ROT Keep, update, rewrite, archive? make it your own

23 Know Your Content: Introduce Governance Who writes Who approves Who owns

24 Know Your Content This seems daunting it's really not that complex

25 Know Your Content Creating a spreadsheet is not: A one-size-fits-all approach A sequential, linear process About creating a spreadsheet

26 Know Your Content It's about getting to know your content

27 Know Your Content: Sticky Notes & a Whiteboard

28 Know Your Content: Lucid Chart

29 Optimize Content Content: destination unknown

30 Optimize Your Content

31 Optimize Your Content

32 Optimize Your Content

33 Optimize Content Content blobs (blocks of text) Images of text

34 Optimize Content: Why?

35 Optimize Content: Why?

36 Optimize Content: Why?

37 Optimize Content: Benefits Search engine optimization (SEO) Accessibility Improved usability for all users it's a long list

38 Optimize Content: Solutions

39 Optimize Content: Edit Identify the purpose of content, edit Say what you need to say, edit more Add structure with headings and lists

40 Optimize Content: Headings & Lists Make it easy for users to scan the page and find what they need Communicate content relationships and hierarchy Clue search engines about the substance of your content

41 Optimize Content: Headings & Lists Use headings in order Use the words of your users Favor clarity over cleverness

42 Optimize Content: Headings & Lists Screen reader users must use headings and lists to navigate your content imagine listening to your entire page

43 Optimize Content: Headings & Lists The magic of headings and lists hipster hipsum.co

44 User Research Find a partner Ask your partner to review a page on your website using our worksheet Note your responses on the worksheet Discuss observations about your partner's website