Creating Amazing Web Content:
Strategies and Skills
Kate Johnson
Content Strategy Manager
@katedjohns
#IABCWeb
Content strategy
RichardIngram.com
It’s complicated
Dan McCarthy, ViralHousingFix.com
 Multiple stakeholders
 Content from multiple sources
 Multiple outl...
Content Tools
Content audit
I love my content inventory.
Page table
Care and feeding
Maintainance
A lifecycle, not a launch
• Set regular update schedule
• Use automatic reminders
• Review every page annually
Writing for the Web
Web users skim
• Users scan for key words and
phrases
• They don’t read word-for-word
• Web readers are impatient
Nielsen’s F pattern
NNGroup.com
Be user-centered
• Focus completely on the tasks your
users need to accomplish.
• Your site can’t be a loudspeaker for
thi...
Get to the point
• Put your main idea in the first
sentence
• If skimmers don’t find what
they want, they leave
Ideas, innovation and a well-
educated workforce are
essential to a vibrant economy
and a healthy democracy.
Academic prog...
Main idea first
The University of X offers 50 degree programs,
all designed to graduate well-informed students
who will co...
Scannability
Break up text with
• Short paragraphs
• Subheads
• Bulleted lists
• Images
• Inline links
How to be scannable
A skimmable page
nichycy.org
How to write a page
What questions do users have?
These become your subheads.
What do you want users to do?
These are your...
Stick to the facts
No unsupported claims
• Our innovative products are the best
on the market
• Our staff are uniquely com...
innovative
unique
cutting-edge
distinctive
top
excellent
leading
challenging
exciting
one-of-a-kind
Avoid the adjectives
2 parts of SEO
Keyword relevance (on-page SEO)
• How often keywords appear on page
• Keyword placement
Off-page SEO
Factors that determine your pagerank
• Sites that link to you
• Age of domain
• Behavior of users
• Page load...
The keywords are theirs
• Listen to your audience.
• Read what they write.
• The keywords are theirs, not yours.
Put keywords in
• Title tag
• Page headline
• Subheads
• Linked text (aka anchor text)
• Bold text
• Alt tags for photos
www.du.edu/marcomm/IABC
Kate Johnson
@katedjohns
Tools and resources
Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content: Strategies and Skills
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Creating Amazing Web Content: Strategies and Skills

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An introduction to the content strategy and web writing skills that help organizations plan for, create, and manage excellent websites. Includes a link to downloadable tools such as a simple content audit spreadsheet, content inventory, page table example, and more.

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  • 9:43
  • Part of what it’s done is just recognize that fact. 6 min
  • I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
  • 16 minI love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
  • Post launch, keep this maintenance section, keep sections about photo files
  • I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
  • I love my content inventory. Couldn’t live w/o it. One document track everything about a page.Excel spreadsheet. One line = one document.Swap in an image of the sitemap, then back out.With hands-on clients, we generally start filling it out for them, fill in the first 5 or 10 pages based on their content. Continues to be useful after launch—is a working document.
  • You have your beautiful, fragile young website, reaching for the sun.
  • 26Goes beyond maintenance—what strategists might call governance.
  • Tools for spidering sites.Link to presentation on SlideShare.
  • Creating Amazing Web Content: Strategies and Skills

    1. 1. Creating Amazing Web Content: Strategies and Skills Kate Johnson Content Strategy Manager @katedjohns #IABCWeb
    2. 2. Content strategy
    3. 3. RichardIngram.com
    4. 4. It’s complicated Dan McCarthy, ViralHousingFix.com  Multiple stakeholders  Content from multiple sources  Multiple outlets  Nonsequential pages  Ongoing maintenance and updates  Measurement And so on…
    5. 5. Content Tools
    6. 6. Content audit
    7. 7. I love my content inventory.
    8. 8. Page table
    9. 9. Care and feeding
    10. 10. Maintainance A lifecycle, not a launch • Set regular update schedule • Use automatic reminders • Review every page annually
    11. 11. Writing for the Web
    12. 12. Web users skim • Users scan for key words and phrases • They don’t read word-for-word • Web readers are impatient
    13. 13. Nielsen’s F pattern NNGroup.com
    14. 14. Be user-centered • Focus completely on the tasks your users need to accomplish. • Your site can’t be a loudspeaker for things you want users to hear. • Users will only stay if your site gives them what they need.
    15. 15. Get to the point • Put your main idea in the first sentence • If skimmers don’t find what they want, they leave
    16. 16. Ideas, innovation and a well- educated workforce are essential to a vibrant economy and a healthy democracy. Academic programs at the University of X provide you with the skills you need…
    17. 17. Main idea first The University of X offers 50 degree programs, all designed to graduate well-informed students who will contribute to a healthy democracy. Our programs include • Economics • Political Science • History
    18. 18. Scannability
    19. 19. Break up text with • Short paragraphs • Subheads • Bulleted lists • Images • Inline links How to be scannable
    20. 20. A skimmable page nichycy.org
    21. 21. How to write a page What questions do users have? These become your subheads. What do you want users to do? These are your calls to action.
    22. 22. Stick to the facts No unsupported claims • Our innovative products are the best on the market • Our staff are uniquely committed to our customers and their futures
    23. 23. innovative unique cutting-edge distinctive top excellent leading challenging exciting one-of-a-kind Avoid the adjectives
    24. 24. 2 parts of SEO Keyword relevance (on-page SEO) • How often keywords appear on page • Keyword placement
    25. 25. Off-page SEO Factors that determine your pagerank • Sites that link to you • Age of domain • Behavior of users • Page load speed
    26. 26. The keywords are theirs • Listen to your audience. • Read what they write. • The keywords are theirs, not yours.
    27. 27. Put keywords in • Title tag • Page headline • Subheads • Linked text (aka anchor text) • Bold text • Alt tags for photos
    28. 28. www.du.edu/marcomm/IABC Kate Johnson @katedjohns Tools and resources
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