Web Content:  build and engage your audience Madeleine Sugden Content Manager www.knowhownonprofit.org
What is web content for? <ul><li>Culture and heritage: </li></ul><ul><li>Proof of existence – ‘about us / visit us’ </li><...
5 questions <ul><li>Five things to think about to help you make the most out of your web content…. </li></ul>
1. Audience <ul><li>Will they get beyond your homepage?  </li></ul><ul><li>Who are you talking to? </li></ul><ul><li>Are y...
 
Eg1 Museum of Witchcraft <ul><li>Clearly says who they are and what they are about </li></ul><ul><li>But it doesn’t engage...
 
Eg2 Walsall Art Gallery <ul><li>Too much text </li></ul><ul><li>Broken pictures </li></ul><ul><li>This page should be a sh...
 
Eg3 Tyne and Wear Museums <ul><li>Very warm, engaging and welcoming </li></ul><ul><li>Is current – what’s on, podcasts </l...
 
Eg4 Porthcurno Museum <ul><li>Clearly separates information for different audiences </li></ul>
 
Eg5 Museum of Brands <ul><li>Who is this information for? </li></ul>
 
Eg6 Visit Britain <ul><li>Written for the audience + other pages do the same </li></ul><ul><li>Giving the audience what th...
 
Eg7 Working with Men <ul><li>Online questionnaire to find out what users think about the site </li></ul><ul><li>Shows that...
 
Eg8 Friends of the Earth <ul><li>Sharing the results of a previous survey </li></ul><ul><li>Keeping audience informed of v...
2. Presentation <ul><li>Are you helping skim reading? </li></ul><ul><li>Are you writing for the web? </li></ul><ul><li>Is ...
 
Eg9 London Canal Museum <ul><li>Too much text written in big blocks </li></ul><ul><li>Not easy to skim read </li></ul>
 
Eg10 Samuel Johnson <ul><li>Text is well broken up into one idea per paragraph </li></ul><ul><li>Only basic information gi...
 
Eg11 Shakespeare’s Birthplace <ul><li>Good use of headings to break up text but still quite hard to read. </li></ul><ul><l...
 
Eg12 British Heart Foundation <ul><li>Content well written for the web </li></ul><ul><li>Good, clear headings </li></ul><u...
 
Eg13 Porthcurno Museum <ul><li>Lots of information, hard to skim read </li></ul><ul><li>Navigation links on left are hard ...
 
Eg14 St Albans Museum <ul><li>Links at bottom not presented well </li></ul><ul><li>‘Click here to find out more informatio...
 
Eg15 Whitby <ul><li>Well presented content </li></ul><ul><li>They’ve thought what else the audience might want – local wea...
 
Eg16 Lives of Buildings event  <ul><li>Readers are having to work to find information – need to read whole thing </li></ul>
 
Eg17 Royal Armouries  <ul><li>Inspiring events </li></ul><ul><li>Great pictures </li></ul><ul><li>Clearly labelled </li></...
3. Medium <ul><li>Content isn’t just printed words </li></ul><ul><li>Are you using the best format to bring the content to...
 
Eg18 John’s story  <ul><li>Great story – his own words </li></ul><ul><li>We know what he looks like </li></ul><ul><li>But ...
 
Eg19 Equipment at sea  <ul><li>Background, photo, voice </li></ul><ul><li>Good practice – file format and length specified...
 
Eg20 – Liverpool Museums <ul><li>Well integrated audio – audio not just in its own bit on the site ‘while you listen’ </li...
 
Eg21 Great Fire of London <ul><li>Game / learning site from Museum of London </li></ul><ul><li>Great way of giving content...
 
Eg22 Your day out in Yorkshire <ul><li>Interactive day-planner </li></ul><ul><li>Fun and useful </li></ul><ul><li>Accessib...
 
Eg23 Hackney Museum  <ul><li>Virtual tour round the museum </li></ul><ul><li>There is no one there – doesn’t make me want ...
4. Marketing <ul><li>Help people find your site </li></ul><ul><li>Search engines  </li></ul><ul><li>Use all channels avail...
 
Eg24 Google search  <ul><li>How do people get to your website? </li></ul><ul><li>They will search for you by name or by to...
 
Eg25 Colossus BBC tour  <ul><li>Great content on BBC </li></ul><ul><li>How are Bletchley taking advantage of this? </li></ul>
 
Eg26 Bletchley Park <ul><li>They’re not…. </li></ul>
 
Eg27 Jorvik Viking Centre  <ul><li>One of their characters has friends on Facebook </li></ul><ul><li>Good way of keeping l...
 
Eg28 National Media Museum  <ul><li>Keeping followers up-to-date on Twitter </li></ul><ul><li>Is Twitter mentioned on thei...
 
Eg29 Eureka  <ul><li>Upload pictures of your visit to Flickr </li></ul><ul><li>Helping to build the community of visitors ...
 
Eg30 Medical London walks  <ul><li>Online extension to book / pack they sell </li></ul><ul><li>Video of walk curator on th...
 
Eg32 IWMN Big Picture <ul><li>Amazing in-person experience at the museum </li></ul><ul><li>Write-up not inspiring </li></ul>
5. Interact <ul><li>From passive readers to active users </li></ul><ul><li>Help your visitors to spread the word </li></ul...
 
 
Eg33/34 Museum of Wales  <ul><li>‘ I’ve been here, it was great’ – use eCards and virtual love spoons to spread the word <...
 
Eg35 Barley Hall  <ul><li>Involve local people  </li></ul>
 
Eg26 Kent Police Museum  <ul><li>Invitation to donate something but full information about how to do this not given </li><...
 
Eg27 Sponsor a value  <ul><li>Interactive opportunity that is appropriate to the audience </li></ul><ul><li>Fun and engagi...
 
Eg28 History of Lego  <ul><li>Wasted opportunity to let people share their memories of childhood toys – send your comments...
 
Eg29 eNewsletter sign=up  <ul><li>Sign-up confirmed but what else can I do? </li></ul><ul><li>Give me other ways I can get...
 
Eg30 Plane Stupid <ul><li>People want to engage – don’t apologise for it! </li></ul>
 
Eg31 Oxfam <ul><li>Add a donation included in shop </li></ul><ul><li>More likely to add donation at this point </li></ul><...
5 questions - PAMMI <ul><li>P resentation </li></ul><ul><li>A udience </li></ul><ul><li>M edium </li></ul><ul><li>M arketi...
 
Madeleine Sugden Content Manager KnowHow NonProfit www.knowhownonprofit.org
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Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

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Does your web content engage, inform and entertain your audience? Five questions will help transform your site.

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Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

  1. 1. Web Content: build and engage your audience Madeleine Sugden Content Manager www.knowhownonprofit.org
  2. 2. What is web content for? <ul><li>Culture and heritage: </li></ul><ul><li>Proof of existence – ‘about us / visit us’ </li></ul><ul><li>24/7 learning resource </li></ul><ul><li>Added-value – find out more / interact / shop / support us </li></ul>
  3. 3. 5 questions <ul><li>Five things to think about to help you make the most out of your web content…. </li></ul>
  4. 4. 1. Audience <ul><li>Will they get beyond your homepage? </li></ul><ul><li>Who are you talking to? </li></ul><ul><li>Are you using the right language? </li></ul><ul><li>Are you current? </li></ul><ul><li>How do you know what the audience wants? </li></ul>
  5. 6. Eg1 Museum of Witchcraft <ul><li>Clearly says who they are and what they are about </li></ul><ul><li>But it doesn’t engage </li></ul><ul><li>Navigation is cluttered – where do you start? </li></ul><ul><li>Who is this site for? </li></ul>
  6. 8. Eg2 Walsall Art Gallery <ul><li>Too much text </li></ul><ul><li>Broken pictures </li></ul><ul><li>This page should be a shop window for the gallery inviting me in not telling me all their stories at once </li></ul>
  7. 10. Eg3 Tyne and Wear Museums <ul><li>Very warm, engaging and welcoming </li></ul><ul><li>Is current – what’s on, podcasts </li></ul><ul><li>Invites the reader in… </li></ul>
  8. 12. Eg4 Porthcurno Museum <ul><li>Clearly separates information for different audiences </li></ul>
  9. 14. Eg5 Museum of Brands <ul><li>Who is this information for? </li></ul>
  10. 16. Eg6 Visit Britain <ul><li>Written for the audience + other pages do the same </li></ul><ul><li>Giving the audience what they want </li></ul>
  11. 18. Eg7 Working with Men <ul><li>Online questionnaire to find out what users think about the site </li></ul><ul><li>Shows that they value the views of the audience </li></ul>
  12. 20. Eg8 Friends of the Earth <ul><li>Sharing the results of a previous survey </li></ul><ul><li>Keeping audience informed of views and changes that will be made </li></ul><ul><li>Really good content – clearly in touch with audience (eg Pub Ammo) </li></ul>
  13. 21. 2. Presentation <ul><li>Are you helping skim reading? </li></ul><ul><li>Are you writing for the web? </li></ul><ul><li>Is information easy to find? </li></ul><ul><li>How much information are you giving? </li></ul><ul><li>How are you using images? </li></ul><ul><li>Is your site accessible? </li></ul>
  14. 23. Eg9 London Canal Museum <ul><li>Too much text written in big blocks </li></ul><ul><li>Not easy to skim read </li></ul>
  15. 25. Eg10 Samuel Johnson <ul><li>Text is well broken up into one idea per paragraph </li></ul><ul><li>Only basic information given here – where do I go if I want more? </li></ul>
  16. 27. Eg11 Shakespeare’s Birthplace <ul><li>Good use of headings to break up text but still quite hard to read. </li></ul><ul><li>Sentences are long (ideally should be 10-20 words on the web) </li></ul>
  17. 29. Eg12 British Heart Foundation <ul><li>Content well written for the web </li></ul><ul><li>Good, clear headings </li></ul><ul><li>Short bulleted lists </li></ul><ul><li>Images to bring to life </li></ul><ul><li>Written for the audience </li></ul>
  18. 31. Eg13 Porthcurno Museum <ul><li>Lots of information, hard to skim read </li></ul><ul><li>Navigation links on left are hard to read as they are printed over a detailed image </li></ul><ul><li>Don’t make people work to find information </li></ul>
  19. 33. Eg14 St Albans Museum <ul><li>Links at bottom not presented well </li></ul><ul><li>‘Click here to find out more information about …’ is a lot to process before getting to the important words. </li></ul><ul><li>Simple, meaningful links work best </li></ul><ul><li>‘Click here’ is inelegant and on its own not accessible </li></ul>
  20. 35. Eg15 Whitby <ul><li>Well presented content </li></ul><ul><li>They’ve thought what else the audience might want – local weather, places to stay, events </li></ul><ul><li>They’ve made it easy to find everything out about this venue </li></ul>
  21. 37. Eg16 Lives of Buildings event <ul><li>Readers are having to work to find information – need to read whole thing </li></ul>
  22. 39. Eg17 Royal Armouries <ul><li>Inspiring events </li></ul><ul><li>Great pictures </li></ul><ul><li>Clearly labelled </li></ul><ul><li>Easy to see what’s on </li></ul>
  23. 40. 3. Medium <ul><li>Content isn’t just printed words </li></ul><ul><li>Are you using the best format to bring the content to life? </li></ul><ul><li>Are you using audio / video? </li></ul><ul><li>Is it interesting / fun / useful? </li></ul>
  24. 42. Eg18 John’s story <ul><li>Great story – his own words </li></ul><ul><li>We know what he looks like </li></ul><ul><li>But we can’t hear his voice… </li></ul>
  25. 44. Eg19 Equipment at sea <ul><li>Background, photo, voice </li></ul><ul><li>Good practice – file format and length specified </li></ul><ul><li>Accessibility – text equivalent </li></ul><ul><li>Find out more – other audio to listen to </li></ul>
  26. 46. Eg20 – Liverpool Museums <ul><li>Well integrated audio – audio not just in its own bit on the site ‘while you listen’ </li></ul><ul><li>Transcript available </li></ul>
  27. 48. Eg21 Great Fire of London <ul><li>Game / learning site from Museum of London </li></ul><ul><li>Great way of giving content and atmosphere – bringing it to life with voices and sounds </li></ul>
  28. 50. Eg22 Your day out in Yorkshire <ul><li>Interactive day-planner </li></ul><ul><li>Fun and useful </li></ul><ul><li>Accessibility? </li></ul>
  29. 52. Eg23 Hackney Museum <ul><li>Virtual tour round the museum </li></ul><ul><li>There is no one there – doesn’t make me want to visit </li></ul><ul><li>No explanation of what I am seeing </li></ul><ul><li>Could have been so much better </li></ul>
  30. 53. 4. Marketing <ul><li>Help people find your site </li></ul><ul><li>Search engines </li></ul><ul><li>Use all channels available </li></ul><ul><li>Integrate on and offline activities </li></ul>
  31. 55. Eg24 Google search <ul><li>How do people get to your website? </li></ul><ul><li>They will search for you by name or by topic </li></ul><ul><li>What words do people use – are these finding your website? Check yourself </li></ul><ul><li>‘ Victorian homes’ doesn’t find Geffrye or Black Country Museum </li></ul>
  32. 57. Eg25 Colossus BBC tour <ul><li>Great content on BBC </li></ul><ul><li>How are Bletchley taking advantage of this? </li></ul>
  33. 59. Eg26 Bletchley Park <ul><li>They’re not…. </li></ul>
  34. 61. Eg27 Jorvik Viking Centre <ul><li>One of their characters has friends on Facebook </li></ul><ul><li>Good way of keeping like-minded people in touch with what’s new </li></ul>
  35. 63. Eg28 National Media Museum <ul><li>Keeping followers up-to-date on Twitter </li></ul><ul><li>Is Twitter mentioned on their site? </li></ul>
  36. 65. Eg29 Eureka <ul><li>Upload pictures of your visit to Flickr </li></ul><ul><li>Helping to build the community of visitors </li></ul>
  37. 67. Eg30 Medical London walks <ul><li>Online extension to book / pack they sell </li></ul><ul><li>Video of walk curator on the walk talking about the subject </li></ul><ul><li>Great added-value </li></ul>
  38. 69. Eg32 IWMN Big Picture <ul><li>Amazing in-person experience at the museum </li></ul><ul><li>Write-up not inspiring </li></ul>
  39. 70. 5. Interact <ul><li>From passive readers to active users </li></ul><ul><li>Help your visitors to spread the word </li></ul><ul><li>Make it easy to interact / get involved </li></ul><ul><li>Take advantage of influence windows </li></ul>
  40. 73. Eg33/34 Museum of Wales <ul><li>‘ I’ve been here, it was great’ – use eCards and virtual love spoons to spread the word </li></ul>
  41. 75. Eg35 Barley Hall <ul><li>Involve local people </li></ul>
  42. 77. Eg26 Kent Police Museum <ul><li>Invitation to donate something but full information about how to do this not given </li></ul><ul><li>User will have to search for contact details for curator as they are not presented on the page </li></ul>
  43. 79. Eg27 Sponsor a value <ul><li>Interactive opportunity that is appropriate to the audience </li></ul><ul><li>Fun and engaging </li></ul>
  44. 81. Eg28 History of Lego <ul><li>Wasted opportunity to let people share their memories of childhood toys – send your comments / join a discussion / send us your pictures </li></ul>
  45. 83. Eg29 eNewsletter sign=up <ul><li>Sign-up confirmed but what else can I do? </li></ul><ul><li>Give me other ways I can get involved – events, become a friend etc </li></ul><ul><li>Take advantage of the engagement someone is already giving you </li></ul>
  46. 85. Eg30 Plane Stupid <ul><li>People want to engage – don’t apologise for it! </li></ul>
  47. 87. Eg31 Oxfam <ul><li>Add a donation included in shop </li></ul><ul><li>More likely to add donation at this point </li></ul><ul><li>Oxfam are making it easy </li></ul>
  48. 88. 5 questions - PAMMI <ul><li>P resentation </li></ul><ul><li>A udience </li></ul><ul><li>M edium </li></ul><ul><li>M arketing </li></ul><ul><li>I nteract </li></ul>
  49. 90. Madeleine Sugden Content Manager KnowHow NonProfit www.knowhownonprofit.org

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