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Content Workshop - Creating Effective Content for Your Website

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Content workshop presentation focusing on creating effective content.

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Content Workshop - Creating Effective Content for Your Website

  1. 1. C H A N C E B L I S S V P , U S E R E X P E R I E N C E CONTENT WORKSHOP © 2016 Copyright iMedia Inc. Proprietary & Confidential
  2. 2. © 2016 Copyright iMedia Inc. Proprietary & Confidential “BEST PRACTICES“
  3. 3. “People don’t come for technology, web design or an experience, they come for content.“ © 2016 Copyright iMedia Inc. Proprietary & Confidential
  4. 4. Interface design is dictated by user behavior © 2016 Copyright iMedia Inc. Proprietary & Confidential EYE TRACKING  Studies show that users scan pages quickly in search of key information.  Eye movement begins in upper left corner and moves diagonally to the lower right corner.  This area is prime real estate and should be taken advantage of. PAGE FOLD  Valuable and critical content must be available above the fold. Page Fold
  5. 5. People read in an F-pattern © 2016 Copyright iMedia Inc. Proprietary & Confidential
  6. 6. Implement a customer-centric framework © 2016 Copyright iMedia Inc. Proprietary & Confidential Body Content & Contextual Link Cross-Pollination Links Header & Branding Section Navigation Call-to-Action Cross & Upsell Related Links Marketing Promotions
  7. 7. Writing content for scanability © 2016 Copyright iMedia Inc. Proprietary & Confidential In a recent study 79% of test users scan pages before making a next steps decision. Control Study Paragraph Promotional writing using the "marketese" found on many commercial websites. Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
  8. 8. Writing content for scanability © 2016 Copyright iMedia Inc. Proprietary & Confidential Scannable Layout – 58% Improvement Using the same text as the control condition in a layout that facilitated scanning. Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: • Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446).
  9. 9. Writing content for scanability © 2016 Copyright iMedia Inc. Proprietary & Confidential Scannable Layout Simplified - 124% Improvement Using the same text as the control condition in a layout that facilitated scanning. In 1996, six of the most-visited places in Nebraska were: • Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park
  10. 10. “People won’t read web content unless the text is clear, the sentences are simple and easy to understand.“ © 2016 Copyright iMedia Inc. Proprietary & Confidential
  11. 11. © 2016 Copyright iMedia Inc. Proprietary & Confidential ReadabilityLegibility Comprehension Scannable Content
  12. 12. Legibility Guidelines © 2016 Copyright iMedia Inc. Proprietary & Confidential How easily you can distinguish letters • Use appropriate fonts for screen viewing • Use appropriate font weights, cases and capitalization • Use appropriate letter spacing (kerning)
  13. 13. Legibility Examples © 2016 Copyright iMedia Inc. Proprietary & Confidential FONT FAMILY Sans-serif typefaces are effective Roman typefaces are effective Decorative typefaces are not as effective Condensed typefaces are not as effective FONT STYLE & CASE Upper and lowercase type is effective Italic type is not as effective ALL CAPS IS NOT AS EFFECTIVE LETTER SPACING (KEARNING) This letter spacing is effective Thisletterspacingisnoaseffective
  14. 14. Readability Guidelines © 2016 Copyright iMedia Inc. Proprietary & Confidential How easily can you read words • Larger font sizes for headers and body copy (16px+) • High contrast between the font color and background • Proper line height (font size times 1.5) • Line length width between 560 - 620px • White space to break up content • Headers and sub-headers to break up content • Direct, short headlines • Short paragraphs (1-5 sentences) • Lists (bullets and numbers) • Action oriented terms (e.g. “Apply Online”) for links and buttons
  15. 15. Readability Examples © 2016 Copyright iMedia Inc. Proprietary & Confidential LINE SPACING (LEADING) This line spacing is effective. In typography, leading refers to the distance between the baselines of successive lines of type. The term originated in the days of hand-typesetting, when thin strips of lead were inserted into the forms to increase the vertical distance between lines of type. This line spacing is not as effective. In typography, leading refers to the distance between the baselines of successive lines of type. The term originated in the days of hand-typesetting, when thin strips of lead were inserted into the forms to increase the vertical distance between lines of type.
  16. 16. Readability Examples © 2016 Copyright iMedia Inc. Proprietary & Confidential CONTENT WIDTH This is an effective content width. In order to avoid the drawbacks of too long and too short lines, but still energize your readers and keep them engaged, we suggest keeping your text within the range of 50-75 characters per line (or between 560 - 620px wide). This is not as an effective content width. In order to avoid the drawbacks of too long and too short lines, but still energize your readers and keep them engaged, we suggest keeping your text within the range of 50-75 characters per line (or between 560 - 620px wide).
  17. 17. Readability Examples © 2016 Copyright iMedia Inc. Proprietary & Confidential FONT COLOR CONTRAST This font color and background are effective. This font color and background are not as effective. FONT SIZE This type size is effective This type size is not as effective
  18. 18. Comprehension Guidelines © 2016 Copyright iMedia Inc. Proprietary & Confidential How easy is it to understand A language and tone that is appropriate to your audience segments • First person singular and plural voice • Active rather than the passive voice • Plainspoken language • Avoid jargon, acronyms, abbreviations or made-up terms • Most to least important information (inverted pyramid) • Break content into multiple sections • Images, videos or infographics rather than words to explain ideas (1 image to 75 words)
  19. 19. Comprehension Examples © 2016 Copyright iMedia Inc. Proprietary & Confidential COMPLEX The app highlights long, complex sentences and common errors; if you see a yellow sentence, shorten or split it. If you see a red highlight, your sentence is so dense and complicated that your readers will get lost trying to follow its meandering, splitting logic — try editing this sentence to remove the red. SIMPLIFIED This application helps you make complex sentences shorter. Instructions • Shorten or split yellow sentences • Rewriting red sentences
  20. 20. SEO Guidelines © 2016 Copyright iMedia Inc. Proprietary & Confidential Identify and use key search terms in your: • Page titles • Meta descriptions • Headers and sub headers • Body content • Hyperlink text and tags • Image alt tags
  21. 21. The Big 5 © 2016 Copyright iMedia Inc. Proprietary & Confidential Users are searching for the best, most specific answers to their question, need or problem. 1. Problems & Issues 2. Cost & Prices 3. Comparisons 4. Reviews 5. Frequently Asked Questions
  22. 22. © 2016 Copyright iMedia Inc. Proprietary & Confidential RelevantInformative Interesting Good Content
  23. 23. Structured Content © 2016 Copyright iMedia Inc. Proprietary & Confidential GIVE IT A PURPOSE Each piece of content should be given a purpose. • Who is the primary audience for this page? • What’s the point of this page? • What’s the most important takeaway? BREAK IT DOWN For each content type identified, break them down into their core components. • Headline • Teaser • Author’s name • Date and time published • Body Content • Images • Videos • Categories
  24. 24. Writing Compelling Copy © 2016 Copyright iMedia Inc. Proprietary & Confidential • Conversational • Clarity • Brevity • Stories • Benefits • Answers Source: https://boagworld.com/content-strategy/7-way-great-copywriter-crafts-compelling-web-copy/
  25. 25. © 2016 Copyright iMedia Inc. Proprietary & Confidential Categories Headline Publish Date Image Body Video Related
  26. 26. Effective Content Lengths © 2016 Copyright iMedia Inc. Proprietary & Confidential Headlines – 6 Words “Man Has Loyalty to Pretzel Brand” Email Subject Line – 50 characters “Snyder’s has the best crunch in pretzels!” Facebook Post – 80 characters “I love Synder's. They have the best crunch in pretzels. I always get them.” Twitter Post – 100 characters “I love Synder's. They have the best crunch in pretzels. I always get them for holiday parties.”
  27. 27. Effective Content Lengths © 2016 Copyright iMedia Inc. Proprietary & Confidential Email Subject Line – 50 characters or less “Snyder’s has the best crunch in pretzels!” Facebook Post – 80 characters “I love Synder's. They have the best crunch in pretzels. I always get them.” Twitter Post – 100 characters “I love Synder's. They have the best crunch in pretzels. I always get them for holiday parties.”
  28. 28. Content Governance © 2016 Copyright iMedia Inc. Proprietary & Confidential WORKFLOW Establish a clear and simple workflow • Who are the content writers? • Who is reviewing the content? • Who approves the publishing of content? MAINTENANCE Plan periodic content and web analytics reviews • Adding new content • Updating existing content • Retiring old content
  29. 29. Web Writing Tools © 2016 Copyright iMedia Inc. Proprietary & Confidential GATHERCONTENT Gather and manage content www.gathercontent.com HEMINGWAY EDITOR Write bold and clear copy www.hemingwayapp.com GRAMMARLY Writing app with grammar and spell checking www.grammarly.com READABILITY SCORE Measure readability www.readability-score.com TITLECAP Automatically capitalize your headlines and titles www.titlecapitalization.com
  30. 30. © 2016 Copyright iMedia Inc. Proprietary & Confidential “How content is organized is key to a website’s performance.“
  31. 31. Content Organization Guidelines © 2016 Copyright iMedia Inc. Proprietary & Confidential • Think about the context of the user in their daily activities, tasks and environment • Provide users with a clear and consistent conceptual structure • Prioritize your content categories • Establish a relationship between categories • Don’t over-categorize content
  32. 32. Wrike Example © 2016 Copyright iMedia Inc. Proprietary & Confidential
  33. 33. Wrike Example © 2016 Copyright iMedia Inc. Proprietary & Confidential
  34. 34. Wrike Example © 2016 Copyright iMedia Inc. Proprietary & Confidential
  35. 35. Common ways to organize content © 2016 Copyright iMedia Inc. Proprietary & Confidential USER NEED “Find a New Doctor” AUDIENCE “Patients” USER TASK “Make an Appointment” TOPIC “Arthritis” CONTENT TYPE “Video” CALL TO ACTION “Find the closest doctor”
  36. 36. Workshop © 2016 Copyright iMedia Inc. Proprietary & Confidential AUDIENCES • Lifecycle • Needs • Tasks BUSINESS • Goals • Objectives • Messaging CONTENT • Structure • Types • Tone & Voice
  37. 37. User Journey © 2016 Copyright iMedia Inc. Proprietary & Confidential
  38. 38. Quickbooks Example © 2016 Copyright iMedia Inc. Proprietary & Confidential
  39. 39. Customer Lifecycle © 2016 Copyright iMedia Inc. Proprietary & Confidential Maintain Buy Learn Evaluate
  40. 40. Workshop © 2016 Copyright iMedia Inc. Proprietary & Confidential Who exactly do you anticipate will be using this website? • [Insert User Group] • [Insert User Group]
  41. 41. Workshop © 2016 Copyright iMedia Inc. Proprietary & Confidential What are their pain points? • [Insert Pain Point]
  42. 42. Workshop © 2016 Copyright iMedia Inc. Proprietary & Confidential What problem is this website solving for them? • [Insert problem and solution]
  43. 43. Workshop © 2016 Copyright iMedia Inc. Proprietary & Confidential What will they accomplish by using this website? • [Insert goal]
  44. 44. THANK YOU CHANCE BLISS VP, User Experience iMedia Inc. 973.224.5154 cbliss@imediainc.com Imediainc.com © 2016 Copyright iMedia Inc. Proprietary & Confidential

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