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Text 
Content tactics 
executing your strategy on the page 
V2
@Wedge — kilobox.net 
Wedge Black 
UK 
Past intranet manager 
Currently consultant 
ClearBox Consulting, and 
Content Form...
Text 
Beyond the technical 
Beyond features
Creating 
intranet content 
Effective headlines 
Images 
Links 
Layout 
Search 
Writing 
Documents vs pages 
Engagement 
C...
Content strategy 
“Content strategy plans for the creation, publication, and 
governance of useful, usable content.” 
Kris...
Content tactics 
Micro-content strategy 
Page-level / interaction-level content strategy 
UX + UI + ID + communications 
A...
Effective headlines 
Help people choose what to read 
Short and clear 
Help people know what's relevant to them 
Summaries...
Effective headlines 
Present tense 
Succinct 
Informative, detailing the who and what 
Direct and to the point 
Statements...
Images 
Attract interest and conveying meaning 
Format images so they look consistent and pleasing 
alongside your content...
Images 
Crop photos to focus on people or relevant detail 
Use photographs taken inside the organisation or by colleagues ...
Links 
Embed links in meaningful text within your sentences 
Let people know if you're linking to a file 
Read navigation ...
Links for navigation 
Avoid using the term ‘Quick links’ 
Avoid ordering items by ‘importance’ 
Avoid alphabetising a long...
Layout 
Structure articles for 
scanability 
Opening paragraph should 
communicate the most 
important facts 
Use sub-head...
Layout 
F-pattern 
Left 
Right
Layout 
In-page menu links (for long pages) – a topic menu at the top 
that links to content further down 
Lots of sub-hea...
Search 
How to help people search for, and find, your content 
Different people use different terms and names for the 
sam...
Search checklist 
Clear, plain headings that express the subject matter succinctly 
Repeat keywords relating to the subjec...
Writing 
Write for your audience, not for your boss 
Get the formality level right for your culture and the 
topic 
Use sh...
Text 
The equation for good comms 
http://d.pr/hrV5
Documents vs. pages 
Governance / guidance: when to use PDF, Word, and 
other formats 
Use intranet pages rather than Offi...
Documents vs. pages 
People prefer single-topic short 
pages that link to each other, 
except when an ‘official 
procedure...
Engagement 
Write to start a conversation 
Some content serves its purpose merely by being read, 
other content is only tr...
Engagement 
Share progress, not just results 
Share ideas, not just decisions 
Blogs 
Discussion forums 
ESN
Channels 
The intranet is not an 
amorphous channel — 
it’s a city of sectors, 
communities, highways 
and byways. We shou...
Channels 
Don't only rely on the 
home page to get your 
content noticed 
Use different areas of the 
intranet in differen...
Creating 
intranet content 
Effective headlines 
Images 
Links 
Layout 
Search 
Writing 
Documents vs pages 
Engagement 
C...
Text 
@Wedge — 
kilobox.net/3597 
Thank you - Interaction, October 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
Intranet content tactics - Interaction 2014
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Intranet content tactics - Interaction 2014

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Content tactics to help execute your intranet content strategy.

Crafting great intranet pages. Presentation given at Interaction conference, London, October 2014.

Published in: Business
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Intranet content tactics - Interaction 2014

  1. 1. Text Content tactics executing your strategy on the page V2
  2. 2. @Wedge — kilobox.net Wedge Black UK Past intranet manager Currently consultant ClearBox Consulting, and Content Formula, and the WIC I like dogs, cats, books, plants (not flowers), and insects
  3. 3. Text Beyond the technical Beyond features
  4. 4. Creating intranet content Effective headlines Images Links Layout Search Writing Documents vs pages Engagement Channels Mobile http://d.pr/dlJX
  5. 5. Content strategy “Content strategy plans for the creation, publication, and governance of useful, usable content.” Kristina Halvorson “The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.” Rachel Lovinger
  6. 6. Content tactics Micro-content strategy Page-level / interaction-level content strategy UX + UI + ID + communications A matter of scale and focus
  7. 7. Effective headlines Help people choose what to read Short and clear Help people know what's relevant to them Summaries help convey further detail
  8. 8. Effective headlines Present tense Succinct Informative, detailing the who and what Direct and to the point Statements, not questions
  9. 9. Images Attract interest and conveying meaning Format images so they look consistent and pleasing alongside your content Choose your file-type and file-size carefully, to make sure the image loads quickly Put the image on the right-side of the content, unless the image is the main focus
  10. 10. Images Crop photos to focus on people or relevant detail Use photographs taken inside the organisation or by colleagues Avoid clip-art Permission from the owner, and preferably from anyone shown Use fresh images .jpg / .png Alt text
  11. 11. Links Embed links in meaningful text within your sentences Let people know if you're linking to a file Read navigation design using card sorting [PDF; 425KB] learn how to use simple cards to define your menus. Never say 'click here'
  12. 12. Links for navigation Avoid using the term ‘Quick links’ Avoid ordering items by ‘importance’ Avoid alphabetising a long list of links Group lists of links by function
  13. 13. Layout Structure articles for scanability Opening paragraph should communicate the most important facts Use sub-headings throughout the article Respect that many people will not read the full article
  14. 14. Layout F-pattern Left Right
  15. 15. Layout In-page menu links (for long pages) – a topic menu at the top that links to content further down Lots of sub-headings to break up the content and define topics In-page links to return readers to the top of the page Bullet points – people love the simplicity and richness Multiple paragraphs Short sentences, in the active voice
  16. 16. Search How to help people search for, and find, your content Different people use different terms and names for the same things Clear, sensible headlines and factual summaries help people find content through the search engine Links from other pages to your content are invaluable
  17. 17. Search checklist Clear, plain headings that express the subject matter succinctly Repeat keywords relating to the subject in sub-headings and the body of the article Use alternative keywords, nouns and common terms Label your content using appropriate tags and / or meta-data Write a clear opening paragraph to explicitly summarise the content of your article Ask for links to your new page from owners of related pages around the intranet Publish your page in the appropriate section / area of the intranet, following the expectations of audience members (not simply in ‘your’ section)
  18. 18. Writing Write for your audience, not for your boss Get the formality level right for your culture and the topic Use short, simple sentences — be clear and direct Avoid humour, metaphors, acronyms and jargon unless you know your audience very well But, if you can tell a good story, don’t worry too much
  19. 19. Text The equation for good comms http://d.pr/hrV5
  20. 20. Documents vs. pages Governance / guidance: when to use PDF, Word, and other formats Use intranet pages rather than Office documents unless there's a specific reason not to Consider replacing policies and guides in PDF with a collection of intranet pages If linking to a PDF or Office file, let people know explicitly [Word; 300KB]
  21. 21. Documents vs. pages People prefer single-topic short pages that link to each other, except when an ‘official procedure’ Word document can be presented as a long web page instead. Such ‘official documents’ (like procedures, work instructions and policies) could be one comprehensive page, or published in sections over several intranet pages.
  22. 22. Engagement Write to start a conversation Some content serves its purpose merely by being read, other content is only truly valuable if people engage with it in more active ways Comments, social sharing and the creation of new observations and ideas can unlock the knowledge within your organisation An informal tone can encourage feedback
  23. 23. Engagement Share progress, not just results Share ideas, not just decisions Blogs Discussion forums ESN
  24. 24. Channels The intranet is not an amorphous channel — it’s a city of sectors, communities, highways and byways. We should diversify our comms and stop simply publishing a single news story. http://d.pr/AIYc Photo: Jaakko Hakulinen
  25. 25. Channels Don't only rely on the home page to get your content noticed Use different areas of the intranet in different ways Actively engage audiences by using the channels they already use Photo: Alex Brown
  26. 26. Creating intranet content Effective headlines Images Links Layout Search Writing Documents vs pages Engagement Channels Mobile http://d.pr/dlJX
  27. 27. Text @Wedge — kilobox.net/3597 Thank you - Interaction, October 2014

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