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Content Strategy & You (Time To Get Excited)

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This talk isn’t so much about content strategy as it is about what makes good content. I often give this talk to people who are content creators, subject matter experts, or higher-ups that I’d like to have a better grasp on how good content makes things better. A great starting place, perfect for folks who work with content as part of their job, but don’t consider themselves “web people.”

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Content Strategy & You (Time To Get Excited)

  1. 1. and You Amanda Costello
 College of Education and Human Development University of Minnesota @amandaesque (time to get excited!) Content Strategy
  2. 2. Hello My name is Amanda
  3. 3. millenials
  4. 4. Kids These days
  5. 5. Your users
  6. 6. your future users • 9 out of 10 high school seniors have access to a mobile device; • 71 percent of seniors have looked at college websites on their mobile devices. Source: Noel-Levitz 2014 E-Expectations Report
  7. 7. Percentage of Visits on Mobile Devices 0 12.5 25 37.5 50 SUA Homecoming Spring Jam 2010 2011 2012 2013 2014 your current users
  8. 8. Online Content!?
  9. 9. “Content strategy plans for the creation, publication, and governance of useful, usable content.” 
 - Kristina Halvorson, 
 Content Strategy for the Web “Anything that conveys meaningful information to humans is called ‘content’.” 
 -Erin Kissane, 
 The Elements of Content Strategy
  10. 10. Appropriate Good Content is
  11. 11. useful Good Content is
  12. 12. Questions # Icons from Flaticon, users SimpleIcon and Freepik (freepik.com) What the web does What people do
  13. 13. user-centered Good Content is
  14. 14. Faculty Instructor Professor Teacher lolwut
  15. 15. consistent Good Content is
  16. 16. People!
  17. 17. clear & concise Good Content is
  18. 18. www.plainlanguage.gov • Plain Writing Act of 2010. Law requires federal agencies to use “clear Government communication that the public can understand and use.” • 3 additional executive orders cover the use of plain language in regulations (EO 13563, EO 12866, EO 12988)
  19. 19. Medicare Fraud Letter “Investigators at the contractor will review the facts in your case and decide the most appropriate course of action. The first step taken with most Medicare health care providers is to reeducate them about Medicare regulations and policies. If the practice continues, the contractor may conduct special audits of the providers medical records. Often, the contractor recovers overpayments to health care providers this way. If there is sufficient evidence to show that the provider is consistently violating Medicare policies, the contractor will document the violations and ask the Office of the Inspector General to prosecute the case. This can lead to expulsion from the Medicare program, civil monetary penalties, and imprisonment.”
  20. 20. Medicare Fraud Letter “We will take two steps to look at this matter: we will find out if it was an error or fraud, and we will let you know the result.”
  21. 21. supported Good Content is
  22. 22. Content Strategy model
  23. 23. z.umn.edu/csmap
  24. 24. What can You do?
  25. 25. Check your content • Appropriate • Useful • User-Centered • Clear • Consistent • Concise • Supported by Erin Kissane
  26. 26. learn more Kristina Halvorson Ginny Redish Karen McGrane Steve Krug
  27. 27. you’re not alone
  28. 28. Let’s be in touch amandac@umn.edu @amandaesque Thank you! I can drink lattes forever.

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