Baffling, Bland or Just Plain Bad: Avoiding the 7 Biggest Mistakes of Web Content Creation
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The document provides guidance on avoiding common mistakes in web content creation. It discusses 7 major mistakes: 1) panic-based creation without planning; 2) focusing only on the organization without considering audiences; 3) neglecting search engine optimization; 4) prioritizing aesthetics over usability; 5) lacking a clear strategic purpose; 6) not providing enough guidance for users; 7) failing to maintain the website over time. The document offers tips on audience analysis, metadata, analytics, design principles, aligning content with strategic goals, wayfinding, and establishing maintenance processes.
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Baffling, Bland or Just Plain Bad: Avoiding the 7 Biggest Mistakes of Web Content Creation
- 1. BAFFLING, BLAND, OR JUST PLAIN BAD AVOIDING THE 7 BIGGEST MISTAKES OF WEB CONTENT CREATION.
- 2. WHO WE ARE JENNY MANDEVILLE Content Marketing Specialist Vanderbilt University ANNA WHINNERY Content Marketing Specialist Vanderbilt University
- 3. DEFINING CONTENT STRATEGY • 37% of people will stop using a site they deem ugly • 39% of people will leave if the site/images take too long to load • 51% of people think “thorough contact information” is the #1 thing missing from a website Content strategy is the planning, development and management of content for an app or website. It is part of the larger field of user experience (UX) and can mean both written content alongside style and design.
- 4. 1MISTAKE We need a website! • Creation through panic • Everyone gets a page! • Repeated information • Lack of cohesion
- 5. YIKES!
- 6. MUCH BETTER!
- 7. MAKING A PLAN • Get the team together – and don’t forget the web developers! • Bring examples • Keep it together – images, documents & wireframes
- 8. 2MISTAKE It’s all about us! • Who is your audience? • Is it getting political?
- 9. Prospective Students Prospective Donors undergraduate students part-time graduate students full-time graduate students PhD students international students transfer students young alumni parents students faulty staff 2MISTAKE
- 10. Brainstorm! • Get very specific • Instead of Current Students write • Current undergraduate students • Current full-time graduate students • Current part-time graduate students • Working professionals 2MISTAKE
- 11. Put them into groups Prospective Employees • Prospective faculty • Prospective staff Prospective Donors • Young alumni • Parents • Students 2MISTAKE
- 12. Prioritize What is the purpose of the page? Who is it for? 2MISTAKE
- 13. Audience Priorities • It’s easy to interpret audience priorities as a ranking of audience value, but that’s not the case • Prioritizing audiences demonstrates respect for all users by clearing guiding everyone to useful content. 2MISTAKE
- 15. 2MISTAKE
- 16. Analytics don’t lie Look at your analytics to help inform content strategy decisions for audience groups. 2MISTAKE
- 17. 3MISTAKE Google hates us! • Check your links! • How’s your metadata? • Make the most of your analytics
- 18. BUT WHAT’S SEO AGAIN? Search Engine Optimization: A methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine. - Webopedia
- 19. CHECK YOUR LINKS LINK ONE: Click here to read Professor Tolkien’s articles about the language of the Sindarin Elves. http:// www.silmarillion.org/ tolkien/10102813.php LINK TWO: Professor Tolkien’s article about the language of Sindarin Elves was recently published in the Journal of Silmarillion Studies.
- 20. CHECK YOUR METADATA Metadata is data that describes other data.
- 21. CHECK YOUR METADATA Metadata is data that describes other data.
- 22. DESCRIBE YOUR IMAGES Students Vanderbilt University students study and enjoy a meal at the Commons dining hall in Nashville, Tennessee
- 23. GOOGLE ANALYTICS – IT’S FREE!
- 24. 4MISTAKE But I love pink comic sans! But I love pink comic sans!• First impressions matter • Emotional Design • Quality over quantity content
- 27. Clear and easily understood 4MISTAKE Design that speaks to emotion is ….
- 28. Design that speaks to emotion is …. Visually appealing
- 29. Design that speaks to emotion is …. Enjoyable! 4MISTAKE
- 30. Design that speaks to emotion is …. Unique and stands out 4MISTAKE
- 31. Design that speaks to emotion is …. Personal 4
- 35. 4MISTAKE
- 36. 5MISTAKE What’s our mission again? • You are part of the larger institution • Is there a strategic plan? • How to be unique while also part of the whole
- 39. 6MISTAKE They’ll figure it out… • What do you want your visitors to do? • Overwhelm them and lose them
- 42. 6MISTAKE Speak the same language as your audience Undergraduate student example • Referring to graduation attire as “regalia” versus “cap and gown”
- 43. 7MISTAKE We’re finished! • Your website is a living document • Maintenance is a requirement! • Who’ll do it? • How often? • Allocating resources
- 45. KEEPING IT FRESH • RSS Feeds • Featured areas/stories • Regular image refreshes • Consistent content audits • Periodic design changes