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Creating Amazing Web Content: Strategies and Skills


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An introduction to the content strategy and web writing skills that help organizations plan for, create, and manage excellent websites. Includes a link to downloadable tools such as a simple content audit spreadsheet, content inventory, page table example, and more.

Published in: Career, Technology, Design

Creating Amazing Web Content: Strategies and Skills

  1. 1. Creating Amazing Web Content: Strategies and Skills Kate Johnson Content Strategy Manager @katedjohns #IABCWeb
  2. 2. Content strategy
  3. 3.
  4. 4. It’s complicated Dan McCarthy,  Multiple stakeholders  Content from multiple sources  Multiple outlets  Nonsequential pages  Ongoing maintenance and updates  Measurement And so on…
  5. 5. Content Tools
  6. 6. Content audit
  7. 7. I love my content inventory.
  8. 8. Page table
  9. 9. Care and feeding
  10. 10. Maintainance A lifecycle, not a launch • Set regular update schedule • Use automatic reminders • Review every page annually
  11. 11. Writing for the Web
  12. 12. Web users skim • Users scan for key words and phrases • They don’t read word-for-word • Web readers are impatient
  13. 13. Nielsen’s F pattern
  14. 14. Be user-centered • Focus completely on the tasks your users need to accomplish. • Your site can’t be a loudspeaker for things you want users to hear. • Users will only stay if your site gives them what they need.
  15. 15. Get to the point • Put your main idea in the first sentence • If skimmers don’t find what they want, they leave
  16. 16. Ideas, innovation and a well- educated workforce are essential to a vibrant economy and a healthy democracy. Academic programs at the University of X provide you with the skills you need…
  17. 17. Main idea first The University of X offers 50 degree programs, all designed to graduate well-informed students who will contribute to a healthy democracy. Our programs include • Economics • Political Science • History
  18. 18. Scannability
  19. 19. Break up text with • Short paragraphs • Subheads • Bulleted lists • Images • Inline links How to be scannable
  20. 20. A skimmable page
  21. 21. How to write a page What questions do users have? These become your subheads. What do you want users to do? These are your calls to action.
  22. 22. Stick to the facts No unsupported claims • Our innovative products are the best on the market • Our staff are uniquely committed to our customers and their futures
  23. 23. innovative unique cutting-edge distinctive top excellent leading challenging exciting one-of-a-kind Avoid the adjectives
  24. 24. 2 parts of SEO Keyword relevance (on-page SEO) • How often keywords appear on page • Keyword placement
  25. 25. Off-page SEO Factors that determine your pagerank • Sites that link to you • Age of domain • Behavior of users • Page load speed
  26. 26. The keywords are theirs • Listen to your audience. • Read what they write. • The keywords are theirs, not yours.
  27. 27. Put keywords in • Title tag • Page headline • Subheads • Linked text (aka anchor text) • Bold text • Alt tags for photos
  28. 28. Kate Johnson @katedjohns Tools and resources