Content Templates for Content Creators

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How do you sustain content standards across an entire institution? How do you bridge the gap between high-level content guidelines and the day-to-day content we all create? How do you prioritize audiences, messaging, voice and tone, and on-page content for your homepage, academic program pages, student life pages, and social media?

Content templates enable content creators to support your content strategy by providing them with prescriptive guidelines for various content types — including new stories, event descriptions, brochures, admissions emails, academic program pages, marketing landing pages, and social media.

This webinar guides attendees through the process of planning for, creating, and using content templates for content creators.

Published in: Education

Content Templates for Content Creators

  1. 1. @meetcontent Content Templates for Content Creators March 4, 2014 Rick Allen @epublishmedia
  2. 2. @meetcontent The problem © Copyright 2014 Meet Content LLC.
  3. 3. @meetcontent The problemS © Copyright 2014 Meet Content LLC.
  4. 4. @meetcontent #1: Inconsistent content © Copyright 2014 Meet Content LLC.
  5. 5. Content can be inconsistent in the way we talk and what we talk about.
  6. 6. “The major in accounting is designed to provide students with the general, business, and accounting knowledge necessary for them to succeed as professional accountants. As accounting is a dynamic field, all accounting majors will learn how to keep their knowledge up to date so they can continue to grow throughout their professional careers.”
  7. 7. “Information technology (IT) has revolutionized the way consumers and businesses relate and interact in the economy. For consumers, online retailing has become the dominant distribution channel for a wide variety of products and services, with massive shifts underway from brick and mortar to ecommerce and the Web, and now into social media. Not only has technology changed the way people consume, it has also dramatically changed the workplace.”
  8. 8. Inconsistency can come in the form of how we organize content and the different content types that we use.
  9. 9. @meetcontent #2: Ineffective content Source: http://www.flickr.com/photos/jcpiercy/371633340
  10. 10. Am I in the right place? What is this page about? Is this relevant to me? Where do I start? What do I do next? © Copyright 2014 Meet Content LLC.
  11. 11. @meetcontent #3: Untrained contributors Communicate Ready to start “student-focused.” writing? © Copyright 2014 Meet Content LLC.
  12. 12. @meetcontent #3: Untrained Bakers writers Bake me a lemon Ready to start meringue pie! baking? © Copyright 2014 Meet Content LLC.
  13. 13. Source: http://www.flickr.com/photos/kwl/7859650026/
  14. 14. The solution
  15. 15. Content templates provide prescriptive guidelines for content creators, focused on specific content types.
  16. 16. @meetcontent Content template Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  17. 17. Section landing pages
  18. 18. News articles
  19. 19. Event descriptions
  20. 20. Academic program pages
  21. 21. Faculty profiles
  22. 22. Admissions process pages
  23. 23. Content templates are not...
  24. 24. @meetcontent Content templates are not duplicate pages © Copyright 2014 Meet Content LLC.
  25. 25. @meetcontent Content templates are not wireframes Source: http://blogs.tc.columbia.edu/tcredesign/
  26. 26. Information Architecture Content Strategy Sitemap Message architecture Wireframes Content guidelines Content templates © Copyright 2014 Meet Content LLC.
  27. 27. Content template elements @meetcontent • • • • • • • • © Copyright 2014 Meet Content LLC. Audience Tips and recommendations Communication goals Voice and tone Purpose of page Primary message Content priorities Editorial style & content guidelines
  28. 28. Your sitemap © Copyright 2014 Meet Content LLC.
  29. 29. Content template sitemap © Copyright 2014 Meet Content LLC.
  30. 30. Content template sitemap Is the audience similar? © Copyright 2014 Meet Content LLC.
  31. 31. Content template sitemap Are communication goals similar? © Copyright 2014 Meet Content LLC.
  32. 32. Content template sitemap Is voice and tone similar? © Copyright 2014 Meet Content LLC.
  33. 33. Content template sitemap Is page purpose similar? © Copyright 2014 Meet Content LLC.
  34. 34. Content template sitemap Is the message similar? © Copyright 2014 Meet Content LLC.
  35. 35. Section landing page template
  36. 36. Academic program page template
  37. 37. How to create content templates Source: http://www.flickr.com/photos/derekskey/5249580870/
  38. 38. Gather source content Sitemap Wireframe Editorial style guide Messaging guide Voice and tone guide Web writing guide SEO guide Accessibility guide Source information © Copyright 2014 Meet Content LLC.
  39. 39. Academic program page Audience(s): Purpose of page: Communication goals: @meetcontent Primary message: Voice and tone: © Copyright 2014 Meet Content LLC.
  40. 40. Academic program page Audience(s): Purpose of page: Communication goals: @meetcontent Primary message: Voice and tone: [Header] Priority 1 Priority 2 Priority 3 © Copyright 2014 Meet Content LLC.
  41. 41. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  42. 42. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Audience: Prospective students Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  43. 43. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Communication goals: Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Premier, Empowering, Valuable Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  44. 44. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an Voice and tone: apostrophe plus s to the words bachelor or master. Philosophy statement: Provide a clear, concise description (1–3 sentences) of the or short abstracts with links to additional information, or links to video or other multimedia content that can help paint a picture of the program. While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on Priority 1 academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. Informative, Positive, For prospective students, answer the question, “Is this For example: content relevant to me?” [H2:] Areas of Study Inspiring, Friendly Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  45. 45. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Purpose of page: Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Describe the distinguishing characteristics of the academic Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with [H2:] Career Opportunities [H2:] Who Should Apply? program and how it can help a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words students achieve their goals. Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 Use short and succinct but descriptive secondary and In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  46. 46. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Primary message: Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study [Our school] offers a rigorous, high-quality education Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with [H2:] Career Opportunities [H2:] Who Should Apply? empowering students to realize a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words their unique career goals. Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 Use short and succinct but descriptive secondary and In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  47. 47. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content What is the on-page content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study hierarchy? Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  48. 48. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  49. 49. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Page title: Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the The page title of each academic program Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose content they introduce. A function of this page is wayfinding — enabling overview page should be the official images that support the primary message of the page. For example, rather than using generic photos of business prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, program title. Do not include the word professionals, use photos that clearly portray real students and faculty. including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) PRIORITY 3 CONTENT (WHAT degree or program in the page title.SHOULD I DO NEXT?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  50. 50. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. Philosophy statement: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose A function of this page is wayfinding — enabling prospective students to discover and find information Provide a clear, concise description (1–3 images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, sentences) of the unique qualities of this students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) application deadlines and admissions contacts. academic program. Focus less on the value Highlights: Priority 3 In support of your philosophy statement, describe the PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as of the degree in general and more on the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important value of the degree from [your school]. related content with brief explanations. that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  51. 51. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. Images: PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content Ensure that images, including banner The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists photos and sidebar thumbnail images, are word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content contextually relevant. Chose images that Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study support the primary message of the page. For example... Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  52. 52. Don't define, describe. Offer real-world examples to illustrate content guidelines and recommendations.
  53. 53. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  54. 54. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists Highlights: word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content In support of your philosophy statement, Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on For example: describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To content relevant to me?” Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with [H2:] Areas of Study [H2:] Career Opportunities [H2:] Who Should Apply? improve wayfinding and encourage a degree in social work.” Avoid bullet points for the philosophy statement — don't discovery... just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  55. 55. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Use short and succinct but descriptive Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose secondary and tertiary headers to organize images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real content, prioritize information, enable students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) scanning and enhance readability. Choose Highlights: In support of your philosophy statement, describe the words for headers, 3 Priority subheads and links that benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight clearly describe the content they introduce. related content with brief explanations. For example... [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  56. 56. @meetcontent Academic program page Audience(s): Prospective students Communication goals: Premier, Empowering, Valuable Voice and tone: Purpose of page: Describe the distinguishing characteristics of the academic program. Primary message: [Our school] offers a rigorous, high-quality education empowering Informative, Positive, Inspiring, Friendly students to realize their unique career goals. PRIORITY 1 CONTENT (WHAT IS IT?) [Header] Consider career opportunities, industry news or faculty Page title: and staff interviews. However, keep highlights content The page title of each academic program overview page brief and scannable. The purpose of highlighted content is should be the official program title. Do not include the to enable wayfinding and discovery. For example, use lists word degree or program in the page title or add an or short abstracts with links to additional apostrophe plus s to the words bachelor or master. information, or links to video or other multimedia content Philosophy statement: that can help paint a picture of the program. Provide a clear, concise description (1–3 sentences) of the academic program, keep the order of information and the the value of the degree in general and more on the value topic labels consistent across all academic program of the degree from [your school]. pages. For prospective students, answer the question, “Is this For example: content relevant to me?” Priority 1 While it’s OK to discuss different topics depending on the unique qualities of this academic program. Focus less on [H2:] Areas of Study Avoid generic statements that don’t support the philosophy statement, such as “Advance your career with a degree in social work.” Avoid bullet points for the philosophy statement — don't just list what you do; describe why you do it. Priority 2 Images: Ensure that images, including banner photos and sidebar thumbnail images, are contextually relevant. Chose images that support the primary message of the page. For example, rather than using generic photos of business professionals, use photos that clearly portray real students and faculty. PRIORITY 2 CONTENT (HOW WILL IT HELP ME?) Highlights: Priority 3 In support of your philosophy statement, describe the benefits of this degree. For prospective students, answer the question, “Why should I pursue this degree?” To improve wayfinding and encourage discovery, highlight related content with brief explanations. [H2:] Career Opportunities [H2:] Who Should Apply? Use short and succinct but descriptive secondary and tertiary headers to organize content, prioritize information, enable scanning and enhance readability. Choose words for headers, subheads and links that clearly describe the content they introduce. A function of this page is wayfinding — enabling prospective students to discover and find information quickly. As such, use short, succinct paragraphs. Provide easy access to top content for prospective students, including information on tuition and financial aid, application deadlines and admissions contacts. PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?) Prescriptive guidelines: Because these student program pages, as well as subpages in each section, cater to two distinct audiences — prospective and current students — it’s very important that each audience understand what content is relevant to them. On-page content and menu item links should be clearly grouped by audience, and when the primary target audience changes, provide clear direction, such as in the priority-3 content example above. © Copyright 2014 Meet Content LLC.
  57. 57. Alternate uses Source: http://www.flickr.com/photos/slemmon/3957684658
  58. 58. Homepages
  59. 59. Ask: What content needs help? Who needs help creating it?
  60. 60. Share content templates © Copyright 2014 Meet Content LLC. Source: http://www.flickr.com/photos/joriel/2901706868/
  61. 61. Offer training workshops Source: http://www.flickr.com/photos/followthethings/8707065938/
  62. 62. @meetcontent Assign ownership to content templates Web Group Editor-in-Chief Editor Author Approver © Copyright 2014 Meet Content LLC. Editor Author Approver Editor Author Approver
  63. 63. Content templates empower content creators to do great work.
  64. 64. @meetcontent Thank you! Rick Allen @epublishmedia

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