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Managing content—SCAMORE 5/8
  there’s more to it than you think!




photo: ©GM 2010
Content strategy
  Session 5/8
Content delivery




Can your content be delivered adequately?
Is the server and network up to the job?
     ‣ underpowered server
     ‣ network connectivity
     ‣ server configuration
     ‣ content management system configuration
Is the content unnecessarily “heavy”?
     ‣ use of too many separate image/CSS/JS resources
     ‣ every resource has bandwidth overhead
     ‣ consolidate where possible
Audience research




Establishing desirable target audience
The Audience Analysis Toolkit for public sector bodies has been
developed for the Strategic Content Alliance to distribute to members
    ‣ A concise guide to researching audiences
    ‣ A visualisation guide to researching audiences
    ‣ Audience research for cultural sector practitioners
    ‣ Audience research for people experimenting with digital media
    ‣ Audience research for education and research practitioners
    ‣ Audience research for health library and knowledge practitioners
    ‣ Audience research for programme, service and research practitioners
    ‣ Audience research for senior managers




                      http://sca.jiscinvolve.org/publications/
Open University recommendations




http://www.jisc.ac.uk/media/documents/events/2010/04/presentations/openingkeynote.pdf
Use of Javascript




Enhancing the user experience
Avoid unnecessary user inconvenience or time wasting
     ‣ form validation
     ‣ AJAX—to prevent frequent page loads from server
     ‣ increase response times for web site visitors




                  http://www.w3.org/standards/webdesign/script
Javascript—AJAX example




‣   update user interactively
‣   provide visual feedback
‣   check details at server
‣   reduce necessary pages




                        http://www.mcshaneglen.com/cgi-bin/bookings
Providing access for everyone




Official accessibility guidelines
How people with disabilities use the web
    ‣ Addressing various scenarios
Web content accessibility guidelines (WCAG) overview
    ‣ Four principles and corresponding checklist points
    ‣ Perceivable | Operable | Understandable | Robust




   http://www.w3.org/WAI/EO/Drafts/PWD-Use-Web/   http://www.w3.org/TR/WCAG20/
Content layout




F-Shaped Pattern For Reading Web Content
Jakob Nielsen's Alertbox, April 17 2006

Eyetracking visualisations show that users often read Web pages in an F-shaped pattern: two
horizontal stripes followed by a vertical stripe.
F for fast. That's how users read your precious content. In a few seconds, their eyes move at
amazing speeds across your website’s words in a pattern that's very different from what you
learned in school.
We recorded how 232 users looked at thousands of Web pages. We found that users' main
reading behavior was fairly consistent across many different sites and tasks. This dominant
reading pattern looks somewhat like an F and has the following three components.
Users first read in a horizontal movement, usually across the upper part of the content area.
This initial element forms the F's top bar.
Next, users move down the page a bit and then read across in a second horizontal movement
that typically covers a shorter area than the previous movement. This additional element
forms the F's lower bar.
Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly
slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other
times users move faster, creating a spottier heatmap. This last element forms the F's stem.




                     http://www.useit.com/alertbox/reading_pattern.html
Writing style




Anticipate visitor behaviour
   ‣   most don’t plan their visit
   ‣   driven by goals—theirs, not yours
   ‣   instantly judge your site
   ‣   skim for clues
   ‣   review headings and first paragraph
   ‣   read about 20%

Make reading engaging and easy for visitor
   ‣   be concise—focus on what visitor interested in
   ‣   capture interest, then add detail
   ‣   scannable headlines, headings, emphasised keywords
   ‣   use lists instead of long paragraphs
   ‣   ensure links are perceived for what they are (not “click here”)
   ‣   make images meaningful (and include description using “alt” in HTML tag)
   ‣   be consistent
Inverted information pyramid




                  Intro



                 Detail



              Conclusion

Conventional pyramid information structure




           http://en.wikipedia.org/wiki/Inverted_pyramid
Inverted information pyramid




                                   Inverted pyramid information structure


                                              Conclusion

                  Intro

                                              Explanation

                 Detail

                                                  Detail

              Conclusion

Conventional pyramid information structure




           http://en.wikipedia.org/wiki/Inverted_pyramid
Inverted information pyramid




                       Probable web page
                       viewing opportunity

                                   Inverted pyramid information structure


                                              Conclusion

                  Intro

                                              Explanation

                 Detail

                                                  Detail

              Conclusion

Conventional pyramid information structure




           http://en.wikipedia.org/wiki/Inverted_pyramid
Thinking strategically about content—what needs done




http://www.richardingram.co.uk/2009/10/instilling-confidence-with-content-strategies/
Thinking strategically about content—who does what




 http://www.richardingram.co.uk/2009/07/theyll-thank-you-later/
Content strategy—getting organised and establishing working protocol




    http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf
Content strategies




Working as a group, select one of the following projects

1. The selection of a new content
   management system (CMS) for all content
   providers in your organisation
2. The introduction of a quality assurance
   process for all web based content published
   by your organisation
3. The creation of a SWAT (skilled with
   advanced tools) team in your organisation
   to assist web content providers
Content strategies




For your chosen project create an action plan
   ‣   include everything you consider to be important for success
   ‣   include anything else you believe is relevant for maximum project effectiveness
   ‣   consider who all should be involved, why, to what extent, and management of them
   ‣   ensure that all lessons gained from current content provision are taken into account
   ‣   where appropriate list mandatory, highly desirable and desirable targets
   ‣   give regard to the publication process, user interface, consistency, accessibility,
       metadata, maintenance of content
   ‣   note any policies that need to be established, privacy statements, disclaimers,
       other legal or organisational obligations
   ‣   categorise and prioritise your proposed actions
   ‣   nominate a spokesperson to summarise your action plan to the whole workshop
   ‣   answer challenges presented by other groups following your presentation
Content strategies


Project action plan
Maximising Online Resource Effectiveness Workshop Session 5/8 Content strategy

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Maximising Online Resource Effectiveness Workshop Session 5/8 Content strategy

  • 1. Managing content—SCAMORE 5/8 there’s more to it than you think! photo: ©GM 2010
  • 2.
  • 3. Content strategy Session 5/8
  • 4. Content delivery Can your content be delivered adequately? Is the server and network up to the job? ‣ underpowered server ‣ network connectivity ‣ server configuration ‣ content management system configuration Is the content unnecessarily “heavy”? ‣ use of too many separate image/CSS/JS resources ‣ every resource has bandwidth overhead ‣ consolidate where possible
  • 5. Audience research Establishing desirable target audience The Audience Analysis Toolkit for public sector bodies has been developed for the Strategic Content Alliance to distribute to members ‣ A concise guide to researching audiences ‣ A visualisation guide to researching audiences ‣ Audience research for cultural sector practitioners ‣ Audience research for people experimenting with digital media ‣ Audience research for education and research practitioners ‣ Audience research for health library and knowledge practitioners ‣ Audience research for programme, service and research practitioners ‣ Audience research for senior managers http://sca.jiscinvolve.org/publications/
  • 7. Use of Javascript Enhancing the user experience Avoid unnecessary user inconvenience or time wasting ‣ form validation ‣ AJAX—to prevent frequent page loads from server ‣ increase response times for web site visitors http://www.w3.org/standards/webdesign/script
  • 8. Javascript—AJAX example ‣ update user interactively ‣ provide visual feedback ‣ check details at server ‣ reduce necessary pages http://www.mcshaneglen.com/cgi-bin/bookings
  • 9. Providing access for everyone Official accessibility guidelines How people with disabilities use the web ‣ Addressing various scenarios Web content accessibility guidelines (WCAG) overview ‣ Four principles and corresponding checklist points ‣ Perceivable | Operable | Understandable | Robust http://www.w3.org/WAI/EO/Drafts/PWD-Use-Web/ http://www.w3.org/TR/WCAG20/
  • 10. Content layout F-Shaped Pattern For Reading Web Content Jakob Nielsen's Alertbox, April 17 2006 Eyetracking visualisations show that users often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. F for fast. That's how users read your precious content. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that's very different from what you learned in school. We recorded how 232 users looked at thousands of Web pages. We found that users' main reading behavior was fairly consistent across many different sites and tasks. This dominant reading pattern looks somewhat like an F and has the following three components. Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar. Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar. Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem. http://www.useit.com/alertbox/reading_pattern.html
  • 11.
  • 12. Writing style Anticipate visitor behaviour ‣ most don’t plan their visit ‣ driven by goals—theirs, not yours ‣ instantly judge your site ‣ skim for clues ‣ review headings and first paragraph ‣ read about 20% Make reading engaging and easy for visitor ‣ be concise—focus on what visitor interested in ‣ capture interest, then add detail ‣ scannable headlines, headings, emphasised keywords ‣ use lists instead of long paragraphs ‣ ensure links are perceived for what they are (not “click here”) ‣ make images meaningful (and include description using “alt” in HTML tag) ‣ be consistent
  • 13. Inverted information pyramid Intro Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
  • 14. Inverted information pyramid Inverted pyramid information structure Conclusion Intro Explanation Detail Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
  • 15. Inverted information pyramid Probable web page viewing opportunity Inverted pyramid information structure Conclusion Intro Explanation Detail Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
  • 16. Thinking strategically about content—what needs done http://www.richardingram.co.uk/2009/10/instilling-confidence-with-content-strategies/
  • 17. Thinking strategically about content—who does what http://www.richardingram.co.uk/2009/07/theyll-thank-you-later/
  • 18. Content strategy—getting organised and establishing working protocol http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf
  • 19. Content strategies Working as a group, select one of the following projects 1. The selection of a new content management system (CMS) for all content providers in your organisation 2. The introduction of a quality assurance process for all web based content published by your organisation 3. The creation of a SWAT (skilled with advanced tools) team in your organisation to assist web content providers
  • 20. Content strategies For your chosen project create an action plan ‣ include everything you consider to be important for success ‣ include anything else you believe is relevant for maximum project effectiveness ‣ consider who all should be involved, why, to what extent, and management of them ‣ ensure that all lessons gained from current content provision are taken into account ‣ where appropriate list mandatory, highly desirable and desirable targets ‣ give regard to the publication process, user interface, consistency, accessibility, metadata, maintenance of content ‣ note any policies that need to be established, privacy statements, disclaimers, other legal or organisational obligations ‣ categorise and prioritise your proposed actions ‣ nominate a spokesperson to summarise your action plan to the whole workshop ‣ answer challenges presented by other groups following your presentation

Editor's Notes