This course aims at providing some tips and tricks on how to write, maintain or improve web content to keep it relevant for target audiences, while making it attractive and easy to read. Session facilitated during the Portal Administrators meeting on 5 March 2020, in Brussels.

1. Online Content Management
Tips & tricks
Laura Sancho-Andrés
PA Meeting
March 2020

2. Why is Web Content Important
Content Management Tactics
Search Engine Optimisation
Your turn: Team Work
1
2
3
Online Content Management
4

3. It brings
web pages
to life It’s your
online visit
card
It makes
your brand
credible
It allows you
to build a
relationship
with your
audience
It offers
visitors a
richer
experience
It improves
the natural
referencing
(SEO)
Why is content so important?

4. Helps navigation and keeps reader engaged
Content
(right
information)
Context
(right time)
Success
Provide context and structure
 Logo and branding
 Navigation-bar interaction
 Page heading
 Article heading
 Contextual cues

5. Example 1 - Vlado

6. Example 1 - Vlado
By providing only external
links, Vlado will leave the site
Include other links to another
page of your website that
might be interesting
Include call to actions

7. Example 2 - Richard

8. Example 2 - Richard
Include links to other
pages to keep Richard
engage
Help Richard find
additional information
Adding more action
buttons to contact ESC
is also a good strategy

9. Why is Web Content Important
Content Management Tactics
Search Engine Optimisation
Your turn: Team Work
1
2
3
Online Content Management
4

10. Content Management Tactics
1. Global objective – what do you want to
attain?
2. Other objectives
1. SMART
2. List of actions
1 - OBJECTIVES

11.  Check the 40
personas developed
by Estonia for the
Quality Assessment
on the Library
2 - TARGET AUDIENCE
 What?
 How much?
 Who?
 Why?
 Where?
 How?
 Values
 Aspirations
 Desires
 Beliefs
 Feelings
 Trust
 Reasons
 What does your audience
want?
Content Management Tactics

12. 3 – SCREEN CURRENT CONTENT
DUPLICATED, USELESSa)
b)
c)
d)
Content Management Tactics

13. How does your
audience find you?
Include 1 key word
per paragraph
4 – KEY WORDS
Content Management Tactics

14. Inverted Pyramid
5 – WRITING PRINCIPLES
Essential
Detailsa)
b)
c) AIDA
Where
Why
Attention
Interest
Desire
Action
d) Editorial area
Content Management Tactics

15. Adding your voice (and
value) to a collection of
content, from a variety
of sources, around a
specific topic, that you
publish and share with
your public.
6 – CONTENT CURATION
Content
Source
3
Source
1
Source
2
Content Management Tactics

16. 7 – TEXT ELEMENTS
Title
• Attractive, simple, short (4 to 12 words), informative, with
key words, relevant, clear, positive and identifiable
Lead
Paragraph
• Supports info from title, it is not an intro, main and
secondary keyword and 5 Whys, 50 words, direct, empathic.
Text hook
• Attractive, completes the title, strong emotions, strong
words, key words and 10 – 17 words. Inform, Intrigue, set
the tone, surprise, appeal, shock, entertain
Content Management Tactics

17. 7 – TEXT ELEMENTS
Intertitle
• Give space to the text, makes reading more
stimulant, attractive, highlights the structure
Body
• 1 idea per paragraph, strong verbs and
words. Active and direct, with key words. If
less than 300 words no subtitle. 200-word
paragraph, 10-12 word sentences
Content Management Tactics

18.  Contrast font vs background
 Minimum font size 12
 Clear letters
 Text with spaces
 Texts with 80 characters per line
8 – READABILITY
 Summary with a file
 Bullets and collapsible
 Bold letters
 Include teasers
 Include interlinks
 Avoid a lot of scrolling
Content Management Tactics

19. Do’s Don'ts
Simple Boring texts
With rhythm Long sentences
Concise Unclear messages
Functional Spelling mistakes
Direct Copy/paste
9 – DO’S & DON’TS
Content Management Tactics

20. Why is Web Content Important
Content Management Tactics
Search Engine Optimisation
Your turn: Team Work
1
2
Online Content Management
3
4

21. SEO: Search Engine Optimisation
Key words in
H1 – H6
1 - Description of image
Technique Content
Awareness Performance
3 - Speed
Interlinks &
clear URLs
4 - Visitors
2 – Fresh and
relevant content

22. – Publishing and promotion
– Result measuring
SEO: Search Engine Optimisation

23. Why is Web Content Important
Content Management Tactics
Search Engine Optimisation
Your turn: Team Work
1
2
Online Content Management
3
4

24. Your turn to play!
Work in groups Pick a site
 Suggest improvements after analysis of the
content:
 Key words
 Readability
 Text elements
 Content quality
 Present your findings (5 min each group)

25. Proposed pages
 ALBANIA: https://www.euraxess.al/albania/information-
assistance/intellectual-property-rights
 SPAIN: https://www.euraxess.es/spain/information-
assistance/spanish-education-system
 NETHERLANDS: https://www.euraxess.nl/netherlands/information-
researchers/pension-rights
 MOLDOVA: https://www.euraxess-eu.md/moldova/information-
assistance/access-culture-host-countrylanguage-courses
 FINLAND: https://www.euraxess.fi/finland/information-
assistance/family-issues