Strategies for Great Content


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  • Page urlPage titlePage description - describe–in detail–every piece of content on each web page: the headline, the body copy, links, calls to action, PDFs and other downloads, videos, forms, shopping carts, registrations, etc
  • Notes: Which content is still relevant and current?Which should be revised/rewritten?What should be deleted?What is missing?Do they all use the same voice and tone?Is the content in line with your goals?Anything else you can think of
  • Choose 1-3 primary audiences (preferably one) Because you can’t be all things to all people. How?Who’s registering?What are their demographics?What time of day are they visiting?What browsers are they using?Who do you think this will appeal to?
  • Strategies for Great Content

    1. 1. Website Best Practices: Strategies for Great Content SARA LLEVERINO HTTP://WEBER.EDU/SARALLEVERINO
    2. 2. Kristina on Content Strategy?“As a community, we’re rather quiet on the matter of content. In fact, we appearto have collectively, silently come to the conclusion that content is reallysomebody else’s problem—“the client can do it,” “the users will generate it”—sowe, the people who make websites, shouldn’t have to worry about it in the firstplace.Do you think it’s a coincidence, then, that web content is, for the mostpart, crap?Dealing with content is messy. It’s complicated, it’s painful, and it’s expensive.And yet, the web is content. Content is the web. It deserves our time andattention.And that’s where content strategy comes in.” - KRISTINA HALVORSON
    3. 3. Why Have a Content Strategy? Content that serves your customer, serves your business. Your Website is usually the first point of contact Reduce frustrations Reduce support calls
    4. 4. Be a Content Strategy Ninja The Process
    5. 5. Perform a content audit
    6. 6. Determine Priority Analytics What questions are asked? What common problems are people having? Ask users what they want (focus groups)
    7. 7. Create Personas Identify 1-3 primary audiences Choose a photo representing each and identify them  Name  Occupation  Marital Status  Children  Hobbies  Reasons for coming to your site
    8. 8. Persona 1
    9. 9. Persona 2
    10. 10. Write use cases Make a list of questions users are asking when they come to the website. What path would they expect to follow to find that content?
    11. 11. Define Goals Define some overall goals for your site  Based on personas and use cases Write goals for each page  Page tables
    12. 12. Research, Organize & Write Content Gather needed info or facts Card Sort Write
    13. 13. The Rest Create wire frames User Testing Design Program User Testing Launch Analyze Maintain  Editorial Calendar
    14. 14. Questions?
    15. 15. Resources A List Apart The Discipline of Content Strategy by Kristina Halvorson ntentstrategy/