content strategy for naysayers
TRANSCRIPT
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content strategy for naysayers
“there’s no time for that!”
#edui_naysayersRebecca Blakiston @blakistonr
Shoshana Mayden @shosh1530
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Rebecca, team lead Shoshana, content strategist
University of Arizona Libraries | Web Design & User Experience
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content
it’s why people visit your website
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content strategy makes content useful, usable, and findable
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● audits● analyses● workflows● style guides● policies● standards● trainings● documentation● expectations
through stuff like
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getting started: quick & dirty
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Put someone in charge…
or take ownership yourself.
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focus on stuff with
the biggest impact
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a spreadsheet is your new best friend
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discover content using
• site navigation• site search• your CMS• web analytics• web crawlers• content inventory tools
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capture the basics● page title● URL● where it lives
if time, evaluate● relevance of content● quality of writing● formatting issues● analytic data
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get rid of outdated junk
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Example of outdated junk?
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get rid of stuff that makes you seem
like a jerk
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Example of jerky content?
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before
make it nicer
after
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or, just delete before: 151 words of rules
after: zero wordsof rules
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create stuff you can reuse
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make a content template
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develop some style
Excerpt from UA Libraries Content Style Guide
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provide guidance
Excerpt from UA Libraries Content Style Guide
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definevoice and tone
Excerpt from Mail Chimp’s Content Style Guidehttp://styleguide.mailchimp.com/
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use all the tools
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Grammarlychecks grammar
Hemingway editorchecks content for clarity
Spell checkerscatch typos
Link checkersfind broken links
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wysiwyg,
permissions,
revision history
customize your cms
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improve tiny, fiddly stuff
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tweak some microcopy
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use active language
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make things easier to read
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do any and all of these things• cut unnecessary words• use sentence case• use parallel construction• use semantic headings• don’t spell out URLs• use meaningful link labels (no “click here”)• use numbered lists for steps• use tables for sets of “if, then” content• replace big words with small words• avoid or explain jargon• write useful metadescriptions• left align (almost) all content
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Interested in this stuff?
New book out January, 2017.
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set the foundation
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be a partner
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Before we finalize I want to make sure we hear from Dave and
Shoshana… I want to make sure we are using language and tone that is consistent with UAL web content
strategy.
former naysayer
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remember that staff are users, too
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Elle Berry
I use the library website to find answers to customer’s reference questions, find contact information for other library staff, and answer questions via email and chat.
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recognize individual differences
and adjust your approach
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speak to their goals
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for administrators value
impact
efficiency
optimization
reputation
visibility
accessibility
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for the web team
sustainability
flexibility
focus
alignment of design & content
reduction of technical debt
anticipation of future needs
prioritization of work
value of effort
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for the market-drivencompetitive analysis
market research studies
cases studies
target audience segments
key messages
content marketing
conversion rates
brand identity
SEO
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I think removing a lot of the legalese (or putting it on a separate page) will allow us to highlight the
many wonderful features of this service.
former naysayer
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for the data-driven web analytics
task success rates
time on task
eye tracking
metrics
impact measures
organizational goals
data visualization
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for the customer-focusedpersonas
editorial guidelines
plain language
accessibility
user interviews
focus groups
eye tracking studies
usability studies
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get creative
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check out the competition
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visualize your content
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get them thinking about users
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and the journey they take
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get them sketching
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convince them with draft content
before
after
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still dealing with naysayers?
persist.
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build trustrespond to concerns
follow through
listen first, then talk
be flexible
aim for group decision making
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broadly
authentically
strategically
thoughtfully
communicate!
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marketing
communications
administration
shared governance
have a seat at the table
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Any chance you could review and let me know anything I’m
missing? It’s a lot of information consolidated into one email,
and I’d like to make sure that it answers the majority of
questions about our process and what’s next.
HR director
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recruit content champions
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pick yourbattles prioritize,
compromise, and practice patient persistence
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…sorry by my English major back ground will not allow me to put a contraction in business documents desk
staff
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celebrate small wins
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I wanted to give you the opportunity to review these
before we implement...You were both immensely helpful in getting me started on crafting the email
notice revisions last summer. Thank you again!
desk supervisor
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apologizelater
#sorrynotsorry
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websiteschannelsproductsservices
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your content defines youit’s kind of a big deal
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questions?