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#HCIC 1
Healing your Content Process for Effective Results
Emily DammeyerDigital Content Manager, Children’s National Health System
Ben DillonVice President and eHealth Evangelist, Geonetric, Inc.
Ahava LeibtagPresident, Aha Media Group
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Who We Are
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#HCIC 3
Who we are…
Emily DammeyerDigital Content ManagerChildren’s National Health System
@EmilyinDC
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#HCIC 4
Who we are…
Ben DillonVice PresidentGeonetric@BenAtGeo
www.Geonetric.com/Survey
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#HCIC 5
Who we are…
Ahava LeibtagPresident Aha Media Group@ahavaL
Download the first chapter for free at
www.thedigitalcrown.com
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#HCIC 6
Agenda for Today
• Strategy [Persona Workshop]• Tactics [Roles and Responsibilities Workshop]• Execution • Set KPIs• Lessons Learned• How To [Content Audit Workshop]
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WELCOME!Activity
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#HCIC 8
CONTENT????
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#HCIC 9
Strategy
TacticsExecution
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Strategy
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#HCIC 11
Content Strategy: Three Parts#1: External Messaging • To whom are you talking? • Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
#2: Internal Workflow
#3: Demands of Multi-channel Publishing
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#HCIC 12
Workflow
• Internally who is responsible for all the different phases of a content strategy?
• Plan• Create• Publish• Distribute• Analyze• Govern
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#HCIC 13
Multi-Channel Publishing
• Structured content• Adaptive content• Personalized content• Contextualized content• Semantic web• Taxonomies• Metadata• XML• DITA
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#HCIC 14
Content Strategy:
Align with business objectivesSupport users in accomplishing tasks
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#HCIC 15
Business
Goals
User Tasks
The Sweet Spot
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#HCIC 16
What’s your institutional strategy and strategic plan?
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#HCIC 17
Visions, Goals and Objectives
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#HCIC 18
How can marketing support those goals?
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#HCIC 19
What are we doing?
• Redesign and rewriting all or most of the content?
• Service line rewrites?• Rewriting certain pages because of strategic
changes?
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#HCIC 20
Who is the target audience?
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#HCIC 21
Editorial Brand StrategyExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do
you say it?
Content Strategy Tools
• Personas• Identity Pillars• Messaging
Architecture• Voice/Tone• Editorial Calendar
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#HCIC 22
To Whom Are you Speaking?
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#HCIC 23
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#HCIC 24
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#HCIC 25
Who are you as a brand?
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#HCIC 26
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#HCIC 27
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#HCIC 28
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#HCIC 29
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#HCIC 30
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#HCIC 31
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#HCIC 32
Identity Pillars
Current Identity Pillars Future Identity Pillars
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#HCIC 33
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#HCIC 34
Identity Pillars
Current Identity Pillars Future Identity Pillars
CHEAP
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#HCIC 35
Identity Pillars
Current Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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#HCIC 36
What are you trying to say?
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#HCIC 37
Messaging Architecture
Current Content Pillars
Future Content Pillars
% Articulation Statement Messaging
CHEAP
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#HCIC 38
Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
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#HCIC 39
Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
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#HCIC 40
Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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#HCIC 41
How do you say it?
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#HCIC 42
Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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#HCIC 43
Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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#HCIC 44
Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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#HCIC 45
Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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#HCIC 46
Tone
Yes: Sound like <example>
No!: Sounds like <example>
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#HCIC 47
Activity
• Build a sketch of a persona and a journey map using your handouts.
• Find the activity at www.ahamediagroup.com/hcic
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Tactics
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#HCIC 49
Content Audit
Prioritize• Start with institutional and business priorities• Create a phased approach
– Clinical Areas: Priority 1, 2, 3– Define what each Priority level “gets”
• Collect online and offline content • Determine content gaps
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#HCIC 50
Build Your Team
• Who can you tap internally?• What training do they need?• Are your branding and style guides up to date?• What external resources will you need?• Find your champions
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#HCIC 51
Identify Roles and Responsibilities
Who will:• Write• Edit• Project manage
What are our resources?• Internal (estimate conservatively)• External
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#HCIC 52
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#HCIC 53
PeopleRole Definition Who?Requestors The person that requests that this piece of content be created.
Providers The sources of the factual information behind the building of the content.
Creators The creators of the content. Can be authors, videographers, graphic designers, etc.
Editors The people who make sure that the content is factually correct and follows brand and editorial guidelines.
Approvers The people who approve the content - could be legal or subject matter experts.
Publishers The people responsible for publishing the content.
Audience Engagement (Social Media) Managers
The people who manage the distribution of content on different channels and engage with the audience regarding the content.
Analyzers The people who review data regarding the content to inform the team at a later date. Remember to pick metrics that measure the right data, so you can use that to make better decisions about your entire content process.
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#HCIC 54
Process & Deadlines
Establish Content
Governan
ce
Content Analysis
Content Creatio
n
Establishing workflows
• Persona Development
• Messaging Architecture
• Identity Pillar Identification
Content Planning
Build OR clari
fy the business case
Content
Auditing
Discovery
YOU ARE
HERE
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#HCIC 55
Technology
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Resource Alignment
Pages To Be: Number
Migrated As Is 350
Written 778
Re-Written 1144Total 2272
Time Estimate Hours per page
Migrated As Is 1
Re-Written 2
Staywell 1.5
Written 4
Departments 6
For written content, categorize and assign levels of effort/time. This helps to:• Show resource requirements early on• Get buy-in on priorities • Secure additional budget, if needed
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#HCIC 57
Activity
• Fill out roles and responsibilities chart• Create estimates on resources (hours/week of
internal team; timeline)
• Find the activity at: www.ahamediagroup.com/hcic
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Execution
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#HCIC 59
Have a kickoff call
• All PM’s (content, design, build) understand the deadlines and side by side processes
• Appoint one general PM
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#HCIC 60
Define the best way to communicate with each person
• Don’t depend too much on project collaboration tools
• Define when an email, phone call or Basecamp message should go out
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#HCIC 61
Set up weekly meetings for content
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#HCIC 62
Clarify the process
Who will: • Keep track of the moving parts?• Schedule the interviews?• Write?• Edit?• Get clinical signoff?• Be responsible to collect and store the proof
of approvals?
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#HCIC 63
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#HCIC 64
Map the process for stakeholders
• Send an email before the interview to explain the process. – Determine subject matter experts– Define approval process
• Follow Up:– Send out an email after the interview reminding the
stakeholder of next steps and deadlines– When sending the content, remind stakeholders ONLY to edit
for factual accuracy• Make sure you have a follow up email ready in a week• What happens when you don’t get any response?
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Set KPIs
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#HCIC 66
What are the right KPIs?
Align with marketing objectives and determine how you can apply them to your digital properties.• Market share• Traffic • Conversions:
– Make an appointment conversions– Donations
• Trackable call volumes
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#HCIC 67
Test with your target audience(s)
Identify a target audience and think about their needs
Even with limited resources, testing is key to:• Determine where to focus• Validate what resonates• Support/defend decision making
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Lessons Learned
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#HCIC 69
Set realistic deadlines
• You know your internal clients. – Are they responsive? Open to consultants? – Will they meet deadlines?
• Estimate the time commitments of your internal resources conservatively.
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#HCIC 70
Make compromises
• Do your research and have examples ready• Choose your battles• When deadlines are approaching, determine
what can wait• What can be “evergreen” that can be done
ahead?
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#HCIC 71
A note about approvals
• Show and Tell is important• Content looks different in a Word Doc than it
does on a website• Work with leadership to gain acceptance• Remember your target audience(s)
– Usability testing is key
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#HCIC 72
Think beyond written content
Do you have:• Numbers/data we could use in different ways• Images• Videos• Patient testimonials• Outcomes data• Academic publications or posters
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#HCIC 73
Plan for the next phase
• What about those lower tier priority areas? • How often will you review and update
content? • How will you “retire” content?
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A ROADMAPGetting Started
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THE CONTENT AUDITHow to…
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MY FRIEND’S MOM BOUGHTA FLOWER SHOP.
A metaphor for the value of content strategy. Also, a true story.
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How do we repeat our successes?
How do we know what success is?
Do you smell fish? I smell fish…
Why am I here?
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Average Staffing Mix by Role(Core Team)
Source: Geonetric’s Digital Marketing in Healthcare Surveywww.geonetric.com/SurveyResults
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AUDIT PLANEvaluating Content
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What are we trying to accomplish with this audit?
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Content Strategy For A Site Redesign
Inventory/Audit Decide
Content inventory
Content audit
Gap analysis
Offline content and marketing artifactsBrand identity and standardsCompetitive landscapeContent metrics
Strategic recommend
ations for new site
Recommended
information architecture for new site
Plan
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What ‘counts’ as content?
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What ‘counts’ as content?
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Scaling a Content Audit
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Three Scenarios
Overhaul • Comprehensive Audit
Strategic Shift • Reverse Audit
Ongoing Maintenance • Rolling Audit
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Comprehensive Audit
When?
• Major overhaul, redesign, migration, rebrand, merger, or acquisition
Why?
• Establish accurate scope and estimate of effort• Reduce, reuse, recycle
What?
• All the things
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Reverse Audit
When?
• Especially good for smaller-scale, goal oriented projects• Change (or reinvigoration) of strategic direction
Why?
• Evaluate interlinking of content• Identify content gaps and opportunities for improvement• Prioritize effort based on strategic goals
What?
• Start from impact map, match existing content (deliverables) to impacts• Audit all the relevant things
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Rolling Audit
When?
• All the time! (Weekly, monthly, quarterly)
Why?
• Improve governance, consistency, accuracy, voice & tone• Prioritize review and revision
What?
• All the things. (A little at a time.)
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Collaborative Audit
When?
• Best for smaller, focused audits.
Why?
• Knowledge sharing• Strategic alignment• Voice and tone
What?
• Sit down with a small team and discuss what is/isn’t working with a slice of content
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Competitive/Comparative Audit
When?
• Occasionally, in combination with new strategic direction
Why?
• Improve differentiation• Identify gaps and opportunities
What?
• Apply audit criteria to competitive/comparative sites• Don’t assume that everything a competitor does is a good idea.
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What data will we need?
Outcome
URL
Topic
Format
Content Owner
Audience
Call to Action
Page Views
Etc. …
Balance content X X X X X
Support new organizational goal X X X X X
Clean up outdated content X X X
Create new navigation/IA X X X
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CONTENT AUDITEvaluate
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Content Inventory
URLsPage Metadata
FormatLength
Web AnalyticsSocial Stats
Quantitative
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Automated Inventory
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Example: Content Inventoryour services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&main=our+services&title=communities+served&page=/hospital_el/114\communities_served.htmlcommunityour services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=our+services&title=communication&page=/hospital_el/76\communication.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=our+services&title=contact+us&page=/hospital_el/79\contact_us.htmlcritical careour services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=our+services&title=during+your+visit&page=/hospital_el/77\during_your_visit.htmlcritical careour services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=our+services&title=the+critical+care+center&page=/hospital_el/75\critical_care_center.htmlcritical careour services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=our+services&title=you+can+comfort+your+loved+one&page=/hospital_el/78\comfort_your_loved_one.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=our+services&title=contact+us&page=/hospital_el/85\contact_us.htmldiabetesour services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=our+services&title=diabetes+education+center&page=/hospital_el/81\diabetes_education_nutrition_main.htmldiabetesour services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=our+services&title=location&page=/hospital_el/82\our_location.htmldiabetesour services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=our+services&title=programs&page=/hospital_el/83\diabetes_education_center_programs.htmldiabetesour services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=our+services&title=register+for+classes&page=/hospital_el/84\register_for_classes.htmldiabetesour services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=our+services&title=tips+and+links&page=/hospital_el/86\links.htmldiabetesour services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&main=our+services&title=disaster+preparedness&page=/hospital_el/713\disasterpreparedness.htmldisaster resource centerour services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=our+services&title=accreditations&page=/hospital_el/90\accreditations.htmlemergencyour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=our+services&title=contact+us&page=/hospital_el/95\contact_us.htmlemergencyour services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=our+services&title=meet+the+care+team&page=/hospital_el/93\care_team.htmlemergencyour services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=our+services&title=our+technology&page=/hospital_el/91\our_technology.htmlemergencyour services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=our+services&title=patient+satisfaction&page=/hospital_el/94\patient_satisfaction.htmlemergencyour services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r%2ec%2e+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r.c.+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&main=our+services&title=s%2et%2ee%2em%2ei%2e+receiving+center&page=/hospital_el/102\stemi_receiving_center.htmlemergencyour services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=our+services&title=what+to+expect&page=/hospital_el/92\what_to_expect.htmlemergencyeye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&main=eye+care&title=about+us&page=/hospital_el/755\about-useye care
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Automated Inventory
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Content Audit
SubjectAudience
Owner / SMEMessaging
Call to ActionContent Quality
Quantitative Qualitative
URLPage Metadata
FormatLength
Web AnalyticsSocial Stats
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Content Auditing
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Content Quality
So what?No call to action Useful & Relevant Clear purpose
Actionable, timely
ErrorsPoor readability Clear & Accurate Factually correct
Plain language
‘Coming soon…’Missing information Complete All info provided
Related info linked
Poor usabilityHarmful SEO factors Usable & Findable
Follows SEO guidelinesClear navigation and
cross-linking
‘Fake’ or ‘sales-y’ Influential & Engaging
Worth sharingBest format
Wrong voiceInappropriate tone Voice & Tone On-brand
Authentic, empathetic
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Example: Lack of User Focus
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Example: User-Centric
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Example: Weak Value Proposition
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Example: Clear Value Proposition
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Item-level Decisions
Placement
Keep in placeMove / migrateMerge with other contentSplit into separate pagesDelete
Editing
No edits ProofreadReviseRewrite from scratchCreate new content
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Site-wide Decisions
BalanceSubjectsAudience / StageContent Type
EnhancementsContent QualityMessagingNew ContentFormat
Structure NavigationLinking Strategies
Priorities Problem AreasUnderperforming Content
GovernanceWorkflowsReview / MaintenanceScope
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User Experience (UX)
• Create websites and Web-based experiences that provide information and functionality to help users reach their goals
• Deliver delightful user-centered experiences through integrated content, design, navigation, functionality
• You’re not creating a website; you’re creating a brand, which is a relationship, a feeling.
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Most Common Content Recommendations
• Condense pages to those most meaningful to users
• Focus content around user needs and benefits• Develop and promote content related to
services• Include trackable calls-to-action tied to goals• Integrate related content dynamically• Convert PDFs to secure online forms
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CONTENT AUDITActivity
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#HCIC 111
Thank you!