moltrup content strategy stanford medicine 9 2016

Summer Web School 2016 WendyMoltrupContentStrategistOfficeofCommunica9onandPublicAffairsStanfordMedicine

StanfordMedicine|WendyMoltrup

Content: Destination Unknown

•  Create Meaningful Content

•  Optimize Your Content for Everywhere

•  Keep Users and Colleagues Happy


What We'll Cover

•  Definitions

•  Where to begin

•  How to assess content you have now

•  How to optimize your content

•  Resources


What We'll Cover Another Time

•  Analytics

•  Search engine optimization (SEO)

•  Social media

•  Editorial calendars

•  Accessibility

•  And a lot of other things… StanfordMedicine|WendyMoltrup

Definitions: Content

Everything everywhere — text, images,

videos, podcasts, blogs, PDFs, etc.


Definitions: Users


Definitions: Content Strategy


The alignment of people and technology to

plan, create, manage, and govern content

Definitions: Content Strategy


Why? To ensure your content

•  Is useful and meaningful for users

•  Supports your business goals

•  Is accessible, findable and shareable

Regardless of the platform, device, or context in which users consume your content

Content Strategy: Means Asking Why


Why What How ContentStrategy

?

Content Strategy: Means Asking Why


Why What How Content Strategy

Content Strategy: The Content Lifecycle


Create

Approve

Publish

Govern

Maintain

Archive

Content Strategy: A Few Clarifications


Content is an asset.

You should know:

•  How the content is performing

•  The return on investment (ROI)

Content Strategy: A Few Clarifications


Avoid redudant, outdated, trivial (ROT) content

•  Your content competes with

•  You say "users will never find it"

yourcontent

...but what if they do? Because they will

Where to Begin


Where to Begin


Why?What are your business goals?

What is the website's role?

What does success look like?

Where to Begin


Why?•  Who is your primary audience?

•  What do you want them to do?

•  What do they want to do?

•  How do they find out about the website?

Know Your Content


The fundamental content audit

A modest investment for major gains

Know Your Content: The Spreadsheet


Know Your Content: Create an Inventory


•  Page Title

•  URL

Know Your Content: Audit the Substance


•  Purpose •  Audience •  ROT •  Keep, update, rewrite, archive?

…make it your own

Know Your Content: Introduce Governance


•  Who writes

•  Who approves

•  Who owns

Know Your Content


This seems daunting

…it's really not that complex

Know Your Content


Creating a spreadsheet is not:

•  A one-size-fits-all approach

•  A sequential, linear process

•  About creating a spreadsheet

Know Your Content


It's about getting to know your content…

Know Your Content: Sticky Notes & a Whiteboard


Know Your Content: Lucid Chart


Optimize Content


destination unknown Content:

Optimize Your Content


Optimize Content


•  Content blobs (blocks of text)

•  Images of text

Optimize Content: Why?


Optimize Content: Benefits


•  Search engine optimization (SEO)

•  Accessibility

•  Improved usability for all users

…it's a long list

Optimize Content: Solutions


Optimize Content: Edit


•  Identify the purpose of content, edit

•  Say what you need to say, edit more

•  Add structure with headings and lists

Optimize Content: Headings & Lists


•  Make it easy for users to scan the page and find what they need

•  Communicate content relationships and hierarchy

•  Clue search engines about the substance of your content



•  Use headings in order

•  Use the words of your users

•  Favor clarity over cleverness



Screen reader users must use headings

and lists to navigate your content

— imagine listening to your entire page

The magic of headings and lists…



[email protected]

User Research


•  Find a partner •  Ask your partner to review a page on

your website using our worksheet •  Note your responses on the worksheet •  Discuss observations about your

partner's website

moltrup content strategy stanford medicine 9 2016

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