Summer Web School 2016med.stanford.edu/content/dam/sm/web/documents... · Summer Web School 2016...

Summer Web School 2016 WendyMoltrupContentStrategistOfficeofCommunica9onandPublicAffairsStanfordMedicinemoltrup@stanford.edu

StanfordMedicine|WendyMoltrup

Content: Destination Unknown

•  Create Meaningful Content

•  Optimize Your Content for Everywhere

•  Keep Users and Colleagues Happy

StanfordMedicine|WendyMoltrup

What We'll Cover

•  Definitions

•  Where to begin

•  How to assess content you have now

•  How to optimize your content

•  Resources

StanfordMedicine|WendyMoltrup

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.

StanfordMedicine|WendyMoltrup

Definitions: Users

StanfordMedicine|WendyMoltrup

Definitions: Content Strategy

StanfordMedicine|WendyMoltrup

The alignment of people and technology to

plan, create, manage, and govern content

Definitions: Content Strategy

StanfordMedicine|WendyMoltrup

The alignment of people and technology to

plan, create, manage, and govern content

Definitions: Content Strategy

StanfordMedicine|WendyMoltrup

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

StanfordMedicine|WendyMoltrup

Why What How ContentStrategy

?

Content Strategy: Means Asking Why

StanfordMedicine|WendyMoltrup

Why What How Content Strategy

Content Strategy: The Content Lifecycle

StanfordMedicine|WendyMoltrup

Create

Approve

Publish

Govern

Maintain

Archive

Content Strategy: A Few Clarifications

StanfordMedicine|WendyMoltrup

Content is an asset.

You should know:

•  How the content is performing

•  The return on investment (ROI)

Content Strategy: A Few Clarifications

StanfordMedicine|WendyMoltrup

Avoid redudant, outdated, trivial (ROT) content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

StanfordMedicine|WendyMoltrup

Where to Begin

StanfordMedicine|WendyMoltrup

Why?What are your business goals?

What is the website's role?

What does success look like?

Where to Begin

StanfordMedicine|WendyMoltrup

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

StanfordMedicine|WendyMoltrup

The fundamental content audit

A modest investment for major gains

Know Your Content: The Spreadsheet

StanfordMedicine|WendyMoltrup

Know Your Content: Create an Inventory

StanfordMedicine|WendyMoltrup

•  Page Title

•  URL

Know Your Content: Audit the Substance

StanfordMedicine|WendyMoltrup

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

…make it your own

Know Your Content: Introduce Governance

StanfordMedicine|WendyMoltrup

•  Who writes

•  Who approves

•  Who owns

Know Your Content

StanfordMedicine|WendyMoltrup

This seems daunting

…it's really not that complex

Know Your Content

StanfordMedicine|WendyMoltrup

Creating a spreadsheet is not:

•  A one-size-fits-all approach

•  A sequential, linear process

•  About creating a spreadsheet

Know Your Content

StanfordMedicine|WendyMoltrup

It's about getting to know your content…

Know Your Content: Sticky Notes & a Whiteboard

StanfordMedicine|WendyMoltrup

Know Your Content: Lucid Chart

StanfordMedicine|WendyMoltrup

Optimize Content

StanfordMedicine|WendyMoltrup

destination unknown Content:

Optimize Your Content

StanfordMedicine|WendyMoltrup

Optimize Your Content

StanfordMedicine|WendyMoltrup

Optimize Your Content

StanfordMedicine|WendyMoltrup

Optimize Content

StanfordMedicine|WendyMoltrup

•  Content blobs (blocks of text)

•  Images of text

Optimize Content: Why?

StanfordMedicine|WendyMoltrup

Optimize Content: Why?

StanfordMedicine|WendyMoltrup

Optimize Content: Why?

StanfordMedicine|WendyMoltrup

Optimize Content: Benefits

StanfordMedicine|WendyMoltrup

•  Search engine optimization (SEO)

•  Accessibility

•  Improved usability for all users

…it's a long list

Optimize Content: Solutions

StanfordMedicine|WendyMoltrup

Optimize Content: Edit

StanfordMedicine|WendyMoltrup

•  Identify the purpose of content, edit

•  Say what you need to say, edit more

•  Add structure with headings and lists

Optimize Content: Headings & Lists

StanfordMedicine|WendyMoltrup

•  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

Optimize Content: Headings & Lists

StanfordMedicine|WendyMoltrup

•  Use headings in order

•  Use the words of your users

•  Favor clarity over cleverness

Optimize Content: Headings & Lists

StanfordMedicine|WendyMoltrup

Screen reader users must use headings

and lists to navigate your content

— imagine listening to your entire page

The magic of headings and lists…

Optimize Content: Headings & Lists

StanfordMedicine|WendyMoltrup

hipsteripsum@hipsum.co

User Research

StanfordMedicine|WendyMoltrup

•  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