content strategy for naysayers

“there’s no time for that!”

#edui_naysayersRebecca Blakiston @blakistonr

Shoshana Mayden @shosh1530

Rebecca, team lead Shoshana, content strategist

University of Arizona Libraries | Web Design & User Experience

content

it’s why people visit your website

content strategy makes content useful, usable, and findable

● audits● analyses● workflows● style guides● policies● standards● trainings● documentation● expectations

through stuff like

getting started: quick & dirty

Put someone in charge…

or take ownership yourself.

focus on stuff with

the biggest impact

a spreadsheet is your new best friend

discover content using

• site navigation• site search• your CMS• web analytics• web crawlers• content inventory tools

capture the basics● page title● URL● where it lives

if time, evaluate● relevance of content● quality of writing● formatting issues● analytic data

get rid of outdated junk

Example of outdated junk?

get rid of stuff that makes you seem

like a jerk

Example of jerky content?

before

make it nicer

after

or, just delete before: 151 words of rules

after: zero wordsof rules

create stuff you can reuse

make a content template

develop some style

Excerpt from UA Libraries Content Style Guide

provide guidance

Excerpt from UA Libraries Content Style Guide

definevoice and tone

Excerpt from Mail Chimp’s Content Style Guidehttp://styleguide.mailchimp.com/

use all the tools

Grammarlychecks grammar

Hemingway editorchecks content for clarity

Spell checkerscatch typos

Link checkersfind broken links

wysiwyg,

permissions,

revision history

customize your cms

improve tiny, fiddly stuff

tweak some microcopy

use active language

make things easier to read

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

Interested in this stuff?

New book out January, 2017.

set the foundation

be a partner

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

remember that staff are users, too

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.

recognize individual differences

and adjust your approach

speak to their goals

for administrators value

impact

efficiency

optimization

reputation

visibility

accessibility

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

for the market-drivencompetitive analysis

market research studies

cases studies

target audience segments

key messages

content marketing

conversion rates

brand identity

SEO

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

for the data-driven web analytics

task success rates

time on task

eye tracking

metrics

impact measures

organizational goals

data visualization

for the customer-focusedpersonas

editorial guidelines

plain language

accessibility

user interviews

focus groups

eye tracking studies

usability studies

get creative

check out the competition

visualize your content

get them thinking about users

and the journey they take

get them sketching

convince them with draft content

before

after

still dealing with naysayers?

persist.

build trustrespond to concerns

follow through

listen first, then talk

be flexible

aim for group decision making

broadly

authentically

strategically

thoughtfully

communicate!

marketing

communications

administration

shared governance

have a seat at the table

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

recruit content champions

pick yourbattles prioritize,

compromise, and practice patient persistence

…sorry by my English major back ground will not allow me to put a contraction in business documents desk

staff

celebrate small wins

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

apologizelater

#sorrynotsorry

websiteschannelsproductsservices

your content defines youit’s kind of a big deal

questions?