Client: American Cancer Society / Industries: Health

Web Content Best PracticesTraining Helps the American Cancer Society

Better Engage with People to Save Lives

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contentwrx.com review.content-science.com

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Web Content Best Practices:Training Helps the American Cancer Society Better Engage with People to Save Lives

As one of the oldest and most renowned nonprofits, the American Cancer Society (ACS)

works to save lives every day and create a world with less cancer. Its communications

and outreach is essential in helping ACS share life-saving information to many different

audiences—and content obviously becomes critical for such outreach. With accelerated,

rapid shifts in how its audiences consume web content, ACS wanted to ensure that its

executives, subject matter experts, and writers reached their audiences in the most

effective way possible.

The Client

The SituationLike many organizations with a long, storied history, ACS developed much of its core content expertise for print publications and marketing materials. But as the Internet rapidly evolved over the past 10 years, web content needed to work

much harder to serve audiences. And these audiences quickly adapted to this new web

paradigm of consuming more and more content from a variety of devices at any time.

To make sure they were up to speed on this quickly evolving content climate, ACS sent its

best and brightest executives, subject matter experts, and writers to Content Science’s

training space in Atlanta for an all-day session on the latest web content best practices.

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Web Content Best Practices:Training Helps the American Cancer Society Better Engage with People to Save Lives

Our Solution

To help-ACS maximize its training time, we customized our training session to include:

• Essential web content best practices

• Important web content trends on areas such as SEO, visual content, and mobile content

• Plenty of time for discussion and questions

• Many health and nonprofit examples

• Interactive exercises to help attendees immediately start applying what they learned

!

!

Handout 1

EnvisionWeb / Mobile

First

CURRICULUM OVERVIEW

&"

1. 3 CORE WEB CONTENT BEST PRACTICES

2. BENEFITS OF A WEB-BASED APPROACH

3. TOP PRINT PARADIGM MISTAKES TO AVOID

4. BEST PRACTICES TO MAKE CONTENT FINDABLE + CONSUMABLE

5. BEST PRACTICES IN CONTENT PROCESS

EnvisionWeb / Mobile

First

ACS CONTENT for ACTIVITIES

("

Recommendations and guidelines such as breast cancer early detection

WEB CONTENT FUNDAMENTALS

BEST PRACTICES FOR A WEB-FIRST APPROACH TO CONTENT

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Web Content Best Practices:Training Helps the American Cancer Society Better Engage with People to Save Lives

Our SolutionTo help-ACS maximize its training time, we customized our training session to include:

• Essential web content best practices

• Important web content trends on areas such as SEO, visual content, and mobile content

• Plenty of time for discussion and questions

• Many health and nonprofit examples

• Interactive exercises to help attendees immediately start applying what they learned

We focused on connecting these best practices with important ACS business goals such as creating a positive user experience, enhancing marketing strategy, and

making content production and distribution more efficient. Attendees also walked away with

resources including industry-acclaimed books, articles, and other guidance related to web

content best practices.

My team got a lot out of the custom training. They appreciated

the data that Colleen was able to provide as well as the

emphasis on mobile. A number of them said they had never

thought about our content in this way, so she definitely

opened their eyes to that usage. They also said they would

have liked more time to work on the content exercises. To me,

that’s a great sign! Eleni Berger, Managing Director, Content

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Web Content Best Practices:Training Helps the American Cancer Society Better Engage with People to Save Lives

The American Cancer Society experienced several immediate benefits including tools and thinking to help:

• CONTINUE THE AMERICAN CANCER SOCIETY’S SHIFT IN STAKEHOLDER MINDSET to a predominantly web-first (and in some cases mobile-first) approach to content

• MAXIMIZE INVESTMENTS IN CONTENT (including its content management system)

• MAKE CONTENT PROCESSES MORE UP-TO-DATE AND EFFICIENT while reducing risk from inefficient or duplicate processes

• ALIGN EXECUTIVES, SUBJECT MATTER EXPERTS, AND WRITERS more clearly around appropriate roles to help collaboration

The Results

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Web Content Best Practices:Training Helps the American Cancer Society Better Engage with People to Save Lives

About Content ScienceWe’re an award-winning content intelligence and strategy firm headquartered in Atlanta, GA.

We have advised the world’s leading brands, nonprofits, startups, and government agencies on making content make a difference to their goals.

Why Content Science? Because content is, indeed, a science. We study what works well—and what doesn’t—so you can make informed decisions about your content.

Our services include consulting, research, and training. Our focus areas include content analysis, content strategy, content marketing, user experience, and content systems.

Our subscription products include the innovative software ContentWRX, which takes the hassle out of understanding whether your content is effective. We also created the online magazine and training platform Content Science Review to empower you and your team with research, tools, and insights.

Our CEO is Colleen Jones, author of the popular content book Clout: The Art and Science of Influential Web Content and frequent speaker.

Want to make your content work for your organization? We can help. Contact us to find out how. content-science.com/about/contact-us

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