Creating Amazing Web Content: Strategies and Skills
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Transcript of Creating Amazing Web Content: Strategies and Skills
Creating Amazing Web Content:
Strategies and SkillsKate Johnson
Content Strategy Manager@katedjohns
#IABCWeb
Content strategy
RichardIngram.com
It’s complicated
Dan McCarthy, ViralHousingFix.com
Multiple stakeholders Content from multiple sources Multiple outlets Nonsequential pages Ongoing maintenance and updates Measurement
And so on…
Content Tools
Content audit
I love my content inventory.
Page table
Care and feeding
Maintainance
A lifecycle, not a launch
• Set regular update schedule• Use automatic reminders• Review every page annually
Writing for the Web
Web users skim• Users scan for key words and
phrases
• They don’t read word-for-word
• Web readers are impatient
Nielsen’s F pattern
NNGroup.com
Be user-centered• Focus completely on the tasks
your users need to accomplish.• Your site can’t be a loudspeaker
for things you want users to hear.
• Users will only stay if your site gives them what they need.
Get to the point
• Put your main idea in the first sentence
• If skimmers don’t find what they want, they leave
Ideas, innovation and a well-educated workforce are essential to a vibrant economy and a healthy democracy. Academic programs at the University of X provide you with the skills you need…
Main idea firstThe University of X offers 50 degree programs, all designed to graduate well-informed students who will contribute to a healthy democracy.
Our programs include• Economics• Political Science• History
Scannability
Break up text with
• Short paragraphs• Subheads• Bulleted lists• Images• Inline links
How to be scannable
A skimmable page
nichycy.org
How to write a page
What questions do users have?These become your subheads.
What do you want users to do?These are your calls to action.
Stick to the factsNo unsupported claims• Our innovative products are the
best on the market• Our staff are uniquely
committed to our customers and their futures
innovativeuniquecutting-edgedistinctivetop
excellentleadingchallengingexcitingone-of-a-kind
Avoid the adjectives
2 parts of SEOKeyword relevance (on-page
SEO)
• How often keywords appear on page
• Keyword placement
Off-page SEOFactors that determine your pagerank• Sites that link to you• Age of domain• Behavior of users• Page load speed
The keywords are theirs• Listen to your audience.
• Read what they write.
• The keywords are theirs, not yours.
Put keywords in• Title tag• Page headline• Subheads• Linked text (aka anchor text)• Bold text• Alt tags for photos
www.du.edu/marcomm/
IABCKate Johnson@katedjohns
Tools and resources