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Moltrup Content Strategy Stanford Medicine 9 2016
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Transcript of Moltrup Content Strategy Stanford Medicine 9 2016
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Summer Web School 2016 WendyMoltrupContentStrategistOfficeofCommunica9onandPublicAffairsStanfordMedicine
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StanfordMedicine|WendyMoltrup
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Content: Destination Unknown
• Create Meaningful Content
• Optimize Your Content for Everywhere
• Keep Users and Colleagues Happy
StanfordMedicine|WendyMoltrup
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What We'll Cover
• Definitions
• Where to begin
• How to assess content you have now
• How to optimize your content
• Resources
StanfordMedicine|WendyMoltrup
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What We'll Cover Another Time
• Analytics
• Search engine optimization (SEO)
• Social media
• Editorial calendars
• Accessibility
• And a lot of other things… StanfordMedicine|WendyMoltrup
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Definitions: Content
Everything everywhere — text, images,
videos, podcasts, blogs, PDFs, etc.
StanfordMedicine|WendyMoltrup
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Definitions: Users
StanfordMedicine|WendyMoltrup
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Definitions: Content Strategy
StanfordMedicine|WendyMoltrup
The alignment of people and technology to
plan, create, manage, and govern content
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Definitions: Content Strategy
StanfordMedicine|WendyMoltrup
The alignment of people and technology to
plan, create, manage, and govern content
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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
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Content Strategy: Means Asking Why
StanfordMedicine|WendyMoltrup
Why What How ContentStrategy
?
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Content Strategy: Means Asking Why
StanfordMedicine|WendyMoltrup
Why What How Content Strategy
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Content Strategy: The Content Lifecycle
StanfordMedicine|WendyMoltrup
Create
Approve
Publish
Govern
Maintain
Archive
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Content Strategy: A Few Clarifications
StanfordMedicine|WendyMoltrup
Content is an asset.
You should know:
• How the content is performing
• The return on investment (ROI)
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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
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Where to Begin
StanfordMedicine|WendyMoltrup
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Where to Begin
StanfordMedicine|WendyMoltrup
Why?What are your business goals?
What is the website's role?
What does success look like?
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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?
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Know Your Content
StanfordMedicine|WendyMoltrup
The fundamental content audit
A modest investment for major gains
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Know Your Content: The Spreadsheet
StanfordMedicine|WendyMoltrup
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Know Your Content: Create an Inventory
StanfordMedicine|WendyMoltrup
• Page Title
• URL
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Know Your Content: Audit the Substance
StanfordMedicine|WendyMoltrup
• Purpose • Audience • ROT • Keep, update, rewrite, archive?
…make it your own
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Know Your Content: Introduce Governance
StanfordMedicine|WendyMoltrup
• Who writes
• Who approves
• Who owns
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Know Your Content
StanfordMedicine|WendyMoltrup
This seems daunting
…it's really not that complex
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Know Your Content
StanfordMedicine|WendyMoltrup
Creating a spreadsheet is not:
• A one-size-fits-all approach
• A sequential, linear process
• About creating a spreadsheet
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Know Your Content
StanfordMedicine|WendyMoltrup
It's about getting to know your content…
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Know Your Content: Sticky Notes & a Whiteboard
StanfordMedicine|WendyMoltrup
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Know Your Content: Lucid Chart
StanfordMedicine|WendyMoltrup
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Optimize Content
StanfordMedicine|WendyMoltrup
destination unknown Content:
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Optimize Your Content
StanfordMedicine|WendyMoltrup
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Optimize Your Content
StanfordMedicine|WendyMoltrup
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Optimize Your Content
StanfordMedicine|WendyMoltrup
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Optimize Content
StanfordMedicine|WendyMoltrup
• Content blobs (blocks of text)
• Images of text
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Optimize Content: Why?
StanfordMedicine|WendyMoltrup
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Optimize Content: Why?
StanfordMedicine|WendyMoltrup
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Optimize Content: Why?
StanfordMedicine|WendyMoltrup
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Optimize Content: Benefits
StanfordMedicine|WendyMoltrup
• Search engine optimization (SEO)
• Accessibility
• Improved usability for all users
…it's a long list
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Optimize Content: Solutions
StanfordMedicine|WendyMoltrup
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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
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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
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Optimize Content: Headings & Lists
StanfordMedicine|WendyMoltrup
• Use headings in order
• Use the words of your users
• Favor clarity over cleverness
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Optimize Content: Headings & Lists
StanfordMedicine|WendyMoltrup
Screen reader users must use headings
and lists to navigate your content
— imagine listening to your entire page
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The magic of headings and lists…
Optimize Content: Headings & Lists
StanfordMedicine|WendyMoltrup
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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