Writing for the Web Module #4 notes

  • Maintaining your living content
    • break up sections of website
    • every piece of content needs to be reviewed on an ongoing basis

 

  • Content strategy
    • define exactly what you’re going to do
    • new and current = good for SEO and encourages users to return and keeps website relevant

 

  • Content governance
    • who should own what particular pieces of content + parts of website
    • specify who is responsible
    • distributed accountability model
      • subject matter experts
    • centralised accountability
      • communications team
    • characteristics of good content:
      • timely
      • accurate
      • authority
      • quantity
      • quality
      • relevant

 

  • Style guide
    • logos, colours, fonts, typography
    • how you want content written
      • tone of voice
      • headings
      • langugae
      • reading level
      • terminology, abbrevs, acronyms
      • phrases
      • lists
      • any unique things to organisation
    • how will staff know an update has been made? = Internal communication

 

  • Managing stakeholders
    • web team
    • subject matter experts (SME)/content authors
    • senior management
    • managers of other channels
    • legal team, marketing, sales, SEO experts, etc

 

  • Other digital channels
    • microcontent/other channels = consistency over all channels
      • email/newsletters
      • social media
      • messages
      • instore: signs, cash registers, personalities, is it the same as the website?
      • advertising
      • call center
      • text messages
      • packaging + delivery
      • receipts + thankyous
    • seamlessness

 

  • Becoming a better writer
    • read and write more
    • get someone to edit your writing
    • get content reviewed
    • think outside the box
    • look at other good content, eg competitors + identify what they do well
    • test it with users

 

  • Checklist
    • prepare + plan
      • know your reader
      • know your business
      • know your purpose
    • write
      • plan
      • structure
      • relevant
      • useful
      • accurate
      • credible
      • current
      • consistent
      • findable
      • scannable
      • understood by our users
      • interesting
      • plain english
      • tone of voice
      • active voice
      • present tense
      • keywords = find them through users and analytics
      • headings
      • lists
      • links
      • visual/audio/graphics = to enhance
      • forms
      • messages: personable + informative
      • SEO
      • accessibility
    • review + maintain
      • spelling + grammar
      • all words necessary?
      • reviewed by another person
      • who owns which content
      • plan next 12 months
      • content governance
      • define style guide

 

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