January 29, 2015

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