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Summer Web School 2016Wendy MoltrupContent StrategistOffice of Communica9on and Public AffairsStanford Medicinemoltrup@stanford.edu
Stanford Medicine Wendy Moltrup
Content: Destination Unknown Create Meaningful Content Optimize Your Content for Everywhere Keep Users and Colleagues HappyStanford Medicine Wendy Moltrup
What We'll Cover Definitions Where to begin How to assess content you have now How to optimize your content ResourcesStanford Medicine Wendy Moltrup
What We'll Cover Another Time Analytics Search engine optimization (SEO) Social media Editorial calendars Accessibility And a lot of other things Stanford Medicine Wendy Moltrup
Definitions: ContentEverything everywhere — text, images,videos, podcasts, blogs, PDFs, etc.Stanford Medicine Wendy Moltrup
Definitions: UsersStanford Medicine Wendy Moltrup
Definitions: Content StrategyThe alignment of people and technology toplan, create, manage, and govern contentStanford Medicine Wendy Moltrup
Definitions: Content StrategyThe alignment of people and technology toplan, create, manage, and govern contentStanford Medicine Wendy Moltrup
Definitions: Content StrategyWhy? To ensure your content Is useful and meaningful for users Supports your business goals Is accessible, findable and shareableRegardless of the platform, device, orcontext in which users consume your contentStanford Medicine Wendy Moltrup
Content Strategy: Means Asking Why?WhyWhatStanford Medicine Wendy MoltrupHowContentStrategy
Content Strategy: Means Asking WhyWhyWhatStanford Medicine Wendy MoltrupHowContentStrategy
Content Strategy: The Content Stanford Medicine Wendy Moltrup
Content Strategy: A Few ClarificationsContent is an asset.You should know: How the content is performing The return on investment (ROI)Stanford Medicine Wendy Moltrup
Content Strategy: A Few ClarificationsAvoid redudant, outdated, trivial (ROT) content Your content competes with your content You say "users will never find it".but what if they do?Because they willStanford Medicine Wendy Moltrup
Where to BeginStanford Medicine Wendy Moltrup
Where to BeginWhy?What are your business goals?What is the website's role?What does success look like?Stanford Medicine Wendy Moltrup
Where to Begin Who is your primary audience?Why? What do you want them to do? What do they want to do? How do they find out about the website?Stanford Medicine Wendy Moltrup
Know Your ContentThe fundamental content auditA modest investment for major gainsStanford Medicine Wendy Moltrup
Know Your Content: The SpreadsheetStanford Medicine Wendy Moltrup
Know Your Content: Create an Inventory Page Title URLStanford Medicine Wendy Moltrup
Know Your Content: Audit the Substance PurposeAudienceROTKeep, update, rewrite, archive? make it your ownStanford Medicine Wendy Moltrup
Know Your Content: Introduce Governance Who writes Who approves Who ownsStanford Medicine Wendy Moltrup
Know Your ContentThis seems daunting it's really not that complexStanford Medicine Wendy Moltrup
Know Your ContentCreating a spreadsheet is not: A one-size-fits-all approach A sequential, linear process About creating a spreadsheetStanford Medicine Wendy Moltrup
Know Your ContentIt's about getting to know your content Stanford Medicine Wendy Moltrup
Know Your Content: Sticky Notes & a WhiteboardStanford Medicine Wendy Moltrup
Know Your Content: Lucid ChartStanford Medicine Wendy Moltrup
Optimize ContentContent: destination unknownStanford Medicine Wendy Moltrup
Optimize Your ContentStanford Medicine Wendy Moltrup
Optimize Your ContentStanford Medicine Wendy Moltrup
Optimize Your ContentStanford Medicine Wendy Moltrup
Optimize Content Content blobs (blocks of text) Images of textStanford Medicine Wendy Moltrup
Optimize Content: Why?Stanford Medicine Wendy Moltrup
Optimize Content: Why?Stanford Medicine Wendy Moltrup
Optimize Content: Why?Stanford Medicine Wendy Moltrup
Optimize Content: Benefits Search engine optimization (SEO) Accessibility Improved usability for all users it's a long listStanford Medicine Wendy Moltrup
Optimize Content: SolutionsStanford Medicine Wendy Moltrup
Optimize Content: Edit Identify the purpose of content, edit Say what you need to say, edit more Add structure with headings and listsStanford Medicine Wendy Moltrup
Optimize Content: Headings & Lists Make it easy for users to scan the pageand find what they need Communicate content relationshipsand hierarchy Clue search engines about thesubstance of your contentStanford Medicine Wendy Moltrup
Optimize Content: Headings & Lists Use headings in order Use the words of your users Favor clarity over clevernessStanford Medicine Wendy Moltrup
Optimize Content: Headings & ListsScreen reader users must use headingsand lists to navigate your content— imagine listening to your entire pageStanford Medicine Wendy Moltrup
Optimize Content: Headings & ListsThe magic of headings and lists hipster ipsum@ hipsum.coStanford Medicine Wendy Moltrup
User Research Find a partner Ask your partner to review a page onyour website using our worksheet Note your responses on the worksheet Discuss observations about yourpartner's websiteStanford Medicine Wendy Moltrup
Summer Web School 2016 Wendy Moltrup Content Strategist Office of Communicaon and Public Affairs Stanford Medicine moltrup@stanford.edu . Search engine optimization (SEO) Accessibility Improved usability for
