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@melissa_egg • #eduiconf
Humans Not Identity-Based Content Strategy
for More Engaging Websites
Melissa Eggleston UX/Content Strategist
@melissa_egg • #eduiconf
Zombies:
@melissa_egg • #eduiconf
AGENDA ① Use identity for your high-level content strategy ② Dig into details in your page-level content strategy ③ Recognize and avoid common zombie traits
@melissa_egg • #eduiconf
About Me • UX Specialist / Content Strategist • UX Researcher for Lenovo (part-time) • 1st writing on the web in 1996 about soccer • Hula hoops > zombies • The Zombie Business Cure
@melissa_egg • #eduiconf @TwitterHandle • #CMWorld
“Quite frankly, some women’s bodies just actually don’t work for [the product]…”
@melissa_egg • #eduiconf
Organizational identity is the way an organization views itself and how it would like others to view it. It’s an organization’s distinctive character. It’s what makes you – YOU!
@melissa_egg • #eduiconf
Brand is what you portray to the public.
Identity is who you actually are. Denise Haviland
Executive Director, Marketing & Strategic Communication, Duke University
@melissa_egg • #eduiconf
The Success of Charles Schwab • Served customers for more than 40 years
• Valued in the market at close to $51 billion
• Entrusted with $2.62 trillion of people’s money
• Won 5 Gallup Great Workplace Awards
• Sailed through the 2008 financial crisis unscathed
@melissa_egg • #eduiconf
Be remarkably repetitive so that everyone has a clear sense of
who you are, what you stand for and what you do.
Jonathan Craig Chief Marketing Officer, Charles Schwab
@melissa_egg • #eduiconf
q Are you aware of your organization’s core values? q Are these values easily remembered? q Do you use them in your communication? q Are you proud of what your organization stands for
and who it is? q Do you think your organization is heading the right
direction in terms of what it is becoming?
Health Checkup
@melissa_egg • #eduiconf Photo courtesy of Paul Hudson on Flicker Creative Commons https://www.flickr.com/photos/pahudson/
QUICK & DIRTY
@melissa_egg • #eduiconf
Meaningful Markers • Get the most out of headings
• Choose descriptive words your users know
• Make (descriptive) links, titles, and headlines work for you
@melissa_egg • #eduiconf
Writing Better Headlines • Is the headline accurate?
• How easy is it to parse?
• Could it benefit from a number?
• Are all the words necessary?
Source: www.poynter.org/how-tos/newsgathering-storytelling/140675/10-questions-to-help-you-write-better-headlines/
@melissa_egg • #eduiconf
Important Items First • Front load words, especially in headlines
• Avoid welcome statements and fluff
• Give evidence and statistics to support the assertions you make
@melissa_egg • #eduiconf
Our Richmond-based organization works to help young adults find meaningful service-learning experiences.
We help young adults find meaningful service-learning experiences.
Young adults gain meaningful service-learning experiences with our help.
@melissa_egg • #eduiconf
Haphazard Zombies... • Have typos • Have broken links • Look disheveled visually • Have catch-all pages with no plan
@melissa_egg • #eduiconf
Find Your Differences By: • Asking leaders of programs/departments • Asking students in programs/departments • Talking to those who just recently made the
decision to become a part of your organization • Talking to those who have been in your
organization <18 months - “What surprised you?”
@melissa_egg • #eduiconf
BE YOUR BEST SELF! DON’T BE A ZOMBIE.
Melissa Eggleston UX/Content Strategist