humans not zombies: identity-based content strategy for more engaging websites

@melissa_egg • #eduiconf

Humans Not Identity-Based Content Strategy

for More Engaging Websites

Melissa Eggleston UX/Content Strategist

[email protected]


Zombies:


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


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


Organizations who have lost their way communicate like zombies.


1 Identity


1.  Zombie examples 2.  Brand 3.  Core values

@melissa_egg • #eduiconf Photo courtesy of the US Army, Creative Commons License 2.0


Who is this guy anyway?

Everyone


TIGER DIDN’T NEED HELP WITH HIS BRANDING.


Blank Slide

@TwitterHandle • #CMWorld

@melissa_egg • #eduiconf @TwitterHandle • #CMWorld

“Quite frankly, some women’s bodies just actually don’t work for [the product]…”


Who is this organization selling fancy yoga pants?

Everyone


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!


Identity


Brand


Brand is what you portray to the public.

Identity is who you actually are. Denise Haviland

Executive Director, Marketing & Strategic Communication, Duke University


Brand


Problematic Brand


Identity


YOUR VALUES ARE COMING OUT ANYWAY.


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


JONATHAN CRAIG Chief Marketing Officer Charles Schwab


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


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


2 Page Level Content Strategy


1.  Plan for the page 2.  Meaningful markers 3.  Important items 1st


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 Source: www.cs.duke.edu/education/graduate


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 Source: Nielsen Norman Group Report


Inverted pyramid


Important Items First •  Front load words, especially in headlines

•  Avoid welcome statements and fluff

•  Give evidence and statistics to support the assertions you make


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.


3 Common Zombie Traits to Avoid


1.  Confusing 2.  Haphazard 3.  Indistinguishable


Haphazard Zombies... •  Have typos •  Have broken links •  Look disheveled visually •  Have catch-all pages with no plan


ZOMBIES ALL LOOK THE SAME.


JULIE LELLIS Associate Professor Elon University


“We’re helpful!”


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?”


Identity


BE YOUR BEST SELF! DON’T BE A ZOMBIE.

[email protected]

Melissa Eggleston UX/Content Strategist