Writing content for intranets

Simon Pointer

AgendaWhat your content editors tell me

Perception of e-Gov content strategy

What users really want

What users usually get

How to give users what they need

It's payback day!

What they tell meEditors driven by overall intranet strategy

Editors can't do what they are trained to do

Tools are too restrictive or useless

Guidance and strategy is not web specific

Rail-roaded by organisational politics

Strategists are less skilled than they are

There is no ownership of content

They are forced to publish poor content

Perception of intranet strategyTargeting is weak and badly communicated

Freedom of information act

Badly miss interpreted

You are not required to respond to a request if information is already reasonably accessible.

Therefore “all” information must be published

Intranet and websites are the sacrificial lambs

Perceived as a “free” or cheap resource Content shovelling is rife

Intranet is not “free” or cheapA simple estimated calculation for NICE

11 full time specialists

IT systems costs and support

Up to 50 people part time on intranet

20,000 pages! (but estimate 1000 useful pages)

11 x £25k £275kEstimated IT £50k50 x (10% x £25k) £125kTotal cost £450k£ Per Page £22.50

Perception of intranet strategy“Owners” are non specialised writers

Skilled on-line editors can't change things

Intranets don't communicate policy they become policy

No Value Chain

No ownership and accountability for content

Content “owners” don't “pay” for pages

They don't have to justify value

They are not targeted on value

What users really want

Intranet users are impatient

Physiology

Psychology

They have stringent expectations

They never “read” anything

Usability is key

Content is still king

Less high quality content is preferred

How do you find reading on screen?

User issues - PhysiologyScreens vary enormously

Screens are poor devises to read from

Reading is tiring and seems boring

Poor design effects readability

According to IBM it's 37% slower

How's your mental approach?

User issues - PsychologyUsers can't ascertain the size of the prize

Default is “this will be difficult”

No obvious way to scan pages for information

Pick up on subtle clues

Very impatient

Don't set time aside

Feel talk at rather than to

What users usually getFar too much content

Trying to be everything for everyone

Unable to find what they need

Search is weak (keywords poorly implemented)

Have to learn to use the system

Poorly formed “official” content

Content from off line sources not re-formed

Too long winded

Inappropriate tone of voice

The net result

Rubbish in – rubbish out

Intranet is poorly perceived and under used

Intranet does not add value to staff

Intranet does not add value to organisation

Users go elsewhere

What do do about itGive users what they need

Strategise for the majority of users

Give content providers “ownership”

Make content owners accountable for value

Empower content experts

Provide appropriate tools and resources

Train content writers specifically for on-line