Everything about content strategy at J. Boye Aarhus 14
How to create good content on an imperfect web
Content needs to be useful, flexible and adaptable to present-day demands. How do ensure that this is the case in your complex organisation?
UK-based Relly Annett-Baker, seasoned content strategist, has helped organisations, like the UK Cabinet Office and CERN, creating better content. At the J. Boye Aarhus 14 conference she will do a keynote on creating good content on an imperfect web and we challenged her to share how it is really done.
High-quality content requires a clear vision, collaboration and shared objectives
How does a large, complex organisation like the UK Government Design Service (GDS) ensure that they produce high quality content on gov.uk that users need, maintain a consistent tone and voice, and implement this strategy across hundreds of departments and agencies?
Simon Kaplan is product content lead at gov.uk and was responsible for content quality during the recent transition of 24 departments to gov.uk. He shares his experiences on improving content quality at the J. Boye Aarhus 14 conference and below you can find some of his experiences and lessons learned during the process.
Building trust with social content
In a globalised and digitised economy, competition is fierce. To maintain current customers and attract new ones, organisations must stand out. And the differentiator is not simply an offer of outstanding products or by shouting louder, but by building trust with your brand.
Social media, social collaboration and social business are all newer aspects of building and maintaining trust. Many organisations have already embraced social media. Occasionally it has led to great success, sometimes less so, and often have left the bumps and scars that are part of a maturing discipline. Along the way, consumers have matured, as well. The tell-tale signs that lead a consumer to build trust, or mistrust, are also changing. What doesn’t change is the underlying principle of trust, and the role it plays in interactions between companies and customers.
Delete most of your intranet!
Most intranets are bloated and difficult (if not impossible) to navigate. Every department in the organisation wants a share of the “real estate” on the home page, in the navigation and…everywhere else.
The home page and the navigation can, in most cases, be controlled through a bit of dictatorial decision making by management. It’s “everywhere else” on the intranet that is difficult to control.
Web content: Keep it short
What makes good web content? During the past 3 years, I’ve had the chance to discuss this question and learn from experienced web writers as a J. Boye group moderator.
I’ve met numerous of different practitioners in Europe and North America, who has showcased how they had cut the length of existing web texts down to half the size – and how that alone resulted in increased sales and user satisfaction. By cutting the length in half (or more), the text became more readable and focused. One member recently told me, that this exercise took her approximately one hour per text, which was a very worthwhile investment.
Jump off the content wheel
August 8, 2014 | content strategy | Comments Off on Jump off the content wheel
Wheels are for hamsters. Not digital leaders or content strategists. The content wheel is a model that reduces your content curation to a circular motion, which won’t create business value.
Gerd Hultberg, group moderator at J. Boye and seasoned content strategist, has one advice to everybody dealing with content whether print or digital: ”Jump off the content wheel!”