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Text
Content tactics
executing your strategy on the page
V2.5
@Wedge — kilobox.net
Wedge Black
Past intranet manager
Currently consultant
ClearBox Consulting, and
Content Formula, and ...
@Wedge — kilobox.net
Text
Beyond the technical
Beyond features
Creating
intranet content
Effective headlines
Images
Links
Layout
Search
Writing
Documents vs pages
Engagement
Channels
Mo...
Content strategy
“Content strategy plans for the creation, publication, and
governance of useful, usable content.”
Kristin...
Content tactics
Micro-content strategy
Page-level / interaction-level content
strategy
UX + UI + ID + communications
A mat...
Effective headlines
Help people choose what to read
Short and clear
Help people know what's relevant to
them
Summaries hel...
Effective headlines
Present tense
Succinct
Informative, detailing the who and what
Direct and to the point
Statements, not...
Images
Attract interest and conveying meaning
Format images so they look consistent and
pleasing alongside your content
Ch...
Images
Crop photos to focus on people or relevant detail
Use photographs taken inside the organisation or by
colleagues
Av...
Links
Embed links in meaningful text within your
sentences
Let people know if you're linking to a file
Read navigation des...
Links for navigation
Avoid using the term ‘Quick links’
Avoid ordering items by ‘importance’
Avoid alphabetising a long li...
Layout
Structure articles for
scanability
Opening paragraph should
communicate the most
important facts
Use sub-headings
t...
Layout
F-pattern
Left
Right
Layout
In-page menu links (for long pages) – a topic menu
at the top that links to content further down
Lots of sub-headin...
Search
How to help people search for, and find, your
content
Different people use different terms and names
for the same t...
Search checklist
Clear, plain headings that express the subject matter succinctly
Repeat keywords relating to the subject ...
Writing
Write for your audience, not for your boss
Get the formality level right for your culture and the
topic
Use short,...
Text
The equation for good comms
http://d.pr/hrV5
Documents vs. pages
Governance / guidance: when to use PDF, Word, and
other formats
Use intranet pages rather than Office ...
Documents vs. pages
People prefer single-topic short
pages that link to each other,
except when an ‘official
procedure’ Wo...
Engagement
Write to start a conversation
Some content serves its purpose merely by being read,
other content is only truly...
Engagement
Share ideas, not just decisions
Share progress, not just results
Blogs
Discussion forums
ESN
Channels
The intranet is not an
amorphous channel —
it’s a city of sectors,
communities, highways
and byways. We should
di...
Channels
Don't only rely on the
home page to get your
content noticed
Use different areas of the
intranet in different way...
Creating
intranet content
Effective headlines
Images
Links
Layout
Search
Writing
Documents vs pages
Engagement
Channels
Mo...
Text
@Wedge —
kilobox.net/3285
Thank you - Smallworlders June 2015
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
SmallWorlders Engagement Conference - Engaging Content by @Wedge
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SmallWorlders Engagement Conference - Engaging Content by @Wedge

Wedge gave his top tips on writing for intranets as part of SmallWorlders Intranet Engagement Conference

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SmallWorlders Engagement Conference - Engaging Content by @Wedge

  1. 1. Text Content tactics executing your strategy on the page V2.5
  2. 2. @Wedge — kilobox.net Wedge Black Past intranet manager Currently consultant ClearBox Consulting, and Content Formula, and the WIC I like dogs, cats, books, plants (not flowers), and insects
  3. 3. @Wedge — kilobox.net
  4. 4. Text Beyond the technical Beyond features
  5. 5. Creating intranet content Effective headlines Images Links Layout Search Writing Documents vs pages Engagement Channels Mobile http://d.pr/dlJX
  6. 6. Content strategy “Content strategy plans for the creation, publication, and governance of useful, usable content.” Kristina Halvorson “The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.” Rachel Lovinger
  7. 7. Content tactics Micro-content strategy Page-level / interaction-level content strategy UX + UI + ID + communications A matter of scale and focus
  8. 8. Effective headlines Help people choose what to read Short and clear Help people know what's relevant to them Summaries help convey further detail
  9. 9. Effective headlines Present tense Succinct Informative, detailing the who and what Direct and to the point Statements, not questions
  10. 10. Images Attract interest and conveying meaning Format images so they look consistent and pleasing alongside your content Choose your file-type and file-size carefully, to make sure the image loads quickly Put the image on the right-side of the content, unless the image is the main focus
  11. 11. Images Crop photos to focus on people or relevant detail Use photographs taken inside the organisation or by colleagues Avoid clip-art Permission from the owner, and preferably from anyone shown Use fresh images .jpg / .png Alt text
  12. 12. Links Embed links in meaningful text within your sentences Let people know if you're linking to a file Read navigation design using card sorting [PDF; 425KB] learn how to use simple cards to define your menus. Never say 'click here'
  13. 13. Links for navigation Avoid using the term ‘Quick links’ Avoid ordering items by ‘importance’ Avoid alphabetising a long list of links Group lists of links by function
  14. 14. Layout Structure articles for scanability Opening paragraph should communicate the most important facts Use sub-headings throughout the article Respect that many people will not read the full article
  15. 15. Layout F-pattern Left Right
  16. 16. Layout In-page menu links (for long pages) – a topic menu at the top that links to content further down Lots of sub-headings to break up the content and define topics In-page links to return readers to the top of the page Bullet points – people love the simplicity and richness Multiple paragraphs Short sentences, in the active voice
  17. 17. Search How to help people search for, and find, your content Different people use different terms and names for the same things Clear, sensible headlines and factual summaries help people find content through search Links from other pages to your page are invaluable
  18. 18. Search checklist Clear, plain headings that express the subject matter succinctly Repeat keywords relating to the subject in sub-headings and the body of the article Use alternative keywords, nouns and common terms Label your content using appropriate tags and / or meta-data Write a clear opening paragraph to summarise the content of your page Ask for links to your new page from owners of related pages Publish your page in the appropriate section / area of the intranet, following the expectations of the audience (not simply in ‘your’ section)
  19. 19. Writing Write for your audience, not for your boss Get the formality level right for your culture and the topic Use short, simple sentences — be clear and direct Avoid humour, metaphors, acronyms and jargon unless you know your audience very well But, if you can tell a good story, don’t worry too much
  20. 20. Text The equation for good comms http://d.pr/hrV5
  21. 21. Documents vs. pages Governance / guidance: when to use PDF, Word, and other formats Use intranet pages rather than Office documents unless there's a specific reason not to Consider replacing policies and guides in PDF with a collection of intranet pages If linking to a PDF or Office file, let people know explicitly [Word; 300KB]
  22. 22. Documents vs. pages People prefer single-topic short pages that link to each other, except when an ‘official procedure’ Word document can be presented as a long intranet page instead. Such ‘official documents’ (like procedures, work instructions and policies) could be one comprehensive page, or published in sections over several pages.
  23. 23. Engagement Write to start a conversation Some content serves its purpose merely by being read, other content is only truly valuable if people engage with it in more active ways Comments, social sharing and the creation of new observations and ideas can unlock the knowledge within your organisation An informal tone can encourage feedback
  24. 24. Engagement Share ideas, not just decisions Share progress, not just results Blogs Discussion forums ESN
  25. 25. Channels The intranet is not an amorphous channel — it’s a city of sectors, communities, highways and byways. We should diversify our comms and stop simply publishing a single news story. http://d.pr/AIYc Photo: Jaakko Hakulinen
  26. 26. Channels Don't only rely on the home page to get your content noticed Use different areas of the intranet in different ways Actively engage audiences by using the channels they already use Photo: Alex Brown
  27. 27. Creating intranet content Effective headlines Images Links Layout Search Writing Documents vs pages Engagement Channels Mobile http://d.pr/dlJX
  28. 28. Text @Wedge — kilobox.net/3285 Thank you - Smallworlders June 2015

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