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Ensuring Relevant Content

Ensuring Relevant Content
1. How many users will the content impact?
2. How does the content support our culture?
3. Is it an improvement/correction to content that maintains it’s value?
4. How critical is the content to the organization?
5. How confidential or proprietary is the content?
6. How is the content related to achieving business goals?
7. Does the communication influence business processes? How ?
One of the greatest challenges to a
corporate intranet is too much
unnecessary, inaccurate, untimely
and disconnected content.
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Content Development Basics
 User Behavior
 Providing interactive web pages
 Readability Basics
 Using PDF Files
 Body Text Basics
 Tagging
 Consistent look & feel
Content
Development
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Content Development
 User Behavior
 Moving from attaching docs to providing interactive web pages
 Readability Basics
 Using PDF Files
 Body Text Basics
 Tagging
 Consistent look & feel throughout ER
Content
Development
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Content Development
 Users read only about 20% of the words on a web page
 90% won’t scroll to full length of page
 Novice users don’t hunt for clickable items, won’t search
patiently using navigation
 Majority of users will scan rather than read page content
 Eyes are drawn by visuals and movement
User Behavior
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User Behavior
Know Your Readers
 Are they torn between many
different distractions?
 How do they read?
‒ Intentional Reader or Scanner?
 Do they want to interact with you?
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Ensuring Relevant Content
1. How many users will the content impact?
2. How does the content support our culture?
3. Is it an improvement/correction to content that maintains it’s value?
4. How critical is the content to the organization?
5. How confidential or proprietary is the content?
6. How is the content related to achieving business goals?
7. Does the communication influence business processes? How ?
One of the greatest challenges to a
corporate intranet is too much
unnecessary, inaccurate, untimely
and disconnected content.
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Ensuring Relevant Content
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Providing Interactive Web Pages
Providing Interactive Web
Pages…
 Moving from simply attaching docs to providing
interactive web pages
 User experience needs to be more web page driven
 If you do attach docs:
‒ Should be forms, legal documents (in pdf format), etc…
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Readability Basics
Avoid
 ALL CAPS – changes word shape
 Underlining – cuts off bottom of words, indicates links
 Long sentences/paragraphs – created fatigue and
abandonment
 Jargon – frustrates, confuses readers
 Long, uncommon words – slows readers, reduces
comprehension
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Readability Basics
Do:
 Write for the user
 Follow established style and
standards
 Use visuals appropriately
 Be strategic and proactive
 When using numbers:
‒ Use digits, not letters
‒ Use a combination for very large numbers
(17 billion)
‒ Spell out numbers not representing specific
facts
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Readability Basics
 First 2-3 words count most
 Use subject and verb - Active voice whenever possible
 Few than ten words - No more than two lines
 Specific and highly descriptive words
 Applies to subtitles too
Great Headlines
(titles)
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Easing User Fatigue
Bullets
‒ Fragments rather than whole
sentences
‒ First 2-3 words matter most
‒ No more than 2 lines per bullet
‒ Only one new idea per bullet
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Easing User Fatigue
Visuals Help
 Photographs
 Illustrations
 Icons
 Video
Eliminate / Reduce
use of animation

Why animation
is a no-no
When animation is used
on a view with content,
the user’s eye is
continuously distracted,
reducing readability
dramatically.
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Using Visuals
Do:
 Use only visuals that contribute to comprehension
 Eyes draw and guide attention
 Use visuals sparingly and strategically
 Use only approved images
 Optimize for the web
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Using Visuals

Don’t:

 Use continuous animations
 Use images that don’t add value to the text
 Misrepresent yourself or someone else in a visual
 Use images that might conflict with policy or the
Code of Conduct
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Doing Great Video
 Audio is most important
 Keep it short: 2-3 minutes
 Use one landing page for each video to:
‒ Include related links, transcript of audio and a place to
rate/comment on the video
 Incorporate call to action in video
Keep it simple
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Links
 First 2-3 words count most
 Distinctive, descriptive words
 Use words that set an expectation
 Never use “click here” in text
 Avoid creating too many links in one block of text

General Rules
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Using PDF Files

 Security of text or images is required
 Content intended to be printed rather than used
on screen
 Content requires interactivity, but won’t be put
into web format
Use PDF Files when:
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PDF vs Web Part or Page
PDF Web Page, Web Part , CMS
Secure Easily repurposed
Better for printing Easily tailored
Some searching & linking Requires good security
Requires app launch Easy to tag
Too much scrolling Quicker to update
Harder to update Navigation aids use
Large file size Automated workflow
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Body Text Basics
 Page templates
 Text Styles
‒ Headers
‒ Text Size
‒ Spacing
 Paste “text” only
 Bullets
Body Text Basics…
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Tagging
Business Keyword Search at the Page Level.
 Keyword tags are keywords and phrases that your
customers are likely to use when they search for your
page.
 A keyword phrase can be between 5 and 10 words.
Commas or spaces must separate words and
phrases.
 Note It is important that you create meta tags that
are unique to each page of your site.
Keyword Tags
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Consistent Look & Feel
Ensuring that our
sites and pages have
a consistent look and
feel…
 Plain text
 Fonts
 Headers
 Banners/Boarders
 Spacing
 Menu Ribbons*
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Wrap Up
Wrap Up
Thanks for attending!
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