Humans Not Zombies: Identity-Based Content Strategy for More Engaging Websites
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This document contains the slides from a presentation by Melissa Eggleston on using organizational identity and avoiding "zombie traits" in website content strategy. Some key points from the presentation include developing an identity statement describing the organization's core values, using that identity to guide high-level content strategy and ensure page-level content supports those values, and avoiding traits like confusing, haphazard, or indistinguishable content that could make an organization's online presence resemble a "zombie." The presentation provides examples and tips for establishing an identity and developing meaningful content aligned with that identity.
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Humans Not Zombies: Identity-Based Content Strategy for More Engaging Websites
- 1. @melissa_egg • #eduiconf Humans Not Identity-Based Content Strategy for More Engaging Websites Melissa Eggleston UX/Content Strategist melissa@melissaegg.com @melissa_egg • #eduiconf Zombies:
- 3. @melissa_egg • #eduiconf 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
- 4. @melissa_egg • #eduiconf 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
- 5. @melissa_egg • #eduiconf Organizations who have lost their way communicate like zombies.
- 6. @melissa_egg • #eduiconf 1 Identity
- 7. @melissa_egg • #eduiconf 1. Zombie examples 2. Brand 3. Core values
- 8. @melissa_egg • #eduiconfPhoto courtesy of the US Army, Creative Commons License 2.0
- 11. @melissa_egg • #eduiconf Who is this guy anyway? Everyone
- 13. @melissa_egg • #eduiconf TIGER DIDN’T NEED HELP WITH HIS BRANDING.
- 14. @melissa_egg • #eduiconf Blank Slide @TwitterHandle • #CMWorld
- 15. @melissa_egg • #eduiconf@TwitterHandle • #CMWorld “Quite frankly, some women’s bodies just actually don’t work for [the product]…”
- 17. @melissa_egg • #eduiconf Who is this organization selling fancy yoga pants? Everyone
- 22. @melissa_egg • #eduiconf 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!
- 25. @melissa_egg • #eduiconf Brand is what you portray to the public. Identity is who you actually are. Denise Haviland Executive Director, Marketing & Strategic Communication, Duke University
- 27. @melissa_egg • #eduiconf Problematic Brand
- 29. @melissa_egg • #eduiconf YOUR VALUES ARE COMING OUT ANYWAY.
- 32. @melissa_egg • #eduiconf 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
- 33. @melissa_egg • #eduiconf JONATHAN CRAIG Chief Marketing Officer Charles Schwab
- 34. @melissa_egg • #eduiconf 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
- 35. @melissa_egg • #eduiconf 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
- 36. @melissa_egg • #eduiconf Photo courtesy of Paul Hudson on Flicker Creative Commons https://www.flickr.com/photos/pahudson/ QUICK & DIRTY
- 37. @melissa_egg • #eduiconf 2 Page Level Content Strategy
- 38. @melissa_egg • #eduiconf 1. Plan for the page 2. Meaningful markers 3. Important items 1st
- 40. @melissa_egg • #eduiconf Meaningful Markers • Get the most out of headings • Choose descriptive words your users know • Make (descriptive) links, titles, and headlines work for you
- 42. @melissa_egg • #eduiconfSource: www.cs.duke.edu/education/graduate
- 44. @melissa_egg • #eduiconf 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/
- 45. @melissa_egg • #eduiconfSource: Nielsen Norman Group Report
- 46. @melissa_egg • #eduiconf Inverted pyramid
- 47. @melissa_egg • #eduiconf Important Items First • Front load words, especially in headlines • Avoid welcome statements and fluff • Give evidence and statistics to support the assertions you make
- 48. @melissa_egg • #eduiconf 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.
- 53. @melissa_egg • #eduiconf 3 Common Zombie Traits to Avoid
- 54. @melissa_egg • #eduiconf 1. Confusing 2. Haphazard 3. Indistinguishable
- 62. @melissa_egg • #eduiconf Haphazard Zombies... • Have typos • Have broken links • Look disheveled visually • Have catch-all pages with no plan
- 63. @melissa_egg • #eduiconf ZOMBIES ALL LOOK THE SAME.
- 64. @melissa_egg • #eduiconf JULIE LELLIS Associate Professor Elon University
- 65. @melissa_egg • #eduiconf “We’re helpful!”
- 67. @melissa_egg • #eduiconf 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?”
- 69. @melissa_egg • #eduiconf BE YOUR BEST SELF! DON’T BE A ZOMBIE. melissa@melissaegg.com Melissa Eggleston UX/Content Strategist