and You

Amanda Costello College of Education and Human Development

University of Minnesota @amandaesque

(time to get excited!)

Content Strategy

HelloMy name is

Amanda

millenials

Kids These days

Your users

your future users• 9 out of 10 high school

seniors have access to a mobile device;

• 71 percent of seniors have looked at college websites on their mobile devices.

Source: Noel-Levitz 2014 E-Expectations Report

Percentage of Visits on Mobile Devices

0

12.5

25

37.5

50

SUA Homecoming Spring Jam

2010 2011 2012 2013 2014

your current users

Online Content!?

“Content strategy plans for the creation, publication, and governance of

useful, usable content.” - Kristina Halvorson,

Content Strategy for the Web

“Anything that conveys meaningful information to

humans is called ‘content’.” -Erin Kissane,

The Elements of Content Strategy

AppropriateGood Content is

usefulGood Content is

Questions

#

Icons from Flaticon, users SimpleIcon and Freepik (freepik.com)

What the web does

What people do

user-centeredGood Content is

Faculty Instructor Professor

Teacher

lolwut

consistentGood Content is

People!

clear & conciseGood Content is

www.plainlanguage.gov• Plain Writing Act of 2010. Law requires

federal agencies to use “clear Government communication that the public can understand and use.”

• 3 additional executive orders cover the use of plain language in regulations (EO 13563, EO 12866, EO 12988)

Medicare Fraud Letter“Investigators at the contractor will review the facts in your case and decide the most appropriate course of action. The first step taken with most Medicare health care providers is to reeducate them about Medicare regulations and policies. If the practice continues, the contractor may conduct special audits of the providers medical records. Often, the contractor recovers overpayments to health care providers this way. If there is sufficient evidence to show that the provider is consistently violating Medicare policies, the contractor will document the violations and ask the Office of the Inspector General to prosecute the case. This can lead to expulsion from the Medicare program, civil monetary penalties, and imprisonment.”

Medicare Fraud Letter

“We will take two steps to look at this matter: we will find out if it was an error or fraud, and we will let you know the result.”

supportedGood Content is

Content Strategy model

z.umn.edu/csmap

What can You do?

Check your content• Appropriate • Useful • User-Centered • Clear • Consistent • Concise • Supported by Erin Kissane

learn moreKristina

Halvorson

Ginny Redish

Karen McGrane

Steve Krug

you’re not alone

Let’s be in touch amandac@umn.edu

@amandaesque

Thank you!

I can drink lattes forever.