Create a Content Strategy : Web Guidelines : Texas State University

Best practices, considerations, and tips for creating digital content that resonates with users.

Define

Goal

Before creating content, you must know your goal. Consider your audience's primary needs for your website, be it to learn information, buy something, or submit information via a form. Even a simple website that only contains store hours and a location has the goal of educating its users. What should your users be able to do on your website or after leaving it? Understanding their needs should prompt you to learn more about them and how they consume content in general.

Audience

You may have multiple user personas on your website. For example, students and faculty may both use your website, but have different goals. Collecting user information can be done in a variety of ways – such as site analytics, user surveys, or analyzing submitted user information. Using this information to clearly define your users will help you to refocus your content as your website gets more complex.

Plan

Tools

Consider the tools you need to meet your goals. Can everything be done via Gato, or do you also need a third-party software? For example, uploading event information may require Trumba or linking to a podcast may require embedding information from Spotify.

Choose a channel

Consider if the content needs to be on a website or if it would be better served through email marketing, social media, or alternate channels of communication.

Organizing headings and paragraphs

Next, consider the information hierarchy. The purpose of information hierarchy to arrange and display content in a logical flow, so that essential elements are prioritized and key information is highlighted. The majority of users scan a new page instead of reading word for word. Be succinct, have clear and meaningful headings, and use straightforward language.

Create

SEO

Search Engine Optimization (SEO) helps users find your website and information on it. Consider the main goal of each page and craft the content specifically to meet it. Every page should have a purpose that furthers the user's goal. Focus on providing helpful content and avoid targeting search engines specifically through practices like keyword stuffing.

Accessibility

Users who have a physical, mental, or visual impairment and require the use of a screen reader may experience your website differently.They will have a difficult time finding information on your website if the content is unclear, unorganized, or lacking context. Carefully consider headings and label text, as they may be relied upon to navigate.

Give proper context to links to help users understand where it will take them. For example, a list of articles that each have a link titled “Read More” or “Click Here” are too vague to help users make a decision without seeking out more information.

Avoid putting headlines or vital information in graphics or images, as screen readers will not pick up on them. Even if the information can be found in the image's alt text, it may be obscured by a lengthy description of the image.

Voice and tone

When writing, stick to the three Cs: clear, concise, and consistent. These values will underpin any type of brand voice and tone.

Maintain

Review regularly

Websites with a good user experience are functional, easy-to-use, and informative for users; regular maintenance directly impacts user experience. After a web page has been published, it should be checked periodically to ensure all live content is relevant, accurate, and in accordance with university-wide policies and practices. Select the Gato setting to receive a reminder to check a page's content after three or six months.