Compelling content that is updated on a routine basis is a fundamental reason readers return to your site often. The kinds of content you showcase should align with your key objectives.
Developing a content strategy will help you determine how to use images, multimedia, and social networks most effectively. Learn more about social media guidelines here. If you need assistance in these areas, the Office of Communications can provide guidance.
- Before beginning to write, determine who your audience is and define your purpose by answering some questions:
Who is my audience? (Beyond a broad category, think about your audience demographics.)
What does my audience want to do with this information?
What do I hope they will do with this information?
When you know what motivates your reader, it’s much easier to frame your answers within an organizational context and provide an appropriate call to action.
- Let a friendly, professional voice come through your writing that is inviting and personable. Your tone should be persuasive when imperative, not patronizing.
- Determine what key words your audience might be looking for on your site, and make them obvious to find. For example, a business with several job openings might list them on a page called “Opportunities” or “Employment.” Readers, on the other hand, are more likely to scan the page for “Jobs” or “Careers.”
- Create an editorial calendar to ensure that your site updates regularly.
- Use short, digestible paragraphs and links to more information whenever possible.
When developing content for the university, writers are encouraged to refer to our editorial style guide.