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Web Content: build and engage your audience Madeleine Sugden Content Manager www.knowhownonprofit.org
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Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Jan 28, 2015

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Page 1: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Web Content: build and engage your audience

Madeleine Sugden

Content Manager

www.knowhownonprofit.org

Page 2: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

What is web content for?

Culture and heritage:

• Proof of existence – ‘about us / visit us’

• 24/7 learning resource

• Added-value – find out more / interact / shop / support us

Page 3: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

5 questions

Five things to think about to help you make the most out of your web content….

Page 4: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

1. Audience

• Will they get beyond your homepage?

• Who are you talking to?

• Are you using the right language?

• Are you current?

• How do you know what the audience wants?

Page 5: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 6: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg1 Museum of Witchcraft

• Clearly says who they are and what they are about

• But it doesn’t engage

• Navigation is cluttered – where do you start?

• Who is this site for?

Page 7: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 8: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg2 Walsall Art Gallery

• Too much text

• Broken pictures

• This page should be a shop window for the gallery inviting me in not telling me all their stories at once

Page 9: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 10: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg3 Tyne and Wear Museums

• Very warm, engaging and welcoming

• Is current – what’s on, podcasts

• Invites the reader in…

Page 11: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 12: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg4 Porthcurno Museum

• Clearly separates information for different audiences

Page 13: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 14: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg5 Museum of Brands

• Who is this information for?

Page 15: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 16: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg6 Visit Britain

• Written for the audience + other pages do the same

• Giving the audience what they want

Page 17: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 18: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg7 Working with Men

• Online questionnaire to find out what users think about the site

• Shows that they value the views of the audience

Page 19: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 20: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg8 Friends of the Earth

• Sharing the results of a previous survey

• Keeping audience informed of views and changes that will be made

• Really good content – clearly in touch with audience (eg Pub Ammo)

Page 21: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

2. Presentation

• Are you helping skim reading?

• Are you writing for the web?

• Is information easy to find?

• How much information are you giving?

• How are you using images?

• Is your site accessible?

Page 22: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 23: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg9 London Canal Museum

• Too much text written in big blocks

• Not easy to skim read

Page 24: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 25: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg10 Samuel Johnson

• Text is well broken up into one idea per paragraph

• Only basic information given here – where do I go if I want more?

Page 26: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 27: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg11 Shakespeare’s Birthplace

• Good use of headings to break up text but still quite hard to read.

• Sentences are long (ideally should be 10-20 words on the web)

Page 28: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 29: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg12 British Heart Foundation

• Content well written for the web

• Good, clear headings

• Short bulleted lists

• Images to bring to life

• Written for the audience

Page 30: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 31: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg13 Porthcurno Museum

• Lots of information, hard to skim read

• Navigation links on left are hard to read as they are printed over a detailed image

• Don’t make people work to find information

Page 32: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 33: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg14 St Albans Museum

• Links at bottom not presented well• ‘Click here to find out more information

about …’ is a lot to process before getting to the important words.

• Simple, meaningful links work best• ‘Click here’ is inelegant and on its own

not accessible

Page 34: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 35: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg15 Whitby

• Well presented content

• They’ve thought what else the audience might want – local weather, places to stay, events

• They’ve made it easy to find everything out about this venue

Page 36: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 37: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg16 Lives of Buildings event

• Readers are having to work to find information – need to read whole thing

Page 38: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 39: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg17 Royal Armouries

• Inspiring events

• Great pictures

• Clearly labelled

• Easy to see what’s on

Page 40: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

3. Medium

• Content isn’t just printed words

• Are you using the best format to bring the content to life?

• Are you using audio / video?

• Is it interesting / fun / useful?

Page 41: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 42: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg18 John’s story

• Great story – his own words

• We know what he looks like

• But we can’t hear his voice…

Page 43: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 44: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg19 Equipment at sea

• Background, photo, voice

• Good practice – file format and length specified

• Accessibility – text equivalent

• Find out more – other audio to listen to

Page 45: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 46: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg20 – Liverpool Museums

• Well integrated audio – audio not just in its own bit on the site ‘while you listen’

• Transcript available

Page 47: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 48: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg21 Great Fire of London

• Game / learning site from Museum of London

• Great way of giving content and atmosphere – bringing it to life with voices and sounds

Page 49: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 50: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg22 Your day out in Yorkshire

• Interactive day-planner

• Fun and useful

• Accessibility?

Page 51: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 52: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg23 Hackney Museum

• Virtual tour round the museum

• There is no one there – doesn’t make me want to visit

• No explanation of what I am seeing

• Could have been so much better

Page 53: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

4. Marketing

• Help people find your site

• Search engines

• Use all channels available

• Integrate on and offline activities

Page 54: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 55: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg24 Google search

• How do people get to your website?• They will search for you by name or by

topic• What words do people use – are these

finding your website? Check yourself• ‘Victorian homes’ doesn’t find Geffrye or

Black Country Museum

Page 56: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 57: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg25 Colossus BBC tour

• Great content on BBC

• How are Bletchley taking advantage of this?

Page 58: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 59: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg26 Bletchley Park

• They’re not….

Page 60: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 61: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg27 Jorvik Viking Centre

• One of their characters has friends on Facebook

• Good way of keeping like-minded people in touch with what’s new

Page 62: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 63: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg28 National Media Museum

• Keeping followers up-to-date on Twitter

• Is Twitter mentioned on their site?

Page 64: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 65: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg29 Eureka

• Upload pictures of your visit to Flickr

• Helping to build the community of visitors

Page 66: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 67: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg30 Medical London walks

• Online extension to book / pack they sell

• Video of walk curator on the walk talking about the subject

• Great added-value

Page 68: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 69: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg32 IWMN Big Picture

• Amazing in-person experience at the museum

• Write-up not inspiring

Page 70: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

5. Interact

• From passive readers to active users

• Help your visitors to spread the word

• Make it easy to interact / get involved

• Take advantage of influence windows

Page 71: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 72: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 73: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg33/34 Museum of Wales

• ‘I’ve been here, it was great’ – use eCards and virtual love spoons to spread the word

Page 74: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 75: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg35 Barley Hall

• Involve local people

Page 76: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 77: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg26 Kent Police Museum

• Invitation to donate something but full information about how to do this not given

• User will have to search for contact details for curator as they are not presented on the page

Page 78: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 79: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg27 Sponsor a value

• Interactive opportunity that is appropriate to the audience

• Fun and engaging

Page 80: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 81: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg28 History of Lego

• Wasted opportunity to let people share their memories of childhood toys – send your comments / join a discussion / send us your pictures

Page 82: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 83: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg29 eNewsletter sign=up

• Sign-up confirmed but what else can I do?

• Give me other ways I can get involved – events, become a friend etc

• Take advantage of the engagement someone is already giving you

Page 84: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 85: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg30 Plane Stupid

• People want to engage – don’t apologise for it!

Page 86: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 87: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Eg31 Oxfam

• Add a donation included in shop

• More likely to add donation at this point

• Oxfam are making it easy

Page 88: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

5 questions - PAMMI

Presentation

Audience

Medium

Marketing

Interact

Page 89: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit
Page 90: Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Madeleine SugdenContent ManagerKnowHow NonProfitwww.knowhownonprofit.org