Content Building

What is content strategy?

Web content is anything you put on a webpage including text, images, files, video and so on. Before putting content on a webpage, you need to carefully plan what content you use and where it goes.

Active Voice
Active voice provides strength and directness. It more closely resembles spoken language — engaging and conversational. It eliminates unnecessary wording and improves the reader’s experience.
Blogs
University departments, research centers and other units may choose to create blogs to highlight events, research or other activities.
Captions and Alt Text
Photo captions provide information and context to users that a photo doesn’t provide on its own. A caption might include the name of someone in the photo, the place depicted or an event description.
Carousels
Carousels have become a very popular solution to display more than one important feature on a website. Here's why we no longer use them.
Copyright
Using images, video or other copyright items without permission can get you in trouble. Make sure to follow copyright guidelines.
Event Recap
A story published after an event takes place. Because the story is tied to a specific event, timeliness is important. Ideally, this type of story should be published within a week or two of the event.
Headings
Headings break up your text and make it easier for your reader to read and digest. Also, properly formatted headings help people who use screen readers skip from heading to heading until they find the content they want.
Image Galleries and Slideshows
A gallery consists of multiple images that can be browsed one by one. Only one image is viewed at a time. Often, several different options for navigating the gallery are provided to accommodate different browsing behaviors.
Inverted Pyramid Structure
When users come to your web page, they are nearly always looking for an answer to a question. The earlier that users see the answer that your page provides the quicker they will know whether they’ve found the right page.
Writing Well

Writing needs to be clear, concise and credible, whether you’re producing text for a printed brochure, a departmental website or a news article.
Page Titles
When naming your page or selecting the page title you need to keep a few things in mind including audience, space and how the title is relative to the page content.