Recently in Web Content Editors Category

Writing Right for Academic Program Websites

Last week found me back at East Stroudsburg University for another campus presentation of "Writing Right for the Web." Here are some random notes about academic program websites based on questions and discussions that came up during our two hours together.

Doug Smith, Steve LaBadie, and Brenda Friday deserve special thanks for setting up a fine program for the 60 or so people who attended.

"Content Stewards" Rather than "Content Editors"?

"Content stewards" from throughout the university who are responsible for monitoring and updating content in academic and administrative areas were the primary audience. "Content stewards" is an informal phrase used and not something I'd heard before. It does indeed capture the valuable role that these people play.

Academic Program Home Pages: Key Role in Student Recruitment First Impressions

• As we started, the first question came from a person working in the history deparment: what content is most important to introduce an academic section? Academic program areas are critical to successful engagement with future students. Many will start their first visit with a search for academic programs offered and move directly from that page to the programs of interest.
• What should people see in the first 5 seconds? How about a link to the courses offered and another to the faculty who teach them? And this would be a great place to introduce video stories from students majoring in the area about their experience in the program.
• What do people not need to see in the first 5 seconds? The department mission statement is an easy choice to either eliminate or place elsewhere on the site where it does not block a quick connection to courses, faculty, and student stories.
• Make sure the academic page has a link to an inquiry form and the admissions application. Don't make first-time visitors go elsewhere if the academic program content motivates them to take a desired next action.

Skip Generic "Why Study..." Discipline Openings

At every university many academic areas start with a general "Why Study (name of discipline)" heading. Why is that?

• Starting with "Why study... " seems to assume that the primary purpose of the page is to convert visitors to the discipline on the page. These sections are almost always written in a way that could be picked up and moved to any university website.
• Consider this alternative: assume that the person visiting the page already thinks the discipline at hand is worthy of study. Then the content focus will change.
• Take the marketing perspective that the main goal is to convince people to study this discipline at this university. If that's the goal, then the content should feature specifics about what makes each university's program special.
• Consider these possible elements for that first 5-second scan of the page: number of major and minors, if applicable; number of courses offered and number of students who take them; internships and research opportunities available.

Remember Basics for Any Web Page

Academic program pages are not immune from basic points that apply to any website.

• Consistent navigation in each academic area is important. Visitors, especially first time visitors interested in more than one academic program, will not be happy if they have to puzzle out different navigation elements at different discipline sites. If it is politically impossible to keep navigation consistent everywhere, demand consistency within major schools and colleges.
• Long blocks of dense text are disaster areas guaranteed to reduce the number of visitors who actually read the content on the page. Let no paragraph run longer than 5 lines. Keep every sentence as short as possible. If you feel the need to add a semi-colon to a sentence, it is likely getting too long.
• Greet every visitor with sub-heads and bullet points on the page for quick, easy scanning.

Next "Writing Right for the Web" Webinars

Planning for the next webinars with Academic Impressions is happening right now. Mark your calendar for May 19 (Traditional Websites) and/or May 26 (Social Media and Mobile Environment).

"Writing Right for the Web" on Your Campus

Webinars are great, but the live contact on campus is even better. To bring "Writing Right for the Web" to your campus, contact me at bob@bobjohnsonconsulting.com

That's all for now 

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Web Editor and Content Coordinator at Ithaca College

Here are details from a new listing at Ithaca College for a Web Editor to work with admissions for the benefit of student recruitment efforts. With the increasing importance of online marketing to effective student recruitment, positions like this should increase in the future even in the face of restrictive budgets.

Rather a formidable activity list here.

Summary of the Job Responsibilities

• Responsible for the day-to-day management of the Office of Admission website, portal-based recruitment environment (myIthaca), social media recruitment sites, and electronic marketing efforts directly related to undergraduate recruitment.
• Maintain existing sites and develop content through creative writing and/or editing of copy, coordination of multimedia and inclusion of links, determination of information architecture, and proofreading and testing of all content.
• Coordinate web marketing activities with other recruitment marketing strategies; direct student workers to create content for recruitment-related sites, online magazines, blogs, and social media networks; and manage College-owned social media communities.
• Assist with measurement of core site traffic and other web analytics.

Selection of "Specific Responsibilities"

• Research, write, edit, structure, update, and maintain the College's undergraduate admission website, myIthaca portal site, and other marketing efforts including e-mail campaigns, web-based magazines, and e-newsletters.
• Develop content through the creative writing and editing of copy; ensure proper communication with appropriate personnel to review the web publications for content, design, layout, and usability.
• Develop and assist in the creation of multimedia content for the website and other electronic marketing efforts, working with internal staff and third-party vendors, as needed.
• Coordinate internal staffing, facilitate community development, and moderate the College's accepted student social networking community, IC Peers.
• Keep abreast of social media market trends, new tools, and technologies for social media in higher education recruitment.
• Keep informed about best practices in recruitment web marketing, and assist with measurement of site traffic and other essential web analytics.
• Write and edit online copy for clarity, grammatical correctness, and consistency with Ithaca College's style guides.
• Proofread and ensure that all corrections, updates, and changes are incorporated into the final site. Maintain and update content on selected sites as needed.
• Work with the other web and print writer/editors in the marketing communications office to ensure accuracy and timeliness of content for both electronic and print publications.  

Salary Range: $42,000 to $47,000   

For now, there's more information about the position at the job announcement page. 

New Writing Right for the Web Webinar in April 

Web content editors... 500+ to train and learn from

Early in November I traveled to Denmark to the J.Boye Aarhus 2009 conference in Aarhus for a presentation on "Rating Higher Education Websites: The Student Experience" that's posted now at my SlideShare site.

Rie Zimmer Rasmussen, web coordinator in the project office at University of Southern Denmark (17,000 students in 5 major academic areas), joined me to outline how that university works with more than 500 "web editors" throughout the university to achieve visitor-friendly web content. My first impression: this was a more organized program than any I've seen here in the United States.

Review the complete web management system

The university enjoys a well-structured web management system. Rie has sent a 6-page PDF that outlines it. You can read online or download a copy from SlideShare.

What first attracted me was the plan to improve the skills of the web editors and the recognition that doing this throughout the University was an essential part of building an effective website.

Web editors learning together

Web editors are not full time. Rie notes that "at least" 70 percent of their work time is spent on other tasks. Editors have access to the CMS, but not without training. The flexible program allows for different existing skills on the part of people about to become web editors.

• First step often is an introduction by a local "web coordinator" in the area where the web editor will work, including web content guidelines.
• An alternative option (sometimes combined with the coordinator's intro) is a 6-hour basic course offered about 6 times a year for up to 10 people at a time. Content of the course is outlined near the end of the SlideShare document.
• A "web editor's workshop" is offered as an advanced course for people who are already working with the CMS. Content is set with the participants and might include anything from stucture/navigation, graphics, text, search engine optimization and more.

Two key (and obvious?) lessons

First, it takes many people to keep a website up-to-date for the people who use it and they will benefit from a structured program that gives them the skills needed at the start.

Second, it makes great good sense to plan a way for people to share what they've learned and to identify new areas where additional training is needed. The advanced course can meet that need.

How about your university? What would it take to implement a web editors program like this? If you have something similar, let me know in an email to bob@bobjohnsonconsulting.com

Next J.Boye Conference in Philadelphia

The next conference for those who work on websites is in Philadelphia, May 4-6. A higher education track is included and there is extra value is meeting people building better websites from areas outside the college and university sector. Check the program as it develops. 

That's all for now.

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Web Content Coordinator Postion

Time for another addition to the list of position descriptions for web content editors and similar spots. Today's comes from a 2-year SUNY college. Applications are being taken now. If you're interested, visit the original listing at SUNY Orange.

More than 12 other descriptions are here on the blog.

From "Duties in Brief":

• "Managing a strategic web editorial program" from the Advancement area.
• A "primary focus" on "information content, site currency, and visual design."
• "Oversight" of social networking communication strategy.
• "The ideal candidate will possess superior writing and editing skills and a keen eye for compelling visual design."

Among the "Qualifications":

• "A proficient knowledge of HTML, social networking platforms, and web accessibility standards, as well as demonstrated proficiency in MS Office Suite and PhotoShop."
• "A working knowledge of Dreamweaver and Flash software programs."
• "An ability to analyze web traffic data and an understanding of CSS and Fireworks software programs."
• At least a bachelor's degree; master's preferred.

Salary: Minimum of $39,000.

If you don't yet have a position like this on your campus, keep pleading, praying, and proposing. Despite scarce resources, or perhaps because of them, web content is getting more attention than ever before as print publications are moved online. 

New Writing Right for the Web Webinar 

Web Content: Skilled Writers are an Essential Asset for Success

Slowly, every so slowly, web content editor and writer positions continue to expand in higher education. You can't call the progress "inexorable" but each step in this direction is a victory for those who understand the importance of effective online engagement in marketing.

This position at Alma College isn't new. Alma is replacing Amanda VanLente, who has left after several years of fine service.

More position descriptions like this are online at the blog. If you are trying for approval of a similar spot on your campus, perhaps these will help your effort.

If you have a special interest in "Writing Right for the Web," join me December 8 for my next webinar. Check the outline and register soon.

Web Content Writer

• Description: Alma College seeks a marketing and public relations writer responsible for writing content for the Alma College Website; keeping Web content current, fresh and accurate; developing, maintaining and updating office and department Web pages in a timely fashion; assisting the Web Editor in implementing and maintaining a systematic content review schedule for department and office Web pages; and completing other priority projects as assigned.
• Qualifications: Bachelor's degree in communications, journalism, English or related field. Strong writing, thinking, interviewing and people skills. Strong organizational skills to manage multiple projects under deadlines. Ability to work collaboratively with office colleagues, faculty, students and staff across all disciplines. Experienced preferred in writing for the Web, news publications or comparable publications.

Send application letter and resume to:

Mike Silverthorn
Director of Marketing and Public Relations
Alma College
614 W. Superior St.
Alma, Mich., 48801-1599

Application materials also may be sent electronically to silverthorn@alma.edu or by fax to (989) 463-7102. Inquiries about the position may be directed to: Mike Silverthorn at (989) 463-7327.

That's all for now.

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Web Content Editor: Description Details for Cornell College

Web content on your website will improve if you invest in staffing a web content position. That's been a message in my Writing Right for the Web seminars for years. And that's the reason I include job descriptions for position like this on the blog.

This entry comes from Dee Anne Rexroat, director of communications at Cornell College. How well does she think this position has worked? "We redid our site from square one almost two years ago, and added a full-time Web Content Editor, and that position makes all the difference."

Dee Anne had just sent along a link to show how Cornell has adopted the blog format for online press release presentation. Visit http://news.cornellcollege.edu/ to see the strong results of that change.

If you haven't yet moved in this direction, perhaps these details from Dee Anne will help you move things in that direction. Yes, budgets are tight. But websites remain the core of your online communication strategy. For strong marketing impact, you can't afford not to have capabilities like this on your marketing team.

Web Content Editor Position at Cornell College 

Postition Summary:

This position provides content creation, content management, and strategic external and internal communications services for Cornell's website. Oversees content of the official, top level pages of the college website, and provides support and guidance to departments and offices on their web presence. Coordinates and collaborates with all departments of the college to ensure new and migrated content is accurate, up to date, and represents the college well to all constituencies.

Principal Duties and Responsibilities - (Essential functions of the position) 

1. Collaborates with the Director of College Communications to develop effective strategies for communicating through the institutional Web site.
2. Researches and writes original material; edits existing material, including reworking material developed for other college communications in a way that makes it effective for electronic media; proofreads text for electronic media; and monitors new and existing pages for accuracy and timeliness.
3. Collaborates with the Director of Media Relations, Director of College Communications, Admissions Office, and others to develop and select images, video, and other visual/audio representations of campus activities for the Web site.
4. Oversees content of official college pages--pages with the purpose of speaking for the college and its official programs and departments and not for individual members of the college community.
5. Works with "information providers" who are authorized to contribute content as part of the college's content management system to help ensure that they publish content that meets the college's standards for quality and style.
6. Monitors and analyzes electronic-media usage patterns to help ensure that the media is effective in supporting institutional priorities. This work involves collaborating with colleagues in Information Technology to use applications that measure and monitor e-mail and website traffic.
7. Oversees work-study students; collaborates with consultants, staff, and faculty to fulfill goals and objectives.
8. Performs other duties as directed by the Director of College Communications.

Education and Experience:

Bachelor's degree, preferably in English or journalism or related field.

Demonstrated success in writing for electronic media, particularly in writing layered information for the Web. Experience in communications including demonstrated experience in research, writing, editing, and copy editing as well as writing for publication on deadline.  Demonstrated working knowledge of web management and design concepts as evidenced by creation of website content, creation of special web projects. Work experience in higher education, liberal arts specifically. Experience working with content management systems.

Knowledge and Abilities:

Knowledge of journalistic practices and their application to the web environment, general knowledge of web application issues, knowledge of best practices for website design and presentation, knowledge of content management systems and their use in the web environment. Understanding of supporting application platforms and software and related issues.

Ability to develop and execute web communications strategies that balance substantive content, visually appealing design, high levels of usability, and integrated technologies. Ability to implement basic marketing and communication principles in creation of new web pages. Ability to initiate ideas, develop concepts, review web site management and design process and ensure professional standards and high quality with all communication efforts. Ability to assess web communication needs of internal clients and suggest appropriate measures to meet these needs. Ability to identify, organize, and accomplish tasks in priority order, and keep several projects moving ahead simultaneously--all with a minimum of supervision. Ability to keep information confidential as necessary.

Yesterday I was running through the marvelous list of 822 colleges and universities created at the DIOSA website by Heather Mansfield in search of dedicated alumni Twitter sites.

Way down near the end appeared the Twitter site for "Web Editor"... given my interest in anything with those two words in the title, I followed right along and found myself at Jason Molin's Twitter location. Jason, it turns out, is a web editor working at the McCombs School of Business at the University of Texas. In my earlier review of professional school use of Twitter, the McCombs School was the "most robust" of those I wrote about.

If you're interested in web writing and the evolution of online communications in higher education, follow Jason. And also follow his web link to the "Web Works" blog at McCombs that promotes the ongoing integration of social media into the communication mix at McCombs.

• Don't miss the interview on Twitter and Twitter training with Dave Wenger, communications director, and Tracy Mueller, Twitter account manager, and the list of Twitter tools they find most useful.

People at the business school can count themselves fortunate that the dean "gets it" and encourages everyone at the school to explore the possibilities. In a recent blog post, the dean noted that as newspapers diminish in importance, the need to use other channels grows in importance.

Put the Web Works blog on your list of regular reads and follow the "real world" evolution of Twitter as an important marketing element.

That's all for now.

• Follow me on Twitter at http://twitter.com/HighEdMarketing
• Subscribe to "Your Higher Education Marketing Newsletter" at http://www.bobjohnsonconsulting.com/