Content Structure in Detail
A sentence explaining the importance of creating structured content should be included here.
An opening section should explain to this document’s target audience what a “Content Strategy” is and why it is important. When using quotes or information from our textbook, cite the book’s title as the Web Style Guide (2016).
Core Audiences
This section should list, describe, and prioritize the department’s three mostimportant audiences.
Messages and Objectives
This section should summarize the university’s brand and the department’s mission,as they relate to new content produced by the department.
Channels
This section should list the four channels that are relevant to this document.
Content Structure
This section should explain the importance of structuring content and direct thereader to a detailed breakdown on the required elements on the back of this page. It also should stress the importance of images.
Voice and Tone
This section should explain the similarities among all four channels (e.g. no text-style abbreviations, no misspelling) as well as the differences among them.
Evaluation
This section should summarize the ways that we will measure and evaluate the success of this strategy. It should include numerical benchmarks (below), targets, and a timeframe for meeting those targets.
Table 1: August 2017 Metrics
Total Followers / Total Likes / August Reach / August Post Engagements / August Page Views / August Unique VisitorsFacebook / 265 / 273 / 367 / 58 / 19
Twitter / 75 / 13
VPA web site / 902 / 502
Title: Maximum length of 25 characters
Author:
Image (high-res):Stress again the importance of images. Include the ideal size for Facebook posts: 1200w x628h.
Image (thumbnail):Include the ideal size for Twitter posts: 440w x 220h
Other images: Note that extra images are always welcome.
Image credits:Who took the photographs? Are they copyrighted?
Social Media text:Explanation should include the maximum length of 100 characters
Summary text:Explanation should include the maximum length of 50words
Long text:Required for Espresso and optional for other channels; ideal length of 250-500 words
Category:Pick one
/ Award / / Installation / / News / / Workshop / Call for Participants / / Job Change / / Internship /
/ Conference / / Performance / / Mentoring / / Other
(please indicate)
/ Film Production / / Profile / / Event
/ Film Screening / / Publication / / Job Opening
Tags:Pick as many as apply
/ Art / / Voice / / Musical / / Other (please indicate) / Dance / / Opera / / Comedy /
/ Film / / Faculty / / Drama /
/ Instrumental / / Student / / Ensemble /
/ Theatre / / Alumni / / Solo /
Hashtags:Optional. Offer advice and example(s).
URL:Optional. Offer advice and example(s).