Content Strategy

Delivering information is easy. Delivering it in a way that is meaningful, valuable, and usable takes effort. Before you dive into content work, ask yourself:

• What am I trying to say? For most content, you should start with a clear and limited focus. Specific topics are easier to write about. They also make it easier for people to find the information they need quickly.
• Am I the only one saying it? Make sure highly similar content does not already exist. If you find other similar content, consider updating it if your agency owns it or reaching out to the people that do.
• And the one who should be saying it? When in doubt, it is best to let the agency who "owns" a topic communicate about that topic. If you need to repeat information from another agency, consider providing a meaningful summary and linking directly to the source with a clear call to action.
• Who am I trying to communicate with? Write for your audience. If you don't know who that is, try to identify your user groups using analytics tools. Journey mapping and persona-driven content approaches can be useful, too.
• How can I say this as simply as possible? Make sure most content reads at or below an 8th grade level. Stick to clear and direct language (don't use technical jargon, avoid acronyms, watch out for double negatives, and similar).

Testing Your Content

Some content should be tested to make sure it meets the needs of users. This is especially true of content related to an agency's processes, services, and new programs or initiatives. As you create or update content in these categories, consider testing out your drafts with real people before publishing. Usually, testing involves selecting a small group of people who are external to your agency and represent likely users. Testing should usually be iterative. You can (and should) make incremental improvements until your content is clear, effective, and meets the needs of your users. There are many ways to test your content, but some common methods include:

• Task-Based Usability Testing. Working with a (hopefully representative) group of users, you can give them tasks to do and keep track of their ability to do them. In addition to being able to identify issues with your content or workflows, you'll have the opportunity to learn a lot about how "outsiders" to your agency engage with your resource and gather general feedback.
• A/B testing. You can create 2 or more versions of your content and share them with groups of testers. If you compare engagement metrics (clicks, time on page, scrolling depth, etc.), you'll be able to use data-driven insights to create your final content.
• Surveys or Forms. Surveys can be a great way to solicit user feedback. The can be used when other testing methods (like those requiring observation) aren't available, when you want to supplement analytics or other data, or as a standalone way to hear from your users. You can pose questions about:
  • What the user found clear or confusing.
  • What improvements the user would suggest.
  • Whether they were able to do or complete or find a specific thing.

Selecting Your Testing Group(s)

While it may not always be possible, your testing group (regardless of the testing method you use) should be representative of the users your content is likely to reach, serve, or be needed by. Analytics tools may give you insights about limited user demographics, but creating a representative pilot group often means understanding user qualities beyond these metrics. Including individuals with a range of backgrounds, abilities, and interests will help you to meet the needs of all of your users.

Prioritizing Content

State agencies perform a wide variety of functions. Whether your agency works with public safety or purchasing, establishing content priorities will help you to create and distribute information effectively.

Example Prioritization

Multilingual Support

1. For all priorities of web-based content, provide automatic translation when possible. For Colorado.gov administrators, Google Translate is available.
2. For all priorities of web-based content, make a toggle available for language selection. If your language options are limited, you may be able to use a utility menu as an alternative.
3. For critical priority content, provide professional translations. Certified translations may be required for some content.

Language

Content should help people find what they need and understand what they find. It should be written using language that is digestible, direct, and non-discriminatory. The language you use should not usually require people to have specialized knowledge to understand what you're saying. To explore tips, examples, and more, please visit PlainLanguage.gov.

Readability Basics

Readability is the quality of being easy to read. Plain language is writing that most people can easily understand. Plain language is part of readability. Creating readable documents helps everyone understand them better. To ensure that your content is readable:

• Use clear (and concise) language. Using jargon, unnecessarily complex words, uncommon words, acronyms (without defining them first), and figurative language can make your content much harder to understand. Complex or confusing content is usually more difficult to translate, too.
• Structure (organize) your content. Headings are an invaluable and critical tool for making sure your content is structured well. Using short single-topic paragraphs and making sure your content is arranged logically is also really important.
• Format your content. Using built-in style tools to apply heading formats, using emphasis (like bold or italic) where appropriate, using lists appropriately, and having intentional spacing between content elements can go a long way to making your content more readable.
• Stay active. Active voice tends to be more engaging and clearer. Try to stay away from passive voice.

Inclusive Language Practices

• Use gender-neutral language. This includes avoiding assumptions about gender, using gender-specific language in job descriptions (example: use tradesperson instead of tradesman).
• Be representative. Consider and include diverse perspectives. Representation (of racial and ethnic backgrounds, gender identities, abilities, ages, etc.) should always be authentic. Tokenistic approaches to representation should never be used.
• Avoid Stereotypes. We never want to reinforce or give power to negative narratives about any group.
• Think about history. The historical context of words and historical events are important to think about. Many common phrases have their roots in marginalization and other harms.
• Be open to feedback and change. As you review your existing content, or get feedback on something you've created, make sure to sincerely consider what your readers have said and take action on any historic content that is not inclusive.

Writing Style

The style of your writing - your tone and voice - should help to create genuine connections. Well written content helps to create understanding, empathy, and shared experiences. It helps readers engage and act. In general, you should:

• Be consistent. Above all else, pick a tone and voice and stick to it.
• Know your audience. Content should be written in a way that works best for the people who will be reading it. Think about and prioritize your audience's backgrounds, expertise, motivations, and challenges.
• Write like a human. Natural, warm language is more impactful. It is easier to connect with and, often, understand. Try to avoid formal or academic ways of communicating unless that style is required in your work.
• Break stuff down. You can make complex content (like processes) much more understandable by breaking them down in digestible chunks and ordering them.
• Be illustrative. Storytelling can help make information more digestible and relatable. If possible, use storytelling to connect abstract concepts to real experiences.
• Be positive. Having a positive vibe in your writing can help people connect to what you are saying. Try not to be overly positive or excited, though. Overusing positive language, exclamation points, and similar can make your content feel (and be) inauthentic. Don't use overtly negative language (condescending, judgmental, etc.).

Going Further with Unique Content

Social Media

Your social media posts should adhere to the same standards as other content types. Social media is unique, though, and there are some additional things to consider.

• Ensure that all of your assets are brand compliant. Avoid the temptation to create "one off" designs for campaigns that are not representative of our brand.
• Make sure your posts are clear, factual, and informative.
• Always use plain and inclusive language.
• Know your users and message accordingly. Your followers on a video-centric channel will expect and engage with different content than those on channels where text or images are the norm. Tailor your content for each platform.
• Make sure your posts are timely and relevant.
• Strike a balance between professional and friendly or approachable tones.
• Don't forget that accessibility standards and best practices apply to social, too:
  • Provide alternative text for all images
  • Add captions to video content
  • Aim for enhanced contrast
  • Capitalize the first letter of each word if you use hashtags (#ColoradoForAll instead of #coloradoforall)

Post Frequency

Post a frequency that works for your agency and followers. For many agencies, aiming for 3 to 5 posts a week is a good goal. While it is tempting to meet number goals, you should always:

• Prioritize Quality over Quantity. What you post matters a lot more than how often you post it. People want substantive and meaningful content. If you can't give them that, avoid the temptation to post "filler" content. Doing so can be harmful.
• Think About Algorithms. On most platforms, you'll see an uptick in performance if you have high initial engagement, longer user interactions, and more shares or comments. How, when, and whether people engage with your content is way more important than how many posts you put out.
• Never Forget About Trust. Agencies must be credible when they post. If you put out lower quality content to get your post counts up, you could whittle away at the trust you've established.

Critical Priority Communications

• Always follow your agency's protocols or processes for managing things like crisis and emergency communications. If possible, use pre-approved templates.
• Provide real-time updates if you're able to.
• Think outside of your page or profile. The State has many social media accounts. Consider reaching out to agency partners if you need support spreading messages to broader audiences.

Additional Considerations

For all of the following topics, defer to your agency's subject matter expert or legal partner. In general, those posting on social should be aware of issues like:

• Public records retention laws
• Communication regulations
• First Amendment protections
• Security (especially relating to sensitive data)
• Political neutrality
• Moderation and comment policies