Content Do's and Don’ts

January 24, 2017

When publishing digital content, follow these simple do's and don’ts for best results recommended by GeorgiaGov Interactive.

Do's and Don’ts When Planning, Producing, and Managing Your Content

Planning, creating, and managing digital content is an ever-changing artform. What worked 5 years ago (we’re looking at you, Google Penguin and Pandas) may not work today. To keep you updated on what is working these days, check out this list of do's and don’ts when publishing digital content to your Georgia state agency website.

DO

  • Apply Categorization / Taxonomy
    Properly categorize your content. Whether you’re adding a blog post or event, publish content as the right content “type” to make it easy to find.

  • Use Relevant Multimedia / Images
    Good use of supporting images is a positive. Images help people scan content and, if done well, can communicate more information in less time.

  • Insert Calls-to-Action (CTAs)
    CTAs are the action you want your user to take. It’s usually a button or link. This is every bit related to your goals as well as helping the user achieve theirs.

  • Plan Content
    Planning is a big part of content strategy. Without a plan, you risk falling flat. Keep an editorial calendar that includes blog and social media posts in addition to any other content you provide.

  • Be Consistent
    Consistency is crucial to successfully managing web content. Your site is not something you set up and forget about. Information is fluid as should be your keyboard.

  • Video
    Video is naturally engaging. A third of all online activity is spent watching video. It’s estimated that 1 minute of video is equal to 1.8 million words. According to Forbes, 59% of executives would rather watch video than read text.

Videos don’t have to be “perfect” and they’re a great way to engage readers. You don’t have to spend a lot of money or hire professionals in include video your site. Anyone with a little creativity and smartphone can create an attention-grabbing video.

DON’T

  • Copy Content
    Even if you cite the source, having duplicate content will hurt your rank in search engines. Be careful about using copyrighted content including music or images.

  • Provide Too LITTLE Content
    Pages with sparse content should be eliminated. If there is one page with just two links as resources for example, find another place to put those links where it’s most relevant.

  • Provide Too MUCH Content
    Long form blog posts are okay, but keep the sentence structure simple and break it up with header tags and short paragraphs.

  • Rely on File Attachments
    Our platform allows for file attachments for PDF and Word documents. But that doesn’t mean you should upload them all. If it can be a webpage, it probably should.

  • Get Caught up With “Bling”
    Our own research shows that people don’t care about rotators or other trendy distractions on your homepage. Keep it simple and use images strategically.

  • Forget About Accessibility
    At GeorgiaGov Interactive, we are very serious about accessibility. Be sure to use best practices surrounding alt text, video captioning, and color contrast.

In my final post on content, I will discuss why putting your business goals first will help you plan out your content strategy. Meanwhile, you can checkout our Content Strategy Playbook for a reference to everything about your content.

Related Links

April Lentini

About the Author

April Lentini is the Content Strategist for GeorgiaGov, a division of the Georgia Technology Authority.

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