Web Strategy and Development Blog

Discover the power of analytics in higher ed

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Want to have a better sense of what analytics can do for your website and marketing strategies?

Then join us Feb. 12 at the Meyer Alumni Center for the 2020 Higher Ed Analytics Conference.

Web Strategy and Development will host a live stream of the conference in Meyer Alumni Center, room 505 . There is no cost to attend, but let us know if you’re coming. Seating is limited.

RSVP via email to attend

The conference starts at 10 a.m. and features a dozen, 10-minute sessions.  You can attend any session(s) and stay as long as you’d like.

There will be breaks and a question-and-answer session at the end.

Key details

Recap: Making Your Statement in a Digital World

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Web strategy and development staff members Kai Raymer and Erika Brame delivered a half-day training session Feb. 8 on digital marketing.

Whether you attended or couldn’t make it this time, here’s a recap and a chance to download slides and view video from Making Your Statement in a Digital World.

Key takeaways

Readability

Readability: The ease with witch a person can understand written content.

  • Two keys for readability: Concise text and scannable layout.
    • Use simple words and short sentences. Use headings so people and software can scan your content.
  • Write inverted pyramid style, not chronologically. Put the most important information near the top of your story, content and/or website.
  • Tools like Hemingway App and Yoast SEO can gauge and test the readability of your content.
  • Aim for a 6th-to-8th grade reading level for your content. Most people read at that level.
  • Prioritize what goes on your website. Don’t clutter. The more content and links you have, the less important everything becomes.
  • Know that readable content can help you:
    • Reach more people
    • Increase what they understand
    • Get them to act
    • Save money
  • No one wants to put extra effort into reading. Even smart people (deans, department heads, graduate students etc.).

Download readability slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Social media

  • Share human – don’t be afraid to act like a human and interact with your audience one-on-one.
  • Set up a Facebook business account where people can find your contact information. Be prepared to respond to their questions.
  • Facebook ads can be helpful but use with a strategy for want you want to accomplish.
  • Third party platforms can help teams collaborate and offer insightful analytics.
  • Keep it simple. Not everything goes viral and that’s ok. Keep interacting with the audience.

Download social media slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Accessibility

Accessibility helps people with disabilities or limited abilities better use the web.

  • Think of your website as a public space. Make accommodations for all users.
  • Not following accessibility standards could lead to lawsuits or legal trouble. Higher education websites are often targeted for accessibility issues.
    • Following accessibility standards will make your website better. You’ll improve SEO and reach more people.
  • Three staples of accessibility: alt text, headings and descriptive links.
    • Alt text is the text equivalent of a photo. Imagine you were describing the image to someone via text message or phone call.
    • Headings are vital for screen readers and give all visitors an easy outline of your website.
    • Descriptive links explain what the link offers. You shouldn’t have to read surrounding content for context. Don’t write “click here” for your links.
  • Use tools like WAVE and the Web Press accessibility checker. They’ll find accessibility issues on your website.
  • Follow our ongoing Accessibility blog series for the latest tips and strategies.

Download accessibility slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Video

  • Think visual – when on location for an event share raw photos, but when promoting the event utilize photo services to help boost your presence.
  • Video is king across all platforms. Be sure to add captioning for accessibility and to increase views.
  • Measure your success based on the goals your team sets: more followers, increased engagement, more views, etc. Keep a log of your analytics so you can compare data from previous years.
  • Start thinking of ways you can add video to your workflow. Start slow and make goals for yourself for when and how often you want to post videos.
  • Don’t backlight your subject. Let the natural light work for you, not against you.

Download video slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Watch on Zoom

For the first time, we live streamed the training through Zoom.

Watch the replay

Improve your digital content strategies

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You’re invited to Making Your Statement in a Digital World on Feb. 8.  Join us as we cover best practices for websites, blogs and social media.

Please register on My Learning Connection via My Missouri State. You’re welcome to bring a laptop and/or mobile device.

This is a terrific opportunity for MSU faculty, staff and students who haven’t previously attended this training session.

Key details

Attend on Zoom

Can’t attend in person? Join a live stream of the training session via Zoom.

About the session

You’ll learn practical strategies for managing websites, blogs and social media. We’ll answer questions like:

  • How do we repurpose our website and blog content and distribute it on social media?
  • What do users want my website, blog or social media to provide?
  • How do we become better strategic storytellers?
  • What are some tips and tricks we can use to make sure our site accessible and readable for all users?
  • How do we manage messaging on multiple social media channels?
  • What are some advanced strategies to increase our effectiveness on Facebook, Twitter and Instagram?
  • How can we best leverage photo and video content?

Meet the trainers

Erika Brame, web strategy and development

Kai Raymer, web strategy and development

3 tools to improve your writing

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How do you give your writing power and meaning?

With readability.

Your writing carries more impact if more people can understand it.

Using Microsoft Word’s spelling and grammar checker isn’t enough.

These online tools can improve the readability of your writing.

Hemingway App

Screen shot of HemingwayApp.com website
Hemingway App shows you words and sentences to fix for better writing.

This app was a hit at our recent digital training session. Count me as a fan, too.

I love Hemingway App’s simplicity. Visit the website, copy/paste your text and have your writing evaluated. Boom.

No downloads, sign-ups or registration. Only action. Perfect.

Hemingway App catches complicated sentences and words, adverbs and passive voice. You receive a readability grade (aim for the 5th-8th grade range). Gauge your progress as you go.

Hemingway App’s full desktop version ($19.99) goes more in-depth. You’ll have options like publishing, exporting and offline use.

But for most, the no-frills free version offers plenty.

Yoast SEO

Screenshot of Yoast SEO readability analysis.
Yoast SEO evaluates your content’s readability and SEO. Select the “Keyword” tab for SEO.

If you have a Missouri State blog, you use WordPress.com. This handy plug-in gives you the SEO benefits that Hemingway App does not.

Yoast SEO previews your content on a Google search result. It helps you strengthen a targeted keyword.

An analysis spots SEO issues to improve or address. Yoast SEO is a great way to improve your blog’s Google search rankings.

Yoast SEO improves readability as well. Use the “eye” icon to identify which specific areas are strong or need improvement.

You’ll find some readability measures that aren’t available in Hemingway App:

Like Hemingway App, Yoast SEO offers a premium version. We recommend trying the free version, first.

Story Toolz: Readability

Screen shot of Story Toolz: Readability results.
Check the structure and formatting of your writing with Story Toolz: Readability analysis.

Crunch your numbers, err, writing with this tool.

Copy and paste your content into Story Toolz’ text box. Select the “Check Readability” button and look through the results.

It rates your content in four areas: reading levels, sentence information, word usage and sentence beginnings.

Story Toolz: Readability isn’t as interactive as Hemingway App or Yoast SEO. But it’s helpful if you want to get into the specifics of your writing.

By the way, Hemingway App rated this blog post at a 6th grade reading level. That’s your sweet spot for readability.

Recap: Making Your Statement in a Digital World, Spring 2018

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Kevin Agee and Kai Raymer recently presented Making Your Statement in a Digital World. It was a comprehensive training session for Missouri State website, blog and social media managers.

Access the presentations

We presented the Feb. 23 training session in four parts.

Key takeaways

Brand storytelling

  • Having a brand is a great start. But you need more than that. You need stories to execute it.
  • The problem is most higher ed stories aren’t stories at all, such as …
    • “Your professors will really get to know you.”
    • “You’ll get hands-on experience.”
    • “This is where you’ll discover your calling.”
  • A great Missouri State story does three things:
    • Makes an emotional and rational connection.
    • Builds meaningful relationships.
    • Is authentic.
  • Lead with the most interesting message. Not the most important.
  • Your voice is unique. Say it that way.

Readability

  • For better readability, use concise text and a scannable layout. Keep your message short and give readers an easy way to find the information they want.
  • Newspapers aim for a 7th-grade reading level. So should you. Approximately 70 percent of people read at an intermediate (6th-8th grade) level.
  • Make sure your content looks good on mobile. Current and future students are researching your department/program on their phones.
  • Improve your content’s readability with tools like Hemingway App and Yoast SEO.
  • Better readability gives your message more impact. You’ll improve audience reach/growth, audience action and efficiency (save $$$).

Social media

  • Use Instagram as a window into your department or organization. Strong, high-quality visuals are a must. Tell your story through pictures and videos and allow users to derive meaning.
  • Twitter is best used for conversation, not promotion. Don’t be afraid to let go, have fun, and be transparent with your audience. Customer service happens here.
  • Don’t believe what you’ve heard: Facebook still reigns supreme. Share news, human interest stories and your successes. Deal with negativity in a transparent fashion.
  • Worry not about your number of followers. Want to increase your base? Be good. Deliver interesting content people will want to consume.
  • Aim for the heart with all of your platforms. Be the account that makes people feel like they’ve picked something special to them.

Accessibility

  • Accessibility helps people with disabilities or limited abilities better use the web.
  • There are legal, ethical and beneficial reasons to maintain an accessible website. Accessibility makes your website better.
  • Three staples of accessibility: alt text, headings and descriptive links.
    • Alt text is the text equivalent of a photo. Imagine you were describing the image to someone via text message or phone call.
    • Headings are vital for screen readers and give all visitors an easy outline of your website.
    • Descriptive links explain what the link offers. You shouldn’t have to read surrounding content for context. Don’t write “click here” for your links.
  • Use tools like WAVE and Web Press’ accessibility checker. They’ll find accessibility issues on your website.
  • Follow our ongoing Accessibility blog series for the latest tips and strategies.