This article was originally posted on the USAGov blog. Claire Loxsom is a Program Analyst on USAGov’s Content and Outreach team. All government agencies have a common goal: to serve the public. As the front door to government information and services, we help agencies achieve this goal. We strive to make it easier for the public to find what they need by aggregating and disseminating information about government programs and services.
This past year, I led an effort to redesign the staff Intranet site for the National Center for Complementary and Integrative Health (NCCIH), at the National Institutes of Health (NIH). After months of surveying, planning, and testing (see the part 1 blog post, How Do You Redesign a ‘Dinosaur’? Redesigning an Intranet Site: the Beginning Stages), the site was launched in Fall 2017. I learned several helpful lessons along the way that I wanted to share:
This post was originally published on the USA.gov blog. An agency information sharing exercise to improve the customer experience, as related to the Office of Products and Programs’ Information Exchange Project Some people experience challenges navigating government services – especially if they need to work with more than one agency. Based on this premise, we set out to find out how agencies could share information with one another to improve the customer experience.
The best way to learn a new technical skill is to just play around with the technology. Learning through playing with technology goes for building websites, mobile apps, and now, chatbots. As chatbots have become more popular, some online sites will let you create a chatbot with little or no programming. Now, realize that the easier it is to create the chatbot, the less sophisticated the chatbot will be. However, you may not need a sophisticated chatbot that can handle almost any situation.
At the beginning of 2017, the ITIF (Information Technology and Innovation Foundation) released a report that benchmarked 300 federal websites in four areas: page-load speed, mobile friendliness, security and accessibility. Some sites fared better than others, but the report highlighted that our federal sites have a ways to go (DigitalGov included) in these areas. Looking at these four metrics is important as they directly impact our customers’ first perceptions of the quality of our government’s digital services.
This post was originally published on the USA.gov blog. After our content team moved to a more agile method of working, we also started to look at the metrics we use to measure the success of our work. To help us with that, our analytics team developed a new metric we’re experimenting with called the content efficiency metric. This metric is a key performance indicator (KPI) that we’re hoping can help guide our content decisions.
The Consumer Financial Protection Bureau and Meals on Wheels America have created multilingual educational resources about financial scams that target the elderly which can be easily distributed to seniors in the communities they serve, and downloaded or ordered in bulk for free by the general public. The Consumer Financial Protection Bureau’s (CFPB) Consumer Education & Engagement division offers a variety of financial education resources and tools. Our Office for Older Americans specifically strives to find the resources that best meet the needs of older adults in America age 62 and older.
The USDA’s multilingual FoodKeeper app has been updated to include three options for receiving food recall updates and expands storage timelines to over 500 products. This post was originally published on the USDA blog. The Department of Agriculture (USDA) today announced new updates to its popular FoodKeeper application that will provide users with new access to information on food safety recalls. The app has been updated so users can choose to receive automatic notifications when food safety recalls are announced by USDA’s Food Safety and Inspection Service (FSIS) and the Department of Health and Human Service’s Food and Drug Administration (FDA).
At HIV.gov, we’re often asked if videos are effective tools for communicating HIV prevention and treatment information. Our experience, the work of our partners, and current research continue to support the use of video for informing and empowering individuals. Using video as part of a comprehensive communication strategy can increase the engagement and effectiveness of the health messages. Recent data report: Video is an extremely popular format for content delivery 45% of people watch more than an hour of Facebook or YouTube videos a week.
Merriam-Webster officially defines a meme as “an idea, behavior, style, or usage that spreads from person to person within a culture.” But these days, most of us think of memes as those viral posts online that convey a message using a photo with text. They range from funny to serious to offensive, and everything in between. Sometimes they include a call to action, and other times they focus on creating an emotion.
This month’s Plain Language of Community Practice meeting featured Katherine Spivey’s presentation, Plain Language Spectrum: Every Step Counts! In this highly useful DigitalGov University (DGU) webinar, she explains how you can move forward with plain language even when you don’t have permission to edit copy, followed by a half hour Q & A session. Many people don’t get plain language (also known as plain communication or plain writing) right the very first time, but through practice, can gain clarity and improve their plain language skills.
Last week, the Federal Election Commission (FEC) unveiled their new website at FEC.gov. This new site is the result of a years-long collaboration with GSA’s 18F and features completely revamped tools for exploring campaign finance data. It provides user-centered content for understanding the reporting and compliance requirements for people participating in federal elections, redesigned tools for exploring legal resources, and more. Why it matters On the agency’s “About the FEC” page, it says, “The FEC was created to promote confidence and participation in the democratic process.
We hope you are finding it easier to get the information you need on USDA.gov following the launch of our site redesign in March. We’ve already welcomed over 1 million visitors to the new site and we are pleased with the positive feedback we’ve received thus far. Our redesign makes it easier for you to get the news you care about quickly and get on with your busy life. Now, you can explore “USDA in Action,” an area designed to quickly share what’s happening across the department.
Related Event: Create Once, Publish Everywhere Applied—HHS Content Models and Portability, Tuesday, April 18, 2017; register here. Create Once, Publish Everywhere (COPE) The U.S. Department of Health & Human Services (HHS) is sharing its content models and their related Drupal features for you to use on your sites. A content model is a representation of types of content and their inter-relationships. Content modeling takes content items and breaks them down into smaller structures, called content types.
On visiting The Great Inka Road: Engineering an Empire exhibition at the Smithsonian National Museum of the American Indian, it is impossible not be taken by the sheer scale of the Inka Road. Qhapaq Ñan, or the Road of the Inka, is a 25,000-mile long road system that fed the rapid expansion of the Inka Empire in the 14th and 15th centuries. It connected distant towns and settlements in the Andes, snaking up and down mountains, bridging impossible valleys, and traversing lush agricultural fields and terraces.
The Information Technology & Innovation Foundation (ITIF) recently published a report, Benchmarking U.S. Government Websites, that looks at the performance, security, and accessibility of the top 297 government websites. ITIF is a think tank in Washington, D.C. whose mission is to formulate, evaluate, and promote policy solutions that accelerate innovation in technology and public policy. Over the past 90 days, government websites were visited over 2.55 billion times. According to the Analytics Dashboard, 43.
We naturally gravitate towards story-telling. It’s part of our human nature that began thousands of years ago, well before the written word. We want to pass down our history and cultures, and we do this by telling stories because they resonate with us. Stories tap into our emotions. They make us feel. They move us to action. When we talk about the centennial of World War I, we have to make it personal for the American public, or else we run the risk of forgetting this war.
We at DigitalGov want to hear more about you – your job, your role, the challenges you face — all of it — as you work to deliver more secure, effective, and reliable digital services for the public. We are going to start holding user-research sessions with our readers who work in the federal government. This will be a big part of how we listen to and learn about those who are providing the public with better services and what their core needs are.
Regardless of the platform, industry or niche, you became a social media influencer in one of two ways: adopting early or promoting great content. Early adopters are willing to gamble on a new platform, try an untested strategy or set precedent for other users. The risk is in the understanding that they could fail publicly. The rewards, though, are equally large: the ability to amass a large and active following, build relationships with other key influencers, and succeed in a space that is equally forgiving of a short-term failure.
DigitalGov University (DGU), the events platform for DigitalGov, provides programming to build and accelerate digital capacity by providing webinars and in-person events highlighting innovations, case studies, tools, and resources. Thanks to your participation, DGU hosted over 90 events with 6,648 attendees from over 100 agencies across federal, tribal, state, and local governments. DGU strives to provide training throughout the year that is useful and relevant to you. One of the most resounding comments from digital managers last year was people wanted to be able to attend all of our classes virtually.
As part of USAGov’s efforts to provide our audience with the reliable and quality information that they need, this summer, the Health, Education & Benefits (HE&B) topic desk completed its first content audit. Methodology and Results Data informed every step we took. In order to determine which areas to focus on first, the desk gathered data from four distinct sources: the Contact Center’s usage of our content to answer customers’ inquiries; site analytics; content inventory and review; and website survey comments.
Every first week of every month, USAGov’s marketing team sends an office-wide email newsletter to give an update on past and current marketing efforts and campaigns. It’s how we try to help keep the rest of the office in the know. The monthly newsletter can spur a content idea, a future marketing endeavor, and act as a reminder of what’s coming up that month that contributors need to be aware of.
Guidance for Contributing Digital Content to FDsys (govinfo) is now available on FDLP.gov. Federal Information Preservation Network (FIPNet) digital imaging partners now have guidance documentation for creating and contributing digitally-imaged U.S. Government content to Federal Digital System (FDsys)/govinfo*. The guidance specifications are based on current best practices from the Federal Agency Digitization Guidelines Initiative and the Association for Library Collections and Technical Services “Minimum Digitization Capture Recommendations.” The Guidance document is provided to encourage libraries and other stakeholders to contribute digitally-imaged Federal publications to FDsys (govinfo) to increase access to legacy and historic U.
If you were to perform research on the value proposition of training videos, you would notice that opinions are split on their efficacy. Despite all the tools that are out there that can help you evaluate video quality, views, and drop-off, there are some things that should be considered in the analysis of your organization’s videos. As a member of the Service Design practice at the Consumer Financial Protection Bureau (CFPB), I was tasked with a research project evaluating how non-consumers interact with the CFPB in regards to complaint data.
In a move to win back users and improve the company’s image, Twitter introduced quality filters in August. They followed this move in November with an option to mute certain words. These changes will have larger ramifications for federal agencies, who will need to focus on quality of content in order to retain their audience base and reach. In recent statement on the change, Twitter promised that the filters would “improve the quality of Tweets you see by using a variety of signals, such as account origin and behavior.
Recently, OMB released M 17-06, Policies for Federal Agency Public Websites and Digital Services, which provides agencies with requirements, standards, and best practices for federal websites and digital services. This new policy might have some of us reflecting on our websites and applications to make sure we are in compliance. This task might seem overwhelming, but the following methodology might just serve as a much needed guide. Recently, we interviewed Sara Wachter-Boettcher, author of Content Everywhere: Strategy and Structure for Future-Ready Content.
Summary: How to leverage your resources to reach Spanish-dominant Hispanics online. A recent DigitalGov University (DGU) webinar provided an introduction to the intersection of two teams with different audiences reaching consensus on goals to maximize insight and outreach effectiveness. Social Media Outreach Goals What does social media outreach success look like? Success is when agencies and stakeholders have developed relationships that support each other’s social media and digital campaigns.
I recently interviewed Daniel Kuhns, Web Manager at FEMA, about the site widgets and the FEMA app his organization has been developing. The widgets currently available include: FEMA App, Preparedness, Severe Weather, Private Sector, Kids Fire Safety, and Are you a Disaster Survivor. The FEMA App offers many features such as weather alerts, safety reminders, shelter information and contact information. This information can be very helpful in times of an emergency, and some of it, to include the safety tips, are available offline.
Cancer clinical trials are a critically important step on the pathway for new or improved treatments to make their way to patients in clinics and hospitals in towns and cities across the country. Patients and their loved ones are relying on these rigorous studies to determine whether promising new therapies and approaches might extend how long they live or improve their quality of life. For many years, a steady number of patients with cancer, approximately 5%, have participated in cancer clinical trials.
This has been an exciting and successful year for Congress.gov. We accomplished a major milestone when we retired THOMAS in July. Over the course of 2016, we completed a number of enhancements to Congress.gov. In April we expanded quick search to include the Congressional Record, Committee Reports, Nominations, Treaty Documents, and Communications. In May we launched several new RSS feeds and email alerts and added saved search email alerts soon after in June.
I recently asked some friends—a group of intelligent, successful individuals—what they knew about World War I. The responses I received included, “Ummm…..it was in the 1910s?” or “Started in Europe when the archduke was killed?” Beyond this, it’s mostly blank stares and shoulder shrugs. People who consider themselves history geeks might mention President Woodrow Wilson’s 14 Points, or the creation of the League of Nations, but for many Americans, World War I is a forgotten war.
We all do it. Whether on Twitter, Facebook, or the comment section on a news article, it’s easy to get our writing on the internet. Many of us have personal websites or contribute to blogs. We work at organizations with content management systems that allow us to publish pages with a single button click. The fact that it’s so easy to publish content can trick us into thinking it’s equally easy to write useful content.
Daily imagery data taken by the Earth Polychromatic Imaging Camera is now accessible via a RESTful API available from the NASA API Portal. The Earth Polychromatic Imaging Camera (EPIC) is an instrument aboard NOAA’s DSCOVR satellite, which orbits at Earth’s Lagrange point, the sweet spot in space where the gravitational tug of the Earth and the Sun is equal. This allows DSCOVR to maintain a stable position between the Earth and Sun and thus a continuous view of the sunlit side of Earth.
Summary: Take a look at how we plan to preserve and pass on the digital history of the Obama administration. President Obama is the first “social media president”: the first to have @POTUS on Twitter, the first to go live on Facebook from the Oval Office, the first to answer questions from citizens on YouTube, the first to use a filter on Snapchat. Over the past eight years, the President, Vice President, First Lady, and the White House have used social media and technology to engage with people around the country and the world on the most important issues of our time (while having some fun along the way).
Trends on Tuesdays: Mobile Phone Camera Upgrades Offer Interesting Opportunities for Government Agencies
Professional photographer and early “iPhonography” pioneer, Chase Jarvis coined the phrase, “The best camera is the one that’s with you.” The recent jumps in mobile phone photo technology presents interesting opportunities for government agencies to consider as mobile phone cameras are starting to rival and surpass professional gear. When Google and Apple both announced their annual flagship phone upgrades this past month, the Pixel XL and iPhone 7 Plus, respectively, the most talked about and touted features were the cameras.
GobiernoUSA, just like USA.gov, is part of a unique effort with a large mission—to guide people to the government information and services they seek. We cover a lot of topics in Spanish via our website, social media platforms, email sends, and contact center. One of the communication channels we focus a lot of attention on is social media, and we routinely measure how our efforts are going. We focused first on our assumed engagement power hitter – Facebook, to learn more from its Insights analytics data.
Summary: Significant strides in improving public access to scholarly publications and digital data help usher in an era of open science. This week marks the 8th annual Open Access Week, when individuals and organizations around the world celebrate the value of opening up online access to the results of scholarly research. It is an opportune time to highlight the considerable progress that Federal departments and agencies have made increasing public access to the results of Federally-supported scientific research and advancing the broader notion of open science.
Infographics are a useful tool for communicators to share complex data and information in a quick, easy-to-read format. Infographics can be beautifully designed works of art, pulling in a reader through storytelling and visual entertainment. And like art, infographics can be large, epic works, or small treasures. While a massive infographic immediately arrests due to its overwhelming data content and creative approach, sometimes it can still fall flat by just being plain overwhelming.
As you know, over the last few years DigitalGov has surfaced the innovative advancements many are making across the government space while providing a platform for learning best practices and coming together as a community. Over the course of the next few weeks, a small team from 18F and Office of Products and Programs are working on reimagining a future DigitalGov and DigitalGov University. We are looking to talk to a few readers of DigitalGov.
We recently interviewed Sara Wachter-Boettcher, author of Content Everywhere: Strategy and Structure for Future-Ready Content. Sara, a frequent conference speaker, runs a content strategy consultancy, and is the co-author of Design for Real Life. She has extensive experience consulting with major brands, universities, agencies, nonprofits, and others to make their content more memorable, manageable, and sustainable. How would you describe structured content? Most content on the web is unstructured, meaning it’s just a page with blobs of text on it.
Imagine this – a go-to member of your organization just retired, a furlough is approaching, and now no one knows what to do. What communications need to go out? Who is considered ‘excepted’? Can the daycare center stay open? In the absence of mind-melds, how do you make expert knowledge easily accessible to newer team members? The Strategic Initiatives Group (SIG) at the National Institutes of Health’s (NIH) Office of Human Resources was confronted with the specific challenge of how to transfer complicated programs to new owners with no familiarity, so their team decided to build a tool to solve their specific problem and a host of others along the way.
Anyone engaged in content marketing or content production probably owns a robust editorial calendar. A calendar that is quickly updated, helps keep deadlines and is flexible can serve as a helpful blueprint of your content activities for the year. At USAGov we cover a lot of topics and partner with many agencies. Having an editorial calendar has helped us in a variety of ways, from staying on top of deadlines and deliverables, to giving us the space to focus on the topics that resonate best with our audiences.
This post is written by Jeannie Chen, Mary King, and Hilary Parkinson and is part of our ongoing series about our social media strategy. We welcome comments from staff, other cultural institutions, and the public, and will continue to update the strategy as a living document. When we introduced NARA’s new social media strategy in August, we called it a living document. But what does that mean? We wanted it to be the most relevant and up-to-date framework to guide our social media efforts, and to evolve as we worked.
Come out and join us on Saturday, October 22, 2016 from 10:00 am – 5:00 pm for a Wikipedia Edit-a-thon on Gender Equality in the Innovation Hub at the National Archives Building in Washington, DC. Register for this event today! Help us improve Wikipedia entries related to gender equality with the National Archives and Records Administration. You do not need to have prior experience editing Wikipedia. During the event we will have an introduction to editing Wikipedia and a discussion of World War I Nurses and Red Cross records in the National Archives.
As localities struggle with issues such as the Zika virus and the Opioid epidemic, gathering and disseminating trustworthy information can be daunting. But one group of Federal agencies and offices have come together to create a free and easy way to incorporate public health web content, images, video, microsites, data, and infographics into other sites, apps, and social media. Digital media syndication of science-based resources from the Department of Health and Human Services (HHS), Centers for Disease Control and Prevention (CDC), Food and Drug Administration (FDA), and the National Institutes of Health (NIH) can be combined with your ongoing activities and can help coordinate health messaging for maximum impact and reach.
As any experienced retailer will tell you, the customer experience begins at the store entrance. Note the friendly Walmart greeter, the approachable minimalism of an Apple Store, and the calculated whimsy of Anthropologie. Store designers understand that a customer’s decision to make a purchase is often made within seconds of entering. The same holds true for visitors entering a museum. And while most museums are not expert peddlers of merchandise (though some museum stores certainly are), the savvy ones value the entrance experience and work to iterate and improve.
One year ago this week, we launched vote.gov (also known as vote.usa.gov). It’s a concise and simple site with a single mission: direct citizens through the voter registration process as quickly as possible. It was created by a joint team of USA.gov staffers and Presidential Innovation Fellows, all of whom work within the General Services Administration (GSA). Did it work? Yes. In fact, it worked so well that Facebook made it the destination for their 2016 voter registration drive.
What does Snapchat, the disappearing message-and-video platform most used by teenagers, have to do with government outreach and communications programs? Well, Snapchat has quickly become an incredibly effective digital storytelling medium, and content creators across multiple government agencies have adopted it as an important part of their programs. A recent New York Times article described how nearly 35 million users in the United States watched highlights and stories from the Summer Olympics on Snapchat.
Earlier this year, it was predicted that content marketing would become even more important due to its ability to enhance not just visibility, but also increase engagement with customers—who could, in turn, become great promoters of your content. Needless to say, much of our time these days as communicators is spent on developing, distributing, maximizing, and repurposing content. In the recent blog post, 15 Content Marketing Trends for 2016, it is noted that the “average American spends nearly four hours a day bombarded with different types of content.
Hi there, DigitalGov! Have you looked in vain for quality animated GIFs from a reputable source? Have your searches left you annoyed and frustrated because you can’t find a GIF with properly attributed and sourced content? Wondering what you can do and where to look? Come on over to the new Giphy channel from the National Archives and Records Administration (NARA)! We’ve opened our vault to reveal dozens of animated GIFs ready to share and use.
We are fortunate to meet amazing immigrants every day and share in their immigration journeys. Now we have a unique opportunity to share their stories with the world using Instagram. Today, we launched our Instagram account under the handle @USCIS and @USCIS_ES (Spanish version) and will share photos, graphics and videos to highlight our vital work. Our Instagram handle joins our popular Facebook and Twitter accounts. Instagram differs from Facebook and Twitter by being visually focused with photos and minimal captions.
Health Resources and Services Administration’s Analytics Success: Using Analytics to Reduce Content and Improve User Experience Unlike out-of-town guests, you want your web visitors to stick around. So, if your site continues to see a bounce rate that stubbornly refuses to drop—it’s time to make some changes. That’s exactly what happened to the Health Resources and Services Administration’s (HRSA) Maternal and Child Health Bureau’s (MCHB) website. Last year, in 2015, the site’s average bounce rate was 63% — and more than 70% for some key landing pages.
Many content managers in the digital world understand the irrepressible desire to improve, fix, edit, add, and move things around. It’s our job, after all, to nurture the ongoing process of creating, updating, and testing. But, there are those sites or pages that never seem to make it to the high-priority list. For our Web team, this was our Center’s staff Intranet site. Our Web team recognized that the Intranet was in need of attention.
Social Security joins you and your family in celebrating Hispanic Heritage Month, which runs from September 15 to October 15. We know the contributions of Hispanics can be traced to before the origins of the United States with the discovery, exploration, and naming of many places in our nation, such as state names like California, Colorado, and Texas and city names like San Antonio, Santa Barbara, and Boca Raton. Hispanics have influenced every facet of life, from language to our cultural development.
Suddenly, digital video is everywhereon your social timelines. As a government storyteller, you may be overwhelmed about all the tools available and all of the features each publishing platform has to offer. Facebook, Twitter and SnapChat all offer great video platforms that are free and easy to use, plus they make it easy for you to market to your social followers on those respective platforms. When most people think of Google, they often think of the search engine, but Google also has been on the forefront of creating media and research tools, metric suites and content presentation platforms for years.
September is National Preparedness Month. FEMA’s Ready.gov is encouraging everyone to plan how they would stay safe and communicate during disasters that can affect their communities. Additionally, Ready.gov is encouraging full participation in America’s PrepareAthon! and the national day of action, National PrepareAthon! Day, which culminates National Preparedness Month on September 30. These days, you probably use social media to update your audience on what you are doing, share an interesting article or two, and catch up on the day’s news.
The Smithsonian’s mission statement is wonderfully simple: “The increase and diffusion of knowledge.” The “increasing” is arguably the straightforward part – the Smithsonian has amassed a collection of over 138 million objects and specimens, and the Institution’s curators and scientists obsessively add to the world’s knowledge base, publishing papers, creating exhibitions, and sharing their expertise. But how can all this informational goodness get passed along to teachers, our nation’s most powerful “diffusers” of knowledge?
When some U.S. athletes at this month’s Olympic Games started showing up at their events with dark red circles on their torsos, sports commentators and the media hungrily sought answers to what the marks could be. In less than a day after the spots were…spotted, the story of the mysterious circles was becoming clearer: they were the result of cupping—a traditional Chinese medicine (TCM) practice that involves placing cups on the skin to create suction.
The Content Corner: On-The-Fly Content Strategies (Round-offs, Back Handsprings, & Double Twisting Layouts Not Required)
As effective marketers and communicators, we are constantly seeking new and improved ways to reach our audience or customer base. These days, our “online lives” intersect with every activity we are involved in, so timeliness is essential. With fresh ideas and engaging, perhaps interactive, content, we can literally make a difference in the lives of our audience. Much of this can be developed and organized through a well thought-out content calendar in advance that seeks to align our content with upcoming events and trends that our audience is interested in.
Widgets, Mobile Apps, and SMS: Essential Agency Tools for Summer Heat Safety, Hurricane Season, and Emergency Preparedness
According to recent Pew Research Center surveys, 45 percent of American adults have tablets and 68 percent have smartphones. While the majority of smartphone owners use their mobile devices to keep up with breaking news and stay informed about what is happening in their communities, nearly half, 40 percent, also reported using their smartphones to look up government services or information. As is the case each summer, most of the U.
****We have previously written about microsites in the federal government. A microsite is a small collection of web pages—a subset of an organization’s full website. Partners can embed microsites that present curated information on a specific topic or campaign directly within their own websites. And perhaps best of all, microsites that are API-enabled are maintained and updated by the source organization so that when updates are made, those updates are automatically made on partner sites in real time.
****Content can be categorized in many ways. While breaking down your website analytics, pay a bit of extra attention to the difference between your short- and long-form content; you may find some interesting discoveries. Let’s first define the two terms: Short – Content that is generally created quickly, and consumed just as fast; e.g., tweets, status updates, short blogs and articles (350 words or less). Long – In-depth content designed to give a large amount of detail and info; e.
Four years ago, BusinessUSA launched with a mission to revolutionize the way government provides services to small businesses and exporters. Using technology to erase bureaucratic boundaries, BusinessUSA streamlined the way businesses find and get what they need from government. This “no wrong door” approach combined resources from over 800 websites and created a single point of entry for businesses looking to grow and expand. At USAGov, we’ve been fans and supporters of BusinessUSA since the beginning.
The idea of portable content is nothing new. Content needs to be mobile ready, responsive, and readily consumed by tools such as the Internet of Things (IoT)—a proposed development of the Internet in which everyday objects have network connectivity, allowing them to send and receive data. Developers need to stop creating fixed, single-purpose content and start making it more future-ready, flexible, and reusable. Two significant factors assist in portability are information architecture (IA) and content strategy (CS).
Content marketing is everywhere and you’re hearing more about it every day—but how do you do it well? While content marketing can take many forms (articles, infographics, videos, and more), it shares a common purpose: providing useful content to attract new customers to your product or service. At USAGov, customized email messages to our subscribers represent one of our most powerful content marketing tools. What’s the Core Concept? Every USAGov email begins with an idea either from our content or marketing team.
User-Generated Content (UGC) is a buzzword as of late, popularized recently due to the ever increasing demand for new content. To define the phrase, let’s look to a shining example of it,Wikipedia, as a source, “any form of content such as blogs, wikis, discussion forums, posts, chats,tweets, podcasts, digital images, video, audio files, advertisements, and other forms of media that was created by users of an online system or service, often made available via social media websites.
Tech giants have changed the world of broadcast forever. In a little more than a year, video on Facebook went from being a seldomly seen media type on a user’s timeline to a strategic priority for Mark Zuckerberg. The platform now serves over 8 billion video views a day and Facebook continues to roll out improvements to Facebook Live, a tool that lets any Facebook user easily broadcast from their mobile phone.
Much of our work with government partners to deliver better digital services has resulted in full websites, applications, and embarking on large-scale transformation efforts. In addition to those types of projects, we also work on shorter, faster, smaller-scale projects designed to show our partners different points of view and different techniques to approach their most challenging problems. Recently, we partnered with the Office of Integrated Technology Services (ITS) here within the General Services Administration (GSA) on a four-month effort to develop a plain language guide, informed by research and interviews, to help technology companies interested in doing business with the federal government better understand how to join IT Schedule 70.
Facebook is a highly visual medium. Studies show that Facebook posts featuring photos are the most noticed, liked, and shared. Posts featuring an image stand out in the news feeds of people who like your page. While a great image can cut through the clutter, you don’t need to fill your feed. Think “representative” and high-quality images. Showcase a few great pictures that give a sense of an event–an AIDS walk, for example–and share the photos that bring to life an aspect of your work or your agency’s services.
Last summer, Kids.Gov revamped its presence on Pinterest in an attempt to find new ways to connect with its followers. The Marketing Team set out to learn more about our audiences and the kind of content they like. Despite being a difficult platform to navigate, we set lofty goals for ourselves and developed a timely strategy to pin every day. A year in… Twelve months later, our metrics are up and we correctly calculated that a shift to educational content would be key.
In early April, the National Institutes of Health put out a call for images highlighting NIH-funded scientific research. The image call was posted on the NIH image gallery website and advertised through the NIH Public Information Officers (PIO) Network. The NIH Image Gallery, which averages 6,000 views per day, features free-to-use images for the general public, educational institutions, and news media. Through the sharing of images, NIH hopes to distribute educational information, increase public outreach, and expand awareness of the scientific discoveries and breakthroughs being made by NIH-funded research.
Today, I am happy to announce the newly optimized DHS.gov website. Over the past year, DHS has worked behind the scenes to update and modernize our flagship website, making it faster and easier to use. Some of the specific differences you’ll see are: Compatibility for both desktop computers and mobile devices (phones and tablets) Cleaner, easier-to-read site format and presentation Faster and more accurate site navigation using our internal search function and external search engines (like Google and Bing) DHS.
The medium is the message. Marshall McLuhan In a little over a year, Facebook video went from simply being one of the content types that could be shared to the user timeline to a 8B video views per day powerhouse that’s also a huge priority for Mark Zuckerberg. We’ve heard about the big numbers from digital native publishers like AJ+ and NowThis, and we’ve heard from the doubters who say that the metrics don’t hold up to traditional TV measurements.