The website brought a lot of content together from all different parts of Extension, created for different purposes, at different times and sometimes published by non-Extension faculty. Everyone has come across an article or two where they wonder “Is this content accurate, useful information for Extension’s audiences?”

Content teams, along with the program area leaders, have started discussions that can help to shape content quality decisions. Questions touch on process and guiding principles, such as:

• Should we put everything we write on to the website? If not, how do we decide?
• Who should be involved in the review process, and at what stage in content publishing?
• How do we determine what makes for “quality content” for our diverse audiences?

An articulated content strategy helps content teams to identify a roadmap to follow.

Step one: establish ownership and roles

Half of Extension faculty and staff can publish content, which is coordinated through content teams or web groups.

Use the content overview tool to search a content title and see what team or group a piece of content belongs to, and contact the team leader or group coordinator if you see questionable content. Your feedback can help them to see other perspectives and their response inform yours.

Roles and responsibilities, outlined earlier in 2019, clarify how people fit into the content development cycle and their relationships to each other.

Among those roles, teams and groups need to discuss who controls the content quality, holding relevant content authors accountable to content guidelines, standards and policies that will be explored in the next steps.

Step two: design and document content processes

Content may be written by author(s) but it is the content teams and program leaders that need to work together to plan, review, publish, and revise the content. It helps to share a common set of tools and expectations in this content process.

Plan

Statewide planning meetings can set the stage for a participatory process. Together you can review audience analytics and determine the content purpose, gaps to fill, and plans for the year. It can also help decide what content isn’t needed based on strategic priorities. Set up a content planning spreadsheet in Box to keep track of content to be created.

Review

A peer review checkbox and name field appears on all articles if your team wants to use this as part of the publishing process. It currently means at least one other colleague looked at it, but does not mean the same level of scrutiny as catalog and journal peer reviews. Content that is questionable can also be put “in review” by the team or group to keep it from public view until the issue addressed.

Publish

A team needs to decide if they will independently upload articles, appoint an uploader on the team, or find program/research assistants or students to support this. These people need to be aware of the guidelines, standards and policies discussed below. An editorial calendar can help schedule content to be published at key times.

Revise

Many are familiar with the EESC directed process to review and update Extension catalog publications more than four years old. Content team leaders need to coordinate a similar process for their team’s articles and educational documents; EESC can help by setting up automated notifications and maintenance reports to use.

Step three: produce supporting documents and tools

Ground rules for doing content right can help to address differences in opinions. EESC has outlined some key recommendations or requirements below. Content teams and groups can adapt and expand on these to establish what makes for “quality” content.

Guidelines that EESC provides and encourage you to use include:

• Messaging maps to create consistency of voice and tone depending on the audience
• AP style and plain language guidelines for standard language and format of content
• Readability formatting for a web page (which is different than a print publication)

Standards mean there’s a correct way to do things, and an expectation this will be followed, such as:

• Web instructions of what content goes on the Extension website, and how to enter and tag it in the content management system; see the quick start checklists to make this clear
• OSU and Extension branding requirements

Since these guidelines and standards can be a lot to learn, EESC will help by reviewing content after it is published and making minor changes or suggestions on how to improve. More information is in the content requirements and best practices section of the web guide, or request a specific training.

Policies are critical to follow to be inclusive, ethical, or not put us at risk, this includes things such as:

• Copyright rules
• Non-discrimination and accessibility laws
• Personal data protections

Information about this is in the legal requirements section of our web guide. Also OSU’s Web and Mobile Services is offering “Accessibility Basics for the Web” trainings, including information about the OSU Policy on Information Technology Accessibility. Offered Oct. 3, Dec. 5, 2019 and Feb. 7, April 15 or June 4, 2020.

Destination

Teams and groups need to keep a pulse on what is going on with their online content and scrutinize not only if it is accurate but also if the overall quality meets our expectations.

Keep those discussions going, work with EESC to set up some shared tools and communicate the guidelines, standards and policies to group members working on the website. Then before you know it, you will have arrived at a functional content strategy.

---