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Posts Tagged ‘task management’

Atomic !Tasks are the atomic level of web content. They are the basic building blocks that make more sophisticated chunks of content (pages, modules, etc) possible.

I mentioned last week that we are re-doing the top level of our website to be more responsive to our users’ needs.

One of the key things we are working on is a series of topic-based landing pages as an aid for our clients in finding and understanding the key tasks that can be accomplished on our site.

But what will be presented on these topic pages? Tasks of course. We’ll be grouping related tasks together, in ways that are are logical to our clients.

So if I were to push my chemistry metaphor further, these topic pages made up of groups of related tasks are like molecules made up of atoms that are bonded together.

Via a combination of tagging and well written copy, not to mention solid design and UX, we hope to be able to build our landing pages — and more — by combining and recombining our tasks in various ways, like a chemist creating different molecules out of their atomic building blocks.

(ok ok so by now I’ve pushed the analogy past its breaking point. Sorry, couldn’t resist.)

Next post will move from theory to practice and outline how we are wrangling our tasks into topics.

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What’s my basis for content strategy? In other words, what’s the purpose of my web content?

I’m taking a service orientation.

Working in government, my starting point is that people using our web content are doing so because they have specific tasks to complete. They’re not coming to our websites for fun. They’re coming because they need to get something done. This isn’t just an assumption, we’ve seen it in all the research and data we’ve collected.

So I’m taking a page from Gerry McGovern’s work and using top task management as a basis for content strategy: the primary purpose of web content for my org is to assist people in completing the tasks that they come to us for online.

So, how can our content help people with their tasks? Three ways:

  • find the task (marketing or promotional content, landing pages and other forms of nav content)
  • understand the task (explanations, instructions, guides, help)
  • complete the task (forms, workflows, transactions, or contact info for handling the task offline)

Now, I’m part of the team responsible for the what we call the top level of our web content, i.e. the home page and key landing pages at the top of the sitemap. I don’t actually have any control over the places on our site where the tasks themselves are actually situated. Given that, I want our web content to act as a funnel that delivers people efficiently to the tasks they’re there to accomplish. This means that findability first and foremost is my focus.

By findability, I don’t mean SEO. (Well I do, sort of. But that’s fodder for a separate post.) And at this point, I’m not even talking about digital marketing that takes place offsite — in social media or through Adwords or what have you. (We’re just not there yet, we need to fix our core website first.) So I’m really talking about those landing pages I mentioned above. I don’t want them to be a reflection of our org chart or an A-Z list of our program and branch names — that’s too internally focused, unintelligible for our clients from outside the firewall. I want our key landing pages to make sense of the tasks that our clients can undertake on our site, especially the ones that they see as most important. I want these pages to approach our content from the client point of view.

That’s the basis of my content strategy. Pretty simple really.

In my next post, I’ll outline how we’re working to use landing pages to make our primary tasks findable by our clients.

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ROT is in the air. Not because it’s late fall and everything is dying in the garden, no. I’m talking about web ROT – redundant, outdated and trivial content that clutters up big websites.

In the Government of Canada context, with CLF updates coming down the pipe, the opportunity to reduce the ROT [NB internal GCpedia link] is there. You’re gonna have to update your site anyhow, so why not kill off those old pages that have been online & unchanged since the 1990s?

It’s a noble quest, but I do wonder if it’s tilting at windmills.

The “reduce the ROT” idea is basically to prune back your content so that what’s left is the good stuff. The quality stuff that most of your users want, the long neck of your website. The top tasks.

Thing is, to remove the ROT, precious hours of your web team’s time will be spent identifying, unposting and archiving all that mess. If your site is big enough, it’s a question of many hours on that “mind-numbing” journey through the depths of your web content. & if responsibility for web is shared (as in decentralized situations that are still very common in government web management), you’re likely going to have to do battle with small-minded content owners who refuse to see the big picture.

Weeding out the ROT is actually an indirect way to fix your website. So instead, why not just cut to the chase and push the good stuff to the top of the pile? Rather than cutting away ROT, why not directly optimize your killer content?

Here’s some ideas on how that might happen:

  • tweak your on-site search to push the top content up the results
  • offsite, enhance the findability of your best content via SEO
  • provide dedicated landing pages for top tasks and content — and then make sure search results and site nav get you to these
  • tweak your nav to provide more direct paths to the good stuff
  • feature the good stuff prominently on your home page
  • and most of all, switch your focus from managing content to managing those key tasks.

… and there’s many more things that can be done. That’s just a quick off-the-top-of-my-head starter list. What are you doing to bring quality forward on your site?

(Of course, both reducing the ROT and optimizing the quality content would be the best possible approach, but since I live the reality of limited time and resources, I need to prioritize… and so these days, I’m putting my energy towards surfacing the good stuff first.)

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