Emma Dalby Bowler, digital content and marketing manager and Gareth John, digital development manager, Mind Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Website content and
keeping out the ‘meh’
Emma Dalby Bowler, Gareth John
mind.org.uk

3. What we’re talking about
today
How we’ve made our personas actually useful
How we’re making sure the rest of the organisation cares
What tools we’re giving them

4. A digital experience that prioritises the
needs of people with mental health
problems, by offering consistent support
through the most helpful and accessible
channels, and strengthens long term
engagement with Mind.

5. We listened to our
users and turned
research into new ways
of doing things

9. A needs-based ecosystem

12. Balancing business goals and user
needs

23. How do we make the rest of
the organisation care?
Finding the points we can influence in the organisation
User focused content modelling
Keeping our personas relevant

24. What are the opportunities
you have to influence others?
Training and toolkit
- Planning Your Content; Mind personas, Core Content modelling
- Putting Your Page Together; simple UX, where do CTAs go
- Content Best Practice; using images, writing for the web
Editorial Process
- Actually having one!
- Guidance not just tickbox approval

25. Core content modelling
A process that is used to determine:
• User goals, needs and key activities for a specific page
• Mind page goals
• How people come the page
• Where we might direct them to go afterwards
• What content we need to include to achieve all of these
goals and journeys

27. Drive Focus
GuideMEH
Meghan Casey, The Content Toolkit

28. Back to those personas…

29. Making our personas Mind

30. By now we should have
covered…
How we’ve made our personas actually useful
How we’re making sure the rest of the organisation cares
What tools we’re giving them

31. Questions

32. Sponsored by
Charity digital
conference
21 November 2018
London
#charitydigital

33. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk