This document discusses creating online content for 16-25 year olds. It addresses barriers to engaging young people and how to overcome them. Key aspects covered include purpose, layout, format, and using visuals to make information accessible and trustworthy for young audiences. The goal is to give youth reasons to seek out resources and make it easy for them to find helpful information.
27. Activity Think of the barriers and obstacles that young people may face in accessing your information – add these to a spider diagram. Next together – explore the different ways young people may be able to overcome these barriers, either with or without direct support from your organisation.
28. Thank you! Patrick Daniels Head of Engagement and Support patrick.daniels@youthnet.org Emma Rubach Head of Editorial emma.rubach@youthnet.org
Hinweis der Redaktion
Introduction -
Patrick
PatrickNotesfrom a chat session – user talking about accessing support about self harm
Patrick Breaking it into steps
Emma -Clarifying the purpose of TheSite.org We identified that one barrier to accessing our information was that people don’t understand when they hear about TheSite.org, or first arrive at it, what it’s for. We needed to make our aims clearer. We realised we needed to clearly explain our purpose – so we’ll make the ‘about us’ page more obvious. We’re removing clutter from touchpoints like Homepages – only have relevant information visibleShout about what we offer – prove we’re trustworthy. We’re non-biased, non-judgemental, factually accurate. SEO articles better (using Google adwords/search logs/common sense) – eg. Bedroom Horrors – turned out to be about bedbugs. More people searching on bedbugs.Improve calls to action encouraging users to try out different parts of website, for example our local advice finder, which helps people identify support organisations local to them, and the community forum where people can get first hand peer support and advice.
Patrick
Patrick - Search terms – from a month on TheSite.org – deciphering what this meansBarrier #1 – search
Patrick - Findingyour water cooler…Barrier #2 – can they make contact with those producing the information?
Patrick -Overcoming barriers #1- Building a space where you have dialogue and contact with the young people you’re aiming to reach
Emma - Overcoming barriers #2- Practical SEO – interpreting what needs/purpose is from SEO data Understanding internal and external search logs - helps you imagine how users could be connected to your content. For example according to our external search logs, one of our most searched articles is on pro rata payBecause we’re filling a nicheWe’re then able to start thinking about other information gaps We’re able to use our search logs to find out how people are searching and tailor our keywords (titles/headers/straplines/subheads) to fit (eg. Bleeding bum – not bum blood).
Emma – using Information architecture – overcoming barriers to delivering information on TheSite.orgFirst identify your audience – how? User testing Personas Feedback/user interactionSearch logs (internal and external)Decide who you need to reach and what they’d like to see. (Handout – persona template)Consulting our usersLifetracks.com NING consultation group. We consulted a cross section of our users on: DesignArticle templates Tone of voice Content ideas
Differences depending on the topics
Building personas
Overcoming barriers to understanding information on TheSite.org– text or video? How do you decide which medium works best for which type of information? Words are useful for: Developing tone of voice. TheSite.org aims to be like a big brother or sister – warm but not patronising, friendly but never making assumptions or judging. Funny but not trying too hard. (Handout – add example article)Establishing trust. Grammar and spelling are important - they suggest factual accuracy (but don’t replace it).Getting across complex information (web-links, phone numbers, different parliamentary acts). Must-have information should always be available as text so users can refer to it again and again. Write for the web – short sentences; clear meanings; few puns; break up text with headers (good for SEO).Multimedia is useful for: Helping people find new ways of seeing/absorbing information. Use example of Lifetracks – we developed an interactive payslip to show people, rather than tell them, what should be on a payslip so they can work out if they’re being paid enough. (Handout – add screen shot + on powerpoint presentation)Developing compelling stories. Never underestimate the emotional impact of a video, even very simply shot (show bullying video?)Giving your audience an individual they can relate to – someone their age, who looks like them and sounds like them. Giving them something to share on their Facebook page (they’re more likely to share video). Pictures: Pictures make your site look pretty, inviting, appealing. They’re important. But they become white noise for users unless they feature real people. Stock-shots, are background buzz (cf Neilson research). Aim to use real people whenever you can and if you can’t, use a good picture – one with an interesting angle, good colour, something that makes a visual statement. Style - butters, mither, twocking. Obvs?We try to avoid vicar at a disco syndrome – we never use text speak or randomly insert the letter X or Z into words. We avoid referring to young people as teenagers, youth/youths, kids or CYP. We use slang cautiously. It dates quickly and may mean different things to different people (eg. ‘fit’). It doesn’t always translate across regional borders and may glamourise or normalise harmful practices (e.g ‘shotting’). Ditto swearing. We swear rarely and usually only in reported speech. Some swearing is still not really acceptable – eg we have an article called Fuck Buddies but we’d probably never use the C-word because we run the risk of offending everyone from Mail readers to ardent feminists.
Words are useful for: Developing tone of voice. TheSite.org aims to be like a big brother or sister – warm but not patronising, friendly but never making assumptions or judging. Funny but not trying too hard. (Handout – add example article)Establishing trust. Grammar and spelling are important - they suggest factual accuracy (but don’t replace it).Getting across complex information (web-links, phone numbers, different parliamentary acts). Must-have information should always be available as text so users can refer to it again and again. Write for the web – short sentences; clear meanings; few puns; break up text with headers (good for SEO).Multimedia is useful for: Helping people find new ways of seeing/absorbing information. Use example of Lifetracks – we developed an interactive payslip to show people, rather than tell them, what should be on a payslip so they can work out if they’re being paid enough. (Handout – add screen shot + on powerpoint presentation)Developing compelling stories. Never underestimate the emotional impact of a video, even very simply shot (show bullying video?)Giving your audience an individual they can relate to – someone their age, who looks like them and sounds like them. Giving them something to share on their Facebook page (they’re more likely to share video).
Pictures: Pictures make your site look pretty, inviting, appealing. They’re important. But they become white noise for users unless they feature real people. Stock-shots, are background buzz (cf Neilson research). Aim to use real people whenever you can and if you can’t, use a good picture – one with an interesting angle, good colour, something that makes a visual statement.
Style - butters, mither, twocking. Obvs?We try to avoid vicar at a disco syndrome – we never use text speak or randomly insert the letter X or Z into words. We avoid referring to young people as teenagers, youth/youths, kids or CYP. We use slang cautiously. It dates quickly and may mean different things to different people (eg. ‘fit’). It doesn’t always translate across regional borders and may glamourise or normalise harmful practices (e.g ‘shotting’). Ditto swearing. We swear rarely and usually only in reported speech. Some swearing is still not really acceptable – eg we have an article called Fuck Buddies but we’d probably never use the C-word because we run the risk of offending everyone from Mail readers to ardent feminists.