The beauty of the web is in its flexibility to transform to meet individuals’ needs. But it takes due diligence on our part as developers and content editors to make sure that content is provided in a way that assistive technologies can use to present the information in different ways. If done properly, this ensures that all information you provide on the web is available to everyone regardless of physical, cognitive, or technological limitations.
About two months ago, at the Geonetric client symposium, we launched the beta version of our new Form Builder. This new tool allows our clients to build their own forms and publish them to their websites. Our goal with Form Builder is to provide clients the ability to easily iterate on their form designs, have more direct control over their interactions with consumers and increase the form-related work they can do on their own.
Throughout the process of building this product we have been living our agile principles: learning about the product through direct client input, continuously improving, and using a combination of qualitative and quantitative feedback to determine the priority of new features and refinements.
As healthcare marketers, we often like to jump right to the tactics and bury ourselves in campaign work in the hopes that it will make a tangible difference. And sometimes it does. But more often than not, results are disappointingly modest, leaving us with the sense that we’re investing more and more just to maintain current performance.
Sometimes in our rush to do “stuff” or chase down the next great idea we lose focus of the fact that we’re choosing the work we do based on how clever it sounds and not by how it supports the patient journey.
From a marketer’s perspective, good Web content does two things:
First, it helps people find you. Google and other search engines rank only pages with valuable, relevant, high-quality content.
Then, it drives action. Or, in Web speak, it converts. It turns your site visitors into patients, donors, job applicants — or whatever else fits your specific goals.
The benefits of good content are clear. But what is good content? How do you know what to include? Where do you start?
While getting the oil changed on my car the other day, I thought about how much the experience has changed since I was a kid. In the seventies, my Dad would always take our cars to “his” mechanic for maintenance. “His” mechanic was a distant relative that owned a service station where the attendants would pump the gas for you, check your oil and tire pressure and clean the windows. The coolest thing was that they wore bright orange jump suits and some pretty nifty hats to identify them as the service station’s employees.
I love learning and talking about content strategy. And writing. And editing. Oh, and style guides. Man, do I love a good style guide. Seriously. It totally pumps me up.
Luckily, at Geonetric, I’m surrounded by people who feel the same way. And just last week, four of us braved Midwestern road construction season and drove north to Minneapolis for Confab Central 2015, a content strategy conference.
We talk quite a lot at Geonetric about organizational agility – the ability to experiment, change and adapt quickly. Agility is a key strength for corporations today, particularly for those in rapidly changing markets. And when it comes to changing industries, few are going through the level of upheaval that healthcare is experiencing today!
Last week at the Geonetric 2015 eHealth Symposium we empowered our clients to be more agile with the Beta release of Geonetric’s Form Builder. Form Builder does exactly what it says – it helps administrators create online forms that they can attach to their websites, blogs and intranets.