Content is more than just text
Images and videos allow users to look inside your facilities and hear from actual people. Supplemental files—like brochures or reports—help drive home the credibility and authenticity of your work. These are important pieces of your story. Every piece of content–whether text on a page, links to resources, videos, images, or other assets–should be considered for its added value to your user’s needs and your goals.
Know your audience—and speak to them
Consider who you are trying to reach and what actions you want them to take. Indiana University primarily targets prospective students and their families, staff, faculty, donors, and media.
To create effective content, consider the specific information they seek and where they expect to find it. The IU Content Strategy Team can assist with persona development and journey mapping to refine audience engagement strategies.
Identify who your audience is NOT
For example, the IU School of Medicine website does not target patients, parents, caregivers, referring physicians, or internal audiences. Communications for these groups are published on other web platforms or, in the case of internal communication, on the school or department intranet. Consider what audiences are NOT served by your platform, and ensure you are not writing for them.
Related tools
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Writing for the web
Best practices for writing that are findable, usable, and connect with your audiences.
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Aligning with strategy and brand
Brand standards and official IU content strategy resources.
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SEO and AI
Learn the fundamentals of search and generative engine optimization.
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Social media best practices
Promoting our messages and achievements.