Content Strategy

Purpose-Built Content and Patient Journeys

Purpose-Built Content and Patient Journeys

Posted by  | Content Strategy, Web Strategy

“Purpose-built” is a concept most often associated with physical design — buildings, vehicles, even kitchen implements — but it has relevancy to content as well. Purpose-built pretty much means what it says (I love when terms are clear like that!): designed to serve a specific set of uses and standards. But there’s also a lot packed(...)

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What’s Health Got to Do with It?

What’s Health Got to Do with It?

Posted by  | Content Strategy, Web Strategy

A few weeks ago, I wrote about how the Internet Strategy team is focusing on consumer-oriented health content as a strategy for meeting the strategic priority of patient- and family-centered care. So it’s pretty exciting to introduce the new Healthy Aging section on hopkinsmedicine.org. Healthy Aging focuses on bringing consumers clear, actionable information about how(...)

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Exploring the Concept of “Show, Don’t Tell” When Creating Web Content

Exploring the Concept of “Show, Don’t Tell” When Creating Web Content

Posted by  | Content Strategy

There are key points on which pure web content is based. To name a few… Identify your audience Tell your story Present accessible, digestible content Provide factual and current information Optimize your content Ensure contextual relevancy Factual information is of upmost importance and particularly relevant when writing about health information and the field of medicine. (...)

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