As natural disasters affect many communities across Oregon, people contact Extension and search online to get quick answers, to learn more on the subject and to get more expertise in it.

During the peak time during recent wildfires, visitors to the Extension website more than doubled to 18,000 daily compared to the usual 7,000 daily in the weeks before and after. It was also a slight increase in those viewing from mobile devices (65% vs. 57%).

The information people needed did not just come from Extension’s Forestry and Natural Resources Fire Program (627 pageviews) and their events, but also content from Extension’s other program areas. Extension Communications worked with Extension leaders, content team leaders and faculty and staff to coordinate coverage online.

Where can we direct people to find current information?

Topic pages

Already having topic pages that curate content in one place on the Extension website helped with timely turnaround needed.

A quick review of existing topic pages helped to add new calls to actions and feature relevant content. New content produced also automatically appeared under latest resources and news. The relevant topic pages included:

  • Fire (1858 pageviews in September)

Fire topic page with Announcement about Post-Fire Webinar Series and below that a call to action box "Learn what is happening in your community" with link to the Fire Program

Family Emergency Preparedness topic page with announcement about community emergency Wi-Fi access and a call to action box for Oregonians to stay safe and informed with link to State of Oregon resource hub

Community Disaster Preparedness topic page with Announcement for Livestock hay and feed donation request at top and a call to action with link to "real-time map of fires in Oregon"

New content related to smoke and ash information also could easily be tagged to show on related livestock, gardening, health outreach, food safety and wine grapes topic pages.

Announcements

Similarly, ways to easily tag announcements to show across the Extension website helped with quick notifications to communities no matter where they enter the site.

Extension Communications coordinated with Extension leaders and county web coordinators on announcements to appear on county pages and any related topic pages. These included:

  • Livestock hay donations (289 pageviews in September)
  • Safety alert closures of offices (198 pageviews)
  • Emergency community wi-fi access (55 pageviews)
  • Disaster relief support and mask distributions (44 pageviews)

Employee intranet

The employee resources website also provided a place to share internal information on administrative and communication questions that arose on the wildfire issue.

Updates to the wildfire information resources for Extension employees webpage had 160 pageviews in September. It offers expense tracking, activity reporting and volunteering information that will be useful to know for any emerging issue.

Top page of the Employee Intranet Wildfire Information - shows smoke image with box with link under heading "Stay safe and informed"

How do we get new content that our audiences need online quickly?

Most visitors to the website arrive directly on our educational content. Extension faculty crafted multiple new articles and answered Ask an Expert questions to publish on the Extension site during the peak of the wildfires.

It’s great when we have original, trusted content to promote and that our educators are taking time to do that. Here’s some of the results for month of September:

  1. What should I do about the wildfire ash covering my yard and garden? | new Featured Ask an Expert question – 45,334 pageviews
  2. Take precautions when wildfire ash falls on fruits and vegetables | new News story – 30,439 pageviews
  3. Is it safe to eat my garden produce affected by wildfires? | new Featured Ask an Expert question – 16,972 pageviews
  4. What effect will the 2020 fires have on bees? | new Web article – 4734 pageviews
  5. After a wildfire | existing Web article – 1671 pageviews
  6. Fire-Resistant Plants for Home Landscapes and Fire-Resistant Landscape Plants for the Willamette Valley | existing Catalog publications — 1531 combined pageviews
  7. During a wildfire | existing Web article – 1214 pageviews
  8. The Home Ignition Zone: Protecting Your Property from Wildfire | existing Catalog publication – 1180 pageviews
  9. Fire FAQs—Who owns Oregon’s forests, and how does that matter when it comes to fire? | existing Catalog publication — 977 pageviews
  10. Impact of Smoke Exposure on Wine | existing Catalog publication – 752 pageviews
  11. Animal exposure to wildfire smoke | new Web article – 627 pageviews
  12. Fire FAQs—What is forest fuel, and what are fuel treatments? | existing Catalog publication — 533 pageviews
  13. Improve indoor air quality from wildfire smoke during COVID-19 | new Web article – 512 pageviews
  14. OSU Extension assists with livestock rescue efforts as Oregonians flee fires | new News story – 473 pageviews
  15. Once the smoke clears: A guide to safety start working and riding your horse | new Web article – 403 pageviews

Also added were key “online resources” from government sources or other Extension colleagues, especially bilingual content on evacuation safety, wildfire smoke, and fire prevention.

Where time is of the essence, some of the most timely ways to publish content are:

  • Ask an Expert question/answer (Extension Communications monitors and can add timely, relevant content as “featured questions” to the Extension website.)
  • Publish a new article, or revise an existing one (Post through your content team.)
  • Add an online resource through your content team (Link to a credible outside source.)

You may also be interviewed for news stories published by Extension Communications writers.

Later, your team may also want to revise or create a new peer-reviewed Extension Catalog publication.

People are taking the time to fully read this information too – often spending over five minutes and more on each article. Together all this online content captured ways Extension educates, collaborates and supports efforts in the state when natural disasters happen.

How can we best let people know about our useful resources?

If you create content based on questions you’re hearing from our audiences or other trends, then there will likely be more interest when you share it. The pieces of content that attracted most pageviews also had about 45% who arrived via Facebook social media referrals.

Sometimes how you present it on social media helps too. One piece of wildfire content had over half its views come from Facebook. This could be because of the post’s creative photo slideshow about 4-H assistance with rescued livestock.

During this time, the most popular Facebook post shared urgent tips right in the message if they clicked to see more.

Post with infographic "When the fire nears you... Anticipating an evacuation? Steps to take now" with steps listed. Shared 747 times and 29 comments.

Direct referrals to the online content, such as from your email distribution lists, also increased. During this wildfire peak time, 34% arrived from a direct URL compared to around 13% other weeks in September.

While we featured this new and timely content each day on the Extension homepage, the OSU Alumni website also featured our information on their site too. What other partners do you know of that highlighted our content on their sites?

When the next natural disaster comes to Oregon, such as a water-related emergency, keep in mind these ways that your content can be nimble and ready to go when needed.

A network of information. A world wide web. The interconnectedness of resources on the Internet, and on our Extension website, requires some thought. Do it well and your content is more easily found and keeps people reading. Do it poorly and you may miss opportunities or end up with broken links.

There’s a whole web glossary related to websites and search engines, and jargon related to “links” come up many times. Let’s better understand the value and the practicality of links.

Value of links between Extension and other websites

Oregon State University and the Extension Service are seen as trusted sources on the Internet. When we link to another website or content outside our own (called external links), it signals we vetted this as a good resource to check out. Our “authority links” help those resources to be seen as more valuable by search engines, which helps where they rank in search results.

The same is true when others, especially media or .edu and .gov sites, link to our resources (called backlinks). The best backlink is when a web editor writes a “Top 10” blog post or “Best of” review and includes one of our resources, this is called an “editorial link” and is highly valued.

We have surprisingly low referral traffic to our site (4% of all traffic in the last year) despite how many strong partnerships we have. This is an opportunity to ask our partners to make their web editors aware of all we have to offer their audiences.

It matters what those backlinks say, so they are accurate in conveying what a person would find if they clicked on it. A general link to “check out the Extension Service” isn’t as valuable as a hyperlinked sentence within your partner’s content. For example, their popular article or page on soil health could direct people on “how to test your soil” or “find out when to plant cover crops” linking to a specific resource on our site.

We can also send a feed of our web content to display on their websites, such as events or gardening stories. This can help add visibility for our content with less work on their part since they don’t have to write it and the links update automatically. If partners are interested, our web developers can work to set it up from our content management system.

Practicalities of links between sites

On the Extension website, we have different ways that you can add links to external resources. The main way is for content teams to add an “online resource” content type, or for the volunteer and youth programs to add “program resources”. This has taken some getting used to for people.

It requires you to add more context about that link beyond just a URL and title. It includes a short description, image and tagging that helps it display in all the related places across the site. It also helps to avoid a bunch of broken links, since you update it in one place, and it updates everywhere.

This is what an online resource would look like when featured on pages across our site. After people read the short description, they click on the title “Reducing Health Effects of Wildfire Smoke” and it immediately sends them off to the external resource on the Oregon Health Authority’s site.

Content teams generally want to keep online resources to less than 20% of all educational content we create.

Within a web article, you can also add the usual hyperlinked text, such as to a few related resources at the end. Do this when those related resources don’t need to be shared or found in search like an online resource is.

Stuffing an article with a bunch of external links in bulleted lists is not recommended. When other sites change their links or remove a resource, your hyperlinks get broken if those sites don’t bother to set up redirects.

Broken links make for unhappy visitors and can hurt our credibility. We can run reports to show broken links, but it takes work to find the right link again and change it everywhere.

A better approach is to create a “collection” of online resources to manage it. See the recent Processing Meat Animals at Home collection for an example. You can see the many formats that can be used to display online resources that link off to external resources.

Value of links between content within our site

We can also create strong links between content on our site (called internal links), which is helpful for search engines and visitors alike.

Hyperlinked sentences in a web article are useful to bring people to another related article. For example, we did this before a monthly newsletter promoted our August gardening calendar.

When heatmaps showed that people were interested in particular sections, then we found relevant resources to link to for them to read more.

Before

After (900+ clicks)

Before

After (700+ clicks)

As a result, the most popular information on the heat map ended up also being the most popular links to click on once added. Also, people kept exploring many more resources on our site after visiting the initially-linked resources.

Internal links from popular articles help to direct people to more in-depth or less visited but still valuable resources. This process of seeing what else on the site to link to can help you to discover and assess if there’s duplicate or overlapping content too.

Practicalities of internal links

There are different ways on a page to add links beyond hyperlinking a sentence. For example, on the poison hemlock and western waterhemlock article, links were added to the pull quote, the image caption, and as a custom “call to action” field at the end.

You can easily avoid broken internal links by typing the title for the internal page in the URL link field. It should pop up a list of content for you to select the correct one. This way if the URL changes, the internal link won’t get broken.

Here’s more details in the web guide, including a video, on how to do links on the Extension website.

In the future, we will be able to automatically select our content to link in emails and newsletters sent from Salesforce CRM (client relationship management) system too. Stay tuned!

Extension works in so many different fields from public health to forestry to food systems. People either know us or discover us based on our knowledge in these specific areas. So it is not surprising, the topic menu receives the most clicks on the Extension website’s navigation.

Many of these topic pages could use some organizing by subject matter experts. Topic pages can fill the need to show your coordinated efforts. The educational resources you share every day with key audiences can be accessed in one place without needing to create a separate website on the topic. These topic pages will also easily connect visitors with Extension programs, events and experts across the state.

How topic pages are organized

If no one has curated the topic page, then it is automated to show any latest content tagged with the topic. Check out a topic that relates to your work and see if it looks complete or out of date.

If it’s not useful, then it may be time to connect with the point people from the different Extension program areas to help you quickly organize it. The Extension web team can help you get connected.

The point people will give you an excel sheet of the existing content on that topic page, then ask you to identify and mark related categories. This process also helps you catch content that was mistagged or should be archived.

Then using those categories, the point people can add content tags and set the topic page up online for your review. You can also make further changes on your own. Learn more in the web guide on Instructions for Topic Pages, including a how-to video.

Here’s some great examples of curated topic pages:

Next week’s blog post will highlight the best practices that the Youth education resources and Bees and Pollinators topic pages put in place.

New features: Topic categories

Until now, we had to use custom keywords to organize a topic page. Now it is easier with topic categories. The categories help to identify the top tasks that people often come looking for, and show up as main headings down the topic page.

The topic categories also show up as a way to filter “Browse Resources”.

You can add a topic category from your group page if you are a topic page facilitator. Then whenever anyone adds a topic tag to content, the topic category field shows up to fill in. This helps to remember to add these category tags, so any new content shows up in the right place on the topic page.

New features: Opt-in Form for visitors

In the past quarter, visitors to the Extension website has grown 63% in comparison to the same time last year. That’s a lot of people who may be interested to engage with us. A new tool that we are piloting allows people to sign up to get more information.

On the gardening techniques topic page, web visitors can sign up to get a gardening e-newsletter each month. This message “Join our email list for free gardening tips!” pops up from the bottom of the page.

If they decide they want our help for a healthy, beautiful and productive garden and click “Sign me up for the newsletter”, then they can submit their name and email. We assure them we are committed to their privacy and not sharing their information.

If they enter their information, they will get future newsletters.

On the garden vegetable and herb topic page, web visitors see a pop up from the bottom of the screen “Get your free essential guide to gardening!”.

If they click “Download the free guide”, then it gives them an opt-in form to email them the free guide.

If you are interested to learn more, then reach out to us and we can tell you how to try it out on a topic page that you organize.

During these times, we make the most with what we have. And sometimes we can do more with what is at our fingertips. In one-on-one web meetings or when auditing webpages now two years after launch, it’s clear that many of the helpful features of the website’s content management system are still new to you.

When things are new, they may be avoided or underused. So, explaining how these work more than once and in different ways helps. We have done a written web guide, blog posts and trainings. Some quick tips below will hopefully show you things you may have missed.

How do I make a page more designed or organized?

It can be hard to connect what you see on the back-end (where you edit pages) with what you see after you save it. Page sections are the way to layout your content and make information standout for a visitor on the webpage – whether it is a topic, county or program page.

Below is an excerpted video from a recent webinar. It switches back and forth to help you see: what each page section looks likes in edit mode and what it looks like once saved.

Click to play the video on page sections

As the video shows, page sections allow you to add pieces of content to a page in chunks, one section at a time.

There are different types of sections you can use to customize your page:

  • Standard: For typing in static text and for adding images or videos. These don’t fully use the content management system, since they aren’t shareable across the site.
  • Automated: For automatically displaying lists of events, program resources, or latest content. Once set up, you don’t need to do anything more. The content updates based on tagging or dates.
  • Selected: For finding content that others added on the website, and selecting it so it displays in a specific place. You need to remove it later if you no longer want it to show.
  • Designed: For setting up a page so content stands out (e.g. an orange stylized bar with icons to click). Also, it can make content formatted a specific way (e.g. content titles show and when you click the full text expands).

Not all page sections or advanced settings are covered in this video, so also read more in the web guide.

How do I stop an event or announcement from showing up?

You can now modify tags! This makes it easy to fix a piece of content that was mistagged. You can also add your county tag, topic tag or program tag to something to get it to show up. This can be useful for an online event that may be of interest to your audiences.

This short video shows you how to modify tags (click to play).

What’s happened to my content or page?

Sometimes you notice something has changed or isn’t how you remembered it. First, take a deep breath and realize two things: there’s an easy way to find out and it’s usually a simple explanation.

We are in this together. You each have a lot of access to do things you need to on the website, and that means many other people do too. It’s what makes this website platform function with the resources we have. Communication and a sense of calm can help most situations.

The easy way to find out what’s happened is to look at the “Revisions” tab at the top of any page.

The revisions page records who made the last changes, and you can compare to see what changes were made. It’s even better when everyone remembers to leave comments in the “revision log” field when editing a page. Those comments appear in the Revisions tab too.

If nothing looks out of the ordinary there, then send a quick email to https://beav.es/extension-support to ask us to look into it.

If it’s a technical issue, then we will get on it. If it’s a training issue, we can offer context to help understand the way the content management system or different team processes work.

What’s the benefits of the website’s content management system?

This efficient system has prepared us for the long term goals of integrating Extension content with other sites, social media, and client relationship management platforms. It will also be able to personalize content for visitors on the website. This is why the content is structured and tagged in the way it is.

Being in the same content management system helps to:

  • Show a more unified presence of Extension and the coordinated efforts within each of our programs, fields of expertise and regions
  • Track analytics and feedback for a more strategic approach
  • Avoid duplication of resources and use the tagging and page sections to share and show one piece of content in many places.

We are continually improving this behind-the-scenes editing experience.  We are working to simplify the way content authors add, find, select, translate and manage content. Stay tuned for more news and trainings later in the year. In the meantime, reach out to us now for a 1-on-1 working session to get up to speed on all that you can do.

Lately, people have been wondering how to share their recent Zoom recordings and handouts, and how to let communities know we’re still providing useful activities and resources. The website can play a part in this communication, alongside your emails, social media, newsletters and outreach to local media. We have some guidelines and examples and considerations to get you started and coordinated related to: Prepping recordings, Program pages, County pages.

County pages

The county landing page already is a spot to feature your current events, your newsletter and feature a few new pieces of content either from your county or statewide news and resources. You can also use announcements to share resources like Lincoln county.

This action of keeping your landing page fresh shows you are active. Featuring a couple pieces of new content could be done at the same time you are pulling together your newsletter.

If you have a lot of new resources, then keep your focus areas under “What we do” updated too. In addition to announcements, Lincoln county added a new focus area to encourage supporting local food, for example.

We’ve also had requests from other regions that they want one place to showcase all that’s happening across their program areas. In this case, an “Online resources and activities” focus area can be featured at the top of your What We Do section on your homepage.

Here’s an example that we will push out to counties later this week, which you can customize.

We want to elevate visibility and awareness of OSU Extension’s work with Oregon communities with particular focus on local and county-level impact and resilience in the face of COVID-19. Next week we’ll share another focus area template to help you in directing people on where to find local food, health and financial assistance too.

Program pages

Other than the event lists, program subpages are a good place to communicate with participants and volunteers in your program what new resources you have that they can do at home. The key is coordinating how these resources are added, although the design on the page can vary.

Here’s a short decision tree.

  1. Is the new resource only relevant to your local program in your county?
    1. Yes, add as a program resource to your local program group.
    2. No, see below.
  2. Is the new resource of interest to or being duplicated by other local programs in other counties?
    1. Yes, add as a statewide program resources and tag for the local county programs. This way it only needs to be updated in one place.
    2. 4-H Jackson county is an example that could be done this way since they have good resources that could be of interest to other 4-H county programs that are also adding new home activities subpages.
  3. Is the new resource of interest to other statewide programs and the general public?
    1. Work with related faculty to add through a content team as an educational material and tag for the program(s). This way it can show up on topic pages too.
    2. Oregon Master Naturalist is an example that shifted to this way.

Prepping and sharing your recordings

Content teams have shifted to giving virtual programming since the pandemic started. When giving your programming as a scheduled webinar, the recordings are posted in OSU MediaSpace within hours. You can use this recording in several ways, but there’s a few things you need to do first.

Make sure that you have informed attendees it is being recording and received the needed permissions from those attending. Please remember that recording meetings or events with youth is prohibited without express consent from their parent or guardians. See specifics on the Virtual Extension program delivery page.

To ensure we meet our ADA responsibility, please request captions for your Kaltura video, and proof and fix any issues. This will ensure the recorded content is as widely accessible as possible.

  • You may need to edit your Kaltura video to snip the beginning or end of your recording. You can find instructions here.
  • Check in if you have any branding for pre and post-production to be added.
  • Lastly you will need to share your video.

Once you have completed these steps, you can post the video on the website.

  1. Add the recording link to the event page (which can still be found by searching on the website after the event) along with any handouts. However, don’t share publicly “meetings”, especially that contain youth in the recording, on the website. See program delivery info on Zoom safety and security on our Virtual Extension website.
  2. Get the attendee list from your Zoom Oregon State report dashboard afterward and email it to them. Contact us for any questions on getting that list.
  3. Add the video on the related county focus area if the content is a webinar not meant for broader distribution (check with the appropriate content team first). See a Coos county example.
  4. See if faculty want to edit portions of the webinar to add as educational content through their content team. Visitors to the site often want quick answers not whole webinars when they find videos on the site.

You still want people to attend the program, rather than just wait to find the recording. The value of people attending the webinar live is that they can engage with you and other participants – a chance to ask questions and network. However, analytics on numbers of views of the recordings could be included in your Digital Measures reporting.

Web updates

It is important for our learners, stakeholders and funders to know that OSU Extension continues to actively serve, engage, respond and innovate during the COVID-19 pandemic—even while locations are closed and employees are working remotely.

To align with the current way we deliver services, we adjusted small but meaningful wording on the site:

  • We adjusted the emergency announcement from emphasizing we are closed to we are still here for you with related resources.
  • We made it clearer on the homepage how we are offering many online events from across the state.
  • We made sure that postponed events are now separate from active events.
  • We shared information on wearing a face covering on county sites.
  • We feature new resources on the homepage and COVID-19 topic page, like the new “Sewing cloth face coverings for beginners” educational gallery.

We also improved the speed at which you can enter and update content behind-the-scenes.

As you think about ways to engage the public from a distance, there’s new visual features on the website to try out. If you need quick ideas to fill out your newsletters, then a tool coming soon will give you ready-to-go content teasers and photos to use. Finally, we give a few tips about sharing coronavirus updates and content on the website.

New tools to try out for digital delivery of information

You often get asked how to identify a plant, a spider or many other things that people encounter in their homes or fields. Or how to build a raised bed or landscape wall. Content teams that need to share identification photos and descriptions, or step by step instructions, can do so in the new virtual “educational gallery” content type.

Learn more about how to set up an educational gallery in our web guide.

If what you need to share is more text than visual-based, then programs and projects also have the option to add collapsible page sections to their subpages. This helps people see the process at a glance, and expand to read more.

Here’s information in our web guide on how to add page sections.

In the coming weeks, our outreach may rely on our social media and newsletters for ways to engage with and deliver information to our communities. If you postpone or cancel an event, maybe there’s some good content online on the same topic to share in the meantime. When you log in to the Extension website, you will soon be able to access a “content bank”.

This will be an easy way to find existing web or video content that meets a need (e.g. blueberries is the top search on our site this week), and be able to download a photo, URL and short blurb you can share. This directs people to read the full article online.

Once this is ready, the content bank will be found on your My Groups page when logged in.

Also, check out the Virtual Extension webpage for other ideas. It is a growing resource! EESC will continue to solicit from across Extension more shareable content and engagement suggestions to share on this page. We’ll also continue to add tutorials, such as on how to do a video from your smartphone or set up Facebook Live, and the best situations to use those tools.

Adding web updates related to COVID-19

An emergency announcement appears in red across the top of Extension website pages to let the public know of recent decisions.

If you have specific updates for your county or program, then you can add a regular announcement that will show in an orange bar across your page. Make the title specific, so when people search the site the announcements are distinguishable.

Your county pages office hours now indicate that offices are not open to public traffic but that you can be reached via phone or email during regular business hours.

On event pages, you have a standard COVID-19 statement too that you can change as you know more about if the event will be postponed, canceled or done virtually.

The homepage directs people to the CDC fact sheets on handwashing and other important information in English and Spanish. If content teams add videos, web articles, or online resources from other places on hand-washing and topics related to Extension’s work, please select the keyword “COVID-19” so it can be compiled in searches. We may add a new tag, collection page or other ways to gather the information down the road.

You can always contact us through our beav.es/extension-support request system if you have a question along the way.

In Extension we work in a variety of fields and with many great folks all over Oregon and worldwide. If you’re looking to reach people where they are at, video is an excellent medium to consider. YouTube is the 2nd most used search engine(1), and an excellent way to reach 18-49 year-olds. 80-90% of that age range uses YouTube monthly(2)!

With all of these billions of questions being asked on a regular basis, we need some help to find out what those questions are and how to best address them. We are regularly looking at the analytics from our Extension YouTube channel to harness our past data to help inform a better future.

Knowing how people search

If you’re curious about what the world is looking and searching for check out Google Trends. This is a great place to start when thinking about creating a video. You can break things down by region, look at related terms or topics, view seasonal popularity, and more. It’s useful to think about the terms that your audience will be using and not what you might use in academia.

Here are some of the search terms that have brought viewers to our YouTube channel recently:

 

  • Blue: how to get rid of moss in your lawn (and other variations)
  • Light Green: insect collection (and other variations)
  • Purple: plant pathology (and other variations), quinoa (and other variations)
  • Dark Green: small farm (and other variations)

All of these are terms and phrases used to search on YouTube. These are just for videos we currently have, there are many search terms where we have either no videos or we could use something more recent. Consider entering some search terms your audience would be looking for into YouTube, Google, or Google Trends. You very well could find some gaps in relevant content or perhaps a topic that needs refreshing.

Some of the most popular uses of video, in the case of YouTube, is for How-Tos and trying understand the world or products(3). This is right in Extension’s wheelhouse! Here are some videos that are currently harnessing curiosity well on YouTube:

From left to right:

  • Pinning Butterflies and Moths,
  • How to Identify a Plant or Weed
  • Collecting Insects with Traps and Lights
  • Collecting Insects: Tools and Supplies
  • Sweep Net Technique
  • Using A Plant Press.

All of these were in the top 12 for views in 2019, and as you’ll see below they are also some of the best at holding the audience’s attention.

Holding the audience’s attention

Think about your current audience. What are the questions that are being asked on a regular basis? What kinds of skills or procedures could you show through video?

While explaining the research and science behind topics are great, most viewers are looking for a solution to a problem. Get to the point and then explain the reason behind the solution. Looking for the “I-want-to-do ___” moments in your area of expertise is a great place to start.

We use the Audience Retention metric to see how a video is doing at getting to the point and meeting the viewer’s needs. Views tend to have a steep drop-off after the beginning. It’s important to hook the viewer in right away and prove that the video will meet their expectations. The first 15 seconds are the most crucial. These videos are doing well at holding viewers’ attention:

From left to right:

  • Scotch Broom Removal
  • Income Opportunities from Logs
  • How to Make a Trap to Catch the Spotted Wing Drosophila Fly
  • Sampling for Varroa Mites from a Honey Bee Brood Nest
  • Sweep Net Technique
  • How to sample a lot of hay
  • Collecting Insects with Traps and Lights
  • Managing Moss in Lawns.

All of these have over 60% viewer retention (very good), and you’ll notice that each one does a good job at directly addressing a problem or showing how to do something.

Audience Retention is also important for another reason: Google uses this in their algorithm when showing related videos at the end of a video. Having a high retention rate increases your chances of showing up in viewers’ feeds.

How to approach creating your video

Video is an amazing tool at reaching audiences, but because it is so widely used, it’s important to approach creating a video with a strategic plan otherwise you risk being drowned out. Here are some questions to ask if you’re thinking of getting into video:

  • Who is my audience (both existing ones and new ones you hope to attract)?
  • What kinds of questions are you hearing regularly, and what does data from sources like Google Trends say about your topic?
  • Do any of these questions work well as a How-To or to help someone in that “I-want-to-do ___” moment?
  • Is this a topic that can be shown well visually?

Something else to consider is to use YouTube as a social media platform. If you are willing to check the comments and to make your video interactive, it can be a good space to have conversation and address other questions that might come up. These interactions can also inspire future video topics.

Author: Stephen Ward

 

(1) 54 Fascinating and Incredible YouTube Statistics

(2) The latest video trends: Where your audience is watching

(3) Many Turn to YouTube for Children’s Content, News, How-To Lessons

Occasionally, we still hear from Extension faculty or staff worried about people not being able to find things on the website. Extension does have a lot of content on the site, and we do care what audiences think. This year EESC will continue our work on website usability and use analytics to help improve the visitor experience. Yet, the design solutions may not be what you thought, and focusing on content may be a better approach.

Where you can worry less: the changing design trends

Forget the “three-click rule.” The idea that web visitors will get frustrated if they have to click more than three times to find a piece of content has been around for the last couple of decades. Logically, it makes sense, but how many times they click doesn’t matter(1) and can make for unruly menus. What matters is each time they click, the page should deliver something to get them closer to an intended goal.

Also, our home page isn’t as important as you think. Visitors to our website are less likely to land on our home page than in the past – approximately 3% of visitors. This is a common trend happening across all websites. Search engines and social media are a big factor, as they will link to whatever page is relevant on our site. People go to a page of interest and don’t see the homepage.

A greater focus on organized, well-titled content and landing pages (vs. home page and navigation) can give you more visitor retention opportunities.

What to focus on: the content most asked for or that meets your goals

Give people the good stuff upfront when it comes to landing pages. What do they often ask about? Feature it prominently anywhere on the page, and then direct them to related content that may be less intriguing but still critical information. EESC can work with you on how to surface these top tasks.

One Nielsen Norman Group study(2) found that, like general web readers, the professionals we serve want content easy to scan and digest. They differ in that most are looking for detailed facts, verifying the credibility, and comparing data or related findings. Overstating outcomes or having out-of-date content diminishes credibility.

Two types of information particularly attract their attention:

  1. New information that they haven’t considered or heard of
  2. Contradictory information that is contrary to their existing knowledge or beliefs

This may be one reason a web article, Branding: OSU working to settle the debate of the ages, surpassed others in the high number of pageviews recently.

Do you have emerging research to share on a long-standing issue or trending topic? Share with your content team to get their input and then add as an article online. Web visitors can leave you feedback on the article, and then you could potentially develop the article further into a catalog publication or journal submission.

After reading these popular articles on the Extension website, the majority of people then leave the site. What action would you want visitors to take or what could they read next to further their engagement? How can we work together to improve that?

If you find when looking at the new analytics dashboards that a piece of your content does not reach people as hoped, then let’s look into it. What can we try with the content or on the landing pages, or in the promotion of it, to help? Also, assess your goals (e.g. attracting new participants) and ask how your online content can help to better meet them.

These actions keep content, and the related strategy, at the center of what we should be worrying about on the website, and helps us to better support people in our online communities.

 


Extension website updates

Are people still having trouble finding information online? Tell us on our beav.es/extension-support form (click the last option).

Newsletters now have a button link that goes to a “past issues” page, so the list on the main page only shows the 6 most recent issues. This will happen automatically once you reach more than six back issues.

Want to see who all the members are of a specific content team? What about contacting all web group leaders, or reaching out to a specific member of your web group? You will be able to do this now through the content management system when logged into the website. Just look for the link to this on your My Groups page.


(1) The Three-Click Rule for Navigation is False, Nielsen Norman Group 2019

(2) Writing Digital Copy for Domain Audiences Nielsen Norman Group 2017

“There are clear champions related to the digital strategy,” said Anita Azarenko at a quarterly conversation last summer. “Is there a way to capture that enthusiasm, that energy, to help the web and content strategy team help others? I’m not saying put more on your plate because some of you are already doing this, but how can you help others make this transition?”

At our Extension annual conference in December, our web team saw some champions at work. We observed Extension faculty coaching colleagues on producing peer-reviewed educational content. We heard people talking about how topic pages or journey maps function. And we had full rooms of people at our sessions hoping to learn more and get their questions answered.

We also want to recognize the 50 people who were most active in 2019 to keep the content current. They dove in and put things into the new content management system, so it could show up on the Extension website. Thank you!

Looking forward

As we start the new year, we will look for champions who share their best practices or how-to tips with others. Or, implement new processes as a team. Here are 3 ways you can contribute in 2020 to helping your colleagues:

  1. Convene your group or team to put together a content calendar or make decisions about recurring questions
  2. Subscribe to these blog posts to stay up to date, and share as a regular agenda item at your future meetings
  3. Join others to present a peer-based training or contribute your thoughts in a Navigator blog post

Jen Holt, who coordinates Oregon Master Beekeeper and Oregon Bee Atlas programs, shared her experiences with the transition.

“At first, I was a slightly unwilling participant. I had an established program with an existing website that had served us well for many years,” she explained during the Extension annual conference.

“Yet, once I got started I grew in my understanding and use of the new Extension website. I have been using this website for a year now, and the finished product greatly exceeds what we were using in the past.”

She admits the hardest part is learning the terminology, but that the help docs can be your friend. She likes that new pathways of involvement are now available online:

  • The interactive features for the general public to have their questions answered
  • The ability to highlight a list of their publications and events based on tags
  • A way to tie into the larger OSU and Extension community.

View her slides and notes for her presentation.

Would you like to share your experiences in a future blog post? Contact us to let us know.

Roundup of Web Updates during 2019

If you missed out on reading the posts last year or want a recap, this roundup will get you on track with what we did:
  • Launched new designs for county landing pages, local focus areas and the Extension homepage. We also made it easier to show different style formats.
  • Added many new tools groups can see when logged into the site. You can now see feedback from visitors and analytics dashboards to show their activity. Also, review any revisions notes from EESC copyediting.
  • Answered over 600 support requests from Extension faculty and staff throughout the past year. As a result, we made many iterative changes to existing features to make the site work for different situations.
  • Hired a new Salesforce programmer who has met with different groups. He shared how this new constituent relationship management system can apply to Extension’s work in the future.
  • Held trainings around the state, and taught how to use OSU tools like Box or Beav.es for file and link management. We also created new how-to videos to familiarize you with the website.
  • Outlined everyone’s content management roles, and how to count your web activities in Digital Measures. We also integrated your awards and publications from Digital Measures into your profiles.
  • Shared tips on sprucing up newsletters or catching the attention of web visitors. We also added tools or data-informed recommendations for improving content’s readability, accessibility and findability online.

A trip to the apple orchard this past weekend led to rows of trees available for picking. Fallen apples lay scattered across the ground; low branches held a few ripe pieces in easy reach. This season, the website content is in a similar situation. Fallen apples represent the bushels of content that need to be cleaned up. The low hanging fruit is a handful of easy tasks to get started on.

If we want our visitors engaged and involved with Extension, then we have to be active too in providing relevant and current resources. If our online content becomes outdated, such as an article with crop statistics from 2002, then potential clients may begin to wonder about our advice. It’s easy enough to update, or leave out, time-dated information if it’s not essential to the article.

Updating your web content maintains trust and loyalty with Extension’s audiences. It also helps search engine optimization and builds the confidence of new visitors about our authority on the topics.

Cleaning the content

A year ago, the majority of archived county and program sites on Drupal 6 sites went away for good. The flurry in putting content on the new website meant some content didn’t get thoroughly reviewed. Others got left in Box unless someone asked for it.

Do you have content that needs a second look? Some of the low hanging tasks could include:

  • Look on your groups page, filter by “events” and archive any old events that no longer need to be visible to the public.
  • Ask EESC for a spreadsheet that shows all content for your group listed by publication date. Then start reviewing the oldest among them. If you’re unsure it’s worth updating, search around to see if there’s content that is similar or think about how it could be repurposed.
  • Look at the the Box files or content in your groups folder marked “draft” to see what could still be reviewed and published.

While you need to look for accuracy and completeness of the content, EESC is contributing to this process too.

  • The publishing team is copyediting your published content. Also, they are adding formatting that helps with website readability. They are currently 20% through all the web articles.
  • The web and content strategy team is fixing broken links and changing published content to correct content types. This mostly means changing educational documents to more accessible articles.
  • The administrative team is tagging catalog publications to improve findability. They are also helping with missing photos or image quality.

You can keep track of what we’re doing by looking at the “Revisions” notes tab of your content when logged in. If there are major changes, then we will email you directly with questions. Learn more in the web guide.

Keeping on top of content’s health is best managed when pruned a little each day over the winter months. Set a maintenance plan, and then come spring your resources will be fresh and ready for new growth. This will make our web visitors very happy.


Web updates

In case you missed it, last week’s blog post shared what Salesforce looks like to someone using it. This can help you in better understanding how a CRM (customer relationship management system) works.

Thank you to all the Extension program area leaders for sharing your goals with EESC in October. This will help inform our communications and content strategy over the next year. Stay tuned!