CMb 2011–15

Helping intranet authors write quality content

Written by , published September 29th, 2011

Categorised under: articles, intranets

One of the keys to a successful intranet is high quality, well written content, making it both useful and usable. Writing for the online medium is different from writing for paper. Staff typically scan a web page to determine if the information is relevant to them, and content has to grab them immediately.

Reviewing and rewriting content is a big job and cannot be done by the intranet manager alone. But training authors to write great content is a challenge, as most have never learnt to write for a specific audience.

This article outlines ways to help authors write content that is easy to find, easy to read and easy to use.

Conduct in-house training

More organisations are now recognising the importance of good quality content and are using professional trainers to conduct in-house workshops for intranet authors. This demonstrates the organisation’s commitment to the intranet and the role authors play as well as giving authors another skill to add to their resumes.

As one of the most effective ways to get authors up to speed on writing techniques quickly, training should include:

  • understanding the audience
  • writing for the online medium
  • making text easy to scan
  • writing in plain language
  • writing great headings, summaries and links
  • creating strong information scent
  • plenty of examples
  • practical exercises getting authors to rewrite existing content

Complete online training

Another popular option is online training, especially for organisations with authors in a number of locations. One such course is that by Rachel McAlpine, author of Write me a web page Elsie. Refer to for Rachel’s web writing courses.

Alternatively, training could be conducted by your intranet manager.

Provide exemplars

Presenting a before and after example of content that has been rewritten using writing for the web principles, an exemplar can be used as a resource to support training or on its own if you simply don’t have time to train staff.

Selecting commonly used pages to rewrite can ‘kill two birds with one stone’ by showing users how to rewrite content they are familiar with and getting some key content rewritten at the same time.

Suggested pages may include:

  • HR information page
  • Policy page
  • ‘About us’ or team page

Provide information on audiences

Understanding who you are writing for is one of the most obvious yet most overlooked areas. Who visits your pages, what are they looking for, and what is their level of subject matter knowledge?

It is not always possible for all intranet authors to ‘get out in the field’, especially as the intranet is just part of most authors’ day-to-day roles.

You can help authors understand their audience by:

Provide a checklist for quality content

As one of many author resources, a simple checklist for quality content should be provided on the intranet and should include:

  • writing for the web key principles
  • ownership guidelines
  • content review expectations
  • where to go for help

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  1. Michael Pritchard commented on September 29th, 2011

    Another quality article from Step Two.

    I’m working toward a more business inclusive authorship pool in my organisation, and these pointers are right on the money. Thanks very much!

    A key element for me is copyediting and proofing my contributors’ content. How much is too much?
    I would love to hear Step Two’s thoughts on quality control vs stakeholder preference.

  2. Brian Coles commented on September 29th, 2011

    Nice article. I’d like to understand how one can categorise who is eligable for a “writing for the intranet” training. In my organisation everyone has the potential to write content for the intranet. We do have content managers, but no “author” network. Is this a course relevant to all?

  3. Thanks Michael.

    As far as how much is too much for copyediting and proofing. I would say, not all content is created equal, firstly concentrate on getting the key information written well and go from there. I wouldn’t worry so much about the inward facing (team only) content.

    You will also find that with training and a little guidance, some of your authors will become ‘good writers’ quickly which will also cut down the need for proofing.

    Probably a topic for another article here!

  4. Michael Pritchard commented on September 30th, 2011

    Good points, glad I asked.

  5. Brian
    All content writers could benefit from writing well for the online medium and if you have the ability to offer training to them all, why not!

    Otherwise, you could provide intensive one day training for your content managers and a shortened version including exemplars for all other authors.


  6. Great idea Jacqui and thanks for the tip!

  7. Thanks Rachel for your tips and input

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