Chapter 2: Content types and wording variations by type

By design, a Tweet has a different energy and phrasing style than a textbook. Readers expect a Tweet to be a condensed thought or sentiment. A textbook’s goal is to educate in a thoughtful, methodical way. In both cases, the audience must be reached and the goals of the message achieved. 
 
The same goes for various types of online content produced for the UT Health San Antonio. 
 
In all cases, content produced for our web pages should: 
 
Have a consistent tone and voice. See detailed guidance on Tone and Voice in Chapter 3 

• Use minimal acronyms and internal jargon (except for widely known acronyms detailed in Chapter 4) because even web content intended for internal audiences at the UT Health San Antonio can be viewed by external audiences. 
• Excessive wording should be avoided. Online content should not be dry and robotic-sounding, but online readers expect editorial content to be on point and direct. 
• Tell a story. Engaging content should show readers what the message means. Specific examples, good detail and quantifiable data make online content credible, useful and worth sharing. 

2.1 Landing pages and static content

Specific word counts for landing pages and static content will vary by project. This content is written to describe a department, a person or an institution on a website in a way that’s meant to last. This type of content is meant to be written once and then updated no more than once a year, unless a major change occurs that requires new copy. For that reason, this copy should be evergreen and should hold up to the test of time. No mention should be made of very timely topics or events. This type of content is usually giving directions or serving as a summary of a department or type of service. The content should be to the point, using an active voice and should not veer into the territory of peppy or sales-oriented in tone.

2.2 Blog posts 

Word count: 400-600 words for most informational posts. A blog post announcing an event or linking to a video will be shorter. Use common sense and adapt based on the message you’re trying to convey. 
 
Blog posts are meant to be more conversational and blogging is a more nimble medium. Variety enhances a blog feed, so a guest post written by a favorite professor or a Top 10 list supplemented by videos works for a blog in a way that other formats can’t support. 
 
UT Health San Antonio blogs are still part of the university’s communications toolkit, so the writing must not get too casual.  
 
Blog posts are found most often through search-engine queries, (blog followers make up the minority of readers in most cases) so blog posts must be written with more urgency than, for example, static content. Get right to the point. Offer bullet points or lists. Aim for content that is digestible, solution-oriented if applicable and useful. The reader should glean at least one or two new pieces of information from a blog post. Otherwise, you have wasted the reader’s time with fluff.