Content types help provide structure and consistency throughout the site while still allowing content to be flexible per page. Content types can dictate things like: URL structure, in-page navigation, content segment availability, styling, etc. It’s important to use content types appropriately to provide our website users with a site that’s easy to navigate and content that’s easy to digest. Below is a guide for when and how to use the different content types available in the CMS.
Doctor
The Doctor content type should only be used to house individual doctor bio information. Personal, fun and uniquely identifiable content allows these pages to be more engaging and sharable. Ultimately this type of content will impact clicks and conversions on these pages.
Tips:
- Include a high-quality bio image. Doctors with images have been proven to get more engagement.
- Include fun facts.
- Be sure that doctors are tagged to the right specialties, programs and conditions.
- Leverage the search keyword field to make sure doctors are being indexed in search for layman’s terms.
Center/Institute
This content type should be used for programs that have been classified as centers or institutes. It is important to keep in mind that not all consumers will understand the meaning behind labeling something as a “center” or “institute” so our page content should speak to what our audience truly cares about in relation to these: market differentiators, programs offered, the care team, research, etc.
One of the main ways our audience will find institutes and centers is through the “Find a Program or Center” search page. It’s important to use layman’s terms when speaking to the programs offered at Miller Children’s. This allows the audience to better understand the content while also optimizing it for internal and search engine indexing.
Program
Program pages are used to highlight the lowest level of programs, treatments and diagnostics that can ladder up to centers and institutes. One of the main ways our audience will find programs is through the “Find a Program or Center” search page. It’s important to use layman’s terms when speaking to the programs offered at Miller Children’s. This allows the audience to better understand the content while also optimizing it for internal and search engine indexing.
Condition
The condition content type is used to represent information about conditions that we treat and our audience may be looking for additional information on. Condition content should provide users with additional information on the condition while clearly directing them to how Miller Children’s can help by providing relevant program, doctor and location content. Related resources and events are also important to feature on relevant condition pages. They encourage users to continue browsing content if they may not be ready for services immediately.
Location
The location content type should be used for the seven main Miller Children’s locations. In addition to having their own detail page, these locations will also appear on the “Our Locations” listing page. Most people will visit these pages seeking useful information about how to visit and/or contact that location. This content type is set up to make that content prominent on the page. Other important content to feature on this page are virtual tours, campus maps and links to additional program information.
Office Location
The office location content type should be used to represent other locations, outside of the seven main locations, that doctors office out of. They don’t have their own standalone detail pages and are used only to reference this location information on doctor detail pages.
Event
The event content type is used to create event detail pages for singular or recurring events on the site. These events can then be referenced on other relevant pages or associated, through taxonomy tagging, to other site content.
When available, all important event details should be listed in the marquee like: date, time, type of registration, cost, registration CTA. The event description should provide enough detail that users know what to expect out of the event, why they should attend and if there is anything they need to do or keep in mind ahead of time.
Events should also be tagged to relevant programs, types and audiences to ensure the best search and related content experience on the site.
Resource
This content type is used for resources like wellness articles, podcasts, patient testimonials, or other video content. Resources serve our patient and visitor audience by showing that we have content to support their needs at all stages in their health journey. Whenever possible, image, video and audio content should be used on these pages to increase engagement.
Resources should also be tagged to relevant programs, types and audiences to ensure the best search and related content experience on the site.
Press Release
The press release content type is used to showcase news releases relevant to Miller Children’s and their partners. Use image and video content when possible and link to other relevant content within the body copy to encourage users to continue exploring content.
Campaign Page
The campaign page content type is used for landing pages that need to be optimized for a highly-specific goal, like paid advertising. This page allows for a customized, simplified header and footer and use of nearly all content segments on the site to allow for flexible page structure.
Header links should be concise and actionable. Use the primary link field for the most important goal on the page and the secondary links for additional goals.
On a page with this much flexibility it’s important to consider all your content segment options and be sure you are leveraging the right ones given the content. You can use the content segment guide to help with this. Additionally, use headers and headline text to separate sections of content and ensure that the page is easily digestible and scannable.
Web Page
The web page content type is used for any additional pages on the site that don’t fit within the structure of any of the other content types. Pages like the main audiences pages, form pages, and more will use this content type. Nearly all content segments on the site are available to provide flexibility when building the page structure.
On a page with this much flexibility it’s important to consider all your content segment options and be sure you are leveraging the right ones given the content. You can use the content segment guide to help with this. Additionally, use headers and headline text to separate sections of content and ensure that the page is easily digestible and scannable.