Create content

Texts are the classic variant when creating content and in the past represented the majority of website content. When creating texts, pay attention to the presentation in the "stable F-form". More information on this can be found under Web Usability.

Website visitors quickly abandon longer articles. For this reason, lists are ideal for creating content. They are easy to scan, not excessively long and perfectly structured. Please also refer to the Web Usability menu item.

Compared to videos, images and photos are often the less complex way of creating content. Good content can be created with images, which can also be combined with other content. In particular, you should make sure that images are related to the text, otherwise they will be ignored. Individual photos can and should have a wide reach, especially on the social web.

In general, you should give images meaningful names and, if possible, also integrate the rule of thumb: "offer + brand + location". Then they will also rank better in the image search of search engines and successfully spread the LMU Klinikum brand.

Moving images are popular content because users can consume them more easily than text. In addition, videos receive more attention from users than text at around five seconds. Videos also often encourage further research into the LMU Klinikum brand. Videos are therefore ideal for creating content.

Just as guides are used for texts, how-to instructions are used for videos. There are thousands of possibilities, such as showing how to set up an e-mail account on the company cell phone on the intranet or how to proceed during a staff interview. There are also how-to videos on the Internet, e.g. for mother-child exercises as a follow-up to a possible operation. You could also make a how-to video on how to make an online appointment at your institution.

Short videos have been a new marketing tool since the beginning of 2013. This involves creating 6-15 second videos, e.g. directly in the Instagram app. At first glance, this seems rather short, but it forces creative approaches. In addition, the short videos are highly shareable and can therefore spread quickly on the social web.

Specialist articles can often be found on online offshoots of newspapers and magazines. If you write such an article, you can often publish it directly on your own website. This will draw attention to the LMU Klinikum brand or to a new service you offer. You should also link to it in one of your other channels, such as Twitter, Facebook, etc.

In the sections on texts and lists, it was shown that most people only read short texts on the Internet. This is true, but it is often the case, especially when focusing on niches, that longer guides can be a good means of attracting visitors. To do this, however, you need to give the guide a clear structure and provide a table of contents from which visitors can jump directly to specific chapters. This way, visitors do not have to read the entire guide, but can go directly to the chapter they are looking for.

Studies with scientific data collection and analysis are certainly a core competence in a university hospital. It is therefore an advantage if you use this great tool as valuable expert content on the website and the associated channels together with those responsible for the study. This may even attract the attention of traditional media such as radio and television.

Interviews are an excellent way to obtain good content and expert knowledge. Get in touch with interesting colleagues in your organization who would like to share their knowledge. Interviews can often generate a lot of social mentions and links if you post them on social channels.