{"id":1223,"date":"2025-10-30T12:04:08","date_gmt":"2025-10-30T12:04:08","guid":{"rendered":"https:\/\/blogs.york.ac.uk\/communications\/?p=1223"},"modified":"2025-10-30T12:04:08","modified_gmt":"2025-10-30T12:04:08","slug":"building-better-careers-content-from-discovery-to-delivery","status":"publish","type":"post","link":"https:\/\/blogs.york.ac.uk\/communications\/2025\/10\/30\/building-better-careers-content-from-discovery-to-delivery\/","title":{"rendered":"Building better careers content: from discovery to delivery"},"content":{"rendered":"\n

The problem: fragmented content and an unclear narrative<\/strong><\/h2>\n\n\n\n

Our previous careers and employability web content for prospective students was struggling. We knew we had a great story to tell but we weren\u2019t articulating our \u2018careers offer\u2019 as effectively as possible to our various target audiences, plus information was fragmented across multiple pages and usage was generally low. We collaborated with our Careers and Placements and Marketing teams to help make this better.<\/p>\n\n\n\n\n\n\n\n

The solution: A structured, iterative process<\/strong><\/h2>\n\n\n\n

We transitioned from a list of services and features to a clear, integrated story of benefits and student success through a structured development cycle:<\/p>\n\n\n\n

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  1. Discovery and research phase:<\/strong> We analysed current content and stakeholder needs to define the core issues (fragmented content and an unclear offer). We then gained a crucial understanding of our careers offer by reviewing a summary of services document provided by our Careers and Placements team, which proved pivotal in shaping the subsequent structure and narrative.
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  2. Information architecture (IA) planning:<\/strong> We decided to consolidate information onto a single, authoritative page for taught students. This IA choice supports how users read (skimming) and boosts our SEO.
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  3. Narrative and key message development:<\/strong> We developed a strong, compelling narrative centered on “Find your career advantage.”<\/strong> We then wove key facts (like \u201ctop 30 most targeted universities by the UK\u2019s leading graduate employers\u201d) directly into the benefits to back up our story.
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  4. Mock-ups and structure design:<\/strong> We worked through several mock-ups to structure the page around three distinct, visually supported layers of careers support. This resulted in an “at a glance” view<\/strong> at the top, followed by a detailed view<\/strong> presented in accordions for clean navigation.\n