Creating global content strategy for two Chinese universities

Plans to redesign English websites

In the summer of 2016, we were contacted by the deans of Schools of Foreign Languages and Literature from two top-50 universities in China to help them redesign their university’s English websites. While such endeavors are clearly indicators of the universities’ drive to internationalize their institutions and attract more foreign students, our analysis of their current websites reveals either the use of direct translation of their Chinese websites or selective use of existing Chinese content about their universities, with much of which irrelevant to the needs of international users.

To create an effective global strategy for these universities, we started with user analysis to identify their primary and secondary target users as well as user journey to examine how such users engage with the web content to achieve their communication goals. Then we employed content inventory, content audit, gap analysis, and competitor analysis to evaluate the relevance and effectiveness of existing content and to explore best practices used by leading international universities in Asia and Russia to attract foreign students. Our final content strategy recommendations include: a clear list of primary and secondary users, specific needs of these international user groups, important content to be covered, style guide, SEO strategies, and maintenance plan. We conclude by discussing possible ways to help clients understand the need to incorporate content strategy, usability design, SEO strategy, and writing for a global audience in developing their English portals.

In this session, you will learn:

  • What is content strategy and why is content strategy important for UX;
  • How to work with international clients in education to create effective global content strategy
  • What challenges are posed by such international collaboration processes and how one can overcome such challenges.

Huiling Ding, Associate Professor, hding@ncsu.edu

Yingying Tang, MSTC student, ytang11@ncsu.edu

Department of English, NC State University

Content & Design
Location: G112 Date: October 4, 2018 Time: 2:00 pm - 2:45 pm Huiling Ding Yingying Tang