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Our mission is to conserve the lands and waters on which all life depends. How does nature.org further our mission?
Nature.org delivers strategic mission-driven content to engage and convert qualified newcomers and deepen affinity and relationship with loyal supporters. Ultimately, its goal, like our marketing business goals, are to drive revenue, increase influence and enhance our reputation.
Content-First Strategy
In line with our marketing goals to drive revenue, increase influence and enhance our reputation, our content strategy on nature.org is meant to be a reflection of the organization's Shared Conservation Agenda (SCA). All content must be organized based on the priorities and supporting strategies of The Nature Conservancy. Applying this approach to content strategy provides consistency in messaging, goal-setting and audience targeting.
Our editorial and promotional planning for nature.org combines art and science. Nature.org will always serve to promote and raise visibility of key initiatives, programs and the work that happens in the field. Additionally, the Global Digital team will continually leverage the data and analytics that power the website to proactively identify additional opportunities for proactive content promotion.
Editorial planning comes in two forms:
- Fixed: Time sensitive, major moments in time driven by TNC or by relevant third parties
- Fluid: High performing content based on website traffic/engagement or social media performance
The Voice of Nature.org
Utilizing the unique user personas that were developed during the start of the digital transformation, audience is key when thinking about content on nature.org, and each audience has unique goals when creating content. For example, for membership audiences, we understand that a primary goal is to drive engagement, so content geared towards this audience should encourage support and donations. For influencer audiences, however, the content goals could be different, as they focus on policymakers, changemakers. The messages are consistent in terms of how we elevate the work of the SCA, it's mainly in the form they are presented.
An Ideal Content Journey
Creating Content
The Content and Editorial Team is tasked with elevating and enhancing the voice of TNC accross our digital properties. Part of that work involves developing tools and resources to support all programs in creating engaging and successful content.
Powered by Taxonomy
Nature.org content is driven by a powerful taxonomy of themes, terms and keywords that can generate relevant content and be scaled across the entire site. Some of those major sections within the site that generate this taxonomy-driven content:
- Global Insights - Focused exclusively on influencer content
- Magazine - membership, editorial content geared towards members and general audiences
- North America - geared towards local audiences across North America, covering local issues, with an SCA-lens
- Global sites - focusing on country-specific content, with multiple audiences, driving by the region priorities
Publisher and Author Network
Who is producing the content? Each section of nature.org is assigned a dedicated "publisher", who owns content production and page updates as needed, and together, they make up the Publisher Network. For those major content sections that produce content on a regular basis (such as North America, Magazine) the publisher may manage a group of authors that write or create pages, and then the publisher will push them out live onto the site. Global Digital ensures this network is kept up to date on new updates with our content management system AEM, best practices on building content, and optimizations and audits.
Digital Style Guide
Publishers and Authors who produce content on nature.org should follow digital writing style guidelines to ensure consistency in how we talk about our work across all our digital properties, including nature.org.
Instructional Material
Content Success Stories
Learn from nature.org content authors as they share how they built featured content and why they believe it was a success.
Editorial Calendar
The editorial calendar includes important TNC and global events, campaigns and milestones that can help content creators plan out the delivery of content. We encourage all content creators to utilize this for their own content planning, recommend any new content as well as learn what other teams have in their pipeline. To learn more or to acquire access to the calendar, email us at digitalcontent@tnc.org.
Page Types and Templates on Nature.org
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Article Pages
Article detail templates should be used for all story pages and any detail on topics. Best practices for building pages in the Article Detail Page Template. Article Page
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Landing Pages
Landing Pages are built in either the Chapter/Program & Region Landing Page template or the Landings & Campaigns Page template. Landing pages are entry points for information about TNC programs. Landing Pages
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Aggregation Pages
Aggregation Pages are built in the Aggregation (Auto) Page template or the Aggregation (Manual) Page template. Aggregation pages are collections of related content, such as stories from a region. Aggregation Pages
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Contact Pages & FAQs
Contact pages are built in Contact Detail Page templates or Contact Listing & FAQs page templates. FAQ pages are built in the Contact Listing & FAQs Page template. Contact Pages & FAQs
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Press Release Pages
Press Release pages are built in the press release detail page template. This template is used ONLY for press releases. Press releases all live in the newsroom section of the site. Press Release Pages
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Biography Pages
Bio Pages are built in the Biography Detail Page Template. This template is used for creating biography pages for TNC leadership, scientists, and also to create bio fragments for external authors. Biography Pages
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Places We Protect Pages
Places We Protect pages are built in the Places We Protect detail page template. Profiles of TNC preserves and other places protected by TNC are built in this template and live the the PWP section. Places We Protect Pages
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Event Pages
Event Pages are built in the Event Detail page template and live in the Attend Events section. Pages are typically invitations for the public to participate in TNC-hosted activities. Event Pages
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Volunteer Pages
Volunteer Pages are built in the Volunteer page template and live in the Volunteer section. Pages are typically advertisements to attract volunteers to TNC projects where we need time donated - either in person or remotely. Volunteer Page Guide
Data Analytics
Data Analytics at TNC
Data analytics is the science of analyzing raw data in order to make conclusions about that information. Data analytics techniques can reveal trends and metrics that would otherwise be lost in the mass of information. This information can then be used to optimize processes to increase the overall efficiency of a business or system.
One of the goals of the Global Digital Analytics team is to use data to inspire action in your day to day.
To achieve this goal, we need to track as much TNC content as possible! We have built analytics into AEM so user activity on the site is tracked. We rely on you to add campaign tags to the URLs you are using in marketing campaigns.
We have a variety of tools that we use to track content. Learn more about our tools and methods on our Web Analytics page.
Optimizing Web Content for Search
Search engine optimization (SEO) is critical to ensuring that your content is found by potential readers. SEO is about more than links and keywords. Follow the links listed in the inset to the right to learn SEO best practices.
Goal of SEO:
Get the site to show up on page 1 of Google for the words people use to find information about our work and then to get those people to click and convert.
Do we care about other search engines? Not so much. 87% of searches are conducted on Google. The remaining percent are split between Yahoo and Bing, with only 0.04% elsewhere. 93% of TNC searches conducted on Google.
How to Write for SEO:
SEO is for HUMANS, not search engines. Search engines only mimic how real people use the internet to find information. Creating content our audience wants is the only way to win with SEO.
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SEO 101 GDU Presentation
View the presentation and slide deck from SEO 101. This course goes into detail on how we can get our content to rank on Google searches and how to optimize content for success. SEO 101: A Global Digital University Presentation
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SEO 102: GDU Presentation
In this deeper dive into Search Engine Optimization, SEO Specialist Lindsay Mineo explains how Google ranks pages and how TNC content creators can optimize nature.org pages. SEO 102 Recording and Deck
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Monsido Training
Monsido is the tool used at TNC to track broken links. Broken links create a poor user experience and can damage a page’s SEO, and this training will show how to use Monsido. Watch the Recording
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Anatomy of a Google Result Page
The goal is to get on the first page of Google results. But there is more to a results page than a list of web pages. Learn about all of your opportunities for visibility on the Anatomy of a Google Results Page
Fun & Informative SEO Stats
Source: https://www.searchenginejournal.com/
32% of clicks are on the first organic result.
92% of traffic goes to the sites on first page of search results.
51% of traffic is from organic search (paid search gets 10% and social gets 5%).
51% of people access the internet on mobile devices & tablets
8% of people phrase their searches as questions (% likely to increase with rising popularity of voice search).
79% of people took action on a mobile device before purchasing
40% of revenue is from organic traffic
Feature
Optimizing Article Layouts Through Chunking
Chunking content on a page could help users process and scan information more easily and in turn, increase their engagement across the page.
Feature
Redesigning ‘Places We Protect’
Take a closer look at how we revamped the design and user experience of nature.org's Places We Protect preserve locator.
Best Practice Guides
Listed are materials for best practices around web page layouts, content optimization and web accessibility.
Guide to building landing pages on AEM for chapters, programs, campaigns and storytelling features.
Guide to building article pages on AEM, including a guide to page sections, available components and how-to guide on filling out page properties.
Striving for accessible web content ensures all users can access and use the site. Learn about about web accessibility and ways to make your content accessible.
Learn how to optimize an image to make it most accessible to all nature.org audiences.
UX & Design Learnings
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UX & Design 101: A GDU Presentation
Learn the basics of how User Experience Design impacts product success and what you should consider when designing content for nature.org. See the Presentation
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Web Accessibility 101
Understand the basic principles of web accessibility and how to create a more inclusive design. See the Presentation
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Web Accessibility 102
Learn how to use web accessibility principles to create and enhance maps and graphics. See the Presentation
AEM Training & Access
Adobe Experience Manager (AEM) is the main Content Management System (CMS) used by TNC. Nature.org and many of our country sites (e.g., Australia, Canada) are built on AEM. To become an AEM author you must complete training on ConservationTraining.org and request an account through the Digital Request Form. Complete the steps below in order. Training is in two parts - Part A and Part B - which together take around 4.5hrs.
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Part A Best Practices for Content Creation
Takes approx. 90min to complete. Covers concepts fundamental to authoring TNC content that engages audiences, correctly utilizes the available tools in AEM, and best represents the organization. AEM Training Part A
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Part B Authoring and Publishing Pages and Assets
Approx. 4hrs. An orientation to the essential features and functions of AEM. Through demonstrations and guided simulations, you will learn how to build pages from start to finish. AEM Part B Training
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Login to AEM Production Environment
Before we can set up permissions for new AEM authors, we need that author to login to Author.tnc.org using their single sign on TNC ID. Login and simply close out to create an account. AEM Production Link
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Submit a Request for AEM Account
Submit a digital request form. On the request page click the link for "AEM Issues" then choose the category "Access/Permissions". Fill out the form completely for quicker processing. Digital Request Form
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Two Factor Authentication
You will need to use two factor authentication to authenticate your sign-in to AEM. Learn more about 2FA. Read about 2FA
AEM Authoring Resources
Tool
Manual Anchor Links
How to create a link on your page that will jump users to a specific section of that same page.
Instructional Material
Photo Upload Guide
Guide to uploading photos and adding photo properties in the AEM DAM.
Instructional Material
Guide to Basic AEM Authoring Tasks
A step by step guide to authoring pages in AEM, including how to create new pages, how to add components, how to upload images, and how to publish.
Instructional Material
Common Page Property Tabs
Learn how to correctly complete the Basic, Image, OG, SEO and Temple-Specific page properties.
AEM Release Notes
The latest AEM release was completed on Sept 18. The next release is scheduled for early November. Discover fixes and enhancements to the nature.org CMS.
Donor/Audience Portal Training & Support
Portal usage currently restricted to a small group of approved pilot users.
This dynamic taxonomy chart can help you to explore the taxonomy terms we use at TNC.
The first page shows all of the major, useful taxonomy terms or categories.
- Use the lowest tag possible. For example, if you tag your image with “Red-winged blackbird”, there is no need to tag it with “Animal”, “bird”, etc.
- Any category with lower level tags is clickable.
- If you click, it takes you to a slide with the lower level tags listed.
- Every slide has a Return to Page 1 link in the upper right-hand corner.
Publisher Network
The publisher network is a resource for nature.org authors. Publishers can answer questions about content design and best practices, provide updates on the CMS, and review and approve any content created on nature.org. Every AEM author will be paired with a publisher.
Analytics Training Resources
Adobe Analytics is the standard tool used to track nature.org content. The Analytics team can help get you set up with an Adobe Analytics account, a dashboard tailored to your program's KPIs, and reporting. For help from the team, submit a Digital Request Form on Connect.
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Request an Account
Submit a digital request. Select 'Analytics' then the sub-category 'New Adobe Analytics Account.' Then fill out the fields and indicate the level of urgency and submit. Digital Request Form
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Adobe Analytics Navigation
Adobe Analytics uses search, fly-out navigation, and easy access to favorites and frequently viewed reports and dashboards. This short video guides you through ways to navigate reports and dashboards. Adobe Analytics Navigation