Stories are a powerful way to connect with our audiences. We have so many great stories to tell, across the breadth of our activities and the people we help every day.
You can tell these stories through the parts of our website dedicated to story content.
This approach enables us to share this great work as a distinct stream of content. It sits parallel to content that focuses on helping users to complete tasks. (See: Task-based content)
Types of story content
We have 3 channels built into the website for telling stories. Each has a unique purpose and content needs.
Choose a format
Consider the right format to communicate your message.
Digital stories are about something that has happened. Campaign pages are about something that is happening or is going to happen.
Both campaign pages and digital stories take the user on a longer journey to reach a conclusion. News items can be about past, current or future events, but are short format and get straight to the point.
Digital stories
A visually engaging narrative format for sharing multimedia, long-form stories. You can use this feature to take the user on a deep dive into an activity or outcome that has occurred.
Only certain types of stories are suitable for this format.
To find the right digital story, start with:
- Scope – is more than one person’s story, covers a longer period, or both
- Strategy – connects to at least 1 of our 3 strategic objectives
- Structure – has a narrative arc, with at least 1 reversal (eg starts bad, now is good)
- Visuals – you can tell the story with more than words (data, images, videos, infographics)
Campaign landing page
A visually rich, dynamic format that leads the user through campaign themes and objectives. You can use this format to engage, educate and motivate our audience to take action.
You don’t have to be conducting an official campaign to use this format. It’s designed to help us communicate a particular message or activity with minimal distractions, leading the user to take action or follow links to complete a task.
Campaign pages shouldn’t replace task-based content. Make sure you are using the right format for your message and your users.
News and media centre
A hub for all our departmental news, updates and story content. Users can explore topics of interest to them using tag and search functionality.
The news and media centre is home to our media releases as well as news items, newsletters, podcasts, videos, case studies, and digital stories.
We can also embed a series of content from the media centre on any web page across our website.
Tools for creating web content
Content strategy
Key principles that inform our approach to inclusive web content that meets user and business needs.
See more
Task-based content
Create content that helps users complete a task.
Measure success
How to use data and feedback to evaluate content.