Types of Content

Terri Willard, International Institute for Sustainable Development (IISD)
May 2001

Web content can be in any format, from any source. However, the standard content of sustainable development sites tends to fall into a number of general categories. It is necessary to understand the differences in these content types in order to select an appropriate information architecture that will assist users to easily locate the content of interest to them. Different content types will also require different guidelines for their management and design.

Institutional content includes the vision, mission and goals of the organization and its various sub-units as well as contact information. It also covers current activity reports and work in progress. These latter pieces of information are very valuable to users, but not usually documented. This information does not change rapidly and is updated infrequently. Some examples institutional content include:

• Description of work on conflict management undertaken by the Fundacion Futuro LatinoAmericano
• Staff photos from EcoNews Africa

Newsletters

Most organizations have established print newsletters that are periodically mailed out to interested individuals and collaborating institutions. Most newsletter articles highlight progress on particular projects throughout the previous period. Others explain how changes or new developments within other organizations effect the topic of interest. This is usually one of the first types of content that an organization makes available on the Web. Some examples of newsletters include:

• Development Alternatives monthly newsletter
• Stockholm Environment Institute newsletter on Renewable Energy for Development

Publications

Publications include all official meeting and seminar reports, research publications, training manuals and workbooks. They form the core knowledge of an organization and are in demand by the target audiences. Many of these publications are available in some form on the Web – e.g., abstracts, tables of contents or full-text. Non-profit sustainable development organizations are often hesitant to make this content available online out of fear that print sales will decrease and reduce a revenue source. However, organizations are increasingly discovering that giving away publications online may increase print sales and increase partnership and funding opportunities. Some examples of online publications include:

• Publication on the "Seminario Emergencia Pesquera" by the Fundacion Ambiente y Recursos Naturales
• Institute for Sustainable Development (Poland)

Press releases and speeches

Some larger sustainable development organizations, and many government offices, create regular press releases alerting the media of new initiatives, reports and collaborative activities. They may also release transcripts of speeches from senior officials within the organization. Online archives of press releases and speeches often function as a "What's new" section. Other times, they contain information not posted elsewhere on the site. Some examples of press releases and speeches include:

• Maurice Strong speech at the City of Osaka Environment Symposium
• Press release on Canada and the U.S. giving formal support to IISD bid for intervener status in a NAFTA trade law case

Forums

Forums allow for simple interactivity between the users and creators of Web products and services. In essence, all visitors become co-creators. Forums serve three primary functions: to allow the site creators to get to know users better, to allow site users to get to know each other better and to economize on resources by having site users develop some of the content. Forums may take several forms including guest books, bulletin boards and integrated Web/e-mail discussion groups. Some examples of online forums include:

• The Earth Forum
• Responses to IISD Trade Statement

Multimedia

Multimedia includes audio, video and animated content. To date, multimedia has been used sparingly in sustainable development sites given the larger bandwidth necessary to download these files and the increased resources needed to produce them. Audio and video content can be quite useful, however, for illustrating the realities of local sustainable development efforts. They make the efforts and people involved more real than is frequently possible through text. In addition, they by-pass requirements of literacy that lock many people out of being able to create or use text-based Web content. Animated content is proving useful for illustrating complex theories and interactions. Some examples of multimedia content include:

• RealAudio Message from Kofi Annan to the delegates at COP-6
• Part 1 of a video of Senegalese women performing a skit on alternative local currencies

Databases

Databases allow for easier content management by creators and improved interactivity for users. Directories of sustainable development staff, experts, organizations, publications, jobs and events abound on the Web. By maintaining the information in databases, creators can easily update records to reflect changes and additions. Databases also allow users to search and retrieve only the information of most interest to them. More advanced applications of databases integrate the use of cookies to allow users to register preferences; the database then customizes the Web interface to meet these interests. Some examples of databases include:

• Directory of National Councils for Sustainable Development - Asia and the Pacific Region
• Ecologies directory of environmental laws from Central and Eastern Europe