Communicating Science Online and On the Go

Implementing a Content Strategy Across Platforms and Devices

Client: National Institute on Drug Abuse

The National Institute on Drug Abuse (NIDA) wanted to expand its reach and influence by giving its agency Web site a modern update. This update required improved site navigation, search, design, and user experience; streamlined content; and an easy-to-use content management system. NIDA also sought a solution that would help support its transition of providing public information in traditional print formats to enabling online distribution.

Meeting this challenge, IQ Solutions focused on content first—in English and Spanish. This approach helped the team implement a scalable solution using the Drupal platform. Applying usability testing and leveraging taxonomy, NIDA’s content now achieves a wider reach into new platforms and devices such as mobile phones, tablets, and e-readers—meeting people wherever, whenever, and however they prefer to consume digital content.

Initial results show improvement in engagement and mobile use—pages per visit have increased while the bounce rate has decreased. Most notable, mobile traffic has doubled from 10 percent to 21 percent.