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Forward paths, in the most simple definition, are where users will go next. This is usually talked about within the context of a web page, however it could be any marketing or content tool. All forward paths should be intentional and should be the intersect between what we, as an organization, and what the users want to do as a result of the content on the page.
For example: If the content intends to inspire a future generation of female engineers, possible forward paths would be links to application sites, information about undergraduate and graduate programs, stories about successful female engineers and business owners, links to student organizations, etc. These could be in many formats, including inline links.
Other forward paths include:
Researcher promo
Inline links
Categories and Tags at the bottom of the story
Related links
In the news links
Mirrored home page
Follow social media channel
Share via email, social, etc.
Contacts
Contacts
Zach Robertson (zachr@umich.edu)
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