The document discusses conducting an audit of an organization's content from a customer experience perspective. It recommends inventorying all content assets, establishing an audit context by defining criteria and metrics based on customer research and goals, and determining an audit scope by mapping content to the customer journey. The audit then evaluates the content against the defined criteria to assess how well it meets customer needs and identifies areas for improvement.
2. Paula
Land
about me
page
2
Founder, Principal Consultant at Strategic Content
Co-founder, CEO, Content Insight
Author, Content Audits and Inventories: A Handbook
Paula Land
@content_insight IDW 2015
4. Customer experience
matters
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04
Nearly half of retailers agree with
the statement “Our customer
experience is our brand.”
brand.
Source: “The Retailer’s Imperative: A Strategic Approach to Customer Service.” http://www.sdl.com/download/econsultancy-retailers-imperative/76876/
Paula
Land @content_insight IDW 2015
5. Customer experience
matters
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05
“45% of US consumers will
abandon an online transaction if
their questions or concerns are
not addressed quickly.”
sales.
Source: Forrester Reports
Paula
Land @content_insight IDW 2015
6. Customer experience
matters
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06
“The probability of selling to an
existing customer is 60-70%.
The probability of selling to a
new prospect is 5-20%.”
loyalty.
Source: Customer Loyalty, by Jill Griffin, quoted in http://review.content-science.com/2014/06/5-customer-experience-statistics-that-will-change-your-content-focus/
Paula
Land @content_insight IDW 2015
7. Customer experience
matters
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07
“It is 6-7 times more costly to
attract a new customer than it is
to retain an existing customer.”
cost.
Source: The White House Office of Consumer Affairs
Paula
Land @content_insight IDW 2015
8. page
08
Source: SDL, “Avoid CX Failure Fallout: 6 Steps to Customer Experience Success”
Paula
Land
Customer
experience
matters
@content_insight IDW 2015
9. 2 ways to deal with
customer experience failures
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09
Avoid them to begin with
Know your customers, know what they need, give it to them at the right time,
in the right format
Make it right when they happen
Apologize, provide easy ways to get in touch with you and clear pathways to
information to solve the problem
1
2
Paula
Land @content_insight IDW 2015
11. Paula
Land
content
sources
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11
Social media channels – yours
and your customers’
social
Catalogs, in-store signage,
direct mail pieces
print
Your web site, including
product information and search
results.
web site
Online help, chat, customer
service
Support content
Paula
Land @content_insight IDW 2015
15. Paula
Land
customer experience fail –
social media
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Source: http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#1
Paula
Land @content_insight IDW 2015
23. Paula
Land
input:
user data
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user personas
Representations of priority
customer types, with
needs, motivations,
influences defined.
user feedback
What your customers are
actually saying
user flows
Actual and desired pathways
through the content that a
persona takes to find
information.
user research
Primary and secondary
research on industry trends,
target and actual customers
@content_insight IDW 2015
24. Paula
Land
example
persona
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Jason Lee
27 year old resident of
New York.
Single.
Banker by day, pop
musician by night.
motivations digital behaviors
• Frequently shops and occasionally
buys online
• Uses the web to research purchases
• Heavy user of mobile devices
• Frequently uses social media
• In the market for a new laptop
• Is brand-conscious; concerned
with making an impression
• Detail-oriented, reads the fine
print
• Technically savvy
Paula
Land @content_insight IDW 2015
25. example
user flow
starting point
Jason goes online to the manufacturer’s
site. He sees more pictures of the
computer and reads the specs. He likes it
but wants to see it in person, since it’s a
big purchase.
end point
Jason sees the laptop in the store, tries it
out and decides to purchase. His
salesperson sends him on his way with
setup instructions, warranty, and return
information.
midpoint 1
midpoint 2
En route to a physical store, checks his
mobile phone for map, hours.
Jason gets a magazine with an ad for a
cool-looking laptop. He is intrigued by the
picture and description, but wants more
specs.
28. input:
metrics and analytics
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• Conversions
• Page views
• Time on site
• Click-throughs
• User flows
• Keyword search
• Likes, shares, subscriptions
Paula
Land @content_insight IDW 2015
29. gather and
analyze data
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Paula
Land @content_insight IDW 2015
• Focus on your most
important content for
customer experience
• Decide which data will best
measure experience
• Gather data regularly
• Incorporate into content
inventory and audit
31. Paula
Land
advocacy
What will inspire
customers to
promote your
brand?
customer
journey
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awareness
How are
customers
learning of your
product or
service?
conversion
How do they take
action?
consideration
What is their
decision-making
process?
loyalty
How do you retain
customers?
Paula
Land @content_insight IDW 2015
32. Paula
Land
customer journey matrix –
information needs
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Source: Strategic Content, Map the Gap: A Simple Grid Approach to Successful Content Gap Analysis
page
32
Paula
Land @content_insight IDW 2015
33. Paula
Land
customer journey matrix –
content types
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
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33
Paula
Land @content_insight IDW 2015
34. Paula
Land
customer journey matrix –
actual content
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
Actual Content
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34
Paula
Land @content_insight IDW 2015
38. Paula
Land
conducting the
content audit
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38
01Inventory all assets
Know your starting point
02Establish context and criteria
Know why you’re auditing and what your standards are
03establish scope
Choose your areas of focus
04evaluate the content
Assess content and derive insights
Paula
Land @content_insight IDW 2015
41. content inventory –
web site data
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41
Standard Data
• URLs — List of pages
• File types — Formats
• File size
• Level — Site depth
• Images — Number, format, location
• Media — Number, format, location
• Documents — Number, format, location
• Metadata —Title, description, and keyword metadata
• Links in and out — Links to and from each page
• Word count – Word on the page
• H1s — Text of the H1 tag
• Analytics — Pageviews, conversions, bounce, entrances
Paula
Land
Custom Data
• Content owner
• Content type
• Audience
• Status
• Template
• Etc.
@content_insight IDW 2015
42. the content inventory –
non-site assets
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42
Print
• Catalogs
• Flyers
• In-store signage
• Direct mail
Digital
• Social channels
• Email newsletters
• Ads
• Apps
Paula
Land @content_insight IDW 2015
43. how to
audit
establish audit context and criteria
What are the guidelines and metrics against which you’ll
be evaluating the content?
46. set audit
criteria
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46
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient high-quality content to
support the user’s information needs?
Format
Is the content in the right format for optimal
use?
Performance
How effective is the content?
Accuracy
Is the information correct?
Accessibility
Is the content consumable by all users?
Context
Is the content available when and where they need it?
Competitors
How does your content compare to your competitors’?
Paula
Land @content_insight IDW 2015
48. audit
criteria
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48
Depth and breadth
Is there sufficient high-quality content to support the
user’s information needs?
Is it complete?
Customer journeys
Personas
Content models
Competitors
Customer feedback
Paula
Land @content_insight IDW 2015
49. audit
criteria
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49
Format
Is the content in the right format for optimal use?
Customer journeys
Personas
Content plans
Analytics
Content models
Paula
Land @content_insight IDW 2015
54. audit
criteria
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54
Competitors
How does your content compare to your competitors’?
Audiences
Content type and quantity
Tone and voice
Community features
Frequency of publication
Standout/differentiating
features
Overall impression
Contributors
Paula
Land @content_insight IDW 2015
55. set audit
criteria
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55
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient high-quality content to
support the user’s information needs?
Format
Is the content in the right format for optimal
use?
Performance
How effective is the content?
Accuracy
Is the information correct?
Accessibility
Is the content consumable by all users?
Context
Is the content available when and where they need it?
Competitors
How does your content compare to your competitors’?
Paula
Land @content_insight IDW 2015
57. customer journey
content
page
57
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
Actual Content • Item
• Item
• Item
• Item • Item
• Item
• Item
• Item
• Item • Item
• Item
• Item
Paula
Land @content_insight IDW 2015
61. audit
activities
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61
Read the content – all channels
Compare similar content side by side
Follow typical task flows
Run searches
Trigger error messages
Paula
Land @content_insight IDW 2015
62. document
audit findings
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62
present findings
Present findings in the best
format for your audience and
timely way for project decision
making
What are the most compelling
data points?
What is the call to action?
choose a focus
Who are you presenting findings to?
What data will be most compelling?
What will you be asking of them?
know your audience(s)
Paula
Land @content_insight IDW 2015
63. operationalize
excellence
page
063
Build audit findings into your
content plans so you are
creating new content to the
standards and guidelines
plan
Regularly audit content to
monitor for issues that will
affect customer experience
audit
Fix issues with content and
update guidelines,
processes, and goals to
maintain quality over time
improve
Ensure everyone in the
organization knows what is
expected of them and how to
do their part
communicate
Paula
Land @content_insight IDW 2015