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Inventory to Insight to Action with Paula Land

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Introduce the concepts and value of the content inventory and audit and get practical,
tactical tools and experience in conducting an audit, extracting insights, and
presenting the findings.

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Inventory to Insight to Action with Paula Land

  1. 1. Inventory to Insight to Action Content Auditing Workshop Paula Land Content Insight
  2. 2. Introductions Paula Land Co-founder and CEO of Content Insight Owner and Principal Consultant at Strategic Content
  3. 3. Today’s goal Introduce the concepts and value of the content inventory and audit and get practical, tactical tools and experience in conducting an audit, extracting insights, and presenting the findings
  4. 4. Introduction to content inventories and audits
  5. 5. What we’re going to talk about The Who What When Where Why* How What next? *Not quite in that order
  6. 6. Content inventories and audits Early steps in a content project Form the foundation for the larger initiative Strategy Gap Analysis AuditInventory
  7. 7. Inventory vs. audit Inventory - Quantity Audit - Quality
  8. 8. Another way to think of it Inventory - Data Audit - Analysis
  9. 9. Yet another way to think of it Some rights reserved by phil_g "Not doing an inventory is like starting to bake when you don't know what ingredients you have in the house.“ – Rahel Bailie
  10. 10. Why?
  11. 11. Why inventory? • Assess as-is landscape of a site or content set • Scope a project for resource estimation • Identify patterns in content structure • Set a baseline to measure to-be site against (ROI) • Establish a basis for migration tracking If you don’t know where you are, how do you map to where you’re going?
  12. 12. Why audit? • Assess current state of content to inform strategy • Identify whether content consistently follows brand, template, editorial, style and metadata guidelines • Assess whether content supports business and user goals • Establish a basis for gap analysis between content you have and content you need • Prepare content for revision, removal and migration • Uncover patterns in content to support structured content initiatives • To develop a deep understanding of the content Business Goals User Goals Content
  13. 13. “When you take the time to understand the content that already exists, not only will you be able to ensure that it’s supported in the new design, but you’ll actually make the entire design stronger because you’ll have realistic scenarios to design with and for…. chances are there’ll be stuff out there that you’ve never thought about, much less designed for. ” –Sara Wachter-Boettcher
  14. 14. Organizational value of audits Become the content expert Be the content advocate Drive change forward Image by Thibault fr (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons
  15. 15. “[Use] the content audit as a platform for facilitating often-difficult conversations with stakeholders about the purpose of the site, the priorities of users, and the operational constraints and opportunities.” – Christopher Detzi
  16. 16. When?
  17. 17. When do we inventory and audit? • Planning and executing a content strategy • Website redesign • CMS implementation • To guide a governance initiative • Ongoing
  18. 18. Who?
  19. 19. Audits aren’t just for content strategists Content strategists Information architects Project managers Site managers Everyone who interacts with your content
  20. 20. Where?
  21. 21. Where do we look?
  22. 22. How?
  23. 23. How do we create a content inventory? Automate your inventory using CAT, the Content Analysis Tool. Free trial available at www.content-insight.com.
  24. 24. What goes into a content inventory? Data captured by CAT: • URLs — How many pages are there on the site? • File types — What are all of the formats? • File size — How large are the files? • Level — How deep does the site go? • Images — How many of them, what format, where do they live? • Media — How many audio and video files exist, what format, where do they live? • Documents — How many, what format, where do they live? • Metadata — What title, description, and keyword metadata is on each page? • Links in and out — What links to and from each page? • H1s — What is the H1 text (matters for SEO) • Analytics — What traffic is each page getting?
  25. 25. How do we turn an inventory into an audit? Scope the audit Gather information Analyze
  26. 26. Scoping the audit Why are you auditing? • Scoping a project • Content strategy initiative and/or site redesign • CMS implementation • Ongoing What do you need to learn? Who is your audience? How much time do you have? What’s your project timeline?
  27. 27. Assembling the audit ingredients Information to gather before beginning: • Inventory data • Business requirements • Analytics data and other metrics • Editorial and brand guidelines • Personas • Customer journey maps • Customer feedback • Search logs
  28. 28. Example: Business goals • Increase sales by x% • Achieve a high level of content engagement • Decrease customer service calls by x% • Create brand loyalty
  29. 29. Example: Guidelines and standards Editorial Brand Legal / Regulatory SEO
  30. 30. Example: Voice and tone guidelines Attribute Content characteristic Friendly  Written clearly and conversationally  Uses short, simple sentences  Uses familiar, common language Approachable  Gives users ways to contact you  Content is easy to scan Conversational  Written as if you’re speaking to a friend, and want your friend to know what you know  Written informally  Uses contractions  Written in the second person: “you,” “your,” and “yours” Energetic  Uses the active voice  Empowers the customer with action verbs: Find, Search, Explore, Get, Shop, and so on
  31. 31. Example: Voice and tone table Source: Kevan Gilbert, https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice
  32. 32. Examples: Tone MailChimp We’ll start by getting a few definitions out of the way that should help you understand this policy. When we say "we," "us," and "MailChimp,” we’re referring to The Rocket Science Group, LLC d/b/a MailChimp, a State of Georgia limited liability company. When we say “you” or “Member,” we’re referring to the person or entity that’s registered with us to use the Services. Microsoft This privacy statement applies to Microsoft.com and Microsoft websites, services and products that collect data and display these terms, as well as their offline product support services. It does not apply to Microsoft sites, services and products that do not display or link to this statement or that have their own privacy statements.
  33. 33. Personas Fictional characters based on real users Represent key characteristics, motivations, goals
  34. 34. Example Persona: Volunteer Name: Sonya Role: Volunteer Occupation: Former Tech Worker Quote: “I really try not to spend a lot of time online, I focus on the face to face stuff. Last year we went on a trip to Montana and there were forest fires. This is what Twitter was made for!” Wants: To grow as a person and give back to the community. Pain Points: Doesn’t think the website is useful or updated. Sometimes there are closures due to weather, she’d like a way to be informed without being inundated. Motivations • Find volunteer activities that keep her active and outdoors and working with horses. • Originally had no history of working with children and was intimidated by the idea. Little Bit gave her an opportunity to become more comfortable with working with youth. Goals • Continue to learn about hippotherapy and be a useful volunteer • See that it’s a good use of volunteer time • Spend more time doing and less online in general Behaviors • High usage of smartphone, Twitter and Facebook judiciously. “It bothers me to have to be on Facebook to get something. So, I just won’t go on it.” • Reads the newsletters. Doesn’t visit the website, doesn’t think it is updated. “I imagine people go there when they start, then don’t go back.”
  35. 35. Example: Customer journey map Source: Adaptive Path
  36. 36. Customer actions Content engagement Customer feedback Search logs
  37. 37. What we audit for Quality Breadth and depth Performance and effectiveness Competition
  38. 38. Auditing for content quality What to assess: • Content is relevant • Content is current • Content is accurate • It is easy-to-read/scan • Tone is audience-appropriate • Content communicates key messages • Content facilitates key user activities • Content is engaging • Content presentation is consistent • Nomenclature is clear and consistent What to assess against: • Editorial style guide • Brand guidelines • Voice / tone guidelines • User research • Personas • Customer tasks
  39. 39. Auditing for structure and function What content elements and interactions exist on the site? How well do they perform? What are the implications for redesign or migration?
  40. 40. Auditing for breadth and depth What to assess: • Range of subjects covered • Comprehensiveness of coverage • Format What to assess against: • Competitor sites • Business requirements • Personas • Customer journey map
  41. 41. Auditing for content performance What to assess: • Analytics data • Site metrics • Search data What to assess against: • Business goals • Personas • Key performance indicators (KPIs) • Search rankings
  42. 42. Auditing against competitors What to assess: • Audience(s) • Type and quantity of content • Formats • Language (tone and voice) • Contributors (numbers, names) • Community features • Frequency of publication • Overall impression • Stand-out or differentiating features What to assess for: • Breadth and depth • Consistency • Completeness • Currency and frequency • Findability
  43. 43. Example: Scorecard
  44. 44. Turning insights into action
  45. 45. Presenting audit findings Know your audience Choose your focus Select format
  46. 46. Presenting audit findings – context Who are the stakeholders and what will persuade them? What decisions need to be made? What change are you trying to drive? Context Content Users
  47. 47. Presenting audit findings – focus What are the most compelling data points? What is the call to action?
  48. 48. Presenting audit findings – format Presentation Document Graphics
  49. 49. Example: Audit infographic Source: Christopher Detzi, uxmag.com
  50. 50. Delivering the news
  51. 51. Stay in touch pland@content-insight.com @content_insight https://www.facebook.com/content.insight Content Analysis Tool (CAT) www.content-insight.com