Collaborating on content audits
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The document discusses collaborating on content audits. It outlines why content audits are important for meeting organizational needs, improving user experience, managing brand standards, and scoping content projects. The document provides tips for when to conduct an audit and different types of audits. It also describes quantitative and qualitative methods for analyzing content, including inventorying content, analyzing metrics, and assessing usability, audience alignment, and consistency. The outcomes of a content audit can include improved content alignment, findability, governance processes, cost control, and a sustainable approach to content creation.
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Collaborating on content audits
- 1. Collaborating on Content Audits July 25, 2019 Dori Kelner, Managing Partner Sleight-of-Hand Studios
- 2. About me • Managing Partner, Sleight-of-Hand Studios • Create digital experiences for our mission- driven client base • Run discovery and content strategy • Principal, Insightful Culture • Mindfulness practitioner • Certified yoga and meditation teacher
- 3. Opening
- 4. You lie awake at night thinking about your content. There’s so much to fix. So much to plan for. You want to get ahead, but you can barely keep up with what’s happening day-to-day. The last time you tried talking to someone about The Big Picture, the conversation was cut short by yet another “content emergency” that put you right back in reactive mode. And the content keeps coming. And coming. And coming… --Kristina Halvorson Content Strategy for the Web
- 6. Why do we need content audits? • Better meet organizational needs • Improve audience experience • Meet brand standards • Understand context for communications • Wisely manage time and money • Scope and justify content projects
- 7. When is a good time to audit? • Redesign/new CMS • Migration • Rolling basis • NOW!
- 8. Audit goals • Clean up before building a new website • Improve management of existing content • Determine if anyone is actually reading our content • Make content more findable and usable • Develop opportunities to improve content creation process • Justify need for content strategy expenses
- 9. Start with a discovery • Brand • Tone • Message and website goals • Organizational objectives • Personas and user journeys • Content sources • Governance • Channel assessment • Web • Social • eMail • Thought leadership (blogs, articles, etc.)
- 11. Types of audits • Content sampling o Objectives o Audience o Traffic o Ownership • Rolling audit o Different parts of the site each month or quarter
- 13. Inventory • Title • URL • Type/format • Owner/source • Audience • Creation/update date • Taxonomy • Metadata • Analytics
- 14. Analytics • Low unique page views • % of pages • Entire subject areas • Audience specific content • Relationship of update recency with page views • Patterns in traffic • Bounce rates • Time spent on page • Page load times • Modification schedule • Pages without owners
- 15. Measures/KPIs • Quantity and distribution • Proportion to audience segments • Frequency of update • What content are people using • How do they get to each page • Where do they go after that • Goal attainment What measures are already in place? How does the content score against our measures?
- 16. Top 25 pages
- 17. Fewer than 50 page views by department 15% 20% 28% 37% Marketing Events Advocacy Membership
- 19. Last revision year 0 5 10 15 20 25 30 2012 2013 2014 2015 2016 2017 Percentrevised Last revision year Year Year
- 20. ROT • Redundant • Out-of-date • Trivial Non-performing content
- 21. Redundancy What it means • Same content/multiple posts • Repetitive content • Over-wordy How to find • Look at pages that aren’t frequently visited • Are editors updating the same content in multiple places
- 22. Out-of-date What it means • Old/expired products/services that no longer exist • Contact information • Events/News/Blog posts/Articles How to find • Look for old or no modification date • Review everything over 2 years old • Use a link checker
- 23. Trivial What it means • Content misaligned to top tasks • Content doesn’t meet minimal requirements/standards How to find • Check the bounce rate and average time on page • Use page views to separate business needs from edge cases • Employ the core model
- 24. Act on ROT • Delete • Archive • Revise/rewrite • Fix broken links • Assess gaps
- 25. Quantitative tools • Spreadsheet • Drupal views • Crawler/scraping tools (Screaming Frog, DeepCrawl, Content Analysis Tool-CAT, etc.) • Web analytics
- 26. Qualitative work
- 27. Qualitative audit factors 1. Usability – structured content, chunking 2. Knowledge level – content complexity 3. Findability – navigation, search, metadata 4. Actionability – call to action (CTA) clarity 5. Audience – content alignment with primary and secondary 6. Accuracy – up-to-date, relevant, brand alignment --Kristina Halvorson, Content Strategy for the Web
- 28. Importance of interactive sessions • Share quantitative analysis and qualitative audit factors • Understand your goals and audience • Learn how you’re getting your content creation process done • Assure that the process is repeatable • Build buy-in • Listen to people! Come away with consensus on findings.
- 29. Content strategist Business analystCopywriter/editor Subject matter expert SEO expert Social media expert ArchitectDeveloper Designer
- 30. Governance • Who is responsible for the content? • What is the business value of the content? • How often is the content reviewed? • What are your content standards? • What is the process for content creation?
- 32. Tone • Make decisions about content based on tone and brand • Review a large swath of content • Assess readability/usability/knowledge level • What audience does the content serve?
- 33. Consistency • Scheduling content • Leveraging opportunities • Becoming a reliable, credible source
- 34. Qualitative tools • Content mapping/journey mapping • Editorial calendar • Migration plan • Measurement scorecard • Style guide • Content production workshop • Gather Content, Drupal Workflow, other workflow tools
- 35. Outcomes
- 36. Alignment • Allow everyone to think strategically about content • Achieve common understanding • Identify what drives traffic to core pages and what CTAs to execute after these pages • Lay groundwork for architecture, page layouts, governance
- 37. Usability • Findability of content • Improved navigation • Real content guides the architecture • Enhanced database architecture to align with channels
- 38. Sustainable content/ownership • Drive repeatable internal processes/efficiencies • Make brand promise to put out content that is important to the audience • Create trust, loyalty, thought leadership
- 39. Cost control • Sustained flow of content • Alignment of process with reality • KPIs to measure goals • Integration with marketing strategy
- 40. Big ending • Tie back to opening story, maybe WIG
- 41. Thank you! Dori Kelner, MS Managing Partner Sleight-of-Hand Studios 703-758-7178 dmkelner@sohstudios.com Twitter: @dorikelner LinkedIn: https://www.linkedin.com/in/dorikelner
Hinweis der Redaktion
- Be brave. Content hording- do I need this. It’s not just about rearranging-purging
- Read a short story. Move from reactive to proactive – always viable and relevant
- Read the process Users deserve better content – it’s not about depts. And ceos
- Support fact-based decision making Use data to put us on neutral territory Audit is the key for making content strategy work Create respect and credibility for content strategy
- That box of junk you move with – you never miss it It’s not a place to archive content – blob events in WIG Improve content performance, findability, quality, Reuse and repurpose BUILDING A BUSINESS CASE FOR CONTENT STRATEGY-small win through audit to get a bigger win
- We think about it as a spreadsheet. Should start with a discovery. Lead by asking what people do. How is your audience interacting with you? How do you want them to interact with you? What do you have that can be repurposed?
- Roll up your sleeves Small number (500, 5000) pages, look at everything More, not enough time – two options
- Look at enough content to see patterns emerge and answer your questions Make it representative
- Build a meaningful system – is it by audience, owner, content type, taxonomy, traffic Identify purpose, audience, ownership, performance Map to new site
- Changing course Responding to audience Find ROI in the data
- Make decisions based on your findings
- Why are these pages doing well?
- There is a cost to maintaining your content – beyond storage Content has a shelf life- the web is not an archive Amount of content impacts usability and findability Just get overwhelmed
- A member called and can’t find something, and so we fix it the way we know how. Putting it in multiple places, on multiple menus, too wordy
- High performing content that is old, may create credibility issue – repurpose, rewrite, eliminate
- Remember when everyone wanted weather on their site
- Need one No right one to choose – depends on your needs
- Make this as objective as I can. Don’t want opinion to seep into our decisions.
- Use a rating scale – add columns to the spreadsheet Measuring accuracy, quality, reputation smashing
- Put work in context-What is the state of the site-you need the buyin of a bigger team Get people to fill in the gaps if people don't want to consume, it doesn't matter
- The players-you need to lead the discussion on your findings Designers & developers need to know the constraints and provide opportunities Design, functionality and content are being developed simultaneously-no lorem ipsum-live content
- Take a clue from the publishing world, there needs be a process and someone must own the content talking about governance brings light to audience, process, politics need to address governance before tone - need to understand all audiences and relationships
- Avoid doing another redesign in the future Ensure that you don’t create new ROT Every piece of content has an owner Make sure you are serving your audience
- is there jargon - you're not informal if you are political, are you going to create content when things are going on in the national arena-China
- cadence, when are you posting? If you brand says you need to leverage an opportunity, then you need a process to do that actionable, accurate
- Achieve content ROI
- Need cautionary story
- Advocate for content strategy. This is the start. It seems obvious, but it’s not. You have something to say. Learn how to use facts to help your team feel comfortable with your work. Make content strategy the norm in your organization.