Conducting a Content Audit

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Laura Creekmore

Slides from a talk I gave at Content Marketing World in Cleveland, OH, September 2017.

Business

Conducting a
Content Audit
Laura Creekmore
President, Creek Content
@lauracreekmore
@lauracreekmore • #CMWorld

AGENDA
① What
② Why and when
③ How
④ Who
⑤ Resources
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
https://www.slideshare.net/
lauracreekmore
Slides
@lauracreekmore • #CMWorld

@lauracreekmore • #CMWorld
Content
audit
Content
inventory
Qualitativeaudit
Quantitative
audit
Content
matrix
AKA a hot mess…

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT INVENTORY
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT AUDIT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

2 Why and when
@lauracreekmore • #CMWorld

PLANNING FOR THE
CREATION, DELIVERY, AND
GOVERNANCE OF USEFUL,
USABLE CONTENT
Kristina Halvorson
Founder of Brain Traffic, and author
of Content Strategy for the Web
@lauracreekmore • #CMWorld

CONTENT STRATEGY IS A
MINDSET AND A TOOLBOX.
IT TURNS YOUR CONTENT
INTO A BUSINESS ASSET.
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Pop quiz
@lauracreekmore • #CMWorld
When should you do a content inventory?
A. Anytime you work on a website  
that doesn’t have one.
B. When you’re redesigning.
C. When you need to analyze  
your strategy’s effectiveness.
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Ongoing content evaluation
@lauracreekmore • #CMWorld
Tracking campaigns
Consolidating media
Site migration
Eliminate ROT
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT PROBLEM?
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT INVENTORY
@lauracreekmore • #CMWorld
START HERE
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Inventory/Audit steps
①Identify the goal
②Identify the content
③Define the parameters
④Capture content
⑤Evaluate
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Handout
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
IDENTIFY THE GOAL
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Inventory
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
IDENTIFY THE CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Whole vs. partial inventory
Know what you’re looking for
Inventory a little more than enough
Against a standard: All
Determine next steps/plan/structure:  
Sample
Massive: Use research sampling standards
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
DEFINE THE PARAMETERS
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
But…
IS IT ANY GOOD?
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
HOW TO EVALUATE  
YOUR CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld
Good Meh CrapNot goodExemplary
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CAPTURE THE CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
PAGES VS. CHUNKS
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@lauracreekmore • #CMWorld
Content types

@lauracreekmore • #CMWorld
Person
Actor
Director
Producer
may have roles
Types of
Events
Series
Special
Episode
Movie
TV show
of type
of type
connected to
one or more
Content model

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Inventory/Audit tools
Site crawlers
Export from CMS
Copy-paste, copy-paste
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Inventory: Give it a try!
Work alone or in a group
Start an inventory
Capture content chunks
Capture, evaluate several items
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Laura’s Made-Up Messaging
Healthy
Refreshing
Cool/stylish
Part of your daily routine
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
OTHER KINDS OF EVALUATION
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
https://readable.io/
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
I am going to the store today.
 
Store the going today I am to.
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
http://plainlanguage.gov
http://centerforplainlanguage.org
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
REFER TO YOUR STRATEGY.
SELECT RELEVANT KPIS AND
MEASURE THOSE.
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld
http://www.ﬂickr.com/photos/wordridden/
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
http://www.ﬂickr.com/photos/37815348@N00/

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
GREAT CONTENT IS A
BUSINESS ASSET.
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

Laura Creekmore
President
Creek Content
1-615-500-4131
laura@creekcontent.com
https://www.slideshare.net/
lauracreekmore
@lauracreekmore • #CMWorld

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Conducting a Content Audit

1. Conducting a Content Audit Laura Creekmore President, Creek Content @lauracreekmore @lauracreekmore • #CMWorld

2. AGENDA ① What ② Why and when ③ How ④ Who ⑤ Resources @lauracreekmore • #CMWorld

3. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld https://www.slideshare.net/ lauracreekmore Slides @lauracreekmore • #CMWorld

4. 1 What @lauracreekmore • #CMWorld

5. @lauracreekmore • #CMWorld Content audit Content inventory Qualitativeaudit Quantitative audit Content matrix AKA a hot mess…

6. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

7. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT AUDIT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

8. 2 Why and when @lauracreekmore • #CMWorld

9. PLANNING FOR THE CREATION, DELIVERY, AND GOVERNANCE OF USEFUL, USABLE CONTENT Kristina Halvorson Founder of Brain Traffic, and author of Content Strategy for the Web @lauracreekmore • #CMWorld

10. CONTENT STRATEGY IS A MINDSET AND A TOOLBOX. IT TURNS YOUR CONTENT INTO A BUSINESS ASSET. @lauracreekmore • #CMWorld

11. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Pop quiz @lauracreekmore • #CMWorld When should you do a content inventory? A. Anytime you work on a website   that doesn’t have one. B. When you’re redesigning. C. When you need to analyze   your strategy’s effectiveness. @lauracreekmore • #CMWorld

12. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Ongoing content evaluation @lauracreekmore • #CMWorld Tracking campaigns Consolidating media Site migration Eliminate ROT @lauracreekmore • #CMWorld

13. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT PROBLEM? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

14. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld START HERE @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

15. 3 How @lauracreekmore • #CMWorld

16. @lauracreekmore • #CMWorld

17. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory/Audit steps ①Identify the goal ②Identify the content ③Define the parameters ④Capture content ⑤Evaluate @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

18. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

19. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE GOAL @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

20. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

21. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

22. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Whole vs. partial inventory Know what you’re looking for Inventory a little more than enough Against a standard: All Determine next steps/plan/structure:   Sample Massive: Use research sampling standards @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

23. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld DEFINE THE PARAMETERS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

24. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

25. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

26. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld But… IS IT ANY GOOD? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

27. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld HOW TO EVALUATE   YOUR CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

28. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld Good Meh CrapNot goodExemplary @lauracreekmore • #CMWorld

29. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CAPTURE THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

30. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld PAGES VS. CHUNKS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

31. @lauracreekmore • #CMWorld

32. @lauracreekmore • #CMWorld Content types

33. @lauracreekmore • #CMWorld Person Actor Director Producer may have roles Types of Events Series Special Episode Movie TV show of type of type connected to one or more Content model

34. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory/Audit tools Site crawlers Export from CMS Copy-paste, copy-paste @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

35. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

36. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

37. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

38. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

39. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

40. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory: Give it a try! Work alone or in a group Start an inventory Capture content chunks Capture, evaluate several items @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

41. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Laura’s Made-Up Messaging Healthy Refreshing Cool/stylish Part of your daily routine @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

42. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld OTHER KINDS OF EVALUATION @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

43. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld https://readable.io/ @lauracreekmore • #CMWorld

44. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld I am going to the store today.   Store the going today I am to. @lauracreekmore • #CMWorld

45. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

46. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld http://plainlanguage.gov http://centerforplainlanguage.org @lauracreekmore • #CMWorld

47. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

48. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld REFER TO YOUR STRATEGY. SELECT RELEVANT KPIS AND MEASURE THOSE. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

49. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld http://www.ﬂickr.com/photos/wordridden/ @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

50. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld http://www.ﬂickr.com/photos/37815348@N00/

51. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld GREAT CONTENT IS A BUSINESS ASSET. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

52. 4 Who @lauracreekmore • #CMWorld

53. 5 Resources @lauracreekmore • #CMWorld

54. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

55. Laura Creekmore President Creek Content 1-615-500-4131 laura@creekcontent.com https://www.slideshare.net/ lauracreekmore @lauracreekmore • #CMWorld