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Improve Under–Performing Web
Content with a Content Audit
DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY
David Sturtz
Directory of Product Strategy | Geonetric
David is the product lead for Blaze.
He is passionate about connect...
Geonetric Clients
Tweet it: #GEONETRIC
About Geonetric
Geonetric develops the VitalSite healthcare CMS,
and provides online marketing servic...
Tweet it: #GEONETRIC
Video Of This Webinar
Watch the Video
Can your website visitors easily find important
information? Ar...
Tweet it: #GEONETRIC
New eBook Available
DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY
Improve Under–Performing Web
Content with a Content Audit
Have You Ever…
• Discovered new content (or entire websites) halfway
through a project?
• Had difficulty defining what con...
How Does This Happen?
Tweet it: #GEONETRIC
The Content Lifecycle
Tweet it: #GEONETRIC
Too often, we take a shortcut…
Tweet it: #GEONETRIC
… hurting the whole system
Tweet it: #GEONETRIC
…increasing effort and expense.
Tweet it: #GEONETRIC
Content Strategy Closes the Loop
Content Strategy Puts You in
Control of Your Content
Tweet it: #GEONETRIC
A content audit
is the essential foundation
for a rock-solid content strategy.
Content Audit Process
1. Plan
2. Inventory
3. Audit
4. Decide
Tweet it: #GEONETRIC
1. Plan
“Begin [your content audit]
with the end in mind.”
– Stephen Covey
What Data Will We Need?
Outcome
URL
Topic
Format
ContentOwner
Audience
CalltoAction
PageViews
Etc.…
Balance content X X X ...
Tweet it: #GEONETRIC
What ‘Counts’ as Content?
What ‘counts’ as content?
Tweet it: #GEONETRIC
Comprehensive Audit
When?
• Major overhaul, redesign, migration, rebrand, merger or
acquisition
Why?
...
Tweet it: #GEONETRIC
Scaling a Content Audit
Tweet it: #GEONETRIC
Rolling Audit
When?
• All the time! (Weekly, monthly, quarterly)
Why?
• Improve governance, consisten...
Tweet it: #GEONETRIC
2. Inventory
Content Inventory
URLs
Page Metadata
Format
Length
Web Analytics
Social Stats
Quantitative
Inventory Data Sources
Automated Inventory with Blaze
Automated Inventory with Blaze
Content Auditing with Blaze
Tweet it: #GEONETRIC
3. Audit
Content Audit
URL
Page Metadata
Format
Length
Web Analytics
Social Stats
Subject
Audience
Owner / SME
Messaging
Call to Ac...
Content Quality
Content Quality
So what?
No call to action
Useful & Relevant
Clear purpose
Actionable, Timely
Errors
Poor ...
Tweet it: #GEONETRIC
Poor content quality results in
underperforming content.
Tweet it: #GEONETRIC
4. Decide
“One's [content strategy]
is not best expressed in words;
it is expressed in the choices on...
Item-level Decisions
Placement
Keep in place
Move / migrate
Merge with other content
Split into separate pages
Delete
Edit...
Site-wide Decisions
Balance
Subjects
Audience / Stage
Content Type
Enhancements
Content Quality
Messaging
New Content
Form...
Tweet it: #GEONETRIC
A traditional content audit
won’t tell you about
content that doesn’t exist.
Tweet it: #GEONETRIC
Reverse Audit
When?
• Change (or reinvigoration) of strategic direction
Why?
• Identify content gaps ...
Tweet it: #GEONETRIC
Free yourself to
focus on the right content,
not just more content.
Reverse Audit: Plan
Goal
Action
Audience
Goal
Mapping the Business Strategy
Action
Audience
Goal
Increase Cardiovascular
Patient Volumes
Patients
Use Benefit Health
Med...
Gather Relevant User Tasks
• Open-ended user interviews
• User proxy interviews
• Stakeholder interviews
• Brainstorming
Audience: Patients
Action: Use Benefit Health Medical Group
physician for managing high blood pressure
Understand why
mana...
Reverse Audit: Match
Create a content inventory, add tags for sorting and
filtering, then:
• Match existing content to use...
Audience: Patients
Action: Use Benefit Health Medical Group
physician for managing high blood pressure
Understand why
mana...
Reverse Audit: Decide
• Determine any changes to navigation / linking
• Plan for any suggested revisions or updates
• Add ...
Tweet it: #GEONETRIC
Collaborative Audit
When?
• Best for smaller, focused audits
Why?
• Knowledge sharing
• Strategic ali...
Tweet it: #GEONETRIC
Competitive/Comparative Audit
When?
• Occasionally, in combination with new strategic direction
Why?
...
Tweet it: #GEONETRIC
A content audit
is the essential foundation
for a rock-solid content strategy.
Tweet it: #GEONETRIC
Content Strategy Closes the Loop
Tweet it: #GEONETRIC
…And Puts You Back in Control
We Can Help…
DIY
• BlazeContent.com
Assisted
• Agile Marketing
Full
Service
• Agile Marketing + Content
Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com
@benatgeo
Pinterest.com/bena...
Tweet it: #GEONETRIC
New eBook Available
Improve Under–Performing Web Content with a Content Audit
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Improve Under–Performing Web Content with a Content Audit

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Can your website visitors easily find important information? Are you overwhelmed by the need to constantly create new content while maintaining all of your existing pages? Attend this session and learn how implementing a comprehensive content audit can help you increase conversion rates, improve traffic from search, decrease bounce rates and prioritize the most impactful online content. Learn how to effectively use your current content assets as well as have a better understanding of how to develop new content that’s relevant to your audiences.

In this webinar, you learn how to:

Implement a quantitative content inventory
Employ popular methods for evaluating your content quality
Use your current content assets more effectively
Get laser–like focus in developing new content that's useful and relevant to your audiences
Create a basic content governance structure to help manage online content assets for the long–term

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  • Keep the focus on one thing at a time.
    Different lenses
  • What will you *do* based on the audit?
    What data points will you need to support those decisions?
    What business goals will help you make the decisions?
  • Scope
  • Content governance is the process of managing your content strategy.

    What areas can most benefit from attention? (Or, what are you most afraid of finding?)
    Have you established…
    Editorial style guide?
    Voice and tone?
    Quality metrics?
    An appropriate (and achievable) review timeframe?
    Define the first ‘slice’ (and keep it small!)

    Create an Inventory
    Add rolling audit tracking:
    Last Reviewed
    Next Review
    Add tags for sorting and filtering:
    Subject
    Format
    Content Owner
    Audience

    Plan for any suggested revisions or updates
    Add new content ideas to your editorial calendar
    Update the next review date in your rolling audit
    Identify the next slice of content


  • Inventory Sources
    Web crawling/spidering software
    Database exports
    Google Analytics
    SEO Tools
    Blaze

  • What is relevant?
  • Understand the Context
    - Defining business goals
    - Identifying the relevant audiences
    - Establishing what we are asking them to do


  • Group into themes
  • http://www.blazecontent.com/collaborative-content-audit/
  • Transcript of "Improve Under–Performing Web Content with a Content Audit"

    1. 1. Improve Under–Performing Web Content with a Content Audit DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY
    2. 2. David Sturtz Directory of Product Strategy | Geonetric David is the product lead for Blaze. He is passionate about connecting people with information through systems that support user experience design, information architecture, and content strategy. He holds a MS in library and information science, and a BA in graphic design. David tweets at @sturtz Today’s Presenter
    3. 3. Geonetric Clients
    4. 4. Tweet it: #GEONETRIC About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
    5. 5. Tweet it: #GEONETRIC Video Of This Webinar Watch the Video Can your website visitors easily find important information? Are you overwhelmed by the need to constantly create new content while maintaining all of your existing pages? This session will explain how implementing a comprehensive content audit can help you increase conversion rates, improve traffic from search, decrease bounce rates and prioritize the most impactful online content. You’ll walk away knowing how to effectively use your current content assets as well as have a better understanding of how to develop new content that’s relevant to your audiences. Watch the webinar!
    6. 6. Tweet it: #GEONETRIC New eBook Available
    7. 7. DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY Improve Under–Performing Web Content with a Content Audit
    8. 8. Have You Ever… • Discovered new content (or entire websites) halfway through a project? • Had difficulty defining what content was in/out of scope for a project, where to draw the line? • Were afraid to look at some of the content on your site out of fear of what you might find? • Debated whether you have too little or too much content? • Spent more time developing content than anticipated?
    9. 9. How Does This Happen?
    10. 10. Tweet it: #GEONETRIC The Content Lifecycle
    11. 11. Tweet it: #GEONETRIC Too often, we take a shortcut…
    12. 12. Tweet it: #GEONETRIC … hurting the whole system
    13. 13. Tweet it: #GEONETRIC …increasing effort and expense.
    14. 14. Tweet it: #GEONETRIC Content Strategy Closes the Loop
    15. 15. Content Strategy Puts You in Control of Your Content
    16. 16. Tweet it: #GEONETRIC A content audit is the essential foundation for a rock-solid content strategy.
    17. 17. Content Audit Process 1. Plan 2. Inventory 3. Audit 4. Decide
    18. 18. Tweet it: #GEONETRIC 1. Plan “Begin [your content audit] with the end in mind.” – Stephen Covey
    19. 19. What Data Will We Need? Outcome URL Topic Format ContentOwner Audience CalltoAction PageViews Etc.… Balance content X X X X X Support new organizational goal X X X X X Clean up outdated content X X X Create new navigation/IA X X X
    20. 20. Tweet it: #GEONETRIC What ‘Counts’ as Content?
    21. 21. What ‘counts’ as content?
    22. 22. Tweet it: #GEONETRIC Comprehensive Audit When? • Major overhaul, redesign, migration, rebrand, merger or acquisition Why? • Establish accurate scope and estimate of effort • Reduce, reuse, recycle What? • All the things
    23. 23. Tweet it: #GEONETRIC Scaling a Content Audit
    24. 24. Tweet it: #GEONETRIC Rolling Audit When? • All the time! (Weekly, monthly, quarterly) Why? • Improve governance, consistency, accuracy, voice and tone • Prioritize review and revision What? • All the things (A little at a time)
    25. 25. Tweet it: #GEONETRIC 2. Inventory
    26. 26. Content Inventory URLs Page Metadata Format Length Web Analytics Social Stats Quantitative
    27. 27. Inventory Data Sources
    28. 28. Automated Inventory with Blaze
    29. 29. Automated Inventory with Blaze
    30. 30. Content Auditing with Blaze
    31. 31. Tweet it: #GEONETRIC 3. Audit
    32. 32. Content Audit URL Page Metadata Format Length Web Analytics Social Stats Subject Audience Owner / SME Messaging Call to Action Content Quality Quantitative Qualitative
    33. 33. Content Quality Content Quality So what? No call to action Useful & Relevant Clear purpose Actionable, Timely Errors Poor readability Clear & Accurate Factually correct Plain language ‘Coming soon…’ Missing information Complete All info provided Related info linked Poor usability Harmful SEO factors Usable & Findable Follows SEO guidelines Clear navigation and cross-linking ‘Fake’ or ‘sales-y’ Influential & Engaging Worth sharing Best format Wrong voice Inappropriate tone Voice & Tone On-brand Authentic, empathetic
    34. 34. Tweet it: #GEONETRIC Poor content quality results in underperforming content.
    35. 35. Tweet it: #GEONETRIC 4. Decide “One's [content strategy] is not best expressed in words; it is expressed in the choices one makes” – Eleanor Roosevelt
    36. 36. Item-level Decisions Placement Keep in place Move / migrate Merge with other content Split into separate pages Delete Editing No edits Proofread Revise Rewrite from scratch Create new content
    37. 37. Site-wide Decisions Balance Subjects Audience / Stage Content Type Enhancements Content Quality Messaging New Content Format Structure Navigation Linking Strategies Priorities Problem Areas Underperforming Content Governance Workflows Review / Maintenance Scope
    38. 38. Tweet it: #GEONETRIC A traditional content audit won’t tell you about content that doesn’t exist.
    39. 39. Tweet it: #GEONETRIC Reverse Audit When? • Change (or reinvigoration) of strategic direction Why? • Identify content gaps and opportunities for improvement • Prioritize effort based on strategic goals What? • All the relevant things
    40. 40. Tweet it: #GEONETRIC Free yourself to focus on the right content, not just more content.
    41. 41. Reverse Audit: Plan Goal Action Audience Goal
    42. 42. Mapping the Business Strategy Action Audience Goal Increase Cardiovascular Patient Volumes Patients Use Benefit Health Medical Group physician for managing high blood pressure Have minimally- invasive cardiovascular surgery performed at Benefit Health hospital Referring Physicians Refer patients to Benefit Health affiliated specialists
    43. 43. Gather Relevant User Tasks • Open-ended user interviews • User proxy interviews • Stakeholder interviews • Brainstorming
    44. 44. Audience: Patients Action: Use Benefit Health Medical Group physician for managing high blood pressure Understand why managing blood pressure is important Unmanaged high blood pressure can have serious long-term health effects. Find out if my current physician is managing my condition appropriately Benefit Health physicians offer the most effective and current management for high blood pressure Benefit Health Medical Group is home to the region's most experienced experts at managing high blood pressure. Here’s what they do… TASK
    45. 45. Reverse Audit: Match Create a content inventory, add tags for sorting and filtering, then: • Match existing content to user tasks • Evaluate interlinking of content • Evaluate format of content • Identify new content needs (and prioritize)
    46. 46. Audience: Patients Action: Use Benefit Health Medical Group physician for managing high blood pressure Understand why managing blood pressure is important Health effects of unmanaged high blood pressure … Find out if my current physician is managing my condition appropriately Benefit Health physicians offer the most effective and current management for high blood pressure including … How Benefit Health Medical Group care for patients with high blood pressure … TASKCONTENT
    47. 47. Reverse Audit: Decide • Determine any changes to navigation / linking • Plan for any suggested revisions or updates • Add new content ideas to your editorial calendar
    48. 48. Tweet it: #GEONETRIC Collaborative Audit When? • Best for smaller, focused audits Why? • Knowledge sharing • Strategic alignment • Voice and tone What? • Sit down with a small team and discuss what is/isn’t working with a slice of content
    49. 49. Tweet it: #GEONETRIC Competitive/Comparative Audit When? • Occasionally, in combination with new strategic direction Why? • Improve differentiation • Identify gaps and opportunities What? • Apply audit criteria to competitive/comparative sites • Don’t assume that everything a competitor does is a good idea
    50. 50. Tweet it: #GEONETRIC A content audit is the essential foundation for a rock-solid content strategy.
    51. 51. Tweet it: #GEONETRIC Content Strategy Closes the Loop
    52. 52. Tweet it: #GEONETRIC …And Puts You Back in Control
    53. 53. We Can Help… DIY • BlazeContent.com Assisted • Agile Marketing Full Service • Agile Marketing + Content
    54. 54. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
    55. 55. Tweet it: #GEONETRIC New eBook Available
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