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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 …

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

Published in: Marketing, Technology, Business

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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

    • 1. Improve Under–Performing Web Content with a Content Audit DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY
    • 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. Geonetric Clients
    • 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. 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. Tweet it: #GEONETRIC New eBook Available
    • 7. DAVID STURTZ | DIRECTOR OF PRODUCT STRATEGY Improve Under–Performing Web Content with a Content Audit
    • 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. How Does This Happen?
    • 10. Tweet it: #GEONETRIC The Content Lifecycle
    • 11. Tweet it: #GEONETRIC Too often, we take a shortcut…
    • 12. Tweet it: #GEONETRIC … hurting the whole system
    • 13. Tweet it: #GEONETRIC …increasing effort and expense.
    • 14. Tweet it: #GEONETRIC Content Strategy Closes the Loop
    • 15. Content Strategy Puts You in Control of Your Content
    • 16. Tweet it: #GEONETRIC A content audit is the essential foundation for a rock-solid content strategy.
    • 17. Content Audit Process 1. Plan 2. Inventory 3. Audit 4. Decide
    • 18. Tweet it: #GEONETRIC 1. Plan “Begin [your content audit] with the end in mind.” – Stephen Covey
    • 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. Tweet it: #GEONETRIC What ‘Counts’ as Content?
    • 21. What ‘counts’ as content?
    • 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. Tweet it: #GEONETRIC Scaling a Content Audit
    • 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. Tweet it: #GEONETRIC 2. Inventory
    • 26. Content Inventory URLs Page Metadata Format Length Web Analytics Social Stats Quantitative
    • 27. Inventory Data Sources
    • 28. Automated Inventory with Blaze
    • 29. Automated Inventory with Blaze
    • 30. Content Auditing with Blaze
    • 31. Tweet it: #GEONETRIC 3. Audit
    • 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. 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. Tweet it: #GEONETRIC Poor content quality results in underperforming content.
    • 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. 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. 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. Tweet it: #GEONETRIC A traditional content audit won’t tell you about content that doesn’t exist.
    • 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. Tweet it: #GEONETRIC Free yourself to focus on the right content, not just more content.
    • 41. Reverse Audit: Plan Goal Action Audience Goal
    • 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. Gather Relevant User Tasks • Open-ended user interviews • User proxy interviews • Stakeholder interviews • Brainstorming
    • 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. 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. 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. 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. 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. 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. Tweet it: #GEONETRIC A content audit is the essential foundation for a rock-solid content strategy.
    • 51. Tweet it: #GEONETRIC Content Strategy Closes the Loop
    • 52. Tweet it: #GEONETRIC …And Puts You Back in Control
    • 53. We Can Help… DIY • BlazeContent.com Assisted • Agile Marketing Full Service • Agile Marketing + Content
    • 54. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
    • 55. Tweet it: #GEONETRIC New eBook Available