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Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
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Inventory to insight: Understanding Content Inventories, Audits, and Analysis

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Slides from a webinar sponsored by AuthorIt and presented at the Portland Content Strategy Meetup, July 17, 2014.

Slides from a webinar sponsored by AuthorIt and presented at the Portland Content Strategy Meetup, July 17, 2014.

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  • 1. Inventory to Insight Understanding Content Inventories, Audits, and Analysis Paula Land Content Insight
  • 2. 2 Founder and Principal Consultant at Strategic Content, a content strategy consultancy based in Seattle WA Author of the forthcoming book The Content Inventory and Audit Handbook (XML Press, September 2014) Co-founder and CEO of Content Insight, developer of the Content Analysis Tool (CAT)
  • 3. 3 Inventory An introduction to the content inventory – what it is, why we do them, how to create 1 Audit How to transform an inventory into an audit and plan and conduct audits 2 Analysis How to use all the information you’ve gathered 3
  • 4. 5  Quality  Effectiveness  Breadth and depth  Structure  Content types  Design implications  Quantity  Templates  Authoring implications  Changes  Performance  Lifecycle management
  • 5. 6 PLAN DOCUMENT VISION AND GOALS INVOLVE THE RIGHT PEOPLE COMMUNICATE SHOW ROI DELIVER ACTIONABLE INSIGHTS
  • 6. 7 What do you need to learn? Who is your audience? What is the project timeframe? How much time do you have?
  • 7. 8 Content Strategist Content Owner(s) Site ManagerInformation Architect
  • 8. Data gathering Collaboration Documentation and presentation
  • 9. 11 The process and result of creating an organized listing of content assets (test, files, audio, video, images) for a body of content. An inventory includes as much information about each piece of content as possible. WHY IS IT IMPORTANT? Creates a current-state baseline, which helps to define scope and identify issues for further analysis.
  • 10. 12  Assess as-is landscape of a site or content set  Prepare for a content audit  Scope a project for resource estimation  Identify patterns in content structure  Set a baseline to measure to-be site against  Establish a basis for migration tracking
  • 11. 13 URLs/location Images Videos Audio files Documents Content owners Status Content type Template Etc. Metadata (title, description, keywords, H1) Analytics (pageviews, etc.) Date updated File size Links in and out
  • 12. Manual Automated
  • 13. 15  Set up a spreadsheet  Start with a list of pages or click through the site  Gather information about each page, image, document  Copy/paste, copy/paste, copy/paste…
  • 14. 16  URL  Type  Size  Level  Metatitle, description, keywords  Word count  H1 text  Google Analytics  Links in and links out  Screenshot  Custom columns, notes, and tags for your own data Set up a crawl, get:
  • 15. 17
  • 16. 18  Scope  Site structure  Content distribution by type and audience  Content performance  Cross-linking strategy  Metadata for SEO
  • 17. 20 Qualitative assessment of content against business and user goals
  • 18. 21 What you want What you have
  • 19. 22 Assess whether content supports business and user goals Inform strategy for improvement See if content consistently follows brand, editorial, style and metadata guidelines 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 plans
  • 20. 23 Start with your inventory 1 Assemble resources 2 Start auditing 3
  • 21. 24 Business requirements Analytics data Editorial guidelines Brand guidelines Personas Customer journey maps Customer feedback
  • 22. 25 Editorial quality Business goals Brand voice Performance metrics The competition
  • 23. 26 Timely and relevant Complete Current Accurate Consistent Engaging Easy-to-read/scan Audience-appropriate Communicates key messages Meets user goals and interests
  • 24. 27 Terminology Tone and voice Imagery
  • 25. 28 Analytics data Site metrics Search data Customer feedback
  • 26. 29 Audience (s) Key user task flows Type and quantity of content Formats Language (tone and voice) Contributors (numbers, names) Community features Frequency of publication Overall impression Differentiating features
  • 27. 30 Language support Breadth of translation Cultural relevance Navigational model Imagery Design consistency Regional and local content Localized metadata
  • 28. 32 What? So What? Now What?
  • 29. 33 Review your goals Look for patterns Prioritize what will be most effective Document your findings
  • 30. 34
  • 31. 35 What decisions need to be made? What change are you trying to drive?
  • 32. 36 What are the most compelling data points? What is the call to action?
  • 33. 37 Who are they? How much background do they have? What will be most persuasive?
  • 34. 38
  • 35. 39 Audit Revise Document Create
  • 36. 40 Start with an inventory Understand the business context Set goals and scope Assess content against user and business goals, requirements, and standards Feed actionable insights back to stakeholders and content creators Create a feedback loop Institute the ongoing audit
  • 37. 41 Free Trial Available Sign up at www.content-insight.com
  • 38. pland@content-insight.com @content_insightwww.content-insight.com Content Analysis Tool (CAT)

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