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Content Analysis:
The Hows & Whys to
Understanding Your Content
Chiara Fox
EuroIA
26 September 2008

                     ...
Context             Users


            IA




          Content




                            2
What Is Content?
Anything that can be structured or described.

  Words                          Features
  Images        ...
What Is “Content Analysis”?
                              4
It’s About Patterns
                      5
And Relationships
                    6
Why Do a Content Analysis?
You have to know what you have
before you start doing something
with it.
To better serve your c...
What Are the Parts?
Content analysis involves a series of
deliverables.
  Content Inventory
  Content Audit
  Content Map
...
The Content Inventory




                        9
The Content Inventory
A content inventory is a
detailed, meticulous
accounting of all items on
the site.




             ...
Data to Capture in a
Content Inventory
  Content owner
  Person responsible for migration/updating page
  Freeze status
  ...
Example of a Content Inventory
                                 12
What About Huge Sites?
Rely on your databases
Use search engine spiders and other crawlers
Use a database, not spreadsheet...
Content Inventory
Purpose
Used during a site migration.
To estimate time and bodies needed for
migration.
To keep track if...
The Content Audit




                    15
16
How Big of a Sample To
Take?
Determine amount of time for audit
Spend about 3 minutes per item
Plan on 2 passes over each ...
How to Record Sampled Items




                              18
19
20
Example of a Content Audit
                             21
22
Example of a Content Audit, II
                                 23
Feature Audit Example
Page Title       Function     Type

                                     Required for
        Page N...
Content Audit Purpose
Get a sampling or flavor of a site.
Figure out what you have so you can reorganize it.
Usually you d...
The Content Map




                  26
Map Your Content Audit




                         27
So What Gets Mapped?
Start with the spreadsheet
Not formats (e.g., html, pdf, jpg)
Generalize the pages by identifying the...
You Know What You’ll
Get When You Click...

Press releases
Product overview
Contact info
Video tutorial
Case studies
Shopp...
Identifying a Content
Genre
 Does it use a specific template?
 Are there lots of items like this, with just
 differences i...
Genre? Or Instantiation?
                           31
Subject-Based Content Map
                            32
33
34
Feature Map Example Example
     Feature Map




                              35
36
Content Map Purpose
Listing of all content genres on the site.
For communicating with executives or other
team members.
Ga...
Who Should Do the
Content Analysis?




                    38
The Content Audit
Personality
Close attention to detail
Deep understanding of & comfortable with the
web
Understanding of ...
You Can Always Help
Others




                      40
Successful Mentoring
Location doesn’t matter; touch points do
Lots of examples
Keep work in context
Work together to “dial...
Be Prepared If Things
Don’t Go Well
 Close enough is often good enough.
 The map is often more important than the
 spreads...
So Remember...
Content Inventory
  When you are doing a migration and have to
  account for every item
Content Audit
  Whe...
Thank You!
Chiara Fox
chiara@adaptivepath.com


Join me & others from Adaptive Path at
UX Intensive Copenhagen
October 13-...
Photo Credits
By Akiyoshi Kitaoka http://www.ritsumei.ac.jp/
~akitaoka/index-e.html
By Orangeacid http://www.flickr.com/ph...
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Content Analysis: The Hows and Whys to Understanding Your Content

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Presented at the EuroIA 2008 conference in Amsterdam. Content analysis is the examination of the content and features that make up a website.

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Transcript of "Content Analysis: The Hows and Whys to Understanding Your Content"

  1. 1. Content Analysis: The Hows & Whys to Understanding Your Content Chiara Fox EuroIA 26 September 2008 1
  2. 2. Context Users IA Content 2
  3. 3. What Is Content? Anything that can be structured or described. Words Features Images Services Video Physical items Tools or applications Signage 3
  4. 4. What Is “Content Analysis”? 4
  5. 5. It’s About Patterns 5
  6. 6. And Relationships 6
  7. 7. Why Do a Content Analysis? You have to know what you have before you start doing something with it. To better serve your customers. 7
  8. 8. What Are the Parts? Content analysis involves a series of deliverables. Content Inventory Content Audit Content Map 8
  9. 9. The Content Inventory 9
  10. 10. The Content Inventory A content inventory is a detailed, meticulous accounting of all items on the site. 10
  11. 11. Data to Capture in a Content Inventory Content owner Person responsible for migration/updating page Freeze status ROT status Current location in site New location in site New file names/URL changes 11
  12. 12. Example of a Content Inventory 12
  13. 13. What About Huge Sites? Rely on your databases Use search engine spiders and other crawlers Use a database, not spreadsheets 13
  14. 14. Content Inventory Purpose Used during a site migration. To estimate time and bodies needed for migration. To keep track if each and every little bit of content. 14
  15. 15. The Content Audit 15
  16. 16. 16
  17. 17. How Big of a Sample To Take? Determine amount of time for audit Spend about 3 minutes per item Plan on 2 passes over each item Divide that by the number of items on the site Gives you the number of items to look at. It doesn’t take a lot of content to get a good feel for what is on the site. 17
  18. 18. How to Record Sampled Items 18
  19. 19. 19
  20. 20. 20
  21. 21. Example of a Content Audit 21
  22. 22. 22
  23. 23. Example of a Content Audit, II 23
  24. 24. Feature Audit Example Page Title Function Type Required for Page Name Payday Location in Required for Process Tax Payment 24
  25. 25. Content Audit Purpose Get a sampling or flavor of a site. Figure out what you have so you can reorganize it. Usually you don’t need to do a full inventory. 25
  26. 26. The Content Map 26
  27. 27. Map Your Content Audit 27
  28. 28. So What Gets Mapped? Start with the spreadsheet Not formats (e.g., html, pdf, jpg) Generalize the pages by identifying the content types, objects or genres that you have 28
  29. 29. You Know What You’ll Get When You Click... Press releases Product overview Contact info Video tutorial Case studies Shopping cart 29
  30. 30. Identifying a Content Genre Does it use a specific template? Are there lots of items like this, with just differences in subject matter? Can it stand alone, without context? Is there a specific purpose? Or use? What expectations will people bring to it? 30
  31. 31. Genre? Or Instantiation? 31
  32. 32. Subject-Based Content Map 32
  33. 33. 33
  34. 34. 34
  35. 35. Feature Map Example Example Feature Map 35
  36. 36. 36
  37. 37. Content Map Purpose Listing of all content genres on the site. For communicating with executives or other team members. Gain insights from graphical representation of the content. Needed to build mental model diagram. 37
  38. 38. Who Should Do the Content Analysis? 38
  39. 39. The Content Audit Personality Close attention to detail Deep understanding of & comfortable with the web Understanding of the project & how the content audit will be used Ability to think abstractly A member of the core web team 39
  40. 40. You Can Always Help Others 40
  41. 41. Successful Mentoring Location doesn’t matter; touch points do Lots of examples Keep work in context Work together to “dial in” granularity 41
  42. 42. Be Prepared If Things Don’t Go Well Close enough is often good enough. The map is often more important than the spreadsheet. This is hard work – be understanding and supportive. More than just clicking links. 42
  43. 43. So Remember... Content Inventory When you are doing a migration and have to account for every item Content Audit When you need a sampling in order to inform designs Content Map A visualization of the content genres 43
  44. 44. Thank You! Chiara Fox chiara@adaptivepath.com Join me & others from Adaptive Path at UX Intensive Copenhagen October 13-16 Register with code “FOCF” to save 15%! 44
  45. 45. Photo Credits By Akiyoshi Kitaoka http://www.ritsumei.ac.jp/ ~akitaoka/index-e.html By Orangeacid http://www.flickr.com/photos/ orangeacid/353267143/ By Edwards Hicks http://www.allposters.com/- sp/Noah-s-Ark-Posters_i128976_.htm By Georges-Pierre Seurat, La Parade (1889) 45
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