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CONTENT ANALYSIS
                                         Know (Don’t Fear) Your Content



                              ...
A LOVE STORY




content science © copyright 2010. all rights reserved.
123 Media wanted to
                             attract customers.




content science © copyright 2010. all rights reser...
123




                                                                           123 Media
                             ...
123 Media fell
                                                         in love with it.

content science © copyright 2010...
But, it wasn’t getting
off the ground.




content science © copyright 2010. all rights reserved.
123 Media
                                                         investigated.

content science © copyright 2010. all ri...
They talked to potential customers…

                   Company Logo	

                   “ICompany Logo	

               ...
The content didn’t
                                                         work!




content science © copyright 2010. al...
123 Media had to say goodbye.




content science © copyright 2010. all rights reserved.   10
They threw away money.
      And opportunity.




content science © copyright 2010. all rights reserved.   11
HOW COULD THIS
                             HAPPEN?

                                                         123 Media di...
The only way to know your
                           content needs is to
                           analyze them.




cont...
“            When you
              START LOOKING
              at a problem &
              see a simple solution,
      ...
“             You KEEP LOOKING…
              & you are
                                                         “
       ...
“             The really great person
              will KEEP GOING &
              find….the underlying
              pri...
LET’S ANALYZE CONTENT




content science © copyright 2010. all rights reserved.
Let’s pretend…
      •  CDC is redesigning a website about travel
         health.
                •  High-volume traffic
...
Brandin
                                                            g	





content science © copyright 2010. all rights r...
Let’s really “start looking.” Audit.

      1.  Create an inventory of the content.
      2.  Look at it quantitatively.
 ...
What content do we have?                                           AUDIT	





                                        “Re...
What’s it like quantitatively?                                        AUDIT	




       Topics


                         ...
What’s it like qualitatively?                                                  AUDIT	




       Is any of the content ROT...
Use a quality checklist.                           AUDIT	





                     Findable & usable?
                 ...
Clear?                                             AUDIT	





content science © copyright 2010. all rights reserved.     ...
Why a checklist?                                                                   AUDIT	





                           ...
Why audit quality?                                 AUDIT	




      •  Talk about aspects of
         content that seem
  ...
Destinations needs help in 4 areas.                AUDIT	





content science © copyright 2010. all rights reserved.     ...
GOOD.


                                      But, we’re not even
                                      “halfway there.”

...
We need to know the content
      landscape.




content science © copyright 2010. all rights reserved.
Let’s “keep looking” at the landscape.


                                                           GOAL	





           ...
What’s the goal…really?                            GOAL	





      1.  Review mission, vision, or similar statements.
   ...
We review the written goal.                                             GOAL	





                                  To pr...
We talk to stakeholders &                                                        GOAL	


 boil it down to this:

         ...
Does the content fit that goal?                                    GOAL	





                                            ...
Let’s “keep going” to our users.


                                                           GOAL	





                 ...
What do travelers think?                                                    USERS	





      1.  Ask travelers to complet...
The content has potential.                                                           USERS	





                         ...
But it’s not working right now.                                                          USERS	




                      ...
“           Content analysis
                                                            “
              is an iterative p...
GOAL	





                                                         AUDIT	


                                  ECOSYSTEM	
...
The ecosystem
often reveals the
“underlying
principle” of the
content problem.




content science © copyright 2010. all r...
We investigate the ecosystem.                      ECOSYSTEM	





      1.  Talk to stakeholders & people involved in
   ...
What are the                                             ECOSYSTEM	


content
processes?




content science © copyright 2...
ECOSYSTEM	





                                                         Who makes the
                                   ...
ECOSYSTEM	





                                                         SME Director	




                               ...
LET’S REPORT




content science © copyright 2010. all rights reserved.
1. Tell the story of the analysis.

                                                          GOAL	





                 ...
2. Report in person or by phone.




content science © copyright 2010. all rights reserved.
3. Be prepared for reactions.




                                                         Empathize, but stay confident.
...
WHAT DID WE LEARN?




content science © copyright 2010. all rights reserved.
1.  Don’t rush into a website without knowing
          your content needs.

      2.  Use content analysis to understand…...
Questions?


     Colleen Jones

     T: @leenjones
     W: http://content-science.com

content science © copyright 2010. ...
References
      Content Strategy for the Web
      Kristina Halvorson
      “Analyze” Chapter


      Understanding Conte...
Resources
      Toward Content Quality
      UXmatters
      Colleen Jones


      Content Analysis: A Practical Approach
...
content-science.com/content-quality-checklist
content science © copyright 2010. all rights reserved.
Acknowledgments
      Kevin O’Connor, User Insight

      Kristina Halvorson, Brain Traffic

      Centers for Disease Con...
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Content Analysis: Know (Don't Fear) Your Content

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The important but intimidating first step in a content strategy is content analysis. But don't fear. This presentation walks through a basic approach helpful for most websites and interactive projects. Given at IA Summit 2010 in Phoenix AZ.

Published in: Business

Transcript of "Content Analysis: Know (Don't Fear) Your Content"

  1. 1. CONTENT ANALYSIS Know (Don’t Fear) Your Content Colleen Jones colleen@content-science.com content science © copyright 2010. all rights reserved.
  2. 2. A LOVE STORY content science © copyright 2010. all rights reserved.
  3. 3. 123 Media wanted to attract customers. content science © copyright 2010. all rights reserved.
  4. 4. 123 123 Media 123 So, they built a pretty website. 123 Media Business Solutions content science © copyright 2010. all rights reserved.
  5. 5. 123 Media fell in love with it. content science © copyright 2010. all rights reserved.
  6. 6. But, it wasn’t getting off the ground. content science © copyright 2010. all rights reserved.
  7. 7. 123 Media investigated. content science © copyright 2010. all rights reserved.
  8. 8. They talked to potential customers… Company Logo “ICompany Logo am a small business; I don’t know all of these big words.” Media 123 “Why would I call you?” “What is ‘media mix’? Why is there a blender?” “I don’t see Company Name I need at pricing. Company Name least a range before I’ll call.” Business Solutions content science © copyright 2010. all rights reserved.
  9. 9. The content didn’t work! content science © copyright 2010. all rights reserved.
  10. 10. 123 Media had to say goodbye. content science © copyright 2010. all rights reserved. 10
  11. 11. They threw away money. And opportunity. content science © copyright 2010. all rights reserved. 11
  12. 12. HOW COULD THIS HAPPEN? 123 Media did NOT know its content needs. But rushed into a website commitment anyway. content science © copyright 2010. all rights reserved.
  13. 13. The only way to know your content needs is to analyze them. content science © copyright 2010. all rights reserved.
  14. 14. “ When you START LOOKING at a problem & see a simple solution, you don’t understand “ the problem. content science © copyright 2010. all rights reserved. 14
  15. 15. “ You KEEP LOOKING… & you are “ halfway there. “ content science © copyright 2010. all rights reserved. 15
  16. 16. “ The really great person will KEEP GOING & find….the underlying principle of the problem [to] come up with a beautiful, elegant solution that “ works. Steve Jobs content science © copyright 2010. all rights reserved. 16
  17. 17. LET’S ANALYZE CONTENT content science © copyright 2010. all rights reserved.
  18. 18. Let’s pretend… •  CDC is redesigning a website about travel health. •  High-volume traffic •  International travelers •  They suspect DESTINATIONS content needs improvement for the new design. •  They ask us to take a look. content science © copyright 2010. all rights reserved. 18
  19. 19. Brandin g content science © copyright 2010. all rights reserved. 19
  20. 20. Let’s really “start looking.” Audit. 1.  Create an inventory of the content. 2.  Look at it quantitatively. 3.  Look at it qualitatively. content science © copyright 2010. all rights reserved. 20
  21. 21. What content do we have? AUDIT “Reach out & hug a spreadsheet.” − Kristina Halvorson content science © copyright 2010. all rights reserved. 21
  22. 22. What’s it like quantitatively? AUDIT Topics Disease Outbreak We also look at 35% •  Type •  Format •  Character lengths content science © copyright 2010. all rights reserved. 22
  23. 23. What’s it like qualitatively? AUDIT Is any of the content ROTten?   Redundant?   Outdated? We throw out the really bad content.   Trivial? But how good is the rest? content science © copyright 2010. all rights reserved. 23
  24. 24. Use a quality checklist. AUDIT   Findable & usable?   Complete?   Clear & accurate?   Consistent, appropriate style?   Useful & relevant?   Influential? content science © copyright 2010. all rights reserved. 24
  25. 25. Clear? AUDIT content science © copyright 2010. all rights reserved. 25
  26. 26. Why a checklist? AUDIT “ We have accumulated stupendous know-how… “ Nonetheless, that know-how is often unmanageable. Atul Gawande, Checklist Manifesto content science © copyright 2010. all rights reserved. 26
  27. 27. Why audit quality? AUDIT •  Talk about aspects of content that seem “fuzzy” (therefore scary). •  Decide where to focus your content efforts. content science © copyright 2010. all rights reserved. 27
  28. 28. Destinations needs help in 4 areas. AUDIT content science © copyright 2010. all rights reserved. 28
  29. 29. GOOD. But, we’re not even “halfway there.” content science © copyright 2010. all rights reserved. 29
  30. 30. We need to know the content landscape. content science © copyright 2010. all rights reserved.
  31. 31. Let’s “keep looking” at the landscape. GOAL AUDIT ? ? content science © copyright 2010. all rights reserved.
  32. 32. What’s the goal…really? GOAL 1.  Review mission, vision, or similar statements. 2.  Ask the project sponsor & stakeholders. 3.  Compare with the audit. content science © copyright 2010. all rights reserved. 32
  33. 33. We review the written goal. GOAL To provide information, based on scientific studies, disease surveillance, & best practices, to assist travelers in deciding the vaccines, medications, & other measures necessary to prevent illness & injury during international travel. content science © copyright 2010. all rights reserved. 33
  34. 34. We talk to stakeholders & GOAL boil it down to this: To help travelers DECIDE how to prevent illness & injury. Example: Decide what shots to get. content science © copyright 2010. all rights reserved. 34
  35. 35. Does the content fit that goal? GOAL Disease Outbreak 35% content science © copyright 2010. all rights reserved. 35
  36. 36. Let’s “keep going” to our users. GOAL AUDIT ? USERS content science © copyright 2010. all rights reserved.
  37. 37. What do travelers think? USERS 1.  Ask travelers to complete appropriate tasks. 2.  Observe & listen. 3.  Ask questions. 4.  Compare the feedback with your audit. Sunday - Testing Early, Often, & Well Me & User Insight content science © copyright 2010. all rights reserved. 37
  38. 38. The content has potential. USERS INFLUENCE “I trust information from CDC because they focus so much on science.” USEFULNESS “This could be a great resource for me because I travel a lot.” content science © copyright 2010. all rights reserved. 38
  39. 39. But it’s not working right now. USERS CLARITY “What are these outbreak alerts? They all look expired.” USABILITY “I just want to know what shots I need to get. I don’t really see that.” INFLUENCE “Do I really have to get all of these vaccinations & medications? I’m not sure what’s required.” content science © copyright 2010. all rights reserved. 39
  40. 40. “ Content analysis “ is an iterative process. Karen McGrane & Rachel Lovinger GOAL context AUDIT ? USERS content science © copyright 2010. all rights reserved. 40
  41. 41. GOAL AUDIT ECOSYSTEM USERS content science © copyright 2010. all rights reserved.
  42. 42. The ecosystem often reveals the “underlying principle” of the content problem. content science © copyright 2010. all rights reserved. 42
  43. 43. We investigate the ecosystem. ECOSYSTEM 1.  Talk to stakeholders & people involved in the current content process & culture. 2.  Review documentation of processes. content science © copyright 2010. all rights reserved. 43
  44. 44. What are the ECOSYSTEM content processes? content science © copyright 2010. all rights reserved. 44
  45. 45. ECOSYSTEM Who makes the final content call? content science © copyright 2010. all rights reserved.
  46. 46. ECOSYSTEM SME Director SMEs Communication Web Production Specialist Lead content science © copyright 2010. all rights reserved. 46
  47. 47. LET’S REPORT content science © copyright 2010. all rights reserved.
  48. 48. 1. Tell the story of the analysis. GOAL AUDIT ECOSYSTEM USERS content science © copyright 2010. all rights reserved. 48
  49. 49. 2. Report in person or by phone. content science © copyright 2010. all rights reserved.
  50. 50. 3. Be prepared for reactions. Empathize, but stay confident. Source: WebMuseum at ibiblio content science © copyright 2010. all rights reserved. 50
  51. 51. WHAT DID WE LEARN? content science © copyright 2010. all rights reserved.
  52. 52. 1.  Don’t rush into a website without knowing your content needs. 2.  Use content analysis to understand… •  What content you have. •  Whether it’s good quality. •  Whether it works for your goals & users. •  How your ecosystem affects it. 3.  Report clearly & confidently. content science © copyright 2010. all rights reserved. 52
  53. 53. Questions? Colleen Jones T: @leenjones W: http://content-science.com content science © copyright 2010. all rights reserved.
  54. 54. References Content Strategy for the Web Kristina Halvorson “Analyze” Chapter Understanding Content: The Stuff We Design For Rachel Lovinger & Karen McGrane SXSW Presentation content science © copyright 2010. all rights reserved. 54
  55. 55. Resources Toward Content Quality UXmatters Colleen Jones Content Analysis: A Practical Approach UXmatters Colleen Jones Content Quality Checklist (next slide) content science © copyright 2010. all rights reserved. 55
  56. 56. content-science.com/content-quality-checklist content science © copyright 2010. all rights reserved.
  57. 57. Acknowledgments Kevin O’Connor, User Insight Kristina Halvorson, Brain Traffic Centers for Disease Control & Prevention content science © copyright 2010. all rights reserved. 57
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