Content Analysis: Know Thy Content
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Content Analysis: Know Thy Content

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"Build it, and they will come" is a philosophy far too many companies and organizations use for the web--with disastrous results. Don't rush into your next website without knowing your content ...

"Build it, and they will come" is a philosophy far too many companies and organizations use for the web--with disastrous results. Don't rush into your next website without knowing your content needs--perform a content analysis. This presentation walks through the key elements of content analysis.

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    Content Analysis: Know Thy Content Content Analysis: Know Thy Content Presentation Transcript

    • CONTENT ANALYSIS Know Thy Content COLLEEN JONES T: @leenjones W: content-science.com content science © copyright 2010. all rights reserved.
    • A LOVE STORY content science © copyright 2010. all rights reserved.
    • 123 Media wanted to attract customers. content science © copyright 2010. all rights reserved.
    • 123 123 Media 123 So, they built a pretty website. 123 Media Business Solutions content science © copyright 2010. all rights reserved.
    • 123 Media fell in love with it. content science © copyright 2010. all rights reserved.
    • But, it wasn’t getting off the ground. content science © copyright 2010. all rights reserved.
    • 123 Media investigated. content science © copyright 2010. all rights reserved.
    • 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.
    • The content didn’t work! content science © copyright 2010. all rights reserved.
    • 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 did NOT know its content needs. But rushed into a website commitment anyway. content science © copyright 2010. all rights reserved.
    • The only way to know your content needs is to analyze them. content science © copyright 2010. all rights reserved.
    • “ 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
    • “ You KEEP LOOKING… and you are “ halfway there. “ content science © copyright 2010. all rights reserved. 15
    • 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
    • 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 •  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
    • CDC Brandin g Brandin g content science © copyright 2010. all rights reserved. 19
    • 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
    • What content do we have? AUDIT “Reach out and hug a spreadsheet.” − Kristina Halvorson content science © copyright 2010. all rights reserved. 21
    • 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
    • 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
    • Use a quality checklist. AUDIT   Findable and usable?   Complete?   Clear and accurate?   Consistent, appropriate style?   Useful and relevant?   Influential? content science © copyright 2010. all rights reserved. 24
    • Clear? Accurate? AUDIT content science © copyright 2010. all rights reserved. 25
    • Auditing quality helps you AUDIT Talk about aspects of content that seem “fuzzy.” Decide where to focus your content efforts. content science © copyright 2010. all rights reserved. 26
    • Destinations needs help in 4 areas. AUDIT content science © copyright 2010. all rights reserved. 27
    • GOOD. But we’re not even “HALFWAY THERE.” content science © copyright 2010. all rights reserved. 28
    • We need to know the content landscape. content science © copyright 2010. all rights reserved.
    • We need to know the context. content science © copyright 2010. all rights reserved.
    • Let’s “keep looking” at the landscape. GOAL AUDIT ? ? content science © copyright 2010. all rights reserved. 31
    • 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
    • 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
    • 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
    • Does the content fit that goal? GOAL Disease Outbreak 35% content science © copyright 2010. all rights reserved. 35
    • Let’s “keep going” to our users. GOAL AUDIT ? USERS content science © copyright 2010. all rights reserved. 36
    • 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. content science © copyright 2010. all rights reserved. 37
    • 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
    • But it’s not working right USERS now. RELEVANCE & 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.” CLARITY & 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
    • “ Content analysis “ is an iterative process. Karen McGrane & Rachel Lovinger GOAL AUDIT ? USERS content science © copyright 2010. all rights reserved. 40
    • GOAL AUDIT ECOSYSTEM USERS content science © copyright 2010. all rights reserved. 41
    • The ecosystem often reveals the “underlying principle” of the content problem. content science © copyright 2010. all rights reserved. 42
    • We investigate the ecosystem. ECOSYSTEM 1.  Talk to stakeholders and people involved in the current content process and culture. 2.  Review documentation of processes. content science © copyright 2010. all rights reserved. 43
    • What are the ECOSYSTEM content processes? content science © copyright 2010. all rights reserved. 44
    • ECOSYSTEM Who makes the final content call? content science © copyright 2010. all rights reserved.
    • ECOSYSTEM SME Director SMEs Communication Web Production Specialist Lead content science © copyright 2010. all rights reserved. 46
    • LET’S REPORT content science © copyright 2010. all rights reserved.
    • 1. Tell the story of the analysis. GOAL AUDIT ECOSYSTEM USERS content science © copyright 2010. all rights reserved. 48
    • 2. Report in person or by phone. content science © copyright 2010. all rights reserved.
    • 3. Be prepared for REACTIONS Empathize, but stay confident. Source: WebMuseum at ibiblio content science © copyright 2010. all rights reserved. 50
    • 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… •  What content you have. •  Whether it’s good quality. •  Whether it works for your goals and users. •  How your ecosystem affects it. 3.  Report clearly and confidently. content science © copyright 2010. all rights reserved. 52
    • Questions? COLLEEN JONES T: @leenjones E: colleen@content-science.com W: http://content-science.com content science © copyright 2010. all rights reserved.
    • 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
    • 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
    • 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 Control & Prevention content science © copyright 2010. all rights reserved. 57