0
Misty Weaver
Building Sustainable Content Strategy
from the Holistic Content Audit

#ConveyUX

@meaningmeasure
Cognitive Work
Analysis
Onion Model
Fidel, Pejtersen

http://www.informationr.net/ir/10-1/paper210.html
Community HAPPENS
Public

Audience
Direct
Contact

Organization

Community
Premise 1
Content audits
help us build a
content strategy
Successful content strategy is sustainable

http://bit.ly/1ff1ldr
Content Lifecycle, Rahel Bailie

http://bit.ly/1bpuq5w
Premise 2
Content exists in an
ecosystem;
Holistic audits help us
understand our
relationships in that system
“parts of something as intimately interconnected and
explicable only by reference to the whole”
“Holistic?”
You might say
• Multichannel
• Cross-Channel
• Omnichannel
• Pervasive
• Internal and External Communication
Premise 3
Knowledge is Power
“when you take the time to understand the
content that already exists, not only will you be
a...
What makes you
want to cry?
THAN DO A
CONTENT AUDIT

http://bit.ly/1e84opR
Audits support content
strategy through
•
•
•
•
•
•

Goals
Users
Standards
Best practices
Connections
Conversations
Are you
•
•
•
•
•
•
•

Meeting your goals?
Finding gaps?
Fulfilling needs?
Different enough?
Doing too Little?
Doing too M...
There’s more than one way to peel an onion
http://bit.ly/1iojiI0
There’s the
content close
to your heart

Then, there’s
everybody
else
Choosing your audit
type, scope and scale.
Quantitative
spreadsheet
HOW much?
http://content-insight.com/
Inventory Example

http://www.adaptivepath.com/ideas/doing-content-inventory/
Technical
You need double vision
content-insight.com
Social
Brian Solis
bit.ly/1kNKZL1
http://bit.ly/1il6eCw
Competitive
Reasons to love a competitive audit
Qualitative
This could take all our lives
Multichannel

Credibility

Consistency

Clarity

http://bit.ly/1eh0YzH
Mirrors
http://bit.ly/LpkT4M
Windows
Doors
All ends with beginnings
Thank you, I am Misty Weaver
@content_insight
@meaningmeasure
www.linkedin.com/in/mistymelissaweaver
Content Audit Article...
How to tackle multichannel content audits
How to tackle multichannel content audits
How to tackle multichannel content audits
How to tackle multichannel content audits
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How to tackle multichannel content audits

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Talk from ConveyUX Feb 5, 2014 Seattle. Why we conduct content audits, considering content as part of an ecosystem, types of audits. Special considerations for multichannel auditing and considering connections between all your content channels.

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  • I work at Content Insight, we have an automated content inventory and audit tool called CAT http://content-insight.com. I also teach at the iSchool, CS in IA – how to audit content.
  • It all started with an onion. Sustainable, holistic, strategy. What influenced me to think in terms of layers?
  • Raya Fidel, Information School, University of Washington. Onion Model Information Behavior how people work. Moving away from tree hierarchies, top down thinking to holistic models that take on complexity.
  • What I noticed when I would model org charts, communication paths to audiences, Not even Venn, but interconnected circle. Our communication is reaching out into the world, but connecting all of our layers is community that connects people with ideas and ultimately, with us. Direct Contact = Sales, Leads, Donors, Students, MembersAudience = People you have in front of you. They are aware of you. You may have a conversation. Public = Friends you haven’t met yet. Community can happen anywhere
  • My title is based on 3 premises. With this foundation I believe the holistic content audit is critical to building sustainable content strategies.
  • Understand the lifecycle in context. Account for organization’s goals, systems, resources, workflow, timelines, budgets and build the right tools to support the people and the content. This is Erin Scime’s lifecycle but we can look at many others.
  • RahelBailie’s Content Lifecycle. What I’ve encountered on projects
  • Our content does not live in a vacuum. IA is no longer a model of a house but of a living breathing organism. When we audit, we are always going beyond one channel because our goals and audiences exist in an ecosystem, in a world of content and relationships.
  • Holistic to me means understanding how our relationships to time, place and person affect the whole.
  • There are other words for holistic that mean similar things.Or as Joshua Porter put it. UX is Holistic: The experience is not just the product anymore. It is made up of all touch-points of a larger system, from the product to the support to the way your neighbor talks about it. Not all of these things are designable in the same way, but all can be designed for on some level. 
  • When we’re creating for the first time, even building from great foundations of user research and personas, initially and essentially, we’re guessing. They are educated guesses, but they’re suppositions. When we perform content audits, we’re testing. Goals, user needs, our own resources, desires and even political machinations. That is my biggest argument for why you should audit content.
  • But not everybody agrees with me. Have any of you performed a manual content audit? Groan.
  • Think of all the reasons you might not want to do a content inventory, audit or evaluation. Your scope, timeline, budget, personnel, design aesthetic. All the people who don’t think an audit is possible – client, stakeholders, bosses, team members. There’s a lot of reasons, some good and some not. But when you skip this TEST, you miss an opportunity to create a better user experience.
  • But, to truly know if your content is connecting with your audiences and you’ve got a sustainable strategy to govern the lifecycle of that content – you’re going to need to audit something. This is what I believe argues for auditing.
  • What can you look for?
  • But you don’t have to do ALL the things. There are many kinds of audits. Help us do different things. Find the fit for your resources and project.
  • Can interns audit? They have to CARE – or they walk outEvaluative criteria, training. Clear instructions and timelines and make them a part of outcomes.
  • Before you assign anyone you have to select your layers. Closest to home to the outer reaches. Website that I control and the channels I must use appropriately, conversation and space that I can observe.
  • What to look for when choosing your audit type,Scope and scale. Do what you have time and resources to do.
  • Quantitative is a must have. Catalog of actual content, website.How muchAnd where it is
  • We know people don’t like spreadsheets. Big picture statistics, because they think they have 300 pages but they have 3000.
  • Order is important. Just any random way isn’t going to do. As the User Experiences. What belongs to what “screen”. I’ve moved away from pages into thinking about scrolling experiences. Numbering systemLocationTitleTypeScreens
  • Technical going beyond the first 4 to things that either robots can provide but maybe only you can. Still not evaluative, not judging. Compiling, storing.MetadataRobotsSEO
  • Two screens are important.
  • What attached to your page, how does flow?
  • How we break this down into metadata NavigationContent types and patterns help us build templates and PDDs Metadata that helps us code, increase access and visibility.
  • Social. I haven’t come up with a template for this except the ones that I make based on what I’m doing. If you can download analytics, makes it much easier. I like to audit in samples – 1 month, 3 months.What are you doing socially? What are people saying, doing in response to you?Ideas for content on other channels
  • All the channels, which will you use? Which will you review?Appropriate use for each channelDead channels
  • You might have core social channels that have more impact. This should depend on your audience, but also your ability to use the channel.78% of adults on FB but at a nonprofit paying to post can be prohibitiive.22% on Twitter, but it’s free to use and limitation of characters.
  • Audit at your core than your outer channels. Create a hierarchy of power to your audience.
  • Competitive audits. What’s everybody else doing?Benchmarks. Differentiation. Gaps, got to make it meaningful.70% use video. So What?
  • Qualitative. Is what you have any good?Evaluate, sort, we judge.
  • There are 6 worksheets of options here. Decide first. Finish before you rethink, don’t spend too long on one thing. This isn’t discovery, it’s a test.
  • In a qualitative audit even of just a website, I can still consider the Multichannel Signal to NoiseAppropriate for ChannelClarityConsistencyCredibility If you want a journal of discredible content you can follow this link.
  • Not strictly an onion. What I look for. MirrorsCan your community see themselves in your content. Are you making it for them, their needs, their passions?
  • Windows How are you displaying what you have? Can users see what they want and needCan you feel the relevance?
  • Window is no good if there’s no way to get in. Content should aid decision making and enable action. All the good content in the world without an action. CTAs, links. Ways to cross paths.
  • 2 way mirror doors. Audience sees itself, what you have and can enter your domain.
  • How we put the audit into the lifecycle context. Erin Scime again. Use it to renew a strategy. Use the tweets to tell you what to write (game in tech comm). What influencers respond to? Everything that’s missing. Governance and workflow to make it happen. Regular audits. Inventory day. Governance day. Or hour.
  • That’s me. Where to find me.IA or CS meetups here in Seattle.
  • Transcript of "How to tackle multichannel content audits "

    1. 1. Misty Weaver Building Sustainable Content Strategy from the Holistic Content Audit #ConveyUX @meaningmeasure
    2. 2. Cognitive Work Analysis Onion Model Fidel, Pejtersen http://www.informationr.net/ir/10-1/paper210.html
    3. 3. Community HAPPENS Public Audience Direct Contact Organization Community
    4. 4. Premise 1 Content audits help us build a content strategy
    5. 5. Successful content strategy is sustainable http://bit.ly/1ff1ldr
    6. 6. Content Lifecycle, Rahel Bailie http://bit.ly/1bpuq5w
    7. 7. Premise 2 Content exists in an ecosystem; Holistic audits help us understand our relationships in that system
    8. 8. “parts of something as intimately interconnected and explicable only by reference to the whole”
    9. 9. “Holistic?” You might say • Multichannel • Cross-Channel • Omnichannel • Pervasive • Internal and External Communication
    10. 10. Premise 3 Knowledge is Power “when you take the time to understand the content that already exists, not only will you be able to ensure that it’s supported in the new design, but you’ll actually make the entire design stronger” – Sara Wachter-Boettcher
    11. 11. What makes you want to cry?
    12. 12. THAN DO A CONTENT AUDIT http://bit.ly/1e84opR
    13. 13. Audits support content strategy through • • • • • • Goals Users Standards Best practices Connections Conversations
    14. 14. Are you • • • • • • • Meeting your goals? Finding gaps? Fulfilling needs? Different enough? Doing too Little? Doing too Much? Where? Where are you?
    15. 15. There’s more than one way to peel an onion
    16. 16. http://bit.ly/1iojiI0
    17. 17. There’s the content close to your heart Then, there’s everybody else
    18. 18. Choosing your audit type, scope and scale.
    19. 19. Quantitative
    20. 20. spreadsheet
    21. 21. HOW much? http://content-insight.com/
    22. 22. Inventory Example http://www.adaptivepath.com/ideas/doing-content-inventory/
    23. 23. Technical
    24. 24. You need double vision
    25. 25. content-insight.com
    26. 26. Social
    27. 27. Brian Solis bit.ly/1kNKZL1
    28. 28. http://bit.ly/1il6eCw
    29. 29. Competitive
    30. 30. Reasons to love a competitive audit
    31. 31. Qualitative
    32. 32. This could take all our lives
    33. 33. Multichannel Credibility Consistency Clarity http://bit.ly/1eh0YzH
    34. 34. Mirrors http://bit.ly/LpkT4M
    35. 35. Windows
    36. 36. Doors
    37. 37. All ends with beginnings
    38. 38. Thank you, I am Misty Weaver @content_insight @meaningmeasure www.linkedin.com/in/mistymelissaweaver Content Audit Articles http://www.content-insight.com/ http://www.content-inventory.com/ Virtual Coffees arranged via Skype Google+ #ConveyUX @meaningmeasure
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