Scaling the Content Audit: ConfabMN 2014

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How to scale content audits to map your ecosystem. Methods for quantitative, qualitative, and competitive analysis. This is intended as an introduction and work of inspiration, if you have questions about details involved in research please contact me via Twitter at @meaningmeasure. Let's get a lot of people to help provide answers that benefit all of us :)

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Scaling the Content Audit: ConfabMN 2014

  1. 1. Scaling the Content Audit: Methods for Exploring Your Content Ecosystem Misty Weaver | #ConfabMN © JS Bracher
  2. 2. Misty Weaver © JS Bracher
  3. 3. Misty DAWN Weaver © JS racher© JS Bracher @content_insight | @meaningmeasure #ConfabMN #ConAudit #Chunkthatblob
  4. 4. Content audits are a tool and a process for making informed decisions in strategy and design http://www.flickr.com/groups/explainia/ https://www.flickr.com/photos/murdocke/ Murray Thompson
  5. 5. Your range Methods for Exploring M. Lounsbery
  6. 6. Ecosystem Content Is Alive Eckhard Jakob
  7. 7. Content Audiences InfluencersCompetition Business Content Ecosystem
  8. 8. What’s Your Context? © JS Bracher
  9. 9. 3 Dimensions of Scale drbob http://bit.ly/SzEoeT
  10. 10. we MEASURE Ronnieb http://bit.ly/1irO8g4
  11. 11. we SIZE Jeltovski http://bit.ly/1j37rMs
  12. 12. we CONQUER © JS Bracher
  13. 13. So… Why aren’t we doing a content audit?
  14. 14. Because
  15. 15. why ARE we doing a content audit?
  16. 16. Match scale with context Have a destination orientation
  17. 17. Before you start Why before what. What before how. -@abby_the_IA
  18. 18. What you need to know • How much time do you have? • How much money? • How many people? • Can those people stare at spreadsheets for days?
  19. 19. Pain
  20. 20. Really, before you start http://www.morguefile.com/creative/godidwlr
  21. 21. 1. Quantitative Inventory
  22. 22. Content without an inventory is like a library without a catalog
  23. 23. Content inventory: map your assets
  24. 24. Know where you are and see where you’re going • Refresh • Redesign • Migration • Care and Feeding • Find quick fixes • Orphans • Duplicates • URL structures • Basic Hierarchy • Missing data
  25. 25. Scale it http://www.morguefile.com/creative/jeltovski
  26. 26. Robots are our friends http://content-insight.com/
  27. 27. Can an intern do it?
  28. 28. Can an intern do it?What does intern mean to you?
  29. 29. Level up with a technical audit Mightyohm http://bit.ly/1oqhQau
  30. 30. Audits help you improve what you have and how you will improve everything to come
  31. 31. Content models, page tables, templates, checklist and editorial calendars
  32. 32. Scale it Earl53 http://bit.ly/1imcigj
  33. 33. Can an intern do it? Be very clear about what you want to collect and catalog and WHY
  34. 34. Social http://bit.ly/1jA19J8
  35. 35. Social Audits: From dead to connect
  36. 36. Create pathways, build relationships © JS Bracher
  37. 37. Scale it Jeltovski http://bit.ly/1j37rMs
  38. 38. Can an intern do it? Make sure they understand the platforms, evaluative needs, and outcomes.
  39. 39. You are not alone Competitive & Comparative Audits FidlerJan http://bit.ly/1oqkD3g
  40. 40. When do you need a competitive audit?
  41. 41. Mind the Gap • Benchmarks • Differentiators • Audience Insights • Potential Partners
  42. 42. Scale it
  43. 43. Can an intern do it?
  44. 44. 3. Qualitative Audit http://bit.ly/Rr4yiH
  45. 45. Define quality • Business Goals • Audience Needs and Tasks • Systems and Constraints
  46. 46. You CAN do too much • calls to action, • links, duplicate content, • headings, subheadings, titles, captions, consistent use of terms, • publish date, author, • event date, location, price, sequence or series, speaker or teacher, • image metadata, • use of Keywords, jargon, overall readability, • scroll length, break points, load time • accessibility, seo, shareability • Can a person complete a task based on content provided? • Is the content, function accurate?
  47. 47. We all have journeys © JS Bracher
  48. 48. We all have tasks Amanda L. Goodman @godaisies
  49. 49. It is so scalable © JS Bracher
  50. 50. Can an intern do it? Then so can you!
  51. 51. Call it an audit
  52. 52. THAN DO A CONTENT AUDIT http://bit.ly/1e84opR Time for a reframe
  53. 53. http://bit.ly/1i5bz3i
  54. 54. Your mountain is waiting
  55. 55. Thank you, I’ve been @meaningmeasure
  56. 56. Ready to Audit Resources • Sample Course Syllabus http://www.meaningandmeasure.com/content- strategy-syllabus/#reads • Kevin P Nichols Inventory and Audit template http://www.kevinpnichols.com/2012/10/kevin_p_nichols_1.html • How to Conduct a Content Audit by Donna Maurer http://uxmastery.com/how-to-conduct-a-content-audit/ • Content Knowledge is Power by Sara Wachter-Boettcher http://www.smashingmagazine.com/2013/04/29/content-knowledge-is- power/ • Content Insight: The Qualitative Audit http://content-insight.com/resources/content-inventory-and-audit- articles/qualitative-content-audit/ • Building the Mother of All Content Inventories by Sue Davis http://blogs.ec.europa.eu/waltzing_matilda/building-the-mother-of-all- content-inventories/

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