Diagnosing and Solving Content Problems - Information Architecture and Content Strategy

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A step-by-step process for looking at your website, discovering the problems with the content, prioritizing these problems and then solving them. Takes an information architecture and content strategy …

A step-by-step process for looking at your website, discovering the problems with the content, prioritizing these problems and then solving them. Takes an information architecture and content strategy approach.

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  • 1. Diagnosing and Solving Content Problems Intelligent Content Conference 2014 Kathy Wagner and Theresa Putkey
  • 2. Before we get started • Ask questions to clarify as we go • Hold comments and discussion points until the end • Presentation is on Slideshare • Twitter: #SolveContent Theresa Putkey @tputkey slideshare.net/tputkey Kathy Wagner @Kathy_CS_Inc Slideshare.net/content_strategy_inc
  • 3. Imagine… You’re an independent consultant who’s been asked to advise on how to improve the content on a bank’s business website. The bank is a national financial institution with a strong global presence. @Kathy_CS_Inc @tputkey #SolveContent
  • 4. The project team @Kathy_CS_Inc @tputkey #SolveContent
  • 5. Where you fit in @Kathy_CS_Inc @tputkey #SolveContent
  • 6. Your process @Kathy_CS_Inc @tputkey #SolveContent
  • 7. Diagnosing Content Problems
  • 8. High level diagnostic process @Kathy_CS_Inc @tputkey #SolveContent
  • 9. Review Documents & Research Content Performance Organization and Structure Customer Experience Content Branding Content Quality Web analytics Data & demographics Wireframes Messaging guidelines Writing style guide Business goals User testing reports Templates Tone & voice guidelines Content processes Strategic direction Personas & scenarios Taxonomy Content playbook Content governance User journeys Content models Content requirements Site map @Kathy_CS_Inc @tputkey #SolveContent
  • 10. Document & Research Problem Areas Content Performance Customer Experience Organization and Structure Content Branding Content Quality Web analytics Data & demographics Wireframes Messaging guidelines Writing style guide Business goals User testing reports Templates Tone & voice guidelines Content processes Strategic direction Personas & scenarios Taxonomy Content playbook Content governance User journeys Content models Content requirements Site map @Kathy_CS_Inc @tputkey #SolveContent
  • 11. Stakeholder Interviews Interview a breadth of stakeholders: • Director-level, management, employees, key contractors • Different departments and lines of business Ask questions about: • Project and business goals • What works well • What isn’t working • Content processes and decision-making @Kathy_CS_Inc @tputkey #SolveContent
  • 12. Stakeholder Interviews “We need to attract business customers.” “Content is confusing and difficult to find.” ~ Marketing ~Digital Strategy Web content isn’t targeted to attract new customers? Content is poorly organized and designed? @Kathy_CS_Inc @tputkey #SolveContent “Large corporations don’t want website content.” ~ Line of Business Doesn’t understand users needs and motivations?
  • 13. Summarize findings from document review and stakeholder interviews Focus on: • Inconsistencies • New considerations • Patterns and associations @Kathy_CS_Inc @tputkey #SolveContent
  • 14. Inconsistencies “Our small businesses are the same as our personal banking. Our big businesses don’t need website content.” ~ Line of Business stakeholder User Research Report • Small businesses have unique reasons for borrowing. • Large enterprises want financial news and updates. @Kathy_CS_Inc @tputkey #SolveContent
  • 15. New considerations Strategic Direction “We need to attract new customers.” ~ Marketing stakeholder ? @Kathy_CS_Inc @tputkey #SolveContent
  • 16. Patterns and associations Personas and User Scenarios “Content is confusing and difficult to find.” ~ Digital strategy stakeholder ? Site Map is unnecessarily corporate focused @Kathy_CS_Inc @tputkey #SolveContent
  • 17. Preliminary Findings Key concerns • Distinct customer needs are not being addressed. • There is a lack of strategic direction. • Users cannot easily find high-priority information. @Kathy_CS_Inc @tputkey #SolveContent
  • 18. Content Diagnostic Process @Kathy_CS_Inc @tputkey #SolveContent
  • 19. Audit & Assessment Users can easily understand, use, and act on content once they find it. Structure matches user expectations. Users can find info through browse or site search. Users can quickly access and identify content that is relevant. The brand message and corporate attitude that’s communicated through content. @Kathy_CS_Inc @tputkey #SolveContent
  • 20. Audit & Assessment: Choose the right method Page-level content audit and assessment @Kathy_CS_Inc @tputkey #SolveContent
  • 21. Audit & Assessment: Choose the right method Structure and site search audit and assessment @Kathy_CS_Inc @tputkey #SolveContent
  • 22. Page-level content audit and assessment 1. 2. 3. 4. Define relevant criteria Establish ratings scale Conduct audit Analyze and communicate results @Kathy_CS_Inc @tputkey #SolveContent
  • 23. Page-level content audit and assessment 1. Define relevant criteria Objective criteria “What, where, when” Subjective criteria “Why, who, and how” @Kathy_CS_Inc @tputkey #SolveContent
  • 24. Page-level content audit and assessment 2. Establish ratings scale Legend 1 A Excellent High quality, best practice, and delivers considerable benefits. 2 B Good Supports ease‐of‐use and a positive customer experience.  3 C Average Some aspects may cause problems for users.  4 D Below average Poor quality and likely to cause problems for users.  5 E Poor Very likely to cause significant problems for users.  n/a n/a Not applicable Not applicable or unable to evaluate.  @Kathy_CS_Inc @tputkey #SolveContent
  • 25. Page-level content audit and assessment 3. Conduct Audit @Kathy_CS_Inc @tputkey #SolveContent
  • 26. Page-level content audit and assessment 4. Analyse and communicate results Content types Product detail Product comparison 22% 34% 12% 9% Product overview FAQs 14% 9% 57% of content pages are focused on products. 9% of pages are FAQs. Landing page Other Indicates lack of strategic goals beyond product promotion. FAQs indicate lack of user-centered content design & organization. @Kathy_CS_Inc @tputkey #SolveContent
  • 27. Page-level content audit and assessment 4. Analyse and communicate results User Focus Writing Mechanics 2% Excellent 3% Good 10% 16% Average 71% Below average 1% 10% Good 26% 47% Poor Excellent Average Below average Poor Indicates good general writing skills but poor understanding of user-focused web writing standards. @Kathy_CS_Inc @tputkey #SolveContent
  • 28. Structure and Site Search Audit and Assessment 1. 2. 3. 4. Define relevant criteria Evaluate site structure Evaluate site search and search results Analyze and communicate results @Kathy_CS_Inc @tputkey @SolvingContent
  • 29. Structure Audit and Assessment 1) Define Relevant Criteria @Kathy_CS_Inc @tputkey @SolvingContent
  • 30. Structure Audit and Assessment 2) Evaluate Site Structure Is structure too deep, too shallow? Metadata contributes to findability and searchability Analytics shows if people are able to find pages on the site. The Personas helps you see who the site is targeted for – this can give you a good idea of which personas are currently catered to (or if the site isn’t targeted at all!). @Kathy_CS_Inc @tputkey @SolvingContent
  • 31. Site Search Audit and Assessment 3) Evaluate Site Search Results • Use personas and their scenarios • Use analytics to get most popular search terms • Use your expert skills to evaluate the results. @Kathy_CS_Inc @tputkey @SolvingContent
  • 32. Site Structure and Search Audit and Assessment 4) Analyze and communicate results Applied Metadata 20% Accurate metadata Pages with inaccurate metadata 47% 33% Indicates metadata and taxonomy are not applied or are inaccurately applied to the majority of pages, reducing findability and searchability. Pages without metadata @Kathy_CS_Inc @tputkey @SolvingContent
  • 33. Site Structure and Search Audit and Assessment 4) analyze and communicate results Indicates the site lacks focus on any particular business sector. Personas and Pages 10% 20% Commercial Small Government 65% 5% None @Kathy_CS_Inc @tputkey @SolvingContent
  • 34. Solving Content Problems
  • 35. Content Diagnostic Process @Kathy_CS_Inc @tputkey #SolveContent
  • 36. Your Priority Findings Key problems to solve 1. Content findability and searchability problems 2. Poor content usability and audience focus 3. Tone and messaging problems @Kathy_CS_Inc @tputkey #SolveContent
  • 37. Content usability and audience problems Content Usability Problems Audience Targeting Problems Difficult to scan and predict Content for generic audiences Difficult to read Difficult to understand Content can’t be reused or customized Difficult to act on Corporate-focused writing @Kathy_CS_Inc @tputkey #SolveContent
  • 38. Content usability and audience problems Content Usability Problems Audience Targeting Problems Difficult to scan and predict Content for generic audiences Difficult to read Difficult to understand Content can’t be reused or customized Difficult to act on Corporate-focused writing @Kathy_CS_Inc @tputkey #SolveContent
  • 39. Difficult to act on. Designed for a generic audience
  • 40. Targeted and easy to act on
  • 41. Audience targeting and usability toolkit • Personas • User journeys • User scenarios • Content flows • User testing • Style guide @Kathy_CS_Inc @tputkey #SolveContent
  • 42. Tone and messaging problems Tone & Messaging Problems No distinctive tone or messaging Tone and messaging not aligned with desired brand attributes Inconsistent or contradictory tone or messaging @Kathy_CS_Inc @tputkey #SolveContent
  • 43. Tone and messaging problems Tone & Messaging Problems No distinctive tone or messaging Tone and messaging not aligned with desired brand attributes Inconsistent or contradictory tone or messaging @Kathy_CS_Inc @tputkey #SolveContent
  • 44. What’s your brand voice? Informal, modern, fun @Kathy_CS_Inc @tputkey #SolveContent
  • 45. What’s your brand voice? Formal, traditional, successful @Kathy_CS_Inc @tputkey #SolveContent
  • 46. What are your key messages?
  • 47. Messaging hierarchy framework Company Brand Statement Principles of <Brand Attribute>   Principle 1 + Global message Principle 2 + Global message Audience‐Targeted Messages Key Message 1 Audience 1 Key Message 2 Key Message 3 Audience 3 Key Message 4 Audience 2
  • 48. Tone and messaging toolkit • Style guides • Messaging hierarchy/guidelines • Content playbook • Writing tips • Personas • Training @Kathy_CS_Inc @tputkey #SolveContent
  • 49. Content findability problems Content Findability Problems Content can’t be found in current navigation structure Metadata and taxonomy are missing or ineffective Content takes too long to find Navigation isn’t designed for the user @Kathy_CS_Inc @tputkey #SolveContent
  • 50. Content findability problems Content Findability Problems Content can’t be found in current navigation structure Metadata and taxonomy are missing or ineffective Content takes too long to find Navigation isn’t designed for the user @Kathy_CS_Inc @tputkey #SolveContent
  • 51. Navigation isn’t designed for the user @Kathy_CS_Inc @tputkey @SolvingContent
  • 52. Navigation can be audience based @Kathy_CS_Inc @tputkey #SolveContent
  • 53. Navigation can be topic/task based @Kathy_CS_Inc @tputkey #SolveContent
  • 54. Based on user needs and clearly defined @Kathy_CS_Inc @tputkey #SolveContent
  • 55. Findability toolkit • Personas • Scenarios • Card Sorting • Task Testing • Site Search Analytics @Kathy_CS_Inc @tputkey #SolveContent
  • 56. Content searchability problems Content Searchability Problems Don’t know what people search for Search yields no results or inappropriate results Search results page design isn’t optimized Content isn’t optimized for search @Kathy_CS_Inc @tputkey #SolveContent
  • 57. Content searchability problems Content Findability Problems Don’t know what people search for Search yields no results or inappropriate results Search results page design isn’t optimized Content isn’t optimized for search @Kathy_CS_Inc @tputkey #SolveContent
  • 58. Search Results Not Designed @Kathy_CS_Inc @tputkey @SolvingContent
  • 59. Search Results Designed @Kathy_CS_Inc @tputkey #SolveContent
  • 60. Seachability toolkit • Wireframes • Personas • Scenarios • Site Search Analytics • Taxonomy and Metadata @Kathy_CS_Inc @tputkey #SolveContent
  • 61. Your process @Kathy_CS_Inc @tputkey #SolveContent
  • 62. Questions? Theresa Putkey www.keypointe.ca tputkey@keypointe.ca @Kathy_CS_Inc @tputkey #SolveContent Kathy Wagner www.contentstrategyinc.com Kathy@contentstrategyinc.com