Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Smarter content auditing (with Airtable)


Published on

More details:

If you wrangle content, you can use Airtable and tagging to make your content audits easier and more productive: Get deep in the weeds of your content, and catalog your findings so you can move seamlessly to the next steps: drawing high-level conclusions, shaping content structure, and planning revisions. This workshop is designed for people who are new to Airtable but familiar with the concept of a content audit.

Published in: Design
  • Be the first to comment

  • Be the first to like this

Smarter content auditing (with Airtable)

  1. 1. Welcome! What you can do to get ready... ● Answer the questions on the posters at the table ● Go to ● Set up a free account ● Go to ● Go to the lil’ arrow next to (with data) and select “Duplicate base” in the dropdown ● If you prefer a written guide, go to:
  2. 2. Smarter content auditing (with Airtable) Holly Munson Content Strategist, Think Company September 2018 @ Content Strategy Philly *Not sponsored by Airtable, just a user and fan
  3. 3. Pain points?
  4. 4. Image © Allie Brosh
  5. 5. Image © Allie Brosh
  6. 6. Content audit basics What: Look at what content currently exists, and see what shape it’s in. Why: If we want to improve our content, we need to know where we’re starting from, and how well it’s performing based on user needs, business goals, and usability best practices. If we want to restructure our content, we need to know what content types to account for.
  7. 7. Airtable + content strategy Overall ✨ A reliable, quantifiable, both high-level and granular source of truth about your content ✨ Content ● Content inventory + audit ● Content revision scoping ● Quantify findings User research ● Connect content audit to user research Design ● UI inventory + audit Dev ● Component and field requirements ● Repository for dynamic content
  8. 8. Other possibly new approaches ● Topic tags: If the site doesn’t have a well-implemented taxonomy, use your content audit to apply tags for page topics. ● Revision tags: In addition to notes and ratings about what could be improved, use a standard checklist to identify themes and scope of revisions. ● Connecting: A content audit shouldn’t end in just a report—it should feed into the many ways you and your team work.
  9. 9. Image © Tony Zhou
  10. 10. Content audit insights
  11. 11. Connect inventory + audit Connect inventory: What’s there? How is it structured and formatted? Content audit: Of what’s there, how well is it doing, according to whatever our heuristics/goals/metrics are?
  12. 12. Connect inventory + audit We have 30 pages about Topic A, and 75% of those pages are in PDF format. That content is accurate and readable, which is great, but to help with findability, which is one of our key goals, we recommend incorporating pieces of that content into the interface as contextual help. or... There are 200 pages that are 4 levels deep, and many of those pages contain information valued by users. We recommend surfacing that information higher in the page hierarchy.
  13. 13. Pinpoint examples ● Dive back to a specific page you tagged to grab a screenshot
  14. 14. Connect content audit + user research Prioritize work and shape a strategy: This is a big user pain point, AND content to meet this pain point is nonexistent/low quality.
  15. 15. Connect content audit + user research Qualitative research findings + Quantitative content findings: Here’s a compelling quote about why this particular user needed this content in a particular situation, AND only 2 pages on the entire site have this type of info, and they’re the most visited through organic search.
  16. 16. Connect content audit + user research Quantitative research findings + Qualitative content findings: 80% of users in this survey said this topic is important to them, BUT most of the content you have on this topic is not clear or scannable.
  17. 17. Connect content audit + user research Quantitative research findings + Quantitative and qualitative content findings: 80% of users in this survey said this topic is important to them, BUT only 5% of the pages on this topic are clear or scannable.
  18. 18. Estimate revision effort Product team A, here’s the plan for your pages: ● # pages need revising ● We estimate this will take # hours ● Here’s the list of pages and the changes needed for each...
  19. 19. Sustain strategy
  20. 20. Airtable in 10 seconds
  21. 21. Airtable ● base = spreadsheet, workbook ● table = tab, worksheet ● field = column (which can have customized formatting) ● record = row ● linked record = a special kind of formatting for a field that allows you to connect stuff in one table to stuff in another table
  22. 22. Workshop time!
  23. 23. The plan ♂ I’ll demo an audit of one page, then you dive in! Get hands-on with your laptop, or just follow along ♀ Questions? Raise your hand or speak up anytime
  24. 24. Our (hypothetical) brief Perform a content audit of ● Scope ○ Start with the pages in the Farmshare section ● Timing ○ Let’s pretend user research is happening at the same time ● Purpose ○ To inform new structure and improve usability ● Heuristics ○ We will focus on on readability and findability
  25. 25. Heuristics Heuristic = a category used to judge “Back in Jacksonville, I was in charge of a 60-person dance crew. Whenever we auditioned a new dancer, we would rate them in five categories: dancing ability, coolness, dopeness, freshness, and smart-brained.”
  26. 26. What you’ll need ● Go to ● Click the “Copy base” button ● If you prefer a written guide, go to: