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Inventory to insight: Understanding Content Inventories, Audits, and Analysis

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Inventory to insight: Understanding Content Inventories, Audits, and Analysis

  1. 1. Inventory to Insight Understanding Content Inventories, Audits, and Analysis Paula Land Content Insight
  2. 2. 2 Founder and Principal Consultant at Strategic Content, a content strategy consultancy based in Seattle WA Author of the forthcoming book The Content Inventory and Audit Handbook (XML Press, September 2014) Co-founder and CEO of Content Insight, developer of the Content Analysis Tool (CAT)
  3. 3. 3 Inventory An introduction to the content inventory – what it is, why we do them, how to create 1 Audit How to transform an inventory into an audit and plan and conduct audits 2 Analysis How to use all the information you’ve gathered 3
  4. 4. 5  Quality  Effectiveness  Breadth and depth  Structure  Content types  Design implications  Quantity  Templates  Authoring implications  Changes  Performance  Lifecycle management
  6. 6. 7 What do you need to learn? Who is your audience? What is the project timeframe? How much time do you have?
  7. 7. 8 Content Strategist Content Owner(s) Site ManagerInformation Architect
  8. 8. Data gathering Collaboration Documentation and presentation
  9. 9. 11 The process and result of creating an organized listing of content assets (test, files, audio, video, images) for a body of content. An inventory includes as much information about each piece of content as possible. WHY IS IT IMPORTANT? Creates a current-state baseline, which helps to define scope and identify issues for further analysis.
  10. 10. 12  Assess as-is landscape of a site or content set  Prepare for a content audit  Scope a project for resource estimation  Identify patterns in content structure  Set a baseline to measure to-be site against  Establish a basis for migration tracking
  11. 11. 13 URLs/location Images Videos Audio files Documents Content owners Status Content type Template Etc. Metadata (title, description, keywords, H1) Analytics (pageviews, etc.) Date updated File size Links in and out
  12. 12. Manual Automated
  13. 13. 15  Set up a spreadsheet  Start with a list of pages or click through the site  Gather information about each page, image, document  Copy/paste, copy/paste, copy/paste…
  14. 14. 16  URL  Type  Size  Level  Metatitle, description, keywords  Word count  H1 text  Google Analytics  Links in and links out  Screenshot  Custom columns, notes, and tags for your own data Set up a crawl, get:
  15. 15. 17
  16. 16. 18  Scope  Site structure  Content distribution by type and audience  Content performance  Cross-linking strategy  Metadata for SEO
  17. 17. 20 Qualitative assessment of content against business and user goals
  18. 18. 21 What you want What you have
  19. 19. 22 Assess whether content supports business and user goals Inform strategy for improvement See if content consistently follows brand, editorial, style and metadata guidelines Establish a basis for gap analysis between content you have and content you need Prepare content for revision, removal and migration Uncover patterns in content to support structured content plans
  20. 20. 23 Start with your inventory 1 Assemble resources 2 Start auditing 3
  21. 21. 24 Business requirements Analytics data Editorial guidelines Brand guidelines Personas Customer journey maps Customer feedback
  22. 22. 25 Editorial quality Business goals Brand voice Performance metrics The competition
  23. 23. 26 Timely and relevant Complete Current Accurate Consistent Engaging Easy-to-read/scan Audience-appropriate Communicates key messages Meets user goals and interests
  24. 24. 27 Terminology Tone and voice Imagery
  25. 25. 28 Analytics data Site metrics Search data Customer feedback
  26. 26. 29 Audience (s) Key user task flows Type and quantity of content Formats Language (tone and voice) Contributors (numbers, names) Community features Frequency of publication Overall impression Differentiating features
  27. 27. 30 Language support Breadth of translation Cultural relevance Navigational model Imagery Design consistency Regional and local content Localized metadata
  28. 28. 32 What? So What? Now What?
  29. 29. 33 Review your goals Look for patterns Prioritize what will be most effective Document your findings
  30. 30. 34
  31. 31. 35 What decisions need to be made? What change are you trying to drive?
  32. 32. 36 What are the most compelling data points? What is the call to action?
  33. 33. 37 Who are they? How much background do they have? What will be most persuasive?
  34. 34. 38
  35. 35. 39 Audit Revise Document Create
  36. 36. 40 Start with an inventory Understand the business context Set goals and scope Assess content against user and business goals, requirements, and standards Feed actionable insights back to stakeholders and content creators Create a feedback loop Institute the ongoing audit
  37. 37. 41 Free Trial Available Sign up at
  38. 38. Content Analysis Tool (CAT)