Inventory to
Insight
Understanding Content Inventories, Audits, and Analysis
Paula Land
Content Insight
2
Founder and Principal Consultant at
Strategic Content, a content strategy
consultancy based in Seattle WA
Author of the ...
3
Inventory
An introduction to the
content inventory – what it
is, why we do them, how to
create
1
Audit
How to transform ...
5
 Quality
 Effectiveness
 Breadth and depth
 Structure
 Content types
 Design implications
 Quantity
 Templates
...
6
PLAN
DOCUMENT VISION
AND GOALS
INVOLVE THE
RIGHT PEOPLE
COMMUNICATE
SHOW ROI
DELIVER ACTIONABLE
INSIGHTS
7
What do you
need to learn?
Who is your
audience?
What is the
project
timeframe?
How much time
do you have?
8
Content
Strategist
Content
Owner(s)
Site ManagerInformation
Architect
Data gathering
Collaboration
Documentation and
presentation
11
The process and result of creating an organized listing of
content assets (test, files, audio, video, images) for a bod...
12
 Assess as-is landscape of a site or content set
 Prepare for a content audit
 Scope a project for resource estimati...
13
URLs/location
Images
Videos
Audio files
Documents
Content owners
Status
Content type
Template
Etc.
Metadata (title, des...
Manual
Automated
15
 Set up a spreadsheet
 Start with a list of pages or click through the site
 Gather information about each page, ima...
16
 URL
 Type
 Size
 Level
 Metatitle, description, keywords
 Word count
 H1 text
 Google Analytics
 Links in and...
17
18
 Scope
 Site structure
 Content distribution by type and audience
 Content performance
 Cross-linking strategy
 M...
20
Qualitative assessment of content
against business and user goals
21
What you want What you have
22
Assess whether content
supports business and user
goals
Inform strategy for
improvement
See if content consistently
fol...
23
Start with
your
inventory
1
Assemble
resources
2
Start auditing
3
24
Business requirements
Analytics data
Editorial guidelines
Brand guidelines
Personas
Customer journey maps
Customer feed...
25
Editorial
quality
Business
goals
Brand voice
Performance
metrics
The
competition
26
Timely and relevant
Complete
Current
Accurate
Consistent
Engaging
Easy-to-read/scan
Audience-appropriate
Communicates k...
27
Terminology
Tone and voice
Imagery
28
Analytics data
Site metrics
Search data
Customer feedback
29
Audience (s)
Key user task flows
Type and quantity of content
Formats
Language (tone and voice)
Contributors (numbers, ...
30
Language support
Breadth of translation
Cultural relevance
Navigational model
Imagery
Design consistency
Regional and l...
32
What?
So
What?
Now
What?
33
Review your
goals
Look for patterns Prioritize what will
be most effective
Document your
findings
34
35
What decisions need to
be made?
What change are you
trying to drive?
36
What are the most
compelling data points?
What is the call to
action?
37
Who are they?
How much background
do they have?
What will be most
persuasive?
38
39
Audit
Revise
Document
Create
40
Start with an inventory
Understand the business context
Set goals and scope
Assess content against user and business go...
41
Free Trial Available
Sign up at www.content-insight.com
pland@content-insight.com @content_insightwww.content-insight.com Content Analysis Tool
(CAT)
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
Inventory to insight: Understanding Content Inventories, Audits, and Analysis
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Inventory to insight: Understanding Content Inventories, Audits, and Analysis

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Slides from a webinar sponsored by AuthorIt and presented at the Portland Content Strategy Meetup, July 17, 2014.

Published in: Technology

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
  5. 5. 6 PLAN DOCUMENT VISION AND GOALS INVOLVE THE RIGHT PEOPLE COMMUNICATE SHOW ROI DELIVER ACTIONABLE INSIGHTS
  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 www.content-insight.com
  38. 38. pland@content-insight.com @content_insightwww.content-insight.com Content Analysis Tool (CAT)

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