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Please…Stop
Putting Lipstick
on a Pig
Making a case for a
Content Audit
Justin Gatewood, M.Ed.
Web, SharePoint & Cloud Sys...
•Born: 1971 (Monterey, CA)
•PC: Commodore 64 Online: 1986
1st F/T Web Job: 1996 Higher Ed: 2006
•Email: Justin.Gatewood@vv...
Why should I audit my
content?
What could go wrong?
Actual Quote…
“A dependency on audits of current website content is a
dependency that should not exist.”
Content Audit
Content Audit
Content
substantive information or creative material
viewed in contrast to its actual or potential manner of presentation:...
Content
information
in contrast to its presentation?
Markup language that
provides semantic
meaning to content based
upon its structure.
Content
is
the SUBSTANCE
of your website
“Style without Substance is
awful.”
Chris Anderson
Head of TED
TED Talks
Content Audit
Audit
…inspection or examination…
https://www.dictionary.com/browse/audit
…to evaluate…
appropriateness
efficiency
…or the...
Cool.
Definitions.
Content Audit
Evaluating the substance of your website
for appropriateness, effectiveness and
efficiency.
Simon Sinek, 2009 TED Talk, “Start with Why”
5 Whys process
(Root Cause Analysis)
1. Why does your institution
exist?
(purpose)
To educate students.
2. Why is ‘educating students’
important?
“The foundation of every state is
the education of its youth.”
- Diogenes
“The highest result of education
is tolerance.”
- Helen Keller
“Intelligence plus character – that
is the goal of true education.”
- Dr. Martin Luther King, Jr.
“Education is the most powerful
weapon you can use to change
the world.”
- Nelson Mandela
Unemployment
nearly cut in
half
Annual income
nearly doubled
Recap: Why educating students
is important…
Education increases tolerance
Education promotes intelligence
and character
Education reduces
unemployment and increases
income
Education creates greater
capacity for world change
Sounds important.
Why does your institution have a
website?
To communicate the purpose of
your institution to potential
students.
What is your reason why?
Scenario
• Aging site
• Disorganized content
• Something needs to be done
• Leadership wants “a new student
experience”
Scenario
• Website Survey
• Assemble a small team
• Present findings from survey
• (data showed redesign not necessary)
Scenario
• Created Content Inventory Spreadsheet
• Assigned groups of sub-sites to team
members on tabs
• Three of 4 stopp...
Scenario
• Recommended content inventory and audit
• Leadership said, “I don’t think any
dependency between content audit ...
Scenario
• Result (so far)…a nice-looking site with
old information.
• No real improvements aside from the
visuals
What you can do to make your case
------------
Identify an academic department that is having
issues
------------
(odds are, you already know of one)
Pull a content inventory of their department site
------------
(create a spreadsheet with the following columns:
URL, Page...
Content Scoring column will have several values
------------
(start simple – score 1-5, 5 being best)
Perform an initial audit yourself of the content
------------
(start simple – score 1-5, 5 being best)
Setup a meeting with the department
------------
(send them your initial audit document, ask for them to run
through the c...
Receive the department’s input & make changes
------------
Measure the results
------------
(increased enrollments, engagement, etc.)
Report your findings & ask for more resources
------------
(to expand the effort)
What are the Benefits of
a Content Audit?
Benefits of an Audit
• Find Content Problems
• ID Content for Reuse
• Locate gaps in Content
• Evaluate Content Quality
• ...
Benefits of an Audit
• Improve SEO
• Improve organic search
• Content is stronger
• Enhanced Usability
• Max. Conversion R...
Perform the Audit
• Content Inventory
• ID Content Categories/Sites
• Map Content to Themes/Personas
• Analyze Content Per...
Questions?
Justin Gatewood
Justin.gatewood2@gmail.com
Slides: slideshare.net/lightjump
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig
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HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig

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This is the presentation I gave in the Usability, Accessibility and Design (UAD) track at HighEdWeb 2018 in Sacramento, CA on October 23, 2018.

Published in: Education
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HighEdWeb 2018 - Please Stop Putting Lipstick on a Pig

  1. 1. Please…Stop Putting Lipstick on a Pig Making a case for a Content Audit Justin Gatewood, M.Ed. Web, SharePoint & Cloud Systems Admin. Victor Valley Community College District #heweb18 | @lightjump
  2. 2. •Born: 1971 (Monterey, CA) •PC: Commodore 64 Online: 1986 1st F/T Web Job: 1996 Higher Ed: 2006 •Email: Justin.Gatewood@vvc.edu •US Navy (90-95) – Cryptologic Tech •B.S., Business – I.T. Management •M.Ed., Learning & Technology •Ed.D., Organizational Change & Leadership (in progress)
  3. 3. Why should I audit my content? What could go wrong?
  4. 4. Actual Quote… “A dependency on audits of current website content is a dependency that should not exist.”
  5. 5. Content Audit
  6. 6. Content Audit
  7. 7. Content substantive information or creative material viewed in contrast to its actual or potential manner of presentation: a flashy website but without much content. https://www.dictionary.com/browse/content
  8. 8. Content information in contrast to its presentation?
  9. 9. Markup language that provides semantic meaning to content based upon its structure.
  10. 10. Content is the SUBSTANCE of your website
  11. 11. “Style without Substance is awful.” Chris Anderson Head of TED TED Talks
  12. 12. Content Audit
  13. 13. Audit …inspection or examination… https://www.dictionary.com/browse/audit …to evaluate… appropriateness efficiency …or the like.
  14. 14. Cool. Definitions.
  15. 15. Content Audit Evaluating the substance of your website for appropriateness, effectiveness and efficiency.
  16. 16. Simon Sinek, 2009 TED Talk, “Start with Why”
  17. 17. 5 Whys process (Root Cause Analysis)
  18. 18. 1. Why does your institution exist? (purpose)
  19. 19. To educate students.
  20. 20. 2. Why is ‘educating students’ important?
  21. 21. “The foundation of every state is the education of its youth.” - Diogenes
  22. 22. “The highest result of education is tolerance.” - Helen Keller
  23. 23. “Intelligence plus character – that is the goal of true education.” - Dr. Martin Luther King, Jr.
  24. 24. “Education is the most powerful weapon you can use to change the world.” - Nelson Mandela
  25. 25. Unemployment nearly cut in half Annual income nearly doubled
  26. 26. Recap: Why educating students is important…
  27. 27. Education increases tolerance
  28. 28. Education promotes intelligence and character
  29. 29. Education reduces unemployment and increases income
  30. 30. Education creates greater capacity for world change
  31. 31. Sounds important.
  32. 32. Why does your institution have a website?
  33. 33. To communicate the purpose of your institution to potential students.
  34. 34. What is your reason why?
  35. 35. Scenario • Aging site • Disorganized content • Something needs to be done • Leadership wants “a new student experience”
  36. 36. Scenario • Website Survey • Assemble a small team • Present findings from survey • (data showed redesign not necessary)
  37. 37. Scenario • Created Content Inventory Spreadsheet • Assigned groups of sub-sites to team members on tabs • Three of 4 stopped attending…
  38. 38. Scenario • Recommended content inventory and audit • Leadership said, “I don’t think any dependency between content audit and redesign exists” and pushed for a redesign without an audit.
  39. 39. Scenario • Result (so far)…a nice-looking site with old information. • No real improvements aside from the visuals
  40. 40. What you can do to make your case ------------
  41. 41. Identify an academic department that is having issues ------------ (odds are, you already know of one)
  42. 42. Pull a content inventory of their department site ------------ (create a spreadsheet with the following columns: URL, Page Title, Dept. Name, File type, Content Score and Comments)
  43. 43. Content Scoring column will have several values ------------ (start simple – score 1-5, 5 being best)
  44. 44. Perform an initial audit yourself of the content ------------ (start simple – score 1-5, 5 being best)
  45. 45. Setup a meeting with the department ------------ (send them your initial audit document, ask for them to run through the content as well before your meeting)
  46. 46. Receive the department’s input & make changes ------------
  47. 47. Measure the results ------------ (increased enrollments, engagement, etc.)
  48. 48. Report your findings & ask for more resources ------------ (to expand the effort)
  49. 49. What are the Benefits of a Content Audit?
  50. 50. Benefits of an Audit • Find Content Problems • ID Content for Reuse • Locate gaps in Content • Evaluate Content Quality • Improve Content Structure (IA)
  51. 51. Benefits of an Audit • Improve SEO • Improve organic search • Content is stronger • Enhanced Usability • Max. Conversion Rates
  52. 52. Perform the Audit • Content Inventory • ID Content Categories/Sites • Map Content to Themes/Personas • Analyze Content Performance • Present Findings and Meaning
  53. 53. Questions? Justin Gatewood Justin.gatewood2@gmail.com Slides: slideshare.net/lightjump

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