LavaCon MultiChannel Content Audit Preview Weaver


Published on


Published in: Technology, Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • In-house Content StrategyFreelanceCommunity ManagementMeetupsTeach
  • Teach – Why I’m here This talk is super metaTalk about what I teachNew to content audits but if you’re a pro you might find it a more beginner level than fits your reality. Effective way to teach auditing to beginners – I mean the stakeholders and clients as well as students who want to become UX and IA professionalsMain objective of my course is graduate students who have experience auditing. They know and explain the value to their clients and colleagues and if someone asks them to do one, they know how to start. Tomorrow I’m going to talk through case study, process and findings.
  • My own start, is I have a degree in LIS. My interest was information architecture, database design maintenance and migrations. Web CMS was my second nerd love. My first was writing. Facilitating the process of people moving content through a system
  • The system got bigger Many things out of our controlTechnologyWays we access content, devices Channels from which we can broadcast or converse Communities within which we operate
  • Project ManagementEditorial TechnicalUse Audit to inform or direct all three of these areas – OR because it always DEPENDS on situation and context, to inform all, two, or one of these areas. Richard Ingram Diagram
  • Today’s talk role and value of multi channel audit in content strategy from general perspective – informed by my teaching, my work and conversations with content professionals. Tomorrow case study focus on particular audit and what the client did based on its findings.
  • I like to start with vocabulary what I mean by Sustainable, Content-first Strategy From a Multi Channel Content AuditContent Strategy and aYou are the Content AdvocateBusiness User Person who represents the content and its needs. System – Stores and Delivers content. Systems outside like search engines and social media channels standards. Staff, people who create and manage content. To me, Content First Strategy means you will make decisions on technical, editorial, design and and all other planning based on knowledge and review of current content. That means you will have an inventory and audit. It cannot be skipped.
  • Samantha Starmer, Razorfish was with REI – teaches IA at the iSchool, where I join her for a day or two. Creating user experience that crossed politics and focused on customer having seamless experiences in-person or at a store, in any store, anywhere. On any device, anytime. Achievement:Forrester – found research that showed customers visit a website a certain number of times before making a purchasing decision, therefore UX deserved credit for a certain amount of every in-store sale. Sustainable, Holistic Pacific Northwest buzzwords – make something more than a buzzword. Content lifecycles and systems thinking. Content as service – it will need oversight and review for relevance and accuracy.
  • My definition of multichannel is also informed by IA.
  • The dreaded phrase. About week 4 or 5, my students start answering each other questions in class before I can even respond. Usually, with a groan. We can’t define multi content content audit without a little more context. Collecting data and storing it in an accessible format. Therefore, most auditing happens in spreadsheets or a tool with a nifty interface that breaks up the Excel monotomy. Most of the action is Copying, pasting, typing, manipulating. My course generates 100 spreadsheets for me to grade. So, I will spare you the spreadsheet today, and instead talking about everything else that is audit that Excel does not reach.
  • An audit is not a necessity in every situation, we don’t want to manufacture need. I go back to asking what’s the value proposition? Why? Why are we doing this audit? Reference interview in library science, saying why out loud helps keep the audit on track and makes its value more clear throughout the process.
  • To me the value of a content audit depends on your definition of good or healthy content. A content audit can give you a status update or more commonly, solve a problem
  • To me, the value of content audit is it’s the way to guarantee across every channel, platform, department or silo – we are doing these three things. With our content, messaging, brand voice, our approach to customer service. Our content upholds these values no matter where it is or who is delivering it. RahelBailie, Kristina Halvorson, Leen Jones. Stanford Web Credibility Project. It’s not natural state, it’s a coordinated effort between people, technology and ecosystems. Your client may value this, may have this, or this may be your sole responsibility to execute. Your client may have this in some departments or some channels but not all. Content audit is going to provide answers with data instead of anecdotes.
  • If anecdotal evidence is a problem in an organization, the content audit offers empirical evidence.Both Discovery and ActionableTackling the unknown Outcome Deciding how to make the content conform to agreed standards When my students make their final content strategy recommendations, they are informed decisions based on research. As opposed to going with our guts, basing it on design principles or industry best practices. Trick is to include researching principles and best practices in your audit.
  • Alignment around consistent and clear we might be able to determine internally or based on best practices but CREDIBLE depends on the values of your stakeholders and the definition used by your audience. How reactive is your audience to bad grammar, robot-written content or push marketing or pull marketing. Content is where you can balance most corporate needs to be industry leader and user research that shows targeted relevance to people who realistically going to interact with your content. Spam is not all bad, not all people hate spam. Spam is great in a bunker during wartime but it’s not nutritious. Your content credibility profile means you will be providing a majority of content that provides value to consumers – not the empty calories of time spent online.
  • Users don’t always ACT NOWNo contentBad contentGood content (no decision, no action)
  • RefreshAdaptiveResponsiveNative Structured Search Social Media BrandingMarketingcampaignMergers and AcquisitionStakeholders say so Events You're Good People
  • It’s all about the content lifecycle. This is Erin Scime’s illustration from 2009 Discovery Process – Diagnosis period. But it can also be a treatment plan Actionable ActivityCutReviseKeepCreate
  • LifeCycleSearch and SEO Brand voiceCustomer service Customer development
  • Before we audit, we define why we’re doing it, what the to address and alignment around shared values and definition of good content or content health.
  • InternalResourcesBusiness GoalsAudience NeedsContent Inventory Do it scaled, lean or guerilla style meaning quick and dirty versions of the aboveOr you can invest time and borrow/align those pieces with other parts of the content strategy or design or development project. But you really can’t audit What does multichannel change about content auditing?
  • Typically, the we have to meet in our class – places I’ve worked – There can be a thriving Facebook Page or other social media or online community or even a live event – However, there is no connection to website for example. That’s the main problem I’m going to talk about tomorrow. It’s not just a problem of branding. To me, it’s about missing architecture or actions. So the metaphor I use is looking for windows, doors and mirrors.Sometimes, you offer content that is not a direct sales message. I call this a window, it can also be a hook. It’s a reference without a hard sell.Window – Does it show what you have to offer You can create materials that are the right fit for the social media channel but follow this cautionary tale, REI made 2 great content pieces about backpacks and put on different channels, they neglected to anywhere include a link so that someone could buy a backpack. It’s okay to talk about fashion but don’t forget we’re a hat store.
  • The actual link to buy a backpack is a door. That’s a direct message or a sale. You can see it’s appropriate in help or customer service. The inventory and audit can be very empowering to the people who do direct sales or help or customer service – it shows them what doors to show customers. You have be active enough on your channel to decide when it’s appropriate to send someone directly to your content. On your own social media channels, on others… In the audit, I look to see if there’s too many door references or too few.
  • This is how you help your audiences see themselves in your content. This occurs when you really understand the customer or you know what they like on that channel and that’s what you give them.The problem is you can be so opaque, you turned your window into a mirror. They don’t know what YOU to offer and they don’t know how to get it. They might vaguely know they like you, but they don’t think of you when it’s decision time.
  • Ultimately, you’d like your audience to see what you have, that is relevant to them, also be able to act on that. That is created by connecting channels in credible, consistent way. It’s hard. Two Way Mirror Door is going to take time to build and install and help people understand how to use it. That’s the risk in the multichannel, that people will only see a piece of you. Content audit is necessary to determine if you’ve been showing the right features of your organization.
  • Content must help achieve business goalsBusiness GoalsProject GoalsCore Values Point of ViewBrand Messaging/ Voice and Tone
  • Part of being a content advocate is being an advocate for the staff who are going to operate this content engine. Before you can determine if and then what to audit, you need to know the size and scale. I look at StaffTimeBudget Technology Motivation
  • What do they likeWhat do they hateWhat’s their problemWhere are theyWhen are they thereWhat do they talk about What words do they use
  • What decisions do they need to make and what content can you make to help them?
  • Multichannel demands that we think about our customer in their contexts and what they’re doing before, after or even around interacting with our content.
  • However you choose to display that
  • Spreadsheet ahead!QuantityScope What’s includedPrintWebsiteSocial InternalOther
  • QuantitativeCompetitive/ComparativeQualitativeSEO
  • Sections replicate navigation. Notice the changes in yellow. This inventory was used to identify quick win changes to the website navigation labeling. Notice the numbering system Find orphans and unused channels Size of pageMedia attachedLast updated Crawler
  • Help you consider what to audit Who creates, maintains Analytics as what to update
  • Reality Check on amount of content Migration Something team can work from Way to introduce audit purpose
  • Industry StandardsDifferentiation Social
  • Another way to get to know your audience and certainly the social media landscape.
  • SWOT Images/Examples – Good or Bad
  • Is there an actionable purpose? Project objectives?Alignment and agreement on the criteria for measurement. Now and later?
  • Working from guidelines or creating them?Clear, consistent credible?Business Goals, Audience NeedsMessages and Action
  • GuidelinesEditorialBrandVoice and ToneSocial MediaPolicies and Procedures Restrictions CMSSearch and SEOWorkflow
  • SpecializedSearch and SEO AuditWhere does optimization fit in your content lifecycleHow microfine do you need your focus to be?Can you handle the data?Who is tasked with interpreting the data holistically including your business objectives and user needs and then is empowered make changes based on your data?Hummingbird Update means no keyword Write for Humans, Robots will follow
  • This can be another tab on my spreadsheet. Determine beforehand unit of content is How far back we’re auditingAnalytics are going to weigh very heavily Social can tell you about your audience and types they like Trends and Patterns Location Matters – Does this channel matter to your audience Timing – when are people online
  • I don’t work with structured content and we don’t get to a state where we’re designing for responsive or chunking in my class. We do talk about workflow and CMS needs when we audit. We can audit for whether or not a page or screen is responsive or looks good on different devices. We determine what to include in the audit, by evaluation of resources / Proof of user using platform / Business Objectives / Competitive Audit. If we’re going to look at breaking content down for migration, re-use or different storage. We use a content matrix. Adding everything associated with the page/file/screen. User NeedsCMS Needs Future Needs Content MatrixPage Description Diagrams or Page Templates
  • We move from diagnosis to treatment phase soon.
  • Are you going to show clients and colleagues a spreadsheet or break down and explain it first using visualizations they are going to understand? Who’s empowered to make changes? Is this actionable now on its own or will be folded in a content strategy?In our class, we do both. First, we need to explain in the nicest/clearest way possible what we found and how it measures up to our stated goals and and project objectives. From there, we can usually hand off a Master Inventory or an Audit for them to use. Secret: I have my students keep a client inventory and a personal inventory. They are allowed to write disparaging notes in their personal copy but no one else must ever see it.
  • Ultimately, you’d like your audience to see what you have, that is relevant to them, also be able to act on that. That is created by connecting channels in credible, consistent way. It’s hard. Two Way Mirror Door is going to take time to build and install and help people understand how to use it. That’s the risk in the multichannel, that people will only see a piece of you. Content audit is necessary to determine if you’ve been showing the right features of your organization.
  • LavaCon MultiChannel Content Audit Preview Weaver

    1. 1. Building a Sustainable, Content-first Strategy From a Multi Channel Content Audit Misty Weaver @content_insight @meaningmeasure Content Insight @meaningmeasure @LavaCon
    2. 2. What I do • Based in Seattle • Content, Community and Social Media Management • Nonprofits, Education, and Startups • @content_insight for content strategy and audits @meaningmeasure @LavaCon
    3. 3. What I do Content Strategy in Information Architecture @meaningmeasure @LavaCon
    4. 4. Information Architecture @meaningmeasure @LavaCon
    5. 5. Content Ecosystem @meaningmeasure @LavaCon
    6. 6. ALL THE JOBS @meaningmeasure @LavaCon
    7. 7. My Agenda The VALUE of content audits There is no channel but the multichannel @meaningmeasure @LavaCon
    8. 8. Content First Karen McGrane We Are All Content Strategists Now @meaningmeasure @LavaCon
    9. 9. Multi Channel @meaningmeasure @LavaCon
    10. 10. Holistic Pervasive Cross Omni Channel @meaningmeasure @LavaCon
    11. 11. Multi Channel Content Audit Includes “It depends” @meaningmeasure @LavaCon
    12. 12. WHY? @meaningmeasure @LavaCon
    13. 13. Value… “No matter how tedious content auditing can be, it is still considered as one of the most crucial steps in website and content improvement. “ Kyle Kam, 10/18/13 @meaningmeasure @LavaCon
    14. 14. Achieve… Consistent Clear Credible @meaningmeasure @LavaCon
    15. 15. Diagnosis and Treatment sidknee23 @meaningmeasure @LavaCon
    16. 16. Expanding Definition of Spam @meaningmeasure @LavaCon
    17. 17. Problem Addressed Jason Hobbs @meaningmeasure @LavaCon
    18. 18. Reasons to Audit @meaningmeasure @LavaCon
    19. 19. Case for Content Audit @meaningmeasure @LavaCon
    20. 20. Making the case for on-going audit @meaningmeasure @LavaCon
    21. 21. So, what’s your problem? @meaningmeasure @LavaCon
    22. 22. @meaningmeasure @LavaCon
    23. 23. Where’s the Connection? Twice25 @meaningmeasure @LavaCon
    24. 24. Open the door Pymouss @meaningmeasure @LavaCon
    25. 25. Uncover the Mirrors Busangane @meaningmeasure @LavaCon
    26. 26. Create Two-Way Mirror Doors @meaningmeasure @LavaCon
    27. 27. Business Objectives Photo © Flickr user rionda @meaningmeasure @LavaCon
    28. 28. Resources @meaningmeasure @LavaCon
    29. 29. Audience Needs @meaningmeasure @LavaCon
    30. 30. Aid Decision Making @meaningmeasure @LavaCon
    31. 31. User Journey Assessment @meaningmeasure @LavaCon
    32. 32. User Journey Map @meaningmeasure @LavaCon
    33. 33. Content Inventory John William Waterhouse National_Gallery_of_Victoria,_Melbourne,_1891. @meaningmeasure @LavaCon
    34. 34. Content Inventory for REEL @meaningmeasure @LavaCon
    35. 35. What we mean when we say content audit Donna Maurer @meaningmeasure @LavaCon
    36. 36. 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Quantitative @meaningmeasure @LavaCon
    37. 37. Enhanced Quantitative @meaningmeasure @LavaCon
    38. 38. Check-in It’s the first diagnostic on the road to healthy content @meaningmeasure @LavaCon
    39. 39. Competitive/Comparative @meaningmeasure @LavaCon
    40. 40. Competing for Community Public Audience Direct Contact Community Organization @meaningmeasure @LavaCon
    41. 41. Check-in It helps prove your unique value in the marketplace @meaningmeasure @LavaCon
    42. 42. Are we going to audit ALL of the content? @meaningmeasure @LavaCon
    43. 43. On ALL the channels? @meaningmeasure @LavaCon
    44. 44. Qualitative Audit Assessment Evaluation @meaningmeasure @LavaCon
    45. 45. What does quality mean to you? @meaningmeasure @LavaCon
    46. 46. What are our assets? @meaningmeasure @LavaCon
    47. 47. Specialized Audits “SEO’s emphasis on referring keywords has been a major factor in preventing us from getting buy-in to really go after big ideas.” Devin Asaro, 10/17/13 @meaningmeasure @LavaCon
    48. 48. Auditing Social Media @meaningmeasure @LavaCon
    49. 49. Structured Content @meaningmeasure @LavaCon
    50. 50. Check-in This process assures we are upholding our content standards and value proposition. ParentingPatch @meaningmeasure @LavaCon
    51. 51. The Results Are In Tosca Fasso @meaningmeasure @LavaCon
    52. 52. Treatment Making decisions and taking action to address content transformation = Use the audit to inform the content strategy. ParentingPatch @meaningmeasure @LavaCon
    53. 53. Remember why you started this journey… @meaningmeasure @LavaCon
    54. 54. Thank you, I am Misty Weaver @meaningmeasure @content_insight Content Audit Articles Virtual Coffees arranged via Skype Google+ @meaningmeasure @LavaCon