Content Audits and Analysis

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A content inventory is an essential early step in your content strategy. How do you know what content you need if you don't know what you have? But that's not where the process should end. How do you dig deeper to not only understand what you have, but if it's useful, relevant, and on-brand? Using practical examples, Rick will walk through the process of creating a content inventory and a quantitative and qualitative audit to evaluate content quality.

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  • - Focus on the most important info (don’t gather info you don’t need)\n\n- Estimate 6-12 pages and hour to audit—depends on the list of criteria\n\n- Take frequent breaks. Audits can drive people insane. (I’m sure this is documented somewhere.)\n\n- Review your work\n
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  • Content Audits and Analysis

    1. 1. #meetcontentContent Audits& AnalysisRick Allen@epublishmedia
    2. 2. http://www.flickr.com/photos/uriel1998/324231183/2
    3. 3. http://www.flickr.com/photos/uriel1998/324231183/ http://sprudge.com3
    4. 4. #meetcontent Let’s talk! • Why content audits are important • The content audit process • The different types of content audits and how to chose the right one • Criteria for evaluating content • How to prioritize and present your findings4
    5. 5. #meetcontent The problem5
    6. 6. #meetcontent The problem S6
    7. 7. “ #meetcontent We know our content is poor quality, but we don’t know what doesn’t work. We have assumptions, but we don’t have any data to support them.
    8. 8. “ #meetcontent We’re starting a website redesign project and I’m being asked about content requirements and resource needs. How do I begin to answer these questions?
    9. 9. “ #meetcontent I’m living in the wild west! Everyone and their mother is editing and adding content to our website—wait, who changed that header to Comic Sans? We need an editorial process, but I don’t know the scope of problems to be solved?
    10. 10. “ #meetcontent I’ve been put in charge of web content and I’m trying to understand how our site is organized. It seems logical on the surface, but when I dig deeper it gets confusing fast. I can’t make sense of it.
    11. 11. You don’t knowyour web contentuntil you audit it.
    12. 12. #meetcontent What is a content audit?12
    13. 13. A web content audit is aninventory and assessmentof existing web content.
    14. 14. #meetcontent How content audits help14
    15. 15. 15
    16. 16. 16
    17. 17. #meetcontent Benefits O’ Plenty17
    18. 18. #meetcontent Inform timeline, costs and content requirements18
    19. 19. Understand the scope of work Source: http://www.flickr.com/photos/library_mistress/261320989/19
    20. 20. Assess project risks20
    21. 21. Inform your information architecture http://www.flickr.com/photos/cannedtuna/4853380320/21
    22. 22. Inform content development http://www.flickr.com/photos/juliemelton/2056982198/22
    23. 23. Prioritize content problems http://www.flickr.com/photos/chiotsrun/4390949664/23
    24. 24. Identify reoccurring problems http://www.dvdtalk.com/24
    25. 25. Make the case for content strategy http://www.dvdtalk.com/25
    26. 26. #meetcontent So, why don’t people do it?26
    27. 27. Not a content audit!27
    28. 28. Not a content audit! http://www.flickr.com/photos/wallyg/280932690/28
    29. 29. #meetcontent Wait. Can’t this be automated?29
    30. 30. “ #meetcontent Data doesnt automate [design and content] decisions...Data will never replace human judgment. Colleen Jones Content Science
    31. 31. http://www.flickr.com/photos/qualityandstyle/4567136254/31
    32. 32. #meetcontent Where audit tools help • Gathering raw data • Assessing broad metrics • Identify duplicate content • Identify “hidden” content (orphan pages)32
    33. 33. http://www.flickr.com/photos/qualityandstyle/4567136254/33
    34. 34. http://www.flickr.com/photos/qualityandstyle/4567136254/34
    35. 35. #meetcontent Types of content audits • Quantitative35
    36. 36. Quantitative Audit • Page ID • Page title • URL • File type (HTML, PHP, PDF) • Content type (text, images, video, slideshow) • Source • Content owner36
    37. 37. Quantitative Audit • Topics (keywords) • Meta description • Audience • Last updated • Language • Page views • Bounce rate37
    38. 38. 38
    39. 39. #meetcontent Types of content audits • Quantitative • Qualitative39
    40. 40. #meetcontent Qualitative Audit • What does the content say? • Is content accurate? • Is content useful? • Is content on-brand? • Is content professionally written?40
    41. 41. #meetcontent41
    42. 42. #meetcontent
    43. 43. #meetcontent Brand attribute benchmarks • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming43
    44. 44. #meetcontent44
    45. 45. #meetcontent Specialized content audits • SEO45
    46. 46. #meetcontent SEO audit • Is content accessible to search engines? • Are there duplicate page titles? • Are there broken links? • Are links descriptive? • Are URLs descriptive? • Do images have alt tags?46
    47. 47. #meetcontent Specialized content audits • SEO • Localization47
    48. 48. #meetcontent Localization audit • Is the translation accurate? • Is messaging in context? • Is content relevant, meaningful, and appropriate?48
    49. 49. #meetcontent Specialized content audits • SEO • Localization • Metadata49
    50. 50. #meetcontent Metadata audit • What data is used to organize, structure, and deliver content?50
    51. 51. Approaches to content audits http://www.flickr.com/photos/28922120@N03/6273511761/51
    52. 52. #meetcontent What do you want to learn? • “What opportunities exist for cutting content?” • “Are we using appropriate content types to communicate our message?” • “Is content organized and labeled so it’s findable and usable?” • “What opportunities exist for creating new content that will support our communication goals?”52
    53. 53. #meetcontent How much is enough? • Full content audits • Partial content audits53
    54. 54. http://cutie-kitty-pie.deviantart.com/54
    55. 55. #meetcontent Prioritize / segment • User groups • Traffic • Content owners • Frequency • Page levels55
    56. 56. “ #meetcontent Sampling doesn’t lead to a perfect picture of your content. But a sample audit can provide useful information to support arguments for funding, make the case for content work, or demonstrate progress. Melissa Rach Brain Traffic
    57. 57. Audit sample size guidelines Total number of Sample Size pages/pieces <5,000 Review all 10,000 5,000 50,000 8,000 100,000 9,000 Source: http://blog.braintraffic.com/2011/11/audit-sampling-it%E2%80%99s-a-numbers-game/
    58. 58. Divide and conquer? Solo CollaborateEnsures consistency / Work is completed fasteraccuracyAuditor gains expert Content owners becomecontent insights familiar with their contentNo training or coordination Subject-matter experts evaluate content Source: http://blog.braintraffic.com/2011/11/audit-sampling-it%E2%80%99s-a-numbers-game/
    59. 59. #meetcontent Lessons from the trenches • Focus on the most important info (don’t gather info you don’t need) • Estimate 6-12 pages and hour to audit (depends on the list of criteria) • Take frequent breaks • Review your work59
    60. 60. #meetcontent Present your findings60
    61. 61. #meetcontent61
    62. 62. #meetcontent http://boagworld.com62
    63. 63. #meetcontent Content audit process Goals Inventory Evaluate Present63
    64. 64. #meetcontent Keep your audits going • Update your content audits regularly to keep them useful • Rolling content audits64
    65. 65. #meetcontent Mark your calendar! Creating and Planning for Responsive Content Georgy Cohen • June 19, 2012 Yep, it’s free! Sign-up: http://mcont.co/061912webinar65
    66. 66. #meetcontentQuestions? meetcontent.com @meetcontent
    67. 67. #meetcontentThank you!Rick Allen@epublishmedia

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