![“
#meetcontent
Data doesn't automate [design
and content] decisions...Data will
never replace human judgment.
Colleen Jones
Content Science](https://image.slidesharecdn.com/mc-webinar-050812-120508132120-phpapp01/75/content-audits-and-analysis-30-2048.jpg?cb=1667386396)
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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Content Audits and Analysis
- 1. #meetcontent Content Audits & Analysis Rick Allen @epublishmedia
- 3. http://www.flickr.com/photos/uriel1998/324231183/ http://sprudge.com 3
- 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 findings 4
- 5. #meetcontent The problem 5
- 6. #meetcontent The problem S 6
- 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. “ #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. “ #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. “ #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. You don’t know your web content until you audit it.
- 12. #meetcontent What is a content audit? 12
- 13. A web content audit is an inventory and assessment of existing web content.
- 14. #meetcontent How content audits help 14
- 15. 15
- 16. 16
- 17. #meetcontent Benefits O’ Plenty 17
- 18. #meetcontent Inform timeline, costs and content requirements 18
- 19. Understand the scope of work Source: http://www.flickr.com/photos/library_mistress/261320989/ 19
- 21. Inform your information architecture http://www.flickr.com/photos/cannedtuna/4853380320/ 21
- 22. Inform content development http://www.flickr.com/photos/juliemelton/2056982198/ 22
- 23. Prioritize content problems http://www.flickr.com/photos/chiotsrun/4390949664/ 23
- 24. Identify reoccurring problems http://www.dvdtalk.com/ 24
- 25. Make the case for content strategy http://www.dvdtalk.com/ 25
- 26. #meetcontent So, why don’t people do it? 26
- 27. Not a content audit! 27
- 28. Not a content audit! http://www.flickr.com/photos/wallyg/280932690/ 28
- 29. #meetcontent Wait. Can’t this be automated? 29
- 30. “ #meetcontent Data doesn't automate [design and content] decisions...Data will never replace human judgment. Colleen Jones Content Science
- 32. #meetcontent Where audit tools help • Gathering raw data • Assessing broad metrics • Identify duplicate content • Identify “hidden” content (orphan pages) 32
- 35. #meetcontent Types of content audits • Quantitative 35
- 36. Quantitative Audit • Page ID • Page title • URL • File type (HTML, PHP, PDF) • Content type (text, images, video, slideshow) • Source • Content owner 36
- 37. Quantitative Audit • Topics (keywords) • Meta description • Audience • Last updated • Language • Page views • Bounce rate 37
- 38. 38
- 39. #meetcontent Types of content audits • Quantitative • Qualitative 39
- 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. #meetcontent 41
- 42. #meetcontent
- 43. #meetcontent Brand attribute benchmarks • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming 43
- 44. #meetcontent 44
- 45. #meetcontent Specialized content audits • SEO 45
- 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. #meetcontent Specialized content audits • SEO • Localization 47
- 48. #meetcontent Localization audit • Is the translation accurate? • Is messaging in context? • Is content relevant, meaningful, and appropriate? 48
- 49. #meetcontent Specialized content audits • SEO • Localization • Metadata 49
- 50. #meetcontent Metadata audit • What data is used to organize, structure, and deliver content? 50
- 51. Approaches to content audits http://www.flickr.com/photos/28922120@N03/6273511761/ 51
- 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. #meetcontent How much is enough? • Full content audits • Partial content audits 53
- 55. #meetcontent Prioritize / segment • User groups • Traffic • Content owners • Frequency • Page levels 55
- 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. 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. Divide and conquer? Solo Collaborate Ensures consistency / Work is completed faster accuracy Auditor gains expert Content owners become content insights familiar with their content No 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. #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 work 59
- 60. #meetcontent Present your findings 60
- 61. #meetcontent 61
- 62. #meetcontent http://boagworld.com 62
- 63. #meetcontent Content audit process Goals Inventory Evaluate Present 63
- 64. #meetcontent Keep your audits going • Update your content audits regularly to keep them useful • Rolling content audits 64
- 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/061912webinar 65
- 66. #meetcontent Questions? meetcontent.com @meetcontent
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- - Focus on the most important info (don&#x2019;t gather info you don&#x2019;t need)\n\n- Estimate 6-12 pages and hour to audit&#x2014;depends on the list of criteria\n\n- Take frequent breaks. Audits can drive people insane. (I&#x2019;m sure this is documented somewhere.)\n\n- Review your work\n
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