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Chapter 5 content audit
- 1. By Julio Garcia & Samantha Zullo
- 2. Why audits are important What kinds of audits are most common How to record your audit findings How much content you need to evaluate How to share your results
- 3. Help you scope & budget for a content project Clear understanding of what you have & where it lives Serve as a reference of source during content development
- 4. Although there are “audit tools” that can help with the auditing process, “people power” is the best way to get a deep understanding of your content.
- 5. It’s just the facts List of all your content Used at the beginning Must have= title/topics
- 6. Analyzes quality & effectiveness Robot free zone 3rd party involvement
- 7. How your content measures up to your business goals Identifies gaps
- 8. The kind of audit you choose depends on what you want to learn. Set Clear goals for your audit: What do you want to learn? Why do you want to learn that? What do you need to prove? To whom do you have to prove it to? How long do you have to get the audit done?
- 9. Basic spreadsheet Spreadsheet 2.0 Indexed inventory
- 11. 1,500 vs 10,000 Test criteria before dividing the work Make examples of each criteria Check in with co-workers and spot check each others work Make sure auditors have a notes field in spreadsheet to jot down important, beneficial info
- 12. 1. Overview of the process 2. A path to access the raw data 3. The findings report
- 15. With a classmate, Audit the website displayed on the projector. What content do you see on the page? (classmate 1 and 2) What do you as the user like to see? (classmate 1) What do you want to see as a client or owner? (classmate 2) What you put in each zone is up to you and can be as general or specific as you need, from broad categories such as FAQs to specific items such as a “funny picture of the CEO and his dog.”
Editor's Notes
- A Web content audit is an accounting of the content your organization currently has online.
- Serve as a reference for source (or existing) content during content development, making it a highly effective tool for writers and other content creators to keep track of what they have to work with.
- Technology does not replace the context provided by human review. Audit tools are great at crawling and capturing basic info (titles and links) but for substance, quality, and accuracy, manual human labor is most recommended.
- The point is to learn what you have, where it lives.Quickest and easiest to get some insight in the beginning of your project.Most common data bits of data recorded is TITLE & Topic and whatever else your audit goals are. Examples: 1. ID number for each piece of content 2. URL, Format such as text, video, PDF, ETC. and more.Robots are WELCOME in this type of audit, all about collecting data no human judgement is needed! It will save time and energy w/ right tools.
- This is about qualifying the usefulness of the data to the audience. Robot free zone- this requires human judgment because the content must be evaluated.Typically done by a 3rd party so it is unbiased.Helps understand if content is useful, usable, enjoyable and persuasive. This is done before your strategy is formed or in the early stages of development.
- Once you have a strategy is place, this assessment gives you an idea of how your existing content will align with it. It lets you see the gaps, as to what is perfect and what needs to be changed. Often formed by analysis & recommendations.
- Basic spreadsheet:It is known as old faithful. Best for a traditional website where the content is assigned to a specific page within a fixed navigation which is a homepage with lots of neatly organized pages underneath. To audit this site you would simply click through every page of the site and record the info in an outline format. List major sections, pages, modules, etc. *assigning a unique number ID to each page/component is a good idea because its easy to reference and you will understand how each piece of content relates to each other. *Number system will help you link your audit findings to other web project documentation. Spreadsheet 2.0: Because it is possible to view websites on smart phones, and other devices the content viewed is much more limited, and these variations need to be included in your audit. You can do this in an outline way as a regular spread sheet but you will just need to tweek the ID system to accommodate the variations like adding a letter of the alphabet to the end. Like 1a for exmaple if it is viewed on your desktop site and mobile site. Indexed Inventory: More complicated this comes the sites, apps, and other content channels. This can not be audited in an outline format, but you can use a spreadsheet with the findings. You’ll most likely need an IT person
- Content sampling: can be chosen randomly, but it’s better to make it more intentional on what you would like to learn. Criteria like your objectives, user groups (each major group is represented) traffic: looking at which pages get the most visits and which the least, then you can decide from their depending on the goal of the audit. *look at enough content to see patterns emerge, answer your questions or reduce uncertainty. Example: if you have 1 million choose 1% to sample- still 10,000 pages.Rolling audits: An audit that never ends, Each month you audit one area of a website and each month you a different one and then repeat the process. Benefit: more content gets looked at, in more of a careful manner, more often.
- One person can handle 1,500 pieces of content but you will want some help if you’re looking at 10,000 pieces. When sharing audit responsibilities, it is important and necessary that you define and communicate the criteria with those you are working with.
- Overview: brief description of audit process, also include the goals, audit factors/measurement criteria, and the scope (what areas & why)Path to raw data: people may want to see the data so provide them with a link to spreadsheet that guides and explains how it works to alleviate confusion that may occur.Findings report: includes summary of overall conclusions/ recommendations, description of each audit factor, data summaries, etc.
- Formal:for those who crave details. Include: description of audit factor, graphs of the results, data cross referencing site section and format, key findings and analysis about the factorCasual: directed towards a core team who is familiar with the audit and content. Include summary of key findings, and bit of detail that clarifies problem areas. Presentation: May summarize the report, or it is the report itself. The slide headline summarized the key findings and the images provides some data for backup.
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