The Collaborative Content Audit: Improve Management and Strategy
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The document summarizes the key aspects and goals of conducting a collaborative content audit. It discusses why audits are important for meeting organizational needs, improving user experience, and managing resources effectively. The audit process involves both quantitative and qualitative evaluation of current content through inventorying, analytics, and discussions with stakeholders. The goals are to clean up content, improve findability, determine what users engage with, and justify expenses. Conducting the audit is a collaborative process that helps align content with goals and users through consensus building.
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The Collaborative Content Audit: Improve Management and Strategy
- 1. The Collaborative Content Audit April 11, 2018 Dori Kelner, Managing Partner Sleight-of-Hand Studios
- 2. About me • Co-owner of Sleight-of-Hand Studios • Founded in 2004 • Create digital experiences for our mission-driven client base • Run discovery and content strategy
- 3. Opening
- 4. You lie awake at night thinking about your content. There’s so much to fix. So much to plan for. You want to get ahead, but you can barely keep up with what’s happening day-to-day. The last time you tried talking to someone about The Big Picture, the conversation was cut short by yet another “content emergency” that put you right back in reactive mode. And the content keeps coming. And coming. And coming… --Kristina Halvorson Content Strategy for the Web
- 6. Why do we need content audits? • Better meet organizational needs • Improve audience experience • Meet brand standards • Understand context for communications • Wisely manage time and money • Scope and justify content projects
- 7. When is a good time to audit? • Redesign/new CMS • Migration • Rolling basis • NOW!
- 8. Audit goals • Clean up before building a new website • Improve management of existing content • Determine if anyone is actually reading our content • Make content more findable and usable • Develop opportunities to improve content creation process • Justify need for content strategy expenses
- 9. Start with a discovery • Brand • Tone • Message and website goals • Organizational objectives • Personas and user journeys • Content sources • Governance • Channel assessment • Web • Social • eMail • Thought leadership (blogs, articles, etc.)
- 11. Types of audits • Content sampling o Objectives o Audience o Traffic o Ownership • Rolling audit o Different parts of the site each month
- 13. Inventory • Title • URL • Type/format • Owner/source • Audience • Creation/update date • Taxonomy • Metadata • Analytics
- 14. Analytics • Low unique page views • % of pages • Entire subject areas • Audience specific content • Relationship of update recency with page views • Patterns in traffic • Bounce rates • Time spent on page • Page load times • Modification schedule • Pages without owners
- 15. Measures/KPIs • Quantity and distribution • Proportion to audience segments • Frequency of update • What content are people using • How do they get to each page • Where do they go after that • Goal attainment What measures are already in place? How does the content score against our measures?
- 16. Top 25 pages
- 17. Fewer than 50 page views by department 15% 20% 28% 37% Marketing Events Advocacy Membership
- 19. Last revision year 0 5 10 15 20 25 30 2012 2013 2014 2015 2016 2017 Percentrevised Last revision year Year Year
- 20. ROT • Redundant • Out-of-date • Trivial Non-performing content
- 21. Redundancy What it means • Same content/multiple posts • Repetitive content • Over-wordy How to find • Look at pages that aren’t frequently visited • Are editors updating the same content in multiple places
- 22. Out-of-date What it means • Old/expired products/services that no longer exist • Contact information • Events/News/Blog posts How to find • Look for old or no modification date • Review everything over 2 years old • Use a link checker
- 23. Trivial What it means • Content misaligned to top tasks • Content doesn’t meet minimal requirements/standards How to find • Check the bounce rate and average time on page • Use page views to separate business needs from edge cases • Employ the core model
- 24. Act on ROT • Delete • Archive • Revise/rewrite • Fix broken links • Assess gaps
- 25. Quantitative tools • Spreadsheet • Drupal views • Crawler/scraping tools (Screaming Frog, DeepCrawl, Content Analysis Tool-CAT, etc.) • Web analytics
- 26. Qualitative work
- 27. Qualitative audit factors 1. Usability – structured content, chunking 2. Knowledge level – content complexity 3. Findability – navigation, search, metadata 4. Actionability – call to action (CTA) clarity 5. Audience – content alignment with primary and secondary 6. Accuracy – up-to-date, relevant, brand alignment --Kristina Halvorson, Content Strategy for the Web
- 28. Importance of interactive sessions • Share quantitative analysis and qualitative audit factors • Understand your goals and audience • Learn how you’re getting your content creation process done • Assure that the process is repeatable • Build buy-in • Listen to people! Come away with consensus on findings.
- 29. Content strategist Business analystCopywriter/editor Subject matter expert SEO expert Social media expert ArchitectDeveloper Designer
- 30. Governance • Who is responsible for the content • What is the business value of the content • How often is the content reviewed • What are your content standards • What is the process for content creation
- 32. Tone • Make decisions about content based on tone and brand • Review a large swath of content • Assess readability/usability/knowledge level • What audience does the content serve
- 33. Consistency • Scheduling content • Leveraging opportunities • Becoming a reliable source
- 34. Qualitative tools • Content mapping/journey mapping • Editorial calendar • Migration plan • Measurement scorecard • Style guide • Content production workshop • Drupal workbench/collaboration • Gather Content, other workflow tools
- 35. Alignment • Allow everyone to think strategically about content • Achieve common understanding • Identify what drives traffic to core pages and what CTAs to execute after these pages • Lay groundwork for architecture, page layouts, governance Business Goals User Tasks Core Model BOF 1 Room – Thursday, 12 noon
- 36. Outcomes
- 37. Usability • Findability of content • Improved navigation • Real content guides the architecture • Enhanced database architecture to align with channels
- 38. Sustainable content/ownership • Drive repeatable internal processes/efficiencies • Make brand promise to put out content that is important to the audience • Create trust, loyalty, thought leadership
- 39. Cost control • Sustained flow of content • Alignment of process with reality • KPIs to measure goals • Integration with marketing strategy
- 40. Big ending • Tie back to opening story, maybe WIG
- 42. Q&A Dori Kelner, MS Managing Partner Sleight-of-Hand Studios 703-758-7178 dmkelner@sohstudios.com DO: dmkelner Twitter: @dorikelner LinkedIn: https://www.linkedin.com/in/dorikelner
- 43. What did you think? http://nashville2018.drupal.org/schedule Take the Survey! https://www.surveymonkey.com/r/nashville Locate this session at the DrupalCon Nashville website:
Editor's Notes
- Content hording- do I need this. It’s not just about rearranging-purging
- Move from reactive to proactive
- Who is in the session? Users deserve better content
- Support fact-based decision making Use data to put us on neutral territory
- Improve content performance, findability, quality Reuse and repurpose BUILDING A BUSINESS CASE FOR CONTENT STRATEGY
- How is your audience interacting with you? How do you want them to interact with you? What do you have that can be repurposed?
- Roll up your sleeves Small number (500, 5000) pages, look at everything More, not enough time – two options
- Look at enough content to see patterns emerge and answer your questions Make it representative
- Build a meaningful system – is it by audience, owner, content type, taxonomy, traffic Identify purpose, audience, ownership Map to new site
- Changing course Responding to audience Find ROI in the data
- It's a pretzel, not a sales funnel - how many times have they gone to the page before they contact you Make decisions based on your findings
- There is a cost to maintaining your content – beyond storage Content has a shelf life- the web is not an archive Amount of content impacts usability and findability Just get overwhelmed - WiG
- Need one No right one to choose – depends on your needs
- Use a rating scale Messenging, accuracy, quality, reputation smashing
- Put work in context-What is the state of the site Get people to fill in the gaps if people don't want to consume, it doesn't matter
- The players Designers & developers need to know the constraints and provide opportunities Design, functionality and content are being developed simultaneously
- Take a clue from the publishing world, there needs be a process and someone must own the content talking about governance brings light to audience, process, politics need to address governance before tone - need to understand all audiences and relationships
- Avoid running another content audit in the future Ensure that you don’t create new ROT Every piece of content has an owner Make sure you are serving your audience
- is there jargon - you're not informal if you are political, are you going to create content when things are going on in the national arena
- cadence, when are you posting? If you brand says you need to leverage an opportunity, then you need a process to do that actionable, accurate
- Achieve content ROI
- Need cautionary story
- Advocate for content strategy. This is the start. It seems obvious, but it’s not. You have something to say.