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Content Audits

Looking back to look forward
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
1
Organizations publish 

a LOT of content
What don’t we publish??
•  Product data
•  Reports
•  Press releases
•  News stories
•  Customer success
stories
•  Executive bios
•  Event information
•  Course details
•  Policies
•  FAQs
•  Mission statement
•  Job listings
Content is the way our work
is manifested in the world
h$p://research.vtc.vt.edu/news/2014/jun/17/stephen-laconte-earns-college-engineering-deans-aw/
h$p://www.technologist.eu/the-mindfulness-movement-connec@ng-body-and-mind/
7
8
Just because…..
Because the boss said so
Because the committee asked us to
Because the committee told us to
Because we have this program
Because we do this thing
Because we created the information
Because we have no way to say “no” to
the request
Because we think we have to
Because everyone else is
h$p://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
Start with the problem
•  What are we facing that we think a content
audit will help us solve?
•  What makes us think that?
Discuss!
Content strategy challenges
•  Findability
•  Voice
•  Ownership
•  Policies
•  Practices
Worst practices
•  Language/jargon
•  Prioritized promotion
•  Content hoarding
•  Bad editorial processes
•  New content missing
•  Different content in different channels
Workshop: Content audits - looking back to look forward
Content
is
political
Content is…
Event
Product
Class
Program
Research
Content is…
My Event
My Product
My Class
My Program
My Research
20
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinking
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
23
24	
Content strategy 

is

CHANGE MANAGEMENT
25	
User experience 

is

CHANGE MANAGEMENT
26	
Digital 

is

CHANGE MANAGEMENT
Workshop: Content audits - looking back to look forward
28	
h$ps://en.wikipedia.org/wiki/Compulsive_hoarding
h$p://professiongal.com/2011/02/22/five-signs-youre-an-office-hoarder/		
•  What’s here?
•  Is it useful?
•  If I was looking for
something
specific, could I
find it?
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/	
•  Is anything here
relevant?
•  Does this meet my
current needs?
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/	
ß2008	
ß2008	
ß2012	
ß2012	
ß2012	
ß2014	
ß2013
ß2010	
ß2014	
ßrange		
ß2012	
ß2012	
ß2011
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/
2008
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/	
The content I was 

really looking for
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/	
2004	
2007	
2010
•  290-page PDF
•  Updated every year
Workshop: Content audits - looking back to look forward
•  Where is the member handbook?
Why Websites Get Cluttered
h$p://adventurerepor@ng.wordpress.com/archaeology-in-melbourne/		
Your content
may be valuable,
but how will
visitors know to
dig for it if they
don’t know it’s
there?
10. “That information is
valuable!”
http://www.tuppersteam.com/relocation-information/colorado-outdoors/42-funniest-ski-outfits/
You may have paid a lot for
this outfit back in 1982, but
you don’t even ski anymore!
9. “I spent a
long time
creating that”
More reasons for clutter
8. Last-minute rush
7. No process for reviewing
6. “The Internet is free”
5. Changing leadership
4. Moving too fast to look back
3. Understaffed
2. No understanding of negative impact
h$p://blog.hostelbookers.com/travel/how-to-pack-your-backpack/	
“I removed the link, so
the content must have
disappeared from the
system”
#1 reason
Excuses for Keeping Content
“I	might	need	
to	refer	to	it	
someday.”	
“I	might	need	to	
create	something	
like	this	again.”	
“No	one	has	
given	me	
permission	to	
remove	it.”	
	
“The	person	
who	created	it	
doesn’t	work	
here	anymore.”	
	
“I	might	break		
a	link.”
•  Less is more
•  See what you have
•  Enjoy and use it all
•  Stay organized
•  Cull and replace as
necessary
The Beauty of a Cleaner Site
Empathy-Based Audience
Personas
h$p://www.tagheuer.com/int-en/company/ceo-speech	
•  Shared focus on the audience

•  Shared understanding of the
audience
49	
h$p://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen
50	
Anthony
Susan
Allen
Maggie
Workshop: Content audits - looking back to look forward
Other ways to bring in
audience knowledge
•  Customer feedback
•  Customer service information
•  Satisfaction surveys
•  Direct contact – by you and/or your
colleagues/client
Business Knowledge 

and Goals
•  Strategic goals, mission statement
•  Stakeholder interviews
– Management
– Content owners
– Site and content managers
– IT
http://www.bluefroglondon.com/queerideas/the-fundraising-paradox/
http://xkcd.com/773/
Content goals
Each piece of content needs a clear, explicit
reason to exist
Example content goals
•  Bring in revenue
•  Encourage joining or renewing membership
•  Inspire more people to register for the event
•  Increase the number of articles each visitor
reads
•  Raise the quality of job applicants
59	
5 Whys
h$ps://www.pinterest.com/pin/86483255319117458/
Keep asking “why”
•  Why are you publishing this content?
•  Why?
•  Why?
•  Why?
•  Why?
61	
h$p://gadling.com/2008/05/01/cash-and-treasures-the-an@que-bo$le-dig/	
The real goal is in there
somewhere
Workshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forward
Making 

the goal
measurable
How will you know it’s successful?
•  Reached the audience in the channel that
matched their expectations
•  Users took the step you wanted them to take
•  They were more satisfied with your organization
•  They called customer service less
•  They bought more stuff from you
•  They shared your information
An example
•  Site redesign required a news article for each
update on the home page
•  Volume of news articles they published
overwhelmed the staff
•  Viewership to each article was relatively low
•  Would fewer articles mean fewer views?
68
69
Turning goals into KPIs
1.  Benchmark where you are now
–  Content performance
–  Pain points
–  Tie back to business
2.  What will constitute success?
–  Envision the desired goal
–  Make it measurable!
Group Exercise
•  Who
•  What
•  When
•  Where
•  Why
•  How
Who?
•  What roles needed?
– Content strategist
– Organizational stakeholders (management/
goals focused)
– Analytics
– SMEs (content creators)
Who?
•  Who would use or be affected by:
– Content creators
– UX team
– Visual designers
– Front-end and back-end developers
– Management
Who?
•  Who would use or be affected by:
–  Stakeholders
–  Hidden stakeholders (who’s impacted by content –
e.g., customer service, assistants of content owners)
–  Managing decisions about publishing or keeping
content
–  Those managing analytics/business intelligence
–  Marketing and branding
What?
•  (UW example – produced by Marketing)
•  Business goals for someone applying
– Do they actually apply? Does the site help or
hinder the process
•  End user goals: does the university meet
their needs, should they consider it?
What?
•  Different content types on the site (colleges, hospitals,
etc. – each dept/program has different content)
•  Make sure internal people can access our
documentation and use it? Excel? PPT?
•  How do we remember? Build in the goals/actions to the
content workflow (e.g., tagging)
When?
•  Yesterday
•  Before a redesign, after a transition or CMS move
•  When the org has new strategy or business goals
•  Not sure how often
When?
•  Ongoing, ideally, as part of content curation (sharing,
keeping content)
•  If you create content that you don’t end up using, it’s a
waste of resources
•  CMS update, web redesign, new strategic direction or
goals
Where?
•  Data sources:
– Analytics (chartbeat, Google Analytics)
– CMS
– Commercial tools
•  Qualitative data
– User feedback
Where?
•  Data sources:
– CMS Excel file with all URLs, or dev team can
crawl the site
– Social media sites
– Customer feedback
– Search and site analytics
Where?
•  Where to store the audit:
– Somewhere shareable (but maybe not
editable)
•  Where do you get the resources to do the
audit?
– Making it a priority for the organization
Where?
•  Where to store the audit:
– Team wiki accessible to all stakeholders
– Wherever the org stores long-standing reports
•  Where do you get the resources to do the
audit?
– Making it a priority for the organization
Why?
•  So we don’t have information overload
•  To determine relevant content
•  To identify what’s fresh, accurate
•  To consider what might be missing
•  Does it reflect current research/strategy (market
segmentation, customer feedback, branding)
How?
•  What can be automated: if large, inventory through a tool
•  What junior people can do: assess content for ROT after
more senior people create criteria
•  Break down large website into sections, have SME
responsible for smaller part
•  Establish offline archive or intranet for content that needs
to be “parked” offline, so it can still be retrieved in the
future
How?
•  Automated with tools – high-level analytics
•  Also, go through the sitemap and look at the
high-level pages to identify where to dig in
•  A junior-level person can do some of the deep
dive, a senior person makes the decisions
Content Audits
Content Inventory
Quantitative data gathering
Workshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forward
Gather what you need 

to accomplish your goal
Automate 

as much as possible
Bring together information
from multiple sources
Don’t underestimate the level
of effort!

Inventory data elements
•  Content elements
– Page title
– URL
– CMS template
– H1 tag
– Images, docs
– Word count
– Metadata (description,
keywords)
– Taxonomy tags
Inventory data elements
•  Publish information
– Date created
– Date last updated
– Content owner
– CMS publisher
– Access level (public, password-protected, etc.)
– Word count
Inventory data elements
•  Analytics
– Unique page views over a one-year period
– (or average visits per month)
Become an Excel wizard
•  Concatenate
•  Bring multiple data sources together
Google Analytics expertise
•  De-duplicate capital/lowercase URLs
•  Remove parameters
(may need admin account access)
Inventory sources
•  CMS report
•  Google Analytics
•  Screaming Frog <https://
www.screamingfrog.co.uk/>
•  CAT <http://www.content-insight.com/>
•  Blaze <https://www.blazecontent.com/>
•  Trim <https://www.gettrim.co/>
“comparison”
Content
elements
Publish info Analytics data
(included or
integrated)
CMS report x
Google Analytics x x
Screaming Frog x
CAT x x
Blaze x x
Trim x x
What can we learn from 

the inventory alone?
Workshop: Content audits - looking back to look forward
Document your observations
•  What can you see from the inventory
– URL structure
– Docs vs HTML*
– Age and use
– Metadata (page title, description, keywords)
– Word count*
– Images
Let’s look at some
real examples
Now, on to the audit
•  Qualitative
•  Roll up your sleeves
What might we assess?
•  Description
•  Topic
•  Audience
•  Is it on-brand?
•  Content quality
•  Content effectiveness
•  Goal achievement
What might we assess
•  Feedback categories
– Editorial
– Metadata
– Design
– Strategy
– Goals/CTAs          
Potential assessment
outcomes
•  Notes      
•  Recommended action (keep, revise,
archive, delete, other)
•  Client override, if any, with rationale
Before you decide, ID criteria
•  What does content quality mean?
•  When should content expire?
•  What are your readability standards?
•  Who will own the taxonomy?
•  What is the relationship between content
types and CMS templates?
Start to develop theories
•  What content types exist
•  Lifecycle rules
•  Skill gaps
•  Governance needs
(Almost all) content should
follow a lifecycle
h$p://bit.ly/content-lifecycle-worksheet
http://www.contentstrategyinc.com/how-to-audit-for-content-quality/
Content Quality Audit Template
http://bit.ly/content-assessment-scorecard
An assessment shortcut
Invest time up front to create scorecards for
qualitative areas: editorial quality, readability,
degree to which the content is on-brand, etc.
What will you have when
you’re done?
•  Findings and recommendations report
– Themes
– Successes
– Areas for improvement
•  Content matrix with lots of comments and
numbers
Next steps
•  Present findings to content owners, let
them review the audit in detail and request
modifications
•  Gap analysis – topics, customer journey
stages, audiences, goals
Comparative 

Content 

Analysis
Who?
•  Competitors
•  Peers
•  Similar offerings
•  Other industries
What to look at
Similar to your assessment, but less depth
– Quality
– Audience-centricity
– Voice and tone
– Credibility
– Accuracy, timeliness
Workshop: Content audits - looking back to look forward
Outcome
Comparative audit findings report
– Formal report
– Presentation
– Scorecard spreadsheet
– SWOT analysis
What about the other
approach?
•  Figure out the new site
•  “Shop” for content in the existing site
•  Create the rest
•  At launch, your content will be awesome,
but will it still be good over time?
•  You may have to $ for content creation –
will it be consistent and accurate?
•  Not training your content owners or
managers to create better content
Workshop: Content audits - looking back to look forward
Resources
•  Audit spreadsheet template 

http://bit.ly/content-audit-spreadsheet
•  Content lifecycle criteria worksheet 

http://bit.ly/content-lifecycle-worksheet
•  Content quality audit template

http://www.contentstrategyinc.com/how-to-audit-for-content-quality/
•  Content assessment scorecard 

http://bit.ly/content-assessment-scorecard
•  Content Audits and Inventory Handbook by Paula Land

https://www.amazon.com/Content-Audits-Inventories-Paula-Ladenburg/dp/
1937434389/
•  Lessons Learned from a Massive Content Audit

http://www.mindalee.com/2014/12/lessons-from-a-massive-content-audit/
Thank you
Hilary Marsh
@hilarymarsh
hilary@contentcompany.biz

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