The better you understand your content and content owners, the more effectively you can analyze your content and make it better for the long term. This workshop covers common content challenges and the organizational issues that cause them, and then delves into how to create the right kind of inventory and analysis that drive improvements.
10. 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
15. Worst practices
• Language/jargon
• Prioritized promotion
• Content hoarding
• Bad editorial processes
• New content missing
• Different content in different channels
43. 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
45. 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.”
46. • 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
52. Other ways to bring in
audience knowledge
• Customer feedback
• Customer service information
• Satisfaction surveys
• Direct contact – by you and/or your
colleagues/client
58. 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
66. 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
67. 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?
70. 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!
73. Who?
• Who would use or be affected by:
– Content creators
– UX team
– Visual designers
– Front-end and back-end developers
– Management
74. 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
75. 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?
76. 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)
77. When?
• Yesterday
• Before a redesign, after a transition or CMS move
• When the org has new strategy or business goals
• Not sure how often
78. 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
80. 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
81. 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
82. 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
83. 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)
84. 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
85. 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
95. Inventory data elements
• Content elements
– Page title
– URL
– CMS template
– H1 tag
– Images, docs
– Word count
– Metadata (description,
keywords)
– Taxonomy tags
96. Inventory data elements
• Publish information
– Date created
– Date last updated
– Content owner
– CMS publisher
– Access level (public, password-protected, etc.)
– Word count
97. Inventory data elements
• Analytics
– Unique page views over a one-year period
– (or average visits per month)
98. Become an Excel wizard
• Concatenate
• Bring multiple data sources together
99. Google Analytics expertise
• De-duplicate capital/lowercase URLs
• Remove parameters
(may need admin account access)
104. 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
110. 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?
111. Start to develop theories
• What content types exist
• Lifecycle rules
• Skill gaps
• Governance needs
116. 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.
117. 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
118. 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
124. What about the other
approach?
• Figure out the new site
• “Shop” for content in the existing site
• Create the rest
125. • 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
126.
127. 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/