inventory to insight: understanding content inventories, audits, and analysis
DESCRIPTION
Slides from a webinar sponsored by AuthorIt and presented at the Portland Content Strategy Meetup, July 17, 2014.TRANSCRIPT
Inventory to Insight
Understanding Content Inventories, Audits, and Analysis
Paula LandContent Insight
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Founder and Principal Consultant at Strategic Content, a content strategy consultancy based in Seattle WA
Author of the forthcoming book The Content Inventory and Audit Handbook (XML Press, September 2014)
Co-founder and CEO of Content Insight, developer of the Content Analysis Tool (CAT)
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Inventory
An introduction to the content inventory – what it is, why we do them, how to
create
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Audit
How to transform an inventory into an audit and
plan and conduct audits
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Analysis
How to use all the information you’ve gathered
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Quality Effectiveness Breadth and depth
Structure Content types Design implications
Quantity Templates Authoring implications
Changes Performance Lifecycle management
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PLAN
DOCUMENT VISION AND GOALS
INVOLVE THE RIGHT PEOPLE
COMMUNICATE
SHOW ROI
DELIVER ACTIONABLE INSIGHTS
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What do you need to learn?
Who is your audience?
What is the project
timeframe?
How much time do you have?
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Content Strategist
Content Owner(s)
Site ManagerInformation Architect
Data gathering
Collaboration
Documentation and presentation
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The process and result of creating an organized listing of content assets (test, files, audio, video, images) for a body of content. An inventory includes as much information about each piece of content as possible.
WHY IS IT IMPORTANT?
Creates a current-state baseline, which helps to define scope and identify issues for further analysis.
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Assess as-is landscape of a site or content setPrepare for a content audit Scope a project for resource estimation Identify patterns in content structure Set a baseline to measure to-be site against Establish a basis for migration tracking
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URLs/location ImagesVideosAudio filesDocuments
Content ownersStatus Content typeTemplateEtc.
Metadata (title, description, keywords, H1)Analytics (pageviews, etc.)Date updatedFile sizeLinks in and out
Manual
Automated
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Set up a spreadsheet Start with a list of pages or click through the site Gather information about each page, image, document Copy/paste, copy/paste, copy/paste…
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URL Type Size Level Metatitle, description, keywords Word count H1 text Google Analytics Links in and links out Screenshot Custom columns, notes, and tags for your own data
Set up a crawl, get:
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ScopeSite structure Content distribution by type and audience Content performance Cross-linking strategy Metadata for SEO
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Qualitative assessment of content against business and user goals
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What you want What you have
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Assess whether content supports business and user goals
Inform strategy for improvement
See if content consistently follows brand, editorial, style and metadata guidelines
Establish a basis for gap analysis between content you have and content you need
Prepare content for revision, removal and migration
Uncover patterns in content to support structured content plans
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Start with your
inventory
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Assemble resources
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Start auditing
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Business requirementsAnalytics dataEditorial guidelinesBrand guidelinesPersonasCustomer journey mapsCustomer feedback
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Editorial quality
Business goals
Brand voice
Performance metrics
The competition
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Timely and relevantCompleteCurrentAccurateConsistentEngagingEasy-to-read/scanAudience-appropriateCommunicates key messagesMeets user goals and interests
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TerminologyTone and voiceImagery
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Analytics dataSite metricsSearch dataCustomer feedback
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Audience (s)Key user task flowsType and quantity of content FormatsLanguage (tone and voice)Contributors (numbers, names)Community features Frequency of publicationOverall impressionDifferentiating features
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Language supportBreadth of translationCultural relevanceNavigational modelImageryDesign consistencyRegional and local contentLocalized metadata
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What?
So What?
Now What?
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Review your goals
Look for patterns Prioritize what will be most effective
Document your findings
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What decisions need to be made?
What change are you trying to drive?
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What are the most compelling data points?
What is the call to action?
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Who are they?
How much background do they have?
What will be most persuasive?
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Audit
Revise
Document
Create
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Start with an inventoryUnderstand the business contextSet goals and scope Assess content against user and business goals, requirements, and standardsFeed actionable insights back to stakeholders and content creatorsCreate a feedback loopInstitute the ongoing audit
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[email protected] @content_insightwww.content-insight.com Content Analysis Tool (CAT)