the ultimate super duper guide to content quality
TRANSCRIPT
The Ultimate Super Duper Guide To
CONTENT QUALITYCourtney Clark @circlish
Managing Director of UXKristina Bjoran @bjoran_identitySenior Creative Strategist
My name is Courtney.
I woke up like this.
My name is Kristina. Some kind of hybrid.
What iscontent?
QUALITY
for machinesand people
MATTERS
OUTDATED POORLY WRITTEN
UNMANAGEABLEOVERGROWN
TOO MANY COOKS
NO OVERSIGHT
NOT ON BRAND OR MESSAGE
Quality Probs
What isquality?
elements6of quality
StructureMACHINES & PEOPLE LOVE IT
1
How content is marked up.The code behind it.W
HAT
STRUCTUREWhen you correctly structure your content, both humans and machines can easily read it.
Ultimately, you’re improving accessibility and SEO.
Do this!
So that...
1
PresentationLOOKS MATTER
2
Look and feelLine length, colors, typographyW
HAT
YELLOW-RUMPED WARBLERSetophaga coronataFour closely related North American bird forms—the eastern myrtle warbler (ssp coronata), its western counterpart, Audubon's warbler (ssp group auduboni), the northwest Mexican black-fronted warbler (ssp nigrifrons), and the Guatemalan Goldman's warbler (ssp goldmani)—are periodically lumped as the yellow-rumped warbler (Setophaga coronata).
PRESENTATIONWhen your content is clearly presented, it’s easier and more enjoyable to read.
Ultimately, you’re improving legibility and experience.
So that...
2
Do this!
ClarityDO YOU UNDERSTAND?
3
Ease of understandingReading level, relevant imageryW
HAT
YELLOW-RUMPED WARBLERSetophaga coronataFour closely related North American bird forms—the eastern myrtle warbler (ssp coronata), its western counterpart, Audubon's warbler (ssp group auduboni), the northwest Mexican black-fronted warbler (ssp nigrifrons), and the Guatemalan Goldman's warbler (ssp goldmani)—are periodically lumped as the yellow-rumped warbler (Setophaga coronata).
Four closely related North American birds forms—the eastern myrtle warbler (ssp coronata), its western counterpart, Audubon's warbler (ssp group auduboni), the northwest Mexican black-fronted warbler (ssp nigrifrons), and the Guatemalan Goldman's warbler (ssp goldmani)—are periodically sometimes lumped grouped as the yellow-rumped warbler (Setophaga coronata).
CLARITYWhen your content is clear and readable, people can actually understand it.
Ultimately, you’re improving comprehension.
So that...
3
Do this!
KeywordsUSE THE RIGHT TERMS, OFTEN.
4
Right words, right timeWhat visitors came forW
HAT
YELLOW-RUMPED WARBLERSetophaga coronataFour closely-related North American birds —the eastern myrtle warbler, its western counterpart, Audubon's warbler, the northwest Mexican black-fronted warbler, and the Guatemalan Goldman's warbler—are sometimes grouped as the yellow-rumped warbler (Setophaga coronata).
KEYWORDSWhen you consistently use smart and appropriate keywords, people find you more easily and get the message.
Ultimately, you’re improving SEO and brand messaging.
So that...
4
Do this!
VoiceMAKE IT YOUR OWN!
5
What makes it uniqueCharacter. Personality.W
HAT
YELLOW-RUMPED WARBLERSetophaga coronata
Flashing its trademark yellow rump patch as it flies away, calling check for confirmation, this is one of our best-known warblers. While most of its relatives migrate to the tropics in fall, the Yellow-rump, able to live on berries, commonly remains as far north as New England and Seattle; it is the main winter warbler in North America. Included in this species are two different-looking forms, the eastern "Myrtle" Warbler and western "Audubon's" Warbler.
Four closely-related North American birds —the eastern myrtle warbler, its western counterpart, Audubon's warbler, the northwest Mexican black-fronted warbler, and the Guatemalan Goldman's warbler—are sometimes grouped as the yellow-rumped warbler (Setophaga coronata).
VOICEWhen your content has a clear and consistent voice, Google values your perspective (and people do too).
Ultimately, you’re improving SEO and brand messaging.
So that...
5
Do this!
OrganizationTHE BIG PICTURE
6
Where it fitsFindabilityW
HAT
ORGANIZATIONWhen your content is smartly organized, people can find what they came for and more!
Ultimately, you’re improving usability and findability.
So that...
6
Do this!
Where it fits.Findability.
What makes it unique.Character. Personality.
Right words, right time.What visitors came for.
Ease of understanding.Reading level, relevant imagery.
Look and feel.Line length, colors, typography.
How content is marked up.The code behind it.
6 ELEMENTS of CONTENT QUALITY
Organization
Voice
Keywords
Clarity
Presentation
Structure
6 ELEMENTS of CONTENT QUALITY
WebAIM - Designing for Screenreader CompatibilityWebAIM - Testing Web Content for Accessibility
WebAIM - Text/Typographical LayoutThe Design School Guide to Visual Hierarchy
Readability ScoreWebAIM - Writing Clearly and Simply
Moz.comGoogleRankings.com
VoiceAndTone.comVoice, Tone, and Style
Information Architecture for the World Wide WebOrganization
Voice
Keywords
Clarity
Presentation
Structure
Higher than Wikipedia is a good thing.
QUALITY
for machinesand people
MATTERS
Content quality has
consequences!
How to Assess QualityFinally the juicy bits
FIRST, LET’S SET EXPECTATIONS.
Content Assessment1
2
3
4
5
JOURNEY
Take Stock
Plan
Assess
Prioritize
Execute
step5approach
Take StockSEE WHATCHA GOT!
1
Know what’s thereSetting stage for auditW
HY
TAKE STOCK1 Choose a
METHODAutomated or Manual
2 Get URLs Automated - from a tool / crawl Manual - just you and the spreadsheet
3 Organize into SECTIONS
Group by content type (events, news, reports)OR section (About, People, Resources, etc)
4 YAY! Celebrate and pretend nothing else needs to happen
How to
Types of InventoriesSpoiler: they’re all a pain in the ass.
BIRD LAWKelly School for
13,290 pages
2 person team + 1 student employee
30 content authors
Not governed by reason
Site Size
Owners
Authors
Reason
BIRD LAWKelly School for
Specific ContentTop 50 most trafficked pagesLanding pages for all sections
All ContentAll the things!
VS
ProtipIf you auto-generate a list, you will have a lot of cleanin’ to do.
PlanARMED WITH KNOWLEDGE
2
Determine level of effortSetting stage for auditW
HY
PLAN1 CHOOSE
ELEMENTSWe will assess content for clarity, structure, and tone.
2 DEFINITIONS Our team agrees that tone means … Here’s an example.
3 SET SCOPEWe will assess the 50 most visited pages. We will assess 20 pages within each primary nav section.
4 ESTABLISH BASELINE
Generate a definitive analytics snapshot before auditing to track performance improvement.
How to
BIRD LAWKelly School for
1-2 ElementsCheck only for 1 or 2 elements of quality (e.g. proper <h> tag usage, missing images, can we delete this
page?)
All ElementsAssess for ALL THE THINGS! (e.g. page structure, tone / voice, design, keyword usage, broken elements...and so much
more!)
VS
ProtipAdd conditional logic that turns “Toss” content bright red.
AssessOUT WITH THE OLD...
3
Judge your contentFind the problemsW
HY
ASSESS1 JUST DO IT
There’s no other way to put it; get clicking, get auditing.
2 ADJUST ORGANIZATION
You may see different patterns in the organization of your content - adjust audit as needed.
3 PATTERN SPOTTING
Note any patterns, and clearly mark content that needs to be trashed.
How to
BIRD LAWKelly School for
Low Effort High EffortVS
ProtipSplit the work, if possible. Also, think about content in groups when applicable.
PrioritizeCOMING UP FOR AIR
4
Can’t fix everything nowSome content is more importantW
HY
PRIORITIZE1 A GOOD BACK
PATGood job. You deserve a treat.
2 BRAIN DUMP Summarize your high-level discoveries.
3 IDENTIFYWhat’s most urgent? What’s the best ROI? What can you realistically do and when?
How to
BIRD LAWKelly School for
One IssuePlan to tackle only one discovered
issue, and document other issues for a later time.
All IssuesPrepare detailed plan to tackle all
issues, with a timeline and detailed approach
VS
ProtipBe cutthroat, and involve as few people as possible.
ExecuteMAKE IT SO!
5
Because you made it this far!The end is in sight!W
HY
[INSERT IMAGE]
EXECUTE1 OUTLINE &
ASSIGN TASKSIf you’re working with a team, be sure they know what to do.
2 SET DEADLINES Deadlines keep the ball rolling.
3 REVIEW & PUBLISH
Ultimate content owner should review changes, or empower others to publish. Mark complete when done.
4 CELEBRATE! What comes before part B? PARTAY!
How to
BIRD LAWKelly School for
Low Effort High EffortVS
Protip:If you divide the work, set clear deadlines and guidelines.
Give It a Try!Pick 3 pages.Do a quick review.Apply to bigger picture.
QUALITY
for machinesand people
MATTERS
Google Analytics & Sheets
Moz
Screaming Frog - SEO Spider Tool
Content Insights (CAT)
NPR’s Writing Guidelines
Readability Score
Content Audits and Inventories
Content Strategy in 652 Steps
Accessible Design is Good Design
Inventory Tools Content Quality
Questions & (Hopefully) Answers
Thank You!
Courtney Clark @circlishManaging Director of UX
Kristina Bjoran @bjoran_identitySenior Creative Strategist