Content Analysis: Know (Don't Fear) Your Content

content science © copyright 2010. all rights reserved.

CONTENT ANALYSIS

Colleen Jones [email protected]

Know (Don’t Fear) Your Content


A LOVE STORY


123 Media wanted to attract customers.


123 Media

123 Media

123

123

Business Solutions

So, they built a pretty website.


123 Media fell in love with it.


But, it wasn’t getting off the ground.


123 Media investigated.


Business Solutions

Company Logo

Company Name

Company Logo

Company Name

Media 123

They talked to potential customers…

“Why would I call you?”

“I am a small business; I don’t know all of these big words.”

“I don’t see pricing. I need at least a range before I’ll call.”

“What is ‘media mix’? Why is there a blender?”


The content didn’t work!

content science © copyright 2010. all rights reserved. 10

123 Media had to say goodbye.


They threw away money. And opportunity.


HOW COULD THIS HAPPEN?

123 Media did NOT know its content needs.

But rushed into a website commitment anyway.


The only way to know your content needs is to analyze them.


When you START LOOKING at a problem & see a simple solution, you don’t understand the problem.

“ “


You KEEP LOOKING… & you are halfway there.

“ “

“


The really great person will KEEP GOING & find….the underlying principle of the problem [to] come up with a beautiful, elegant solution that works.

－ Steve Jobs

“ “


LET’S ANALYZE CONTENT


Let’s pretend…

•  CDC is redesigning a website about travel health.

•  High-volume traffic

•  International travelers

•  They suspect DESTINATIONS content needs improvement for the new design.

•  They ask us to take a look.


Branding


Let’s really “start looking.” Audit.

1.  Create an inventory of the content.

2.  Look at it quantitatively.

3.  Look at it qualitatively.


What content do we have? AUDIT

“Reach out & hug a spreadsheet.” − Kristina Halvorson


Disease Outbreak

35%

What’s it like quantitatively?

Topics

AUDIT

We also look at •  Type •  Format •  Character lengths


What’s it like qualitatively?

Is any of the content ROTten?

  Redundant?

  Outdated?

  Trivial?

AUDIT

But how good is the rest?

We throw out the really bad content.


Use a quality checklist.

  Findable & usable?

  Complete?

  Clear & accurate?

  Consistent, appropriate style?

  Useful & relevant?

  Influential?

AUDIT


AUDIT Clear?


Why a checklist? AUDIT

We have accumulated stupendous know-how…Nonetheless, that know-how is often unmanageable.

－ Atul Gawande, Checklist Manifesto

“ “


Why audit quality?

•  Talk about aspects of content that seem “fuzzy” (therefore scary).

AUDIT

•  Decide where to focus your content efforts.


Destinations needs help in 4 areas. AUDIT


GOOD.

But, we’re not even “halfway there.”


We need to know the content landscape.


AUDIT

GOAL

? ?

Let’s “keep looking” at the landscape.


What’s the goal…really?

1.  Review mission, vision, or similar statements.

2.  Ask the project sponsor & stakeholders.

3.  Compare with the audit.

GOAL


We review the written goal. GOAL

To provide information, based on scientific studies, disease surveillance, & best practices, to assist travelers in deciding the vaccines, medications, & other measures necessary to prevent illness & injury during international travel.


We talk to stakeholders & boil it down to this:

GOAL

To help travelers DECIDE how to prevent illness & injury.

Example: Decide what shots to get.


Disease Outbreak

35%

Does the content fit that goal? GOAL


AUDIT

GOAL

USERS ?

Let’s “keep going” to our users.


What do travelers think?

1.  Ask travelers to complete appropriate tasks.

2.  Observe & listen.

3.  Ask questions.

4.  Compare the feedback with your audit.

USERS

Sunday - Testing Early, Often, & Well Me & User Insight


The content has potential. USERS

INFLUENCE

“I trust information from CDC because they focus so

much on science.”

USEFULNESS

“This could be a great resource for me because I

travel a lot.”


But it’s not working right now. USERS

USABILITY

“I just want to know what shots I need to get.

I don’t really see that.”

INFLUENCE

“Do I really have to get all of these vaccinations & medications?

I’m not sure what’s required.”

CLARITY

“What are these outbreak alerts? They all look expired.”


Content analysis is an iterative process. － Karen McGrane & Rachel Lovinger

“ “ AUDIT

GOAL

USERS ?

context


AUDIT

GOAL

USERS ECOSYSTEM


The ecosystem often reveals the “underlying principle” of the content problem.


We investigate the ecosystem.

1.  Talk to stakeholders & people involved in the current content process & culture.

2.  Review documentation of processes.

ECOSYSTEM


What are the content processes?

ECOSYSTEM


ECOSYSTEM

Who makes the final content call?


ECOSYSTEM

SME Director

Communication Specialist

Web Production Lead

SMEs


LET’S REPORT


1. Tell the story of the analysis.

AUDIT

GOAL

USERS ECOSYSTEM


2. Report in person or by phone.


3. Be prepared for reactions.

Source: WebMuseum at ibiblio

Empathize, but stay confident.


WHAT DID WE LEARN?


1.  Don’t rush into a website without knowing your content needs.

2.  Use content analysis to understand…

•  What content you have.

•  Whether it’s good quality.

•  Whether it works for your goals & users.

•  How your ecosystem affects it.

3.  Report clearly & confidently.


Questions?

Colleen Jones

T: @leenjones W: http://content-science.com


References

Content Strategy for the Web Kristina Halvorson “Analyze” Chapter

Understanding Content: The Stuff We Design For

Rachel Lovinger & Karen McGrane SXSW Presentation


Resources

Toward Content Quality UXmatters Colleen Jones

Content Analysis: A Practical Approach UXmatters Colleen Jones

Content Quality Checklist (next slide)

content science © copyright 2010. all rights reserved. content-science.com/content-quality-checklist


Acknowledgments

Kevin O’Connor, User Insight

Kristina Halvorson, Brain Traffic

Centers for Disease Control & Prevention