Scaling the Content Audit: ConfabMN 2014

  • Published on
    21-Apr-2017

  • View
    4.461

  • Download
    1

Embed Size (px)

Transcript

Did it work

Scaling the Content Audit: Methods for Exploring Your Content EcosystemMisty Weaver | #ConfabMN JS Bracher

Misty Weaver JS Bracher

My name2

Misty DAWN Weaver

JS racher JS Bracher@content_insight | @meaningmeasure #ConfabMN #ConAudit #Chunkthatblob

Work at Content Insight and UW iSchool. Teach students to audit as part of IA, UX research. My talk is coming from the class class. Im not used to people being awake. I am used to getting questions at 10 pm on a Friday night when students are in the thick of their audit and have specific questions. Sometimes, there isnt a general question for this work theres the doing it. And yes, I actually set aside Friday nights as my online help/office hours for student questions.

I dont have my twitter handle on every page.3

Content audits are a tool and a process for making informed decisions in strategy and design

http://www.flickr.com/groups/explainia/ https://www.flickr.com/photos/murdocke/ Murray Thompson

This is Murray Thompsons What is IA entry. Connect people with content. Thats my mantra and its the connect part were here to explore.

Why am I here? I manage content databases, websites, newsletters, direct email, email, social media. I manage messages, pathways and platforms. My journey with CA started with migrations, took me to grad school and an LIS degree.

CA is a tool 4

Your range

Methods for Exploring M. Lounsbery

Why I think content audit is a tool you cant skip. Its not just for websites, for intranets, social, competitive, feature sets. Its not just technical or editorial. For me its gathering evidence that overcomes anecdotes and opinions. Its about creating a map so when we get lost, we can go back again and refresh without having to start everything over. Its a foundation for our models, structures and collaboration. 5

Ecosystem

Content Is Alive Eckhard Jakob

Content has a lifecycle. Creation to Removal and all the governance in between. 6

Content Ecosystem

It is exists in Relationships. Audit is the tool to map this terriority. For information, for knowledge, for needs, for gaps.

7

Whats Your Context? JS Bracher

It always depends To choose right audit, context will define the scale. Keep this as open to possible so you can find your fit.

8

3 Dimensions of Scaledrbob http://bit.ly/SzEoeT

Context can help us determine our audit fit in 3 ways Scale it so you dont have to skip it 9

we MEASURERonnieb http://bit.ly/1irO8g4

Measure: weight, mass How much Where is it How healthy is it?

10

we SIZEJeltovski http://bit.ly/1j37rMs

Small or Super: Amount we audit, where, when, how, who

11

we CONQUER JS Bracher

Are we talking Mt. Constitution or Everest, People matter, Conquer attitudes that are preventing us from using this tool.

12

So Why arent we doing a content audit?

TimeMoneyDont know what it isDont like the word auditDont see its value / ROI

13

Because

TimeMoneyDont know what it isDont like the word auditDont see its value / ROI

14

why ARE we doing a content audit?

Match scale with contextHave a destination orientation

PeopleTimingSystemsScheduleDestination Orientation

18

Before you startWhy before what.What before how.-@abby_the_IA

What do you want to know?Who do you need to convince? Whos pain comes first?

19

What you need to know How much time do you have?How much money?How many people?Can those people stare at spreadsheets for days?

Biz goals, audiences, systems The real questions are

20

Pain

Really, before you starthttp://www.morguefile.com/creative/godidwlr

Coffee First. Content Strategy right after that. To me, this means, be prepared. Before you start this thing map out what you want to accomplish. What questions do you need answered. But also, set the scene. Two monitors. Uninterrupted space. A timer. A document. A method for taking notes (or not). Music and of course, food and beverages. 22

1. Quantitative Inventory

What it is Why we do itHow it helps

23

Content without an inventory is like a

library without a catalog

Content inventory: map your assets

I dont need to know the biz goals or the user needs for a quantity. I need to know how much. Scope a project, choose a clientScope a project, Face reality

25

Know where you are and see where youre going RefreshRedesign MigrationCare and Feeding

Find quick fixesOrphansDuplicatesURL structuresBasic HierarchyMissing data

Now you have quantitative inventory AnalyticsQuick fixesEvergreen Choose to further AUDIT sections 26

Scale it http://www.morguefile.com/creative/jeltovski

Robots are our friends

http://content-insight.com/

This CAT, the tool I use. Ive also used copy and paste, SiteOrbiter, custom tools. You dont have to do it manually.28

Can an intern do it?

What do we mean by intern? Unpaid. Uninformed. Code Monkey? An intern investment is learning something of value that will get them a job. So you need to frame participating in audit as that valuable to anyone you ask to do it, including yourself.

You need to be able to read it. Best way to do that is have some manual experience under your belt. Need to know the site landscape a little and get a feel for the user experience. So, if you hand an intern a spreadsheet it may mean nothing to them. 29

Can an intern do it?What does intern mean to you?

What do we mean by intern? Unpaid. Uninformed. Code Monkey? An intern investment is learning something of value that will get them a job. So you need to frame participating in audit as that valuable to anyone you ask to do it, including yourself.

You need to be able to read it. Best way to do that is have some manual experience under your belt. Need to know the site landscape a little and get a feel for the user experience. So, if you hand an intern a spreadsheet it may mean nothing to them. 30

Level up with a technical audit

Mightyohm http://bit.ly/1oqhQau

Size, images, links, analytics. IA SEO Metadata Structured content, adaptive or device agnostic, Responsive, Multichannel. Data I can gather without being too judge-y.

31

Audits help you improve what you have and how you will improve everything to come

Size, images, links, analytics. IA SEO Metadata Structured content Responsive Multichannel

32

Content models, page tables, templates, checklist and editorial calendars

Size, images, links, analytics. IA SEO Metadata Structured content Responsive Multichannel

33

Scale it Earl53 http://bit.ly/1imcigj

Robots, SEO tools can return a lot of data.34

Can an intern do it?Be very clear about what you want to collect and catalog and WHY

Socialhttp://bit.ly/1jA19J8

Cross-channelDefine the constraints, do you meet the standards What are your channels?How many are alive?How they are connected?Whats the signal to noise?Is this a path?

36

Social Audits: From dead to connect

Create pathways, build relationships JS Bracher

Scale it Jeltovski http://bit.ly/1j37rMs

Its important to have the manual skills, too 39

Can an intern do it?Make sure they understand the platforms, evaluative needs, and outcomes.

You are not aloneCompetitive & Comparative Audits

FidlerJan http://bit.ly/1oqkD3g

When do you need a competitive audit?

Determining heurisitcsDefining keys and scale Benchmarks and DifferentiatorsGap, gap, gap, gap, gap, gap, gap

42

Mind the Gap BenchmarksDifferentiatorsAudience InsightsPotential Partners

Determining heurisitcsDefining keys and scale Benchmarks and DifferentiatorsGap, gap, gap, gap, gap, gap, gap

43

Scale it

What can I do better? Can I prioritize content display? Whats not out there. What can I add to the content creation cycle? To our workflow or governance plan. How can I use this to update voice and tone? 44

Can an intern do it?

3. Qualitative Audithttp://bit.ly/Rr4yiH

Fear. Deep Breath here. Because I take the quantitative, technical, social and competitive to define and align the qualitatitive. I choose categories that I know can help me with the content model Ive selected, the templates, page description diagrams, page tables, checklists, I want to make. 46

Define quality Business GoalsAudience Needs and TasksSystems and Constraints

What Cleve said. Dont audit something that hasnt been requested. If there isnt a clear business case, then its irrelevant. If its not fulfilling a business goal, its a hobby. 47

You CAN do too much calls to action, links, duplicate content,headings, subheadings, titles, captions, consistent use of terms, publish date, author, event date, location, price, sequence or series, speaker or teacher, image metadata,use of Keywords, jargon, overall readability,scroll length, break points, load timeaccessibility, seo, shareability

Can a person complete a task based on content provided? Is the content, function accurate?

These are categories from my last audit. I have 10 weeks, 75 pages AND 35 students to teach. 48

We all have journeys JS Bracher

User journeys help us use our content map 49

We all have tasksAmanda L. Goodman @godaisies

Thinking about our users (internal and customer) tasks helps us prioritize content for creation, display, access, use, distribution and promotion. 50

It is so scalable JS Bracher

Qualitiative audits are the most scalable because 51

Can an intern do it?Then so can you!

Call it an audit

Call it whatever you have to get it done. 53

THAN DO A CONTENT AUDIThttp://bit.ly/1e84opRTime for a reframe

Think of all the reasons you might not want to do a content inventory, audit or evaluation. Your scope, timeline, budget, personnel, design aesthetic. All the people who dont think an audit is possible client, stakeholders, bosses, team members. Theres a lot of reasons, some good and some not. But when you skip this TEST, you miss an opportunity to create a better user experience.54

http://bit.ly/1i5bz3i

From mind-numbing odyssey to Oh, the places youll go 55

Your mountain is waiting

Thank you, Ive been @meaningmeasure

Ready to Audit ResourcesSample Course Syllabus http://www.meaningandmeasure.com/content-strategy-syllabus/#reads Kevin P Nichols Inventory and Audit template http://www.kevinpnichols.com/2012/10/kevin_p_nichols_1.htmlHow to Conduct a Content Audit by Donna Maurerhttp://uxmastery.com/how-to-conduct-a-content-audit/Content Knowledge is Power by Sara Wachter-Boettcher http://www.smashingmagazine.com/2013/04/29/content-knowledge-is-power/Content Insight: The Qualitative Audit http://content-insight.com/resources/content-inventory-and-audit-articles/qualitative-content-audit/Building the Mother of All Content Inventories by Sue Davis http://blogs.ec.europa.eu/waltzing_matilda/building-the-mother-of-all-content-inventories/