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Building a Sustainable, Content-first Strategy From a Multi Channel Content Audit

Misty Weaver@content_insight

@meaningmeasureContent Insight

@meaningmeasure @LavaCon

What I do

• Based in Seattle • Content, Community and Social

Media Management• Nonprofits, Education, and

Startups• @content_insight for content

strategy and audits

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What I do

Content Strategy in Information Architecture

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Information Architecture

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Content Ecosystem

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ALL THE JOBS

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My Agenda

The VALUE of content auditsThere is no channel but the multichannel

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Content First

Karen McGrane We Are All Content Strategists Now http://karenmcgrane.com/2010/11/03/we-are-all-content-strategists-now/

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Multi Channel

http://www.uxmatters.com/mt/archives/2012/03/conference-review-ia-summit-2011-part-iii.php

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HolisticPervasive Cross Omni Channel

http://pervasiveia.com/

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Multi Channel Content Audit Includes

“It depends”

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WHY?

http://nform.com/tradingcards/five-whys

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Value…

“No matter how tedious content auditing can be, it is still considered as one of the most

crucial steps in website and content improvement. “

Kyle Kam, 10/18/13http://www.searchenginepeople.com/blog/content-auditing-101-a-rundown-on-content-auditing-essentials.html

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Achieve…

ConsistentClear

Credible

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Diagnosis and Treatment

sidknee23

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Expanding Definition of Spam

http://www.seobook.com/time-content-audit

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Problem Addressed

Jason Hobbs http://boxesandarrows.com/an-introduction-to-user-journeys/

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Reasons to Audit

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Case for Content Audit

http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/

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Making the case for on-going audit

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So, what’s your problem?

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Where’s the Connection?

Twice25

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Open the door

Pymouss

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Uncover the Mirrors

Busangane

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Create Two-Way Mirror Doors

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Business Objectives

Photo © Flickr user rionda http://www.flickr.com/photos/rionda/

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Resources

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Audience Needs

http://nform.com/tradingcards/personas

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Aid Decision Making

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User Journey Assessment

http://boxesandarrows.com/journeys-needs-and-trust-a-volkswagen-case-study/

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User Journey Map

http://www.uxmatters.com/mt/archives/2012/03/conference-review-ia-summit-2011-part-iii.php

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Content Inventory

John William Waterhouse National_Gallery_of_Victoria,_Melbourne,_1891.

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Content Inventory for REEL

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What we mean when we say content audit

Donna Maurer http://uxmastery.com/how-to-conduct-a-content-audit/

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1.0 8.07.06.05.03.0 4.02.0

0.0

Quantitative

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Enhanced Quantitative

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Check-in

It’s the first diagnostic on the road to healthy content

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Competitive/Comparative

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Public

Organization

Community

Competing for Community

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Check-in

It helps prove your unique value in the marketplace

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Are we going to audit ALL of the content?

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On ALL the channels?

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Qualitative Audit

AssessmentEvaluation

http://www.smashingmagazine.com/2013/04/29/content-knowledge-is-power/

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What does quality mean to you?

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What are our assets?

http://www.reusableart.com/d/4382-2/garden-02.jpg

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Specialized Audits

“SEO’s emphasis on referring keywords has been a major factor in preventing

us from getting buy-in to really go after big ideas.”

Devin Asaro, 10/17/13http://www.iacquire.com/blog/not-provided-sets-you-free/

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Auditing Social Media

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Structured Content

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Check-in

This process assures we are upholding our content standards and value proposition.

ParentingPatch

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The Results Are In

http://www.content-insight.com/blog/2013/08/20/46-audits-to-insights-part-1.html

Tosca Fasso

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Treatment

Making decisions and taking action to address content transformation

=Use the audit to inform the content strategy.

ParentingPatch

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Remember why you started this journey…

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Thank you, I am Misty Weaver

@meaningmeasure@content_insight

www.linkedin.com/in/mistymelissaweaver

Content Audit Articles http://www.content-inventory.com/

http://www.content-insight.com/

Virtual Coffees arranged via Skype

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