web content audit from fit to print - the first step to a full content strategy

Web content audit

Ali Turnbullwww.fit-to-print.co.uk

What is content audit?

Content audit:

• is a detailed account of everything that’s on a website or intranet, or planned for it

• is the first stage of content strategy

Content strategy

Contentstrategy

Plan

CreateDeliver

Govern

A managed cycle of web publishing that goes beyond delivery

Content audit helps your clients to:

• see the size and scope of what they have• decide what they need to do with it • decide who will do it • break down the tasks into achievable and

affordable chunks• plan ahead• keep their content clean and fresh

Content audit helps you to:

• Work with real content, not Lorem Ipsum• Spend less time chasing your client for

content• Spend more time creating and delivering the

perfect site

Content audit answers the questions:

• Do we need to commission new content, and if so, who will write it?

• Does it just need a few editorial tweaks to keep it fresh?

• Or do we need to remove it?

Problems of runaway content

Problems of runaway content

• Old content stays put• PDFs and html pages have different info• New staff don’t know what to do with it• Reader acts on dated info• Call centre inundated• Content doesn’t live up to brand promise

‘We have structured our services to focus completely on customers’ needs. We offer the hassle-free service, simple processes and access to personalised advice that they’re looking for.’

Stages of content audit

Stages of content audit

1. Content inventory = list2. Quantitative audit = count3. Qualitative audit = decide4. Reader focus = rewrite

Example: Parking in Carlisle

http://www.carlisle.gov.uk/transport_and_streets/parking.aspx

1. Content inventory: list text pages

Content inventory: list other content

2. Quantitative audit: countID Title Words KW1 KW2 Flesch 3.0 Residents’ Parking Scheme 549 53.2 3.1 Carers’ Parking Permits 104 82.3 3.2 Guest House Parking Permits 194 54.4 3.3 Residents’ Parking Zones 1041 47.7 1888 av 59.4

Partial site map

3. Qualitative audit: assessID Title Status Author By date Hours £ 3.0 Residents’ Parking Scheme O AT 5/9/2010 3.1 Carers’ Parking Permits U SW 5/9/2010 3.2 Guest House Parking Permits C PB 5/9/2010 3.3 Residents’ Parking Zones H MG 5/9/2010

3. Qualitative audit: OUCH

Outdated – update, edit

Unnecessary – throw away, don’t replace

Current – review, edit

Have to write – commission, write, edit

4. Reader focus: beforeCarlisle City Council is responsible for most aspects of parking in the city. Our services are provided to all residents, businesses and visitors.Our aim is to ensure the parking places in Carlisle are shared fairly amongst all users and that roads stay safe and clear.Parking Services is responsible for enforcing parking regulations under the provisions of Part 6 to the Traffic Management Act 2004. This legislation provides for the civil parking enforcement of most types of parking regulations and it replaces Part II and Schedule 3 of the Road Traffic Act 1991.Enforcement is carried out by Civil Enforcement Officers who issue Penalty Charge Notices to illegally parked vehicles using handheld computers.

4. Reader focus: before

4. Reader focus: languageResponsible 3

Services 4

We, us, our, council 3

Parking 9

Carlisle 3

You, your, driver 0

Enforce, enforcement, enforcing 5

Regulations 2

Legislation 1

Penalty 1

Charge 1

Illegal 1

Restrictions 1

4. Reader focus: after

Ali Turnbull

15 years in magazine publishing, including:– Running Magazine– Under Five– Modern Midwife

15 years in web publishing, including – Bounty pregnancy and parenting guides– Health and Safety Executive

Ali Turnbull

Best at:•explaining complicated processes •in plain English•that readers can understand and act on

Web content audit

Ali Turnbullwww.fit-to-print.co.uk