conducting a content audit
TRANSCRIPT
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Conducting a Content Audit
Laura Creekmore President, Creek Content
@lauracreekmore
@lauracreekmore • #CMWorld
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AGENDA① What ② Why and when ③ How ④ Who ⑤ Resources
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
https://www.slideshare.net/lauracreekmore
Slides
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1 What
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@lauracreekmore • #CMWorld
Content audit
Content inventory
Qualitative audit
Quantitative
audit
Content
matrix
AKA a hot mess…
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AGENDA
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CONTENT INVENTORY
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@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT AUDIT
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2 Why and when
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PLANNING FOR THE CREATION, DELIVERY, AND GOVERNANCE OF USEFUL,
USABLE CONTENT Kristina Halvorson
Founder of Brain Traffic, and author of Content Strategy for the Web
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CONTENT STRATEGY IS A MINDSET AND A TOOLBOX.
IT TURNS YOUR CONTENT INTO A BUSINESS ASSET.
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Pop quiz
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When should you do a content inventory? A. Anytime you work on a website
that doesn’t have one.
B. When you’re redesigning. C. When you need to analyze
your strategy’s effectiveness.
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Ongoing content evaluation
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Tracking campaigns
Consolidating media
Site migration
Eliminate ROT
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AGENDA
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CONTENT PROBLEM?
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AGENDA
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CONTENT INVENTORY
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START HERE
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3 How
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@lauracreekmore • #CMWorld
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AGENDA
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Inventory/Audit steps①Identify the goal ②Identify the content ③Define the parameters ④Capture content ⑤Evaluate
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Handout
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AGENDA
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IDENTIFY THE GOAL
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Inventory
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AGENDA
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IDENTIFY THE CONTENT
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AGENDA
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Whole vs. partial inventoryKnow what you’re looking for Inventory a little more than enough Against a standard: All Determine next steps/plan/structure: Sample Massive: Use research sampling standards
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AGENDA
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DEFINE THE PARAMETERS
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Handout
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
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AGENDA
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But…
IS IT ANY GOOD?
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AGENDA
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HOW TO EVALUATE YOUR CONTENT
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Content evaluation
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Good Meh CrapNot goodExemplary
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AGENDA
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CAPTURE THE CONTENT
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AGENDA
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PAGES VS. CHUNKS
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@lauracreekmore • #CMWorld
Content types
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Person
Actor
Director
Producer
may have roles
Types of Events
Series
Special
Episode
Movie
TV show
of type
of typeconnected to one or more
Content model
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AGENDA
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Inventory/Audit toolsSite crawlers Export from CMS Copy-paste, copy-paste
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Inventory
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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Handout
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AGENDA
@TwitterHandle • #CMWorld
Inventory: Give it a try!Work alone or in a group Start an inventory Capture content chunks Capture, evaluate several items
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AGENDA
@TwitterHandle • #CMWorld
Laura’s Made-Up MessagingHealthy Refreshing Cool/stylish Part of your daily routine
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@TwitterHandle • #CMWorld
AGENDA
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OTHER KINDS OF EVALUATION
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
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https://readable.io/
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
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I am going to the store today.
Store the going today I am to.
@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
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http://plainlanguage.gov http://centerforplainlanguage.org
@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld
AGENDA
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REFER TO YOUR STRATEGY.
SELECT RELEVANT KPIS AND MEASURE THOSE.
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld
http://www.flickr.com/photos/wordridden/
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorldhttp://www.flickr.com/photos/37815348@N00/
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@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
GREAT CONTENT IS A BUSINESS ASSET.
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4 Who
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5 Resources
@lauracreekmore • #CMWorld
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Resources
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
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Laura CreekmorePresident Creek Content
1-615-500-4131 [email protected]
https://www.slideshare.net/lauracreekmore
@lauracreekmore • #CMWorld