scaling the content audit: confabmn 2014
DESCRIPTION
How to scale content audits to map your ecosystem. Methods for quantitative, qualitative, and competitive analysis. This is intended as an introduction and work of inspiration, if you have questions about details involved in research please contact me via Twitter at @meaningmeasure. Let's get a lot of people to help provide answers that benefit all of us :)TRANSCRIPT
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Scaling the Content Audit: Methods for Exploring Your
Content EcosystemMisty Weaver | #ConfabMN
© JS Bracher
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Misty Weaver
© JS Bracher
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Misty DAWN Weaver
© JS racher© JS Bracher
@content_insight | @meaningmeasure
#ConfabMN #ConAudit #Chunkthatblob
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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
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Your range
Methods for Exploring
M. Lounsbery
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Ecosystem
Content Is Alive
Eckhard Jakob
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Content
Audiences
InfluencersCompetition
Business
Content Ecosystem
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What’s Your Context?
© JS Bracher
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3 Dimensions of Scaledrbob http://bit.ly/SzEoeT
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we CONQUER © JS Bracher
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So… Why aren’t we doing a
content audit?
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Because
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why ARE we doing a content audit?
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Match scale with context
Have a destination orientation
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Before you start
Why before what.What before how.
-@abby_the_IA
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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?
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Pain
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Really, before you starthttp://www.morguefile.com/creative/godidwlr
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1. Quantitative Inventory
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Content without an inventory is like a
library without a catalog
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Content inventory: map your assets
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Know where you are and see where you’re going
• Refresh• Redesig
n • Migratio
n• Care
and Feeding
• Find quick fixes• Orphans• Duplicates• URL structures• Basic Hierarchy• Missing data
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Scale it http://www.morguefile.com/creative/jeltovski
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Robots are our friends
http://content-insight.com/
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Can an intern do it?
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Can an intern do it?What does intern mean to you?
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Level up with a technical auditMightyohm http://bit.ly/1oqhQau
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Audits help you improve what you have and how you will
improve everything to come
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Content models, page tables, templates, checklist and editorial calendars
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Scale it
Earl53 http://bit.ly/1imcigj
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Can an intern do it?
Be very clear about what you want to collect and catalog and
WHY
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Social Audits: From dead to connect
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Create pathways, build relationships© JS Bracher
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Can an intern do it?
Make sure they understand the platforms, evaluative needs, and
outcomes.
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You are not alone
Competitive & Comparative Audits
FidlerJan http://bit.ly/1oqkD3g
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When do you need a competitive audit?
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Mind the Gap
• Benchmarks• Differentiators• Audience Insights• Potential Partners
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Scale it
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Can an intern do it?
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3. Qualitative Audit
http://bit.ly/Rr4yiH
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Define quality
• Business Goals• Audience Needs and Tasks• Systems and Constraints
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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 time• accessibility, seo, shareability
• Can a person complete a task based on content provided? • Is the content, function accurate?
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We all have journeys© JS Bracher
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We all have tasksAmanda L. Goodman @godaisies
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It is so scalable© JS Bracher
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Can an intern do it?
Then so can you!
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Call it an audit
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THAN DO A CONTENT AUDIT
http://bit.ly/1e84opR
Time for a reframe
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http://bit.ly/1i5bz3i
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Your mountain is waiting
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Thank you, I’ve been @meaningmeasure
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Ready to Audit Resources
• Sample 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.html
• How 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/