you oughta audit and how
TRANSCRIPT
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PHOTO: CC0 Public Domain Steve Buissinne https://pixabay.com/en/calculator-calculation-insurance-385506/
You Oughta AUDIT and HOW
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@SKARJUNEDavid Skarjune is a consultant for
Word & Image providing solutions for content publishing and digital workflow for authors, artists,
publishers, and organizations. Skarjune is a member of the Minnesota
Book Publisher's Roundtable and a member of the WordCamp Minneapolis
organizing team.
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Why Audit?Establish Scope Document Content Assets Measure Performance Evaluate QualityTrack Trends Identify Gaps Define Types, Elements & Taxonomies
?
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Content Strategy is a repeatable method of identifying all content requirements up front:‣ creating consistently structured content
for reuse,
‣ managing that content in a definitive source,
‣ assembling content on demand to meet customers’ needs.
‣ Ann Rockley, Managing Enterprise Content, New Riders, 2003
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A comprehensive content strategy is built on a foundation of thorough understanding and analysis of existing content, assessed against:business goals, user goals, standards, andbest practices.
‣ Paula Land, Content Audits and Inventories, XML Press, 2014
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TOOLS
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Content Strategy MethodologyEvaluation AUDIT ResearchAnalysis
Design StrategyTactics Tools
Execution Content Workflow
‣ Kissane
Discovery Alignment AUDIT Analysis
Strategy CoreContent People‣ Halvorson & Rach
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DISCOVERY
PHOTO: CC BY-SA 3.0 Ante Perkovic https://commons.wikimedia.org/wiki/File:Binoculars_25x100.jpg
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EVALUATION
PHOTO: Almoraco http://www.morguefile.com/archive/display/871975
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EVALUATE
DESIGN
CR
EATIV
EA
NA
LYTIC
AL
Content Audit Gap Analysis Workflow Snapshot User Research
Editorial Calendar Channel Strategy Style Guide Social Guidelines
Project Brief Kickoff Meeting Workflow Recommendations User Proxies
Communication Plan Feature Design Content Templates Voice Guidelines
Erin Kissane, The Elements of Content Strategy, A Book Apart, 2011
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CONTENT WATERFALL
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CONTENT SOUP
PHOTO: CC BY-NC 2.0 Beanbag Amerika https://www.flickr.com/photos/bean/322616749/
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Content Strategy & Content Marketing are continuous looping lifecycles
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SCOPE PLAN
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Kolb's Experiential Learning Theory
PHOTO: CC BY 3.0 Roey Izhaki https://en.wikipedia.org/wiki/File:The_Four_Steps_in_Kolb_Cycle.svg
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What?
Say What?
Now What?
Inventory
Audit
Plan
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Content InventoryQUANTitative Assessment that catalogues content assets with summary of details, metadata, structural information, test results, and statistical feedback
Capture scope and complexities
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Content AuditQUALitative Evaluation that provides findings about an Inventory including coverage, accuracy, quality, usefulness, effectiveness, and profitability
Gain Insight, Plan Changes, Map Gaps, Discover Opportunities
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The solution to the overabundance of information is more information. !!
!—David Weinberger, Everything is Miscellaneous, Holt, 2007
PHOTO: CC0 Public Domain Gerd Altmann https://pixabay.com/en/man-boy-stylish-internet-network-475559/
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Metadata FlavorsMetadata is data about information
Intrinsic — absolute characteristics, e.g. file data
Descriptive — summary of details for cataloging, categorization and searching
Administrative — management information such as dates, source, owner, status
Structural — associations with other resources, from cross-referencing to distant relationships
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Inventory Index ID Uniform Resource Locator (URL) Database Table ID TITLE Metadata or Text Heading (h1) MEDIA MIME Type or File extension (Multipurpose Internet Mail Extensions) SIZE File size in bytesWORDS Count of words DATES Date Created Last Modified
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Inventory Basic Factors AUTHOR Byline or Meta tag SOURCE Internal or External Creator OWNER Publisher or Manager COPYRIGHT Copyright Year & Notice GENERATOR Meta tag of CMS or software TEMPLATE Section/Style format TYPE Content type (page, post, bio, contact, etc.) DESCRIPTION Meta tag or summary KEYWORDS Meta tag list
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Spreadsheet Problems‣ Technical Data versus Interpretive Comments
‣ Manual entry, Cut & paste, System exports
‣ HTML Meta tags no longer used
‣ Flat spreadsheets are limited in functionality
‣ MANY PEOPLE JUST DON’T LIKE SPREADSHEETS!!!
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INVENTORY SOLUTION
PHOTO: CC0 Public Domain Edith Buscher https://pixabay.com/en/spider-rain-web-nature-autumn-985844/
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Web CrawlerA Web Crawler or Web Spider is an Internet bot that systematically browses websites for the purpose of indexing web content.
Web search engines use crawlers to update their databases of web content indexes & relationships.
“With webbots the focus of the Internet shifts from what's available on individual websites toward what people actually want to accomplish.”
— Michael Schrenk, Webbots, Spiders, and Screen Scrapers, O’Reilly, 2012.
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Web Crawler Adds DataDOCTYPE — HTML Version HTTP Status — Missing links, Redirects, ErrorsURL Parsing — Domain, subdomain, path, file, security Meta Tags — traditional metadataMeta Tags — Open Graph for social media sharingHTML Headings — h1+text, h2+text, etc. Media Embeds — images, audio, videoAnchor Links — internal/external/downloadsLinks & Scripts — stylesheets & JavaScriptCustom factors — scrape elements: copyright, template, etc.
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Google AnalyticsPage Views — numbers of page requests per time rangeSource — Traffic source: direct, referral, search, social, email, adsReferral Path — referring URL or domain Entrances — number of times site entered through pageGeographic — geographic origin of visit requestsDevice Category - desktop, mobile, tabletUser Type - new or returningAvg. Time on Page — average time on page per user Bounce Rate — number of quickly abandoned visitsConversions — outcomes per users or sessions
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But wait, there’s more…Social Media — Effectiveness of social media outreach and campaignsAsset Integrity — Page & asset links, HTTP redirects, external backlinks Taxonomy — Navigation, categorization, taggging, & naming conventionsCode Validity — HTML & Cascading Style Sheet (CSS) W3C validityAccessibility — W3C WCAG 2.0 & Section 508 of U.S. Rehabilitation Act Findability — Search Engine Ranking (SER), keywords &key phrasesCompatibility — Performance across browsers and versionsOptimization — Performance on print and mobile devicesAudience — Personas and pathways for content marketingConversions — Sales analytics, click tracking, & campaign ROI
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Audit All the Things
PHOTO: CC0 Public Domain Gerd Altmann https://pixabay.com/en/person-man-boy-face-section-844258/
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design.umn.edu web crawl
apparel.design.umn.edu arch.design.umn.edu arch-n.design.umn.edu ccl.design.umn.edu cdes.umn.edu cdh.design.umn.edu csbr.design.umn.edu data.design.umn.edu designcenter.design.umn.edu design-n.design.umn.edu dha.design.umn.edu di.design.umn.edu faculty.design.umn.edu fashionshow.design.umn.edu
goldstein.design.umn.edu graphic.design.umn.edu hokanson.design.umn.edu housing.design.umn.edu interior.design.umn.edu intersections.design.umn.edu labs.design.umn.edu landarch.design.umn.edu making.design.umn.edu retail.design.umn.edu stage4.design.umn.edu wearable.design.umn.edu webdata.design.umn.edu worldheritage.design.umn.edu
Some 500 pages on the domain led to over 5,000 web assets
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MPCA CMS/SiteImprove/WebCrawlContent Inventory
20,000 Domain Assets Crawled2,300 CMS Pages2,200 Image Files6,000 Download Links11,000 Published Documents13,000 Legacy Documents 4,000 Broken Links??? (Web Server Timeouts)22,000 CMS Redirects??? (Bad Logic Layers)
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Enterprise Content Management ECM Matrix Model for MPCA
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ECM Maturity Model for MPCA
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Rot or Roll?Without Feedback & Governance:Content & processes will ROT!
With Automated Inventories & Rolling Audits Content & processes will ROLL!
“A rolling inventory and audit allows you to assess content mix, quality, and effectiveness against ever-changing audience needs and business goals.”
— Paula Ladenburg Land, Content Audits and Inventories, XML Press, 2014.
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Content Inventory AutomationWeb ServicesContent Insight: Content Analysis Tool (CAT)Siteimprove Blaze
Desktop Tools Xenu’s Link Sleuth (free) Screaming Frog SEO Spider (freemium) SiteOrbiter (no longer available)
CMS Tools WordPress Content Audit Plugin (free)
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RESOURCES
http://wordimage.com/resources/content-strategy/