Conducting a Content Audit

Laura Creekmore President, Creek Content

@lauracreekmore

@lauracreekmore • #CMWorld

AGENDA① What ② Why and when ③ How ④ Who ⑤ Resources

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld

https://www.slideshare.net/lauracreekmore

Slides

1 What

Content audit

Content inventory

Qualitative audit

Quantitative

Content

matrix

AKA a hot mess…

@TwitterHandle • #CMWorld

AGENDA

CONTENT INVENTORY

@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

AGENDA

CONTENT AUDIT

2 Why and when

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

CONTENT STRATEGY IS A MINDSET AND A TOOLBOX.

IT TURNS YOUR CONTENT INTO A BUSINESS ASSET.

Pop quiz

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.

Ongoing content evaluation

Tracking campaigns

Consolidating media

Site migration

Eliminate ROT

AGENDA

CONTENT PROBLEM?

@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

AGENDA

CONTENT INVENTORY

START HERE

AGENDA

Inventory/Audit steps①Identify the goal ②Identify the content ③Define the parameters ④Capture content ⑤Evaluate

Handout

AGENDA

IDENTIFY THE GOAL

Inventory

AGENDA

IDENTIFY THE CONTENT

AGENDA

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

AGENDA

DEFINE THE PARAMETERS

Handout

Resources

AGENDA

But…

IS IT ANY GOOD?

AGENDA

HOW TO EVALUATE YOUR CONTENT

Content evaluation

Good Meh CrapNot goodExemplary

AGENDA

CAPTURE THE CONTENT

AGENDA

PAGES VS. CHUNKS

Content types

Person

Director

Producer

may have roles

Types of Events

Series

Special

Episode

TV show

of type

of typeconnected to one or more

Content model

AGENDA

Inventory/Audit toolsSite crawlers Export from CMS Copy-paste, copy-paste

Resources

Inventory

Handout

AGENDA

Inventory: Give it a try!Work alone or in a group Start an inventory Capture content chunks Capture, evaluate several items

AGENDA

Laura’s Made-Up MessagingHealthy Refreshing Cool/stylish Part of your daily routine

AGENDA

OTHER KINDS OF EVALUATION

Reading levels

https://readable.io/

Reading levels

I am going to the store today.

Store the going today I am to.

Content evaluation

Reading levels

http://plainlanguage.gov http://centerforplainlanguage.org

Content evaluation

AGENDA

REFER TO YOUR STRATEGY.

SELECT RELEVANT KPIS AND MEASURE THOSE.

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld

http://www.flickr.com/photos/wordridden/

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorldhttp://www.flickr.com/photos/37815348@N00/

AGENDA

GREAT CONTENT IS A BUSINESS ASSET.

@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

5 Resources

Resources

Laura CreekmorePresident Creek Content

1-615-500-4131 laura@creekcontent.com

https://www.slideshare.net/lauracreekmore

Conducting a Content Audit

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