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Conducting a Content Audit

Slides from a talk I gave at Content Marketing World in Cleveland, OH, September 2017.

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Conducting a Content Audit

  1. 1. Conducting a Content Audit Laura Creekmore President, Creek Content @lauracreekmore @lauracreekmore • #CMWorld
  2. 2. AGENDA ① What ② Why and when ③ How ④ Who ⑤ Resources @lauracreekmore • #CMWorld
  3. 3. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld https://www.slideshare.net/ lauracreekmore Slides @lauracreekmore • #CMWorld
  4. 4. 1 What @lauracreekmore • #CMWorld
  5. 5. @lauracreekmore • #CMWorld Content audit Content inventory Qualitativeaudit Quantitative audit Content matrix AKA a hot mess…
  6. 6. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  7. 7. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT AUDIT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  8. 8. 2 Why and when @lauracreekmore • #CMWorld
  9. 9. 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 @lauracreekmore • #CMWorld
  10. 10. CONTENT STRATEGY IS A MINDSET AND A TOOLBOX. IT TURNS YOUR CONTENT INTO A BUSINESS ASSET. @lauracreekmore • #CMWorld
  11. 11. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Pop quiz @lauracreekmore • #CMWorld 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. @lauracreekmore • #CMWorld
  12. 12. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Ongoing content evaluation @lauracreekmore • #CMWorld Tracking campaigns Consolidating media Site migration Eliminate ROT @lauracreekmore • #CMWorld
  13. 13. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT PROBLEM? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  14. 14. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld START HERE @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  15. 15. 3 How @lauracreekmore • #CMWorld
  16. 16. @lauracreekmore • #CMWorld
  17. 17. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory/Audit steps ①Identify the goal ②Identify the content ③Define the parameters ④Capture content ⑤Evaluate @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  18. 18. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  19. 19. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE GOAL @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  20. 20. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  21. 21. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  22. 22. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Whole vs. partial inventory Know 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 @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  23. 23. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld DEFINE THE PARAMETERS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  24. 24. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  25. 25. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  26. 26. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld But… IS IT ANY GOOD? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  27. 27. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld HOW TO EVALUATE 
 YOUR CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  28. 28. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld Good Meh CrapNot goodExemplary @lauracreekmore • #CMWorld
  29. 29. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CAPTURE THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  30. 30. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld PAGES VS. CHUNKS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  31. 31. @lauracreekmore • #CMWorld
  32. 32. @lauracreekmore • #CMWorld Content types
  33. 33. @lauracreekmore • #CMWorld Person Actor Director Producer may have roles Types of Events Series Special Episode Movie TV show of type of type connected to one or more Content model
  34. 34. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory/Audit tools Site crawlers Export from CMS Copy-paste, copy-paste @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  35. 35. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  36. 36. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  37. 37. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  38. 38. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  39. 39. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  40. 40. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory: Give it a try! Work alone or in a group Start an inventory Capture content chunks Capture, evaluate several items @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  41. 41. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Laura’s Made-Up Messaging Healthy Refreshing Cool/stylish Part of your daily routine @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  42. 42. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld OTHER KINDS OF EVALUATION @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  43. 43. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld https://readable.io/ @lauracreekmore • #CMWorld
  44. 44. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld I am going to the store today. 
 Store the going today I am to. @lauracreekmore • #CMWorld
  45. 45. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  46. 46. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld http://plainlanguage.gov http://centerforplainlanguage.org @lauracreekmore • #CMWorld
  47. 47. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  48. 48. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld REFER TO YOUR STRATEGY. SELECT RELEVANT KPIS AND MEASURE THOSE. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  49. 49. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld http://www.flickr.com/photos/wordridden/ @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  50. 50. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld http://www.flickr.com/photos/37815348@N00/
  51. 51. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld GREAT CONTENT IS A BUSINESS ASSET. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  52. 52. 4 Who @lauracreekmore • #CMWorld
  53. 53. 5 Resources @lauracreekmore • #CMWorld
  54. 54. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
  55. 55. Laura Creekmore President Creek Content 1-615-500-4131 laura@creekcontent.com https://www.slideshare.net/ lauracreekmore @lauracreekmore • #CMWorld

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