Conducting a Content Audit

•

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Laura Creekmore

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

Empresariales

Conducting a
Content Audit
Laura Creekmore
President, Creek Content
@lauracreekmore
@lauracreekmore • #CMWorld

AGENDA
① What
② Why and when
③ How
④ Who
⑤ Resources
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
https://www.slideshare.net/
lauracreekmore
Slides
@lauracreekmore • #CMWorld

@lauracreekmore • #CMWorld
Content
audit
Content
inventory
Qualitativeaudit
Quantitative
audit
Content
matrix
AKA a hot mess…

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AGENDA
@TwitterHandle • #CMWorld
CONTENT INVENTORY
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT AUDIT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

2 Why and when
@lauracreekmore • #CMWorld

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

CONTENT STRATEGY IS A
MINDSET AND A TOOLBOX.
IT TURNS YOUR CONTENT
INTO A BUSINESS ASSET.
@lauracreekmore • #CMWorld

@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

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Ongoing content evaluation
@lauracreekmore • #CMWorld
Tracking campaigns
Consolidating media
Site migration
Eliminate ROT
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT PROBLEM?
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CONTENT INVENTORY
@lauracreekmore • #CMWorld
START HERE
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Inventory/Audit steps
①Identify the goal
②Identify the content
③Define the parameters
④Capture content
⑤Evaluate
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
IDENTIFY THE GOAL
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
IDENTIFY THE CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
DEFINE THE PARAMETERS
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
But…
IS IT ANY GOOD?
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
HOW TO EVALUATE  
YOUR CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld
Good Meh CrapNot goodExemplary
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
CAPTURE THE CONTENT
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
PAGES VS. CHUNKS
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@lauracreekmore • #CMWorld
Content types

@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

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AGENDA
@TwitterHandle • #CMWorld
Inventory/Audit tools
Site crawlers
Export from CMS
Copy-paste, copy-paste
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

@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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Laura’s Made-Up Messaging
Healthy
Refreshing
Cool/stylish
Part of your daily routine
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
OTHER KINDS OF EVALUATION
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
https://readable.io/
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
I am going to the store today.
 
Store the going today I am to.
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content evaluation
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
http://plainlanguage.gov
http://centerforplainlanguage.org
@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
REFER TO YOUR STRATEGY.
SELECT RELEVANT KPIS AND
MEASURE THOSE.
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld
http://www.ﬂickr.com/photos/wordridden/
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
GREAT CONTENT IS A
BUSINESS ASSET.
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

Laura Creekmore
President
Creek Content
1-615-500-4131
laura@creekcontent.com
https://www.slideshare.net/
lauracreekmore
@lauracreekmore • #CMWorld

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https://www.productmanagementtoday.com/frs/26795801/the-path-to-product-excellence--avoiding-common-pitfalls-and-enhancing-communication In the fast-paced world of digital innovation, success is often accompanied by a multitude of challenges - like the pitfalls lurking at every turn, threatening to derail the most promising projects. But fret not, this webinar is your key to effective product development! Join us for an enlightening session to empower you to lead your team to greater heights. Through compelling storytelling and actionable insights, learn to overcome challenges like misaligned objectives, communication breakdowns, and resistance to change. Takeaways: • Uncover and navigate through common pitfalls that are plaguing product teams today. • Explore proven solutions, laying the groundwork for triumphant product launches. • Gain inspiration from real-world success examples from top digital companies, offering invaluable insights into their winning strategies. • Discover how the symbiotic relationship between product managers, UX/UI designers, and developers can transform pitfalls into opportunities, propelling your product outcomes to unprecedented heights.

The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...

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A DAY IN THE LIFE OF A SALESMAN / WOMAN

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Conducting a Content Audit

1. Conducting a Content Audit Laura Creekmore President, Creek Content @lauracreekmore @lauracreekmore • #CMWorld

2. AGENDA ① What ② Why and when ③ How ④ Who ⑤ Resources @lauracreekmore • #CMWorld

3. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld https://www.slideshare.net/ lauracreekmore Slides @lauracreekmore • #CMWorld

4. 1 What @lauracreekmore • #CMWorld

5. @lauracreekmore • #CMWorld Content audit Content inventory Qualitativeaudit Quantitative audit Content matrix AKA a hot mess…

6. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

7. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT AUDIT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

8. 2 Why and when @lauracreekmore • #CMWorld

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. CONTENT STRATEGY IS A MINDSET AND A TOOLBOX. IT TURNS YOUR CONTENT INTO A BUSINESS ASSET. @lauracreekmore • #CMWorld

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. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Ongoing content evaluation @lauracreekmore • #CMWorld Tracking campaigns Consolidating media Site migration Eliminate ROT @lauracreekmore • #CMWorld

13. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT PROBLEM? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

14. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CONTENT INVENTORY @lauracreekmore • #CMWorld START HERE @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

15. 3 How @lauracreekmore • #CMWorld

16. @lauracreekmore • #CMWorld

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. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

19. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE GOAL @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

20. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

21. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld IDENTIFY THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld DEFINE THE PARAMETERS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

24. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

25. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

26. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld But… IS IT ANY GOOD? @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

27. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld HOW TO EVALUATE   YOUR CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

28. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld Good Meh CrapNot goodExemplary @lauracreekmore • #CMWorld

29. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld CAPTURE THE CONTENT @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

30. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld PAGES VS. CHUNKS @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

31. @lauracreekmore • #CMWorld

32. @lauracreekmore • #CMWorld Content types

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. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Inventory/Audit tools Site crawlers Export from CMS Copy-paste, copy-paste @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

35. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

36. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

37. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

38. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Inventory @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

39. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Handout @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld Laura’s Made-Up Messaging Healthy Refreshing Cool/stylish Part of your daily routine @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

42. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld OTHER KINDS OF EVALUATION @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

43. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld https://readable.io/ @lauracreekmore • #CMWorld

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. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

46. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Reading levels @lauracreekmore • #CMWorld http://plainlanguage.gov http://centerforplainlanguage.org @lauracreekmore • #CMWorld

47. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content evaluation @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

48. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld REFER TO YOUR STRATEGY. SELECT RELEVANT KPIS AND MEASURE THOSE. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

49. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@lauracreekmore • #CMWorld http://www.ﬂickr.com/photos/wordridden/ @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

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

51. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld GREAT CONTENT IS A BUSINESS ASSET. @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

52. 4 Who @lauracreekmore • #CMWorld

53. 5 Resources @lauracreekmore • #CMWorld

54. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Resources @lauracreekmore • #CMWorld@lauracreekmore • #CMWorld

55. Laura Creekmore President Creek Content 1-615-500-4131 laura@creekcontent.com https://www.slideshare.net/ lauracreekmore @lauracreekmore • #CMWorld

Conducting a Content Audit

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