The document summarizes the key aspects and goals of conducting a collaborative content audit. It discusses why audits are important for meeting organizational needs, improving user experience, and managing resources effectively. The audit process involves both quantitative and qualitative evaluation of current content through inventorying, analytics, and discussions with stakeholders. The goals are to clean up content, improve findability, determine what users engage with, and justify expenses. Conducting the audit is a collaborative process that helps align content with goals and users through consensus building.
How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chica...Alok Jain
How to Craft Killer Content Strategy to Earn Links and Visibility
Stop building links and start earning them by creating and curating content that is worthy of being shared. A successful content strategy is the fulcrum of your business. To succeed, your content plan must be diverse and creative, providing solutions and including hot topics that resonate with your target audience. But how do you start creating and curating the type of content readers and publishers can't stay away from?
In this session, you will learn:
* How to craft a content strategy that completely supports SEO, PR, social, and partnering strategies.
* What it takes to curate fresh, useful content that will be consumed, shared, and linked to.
Caroline Roberts, iFactory
Given at the 2018 OmniUpdate User Training Conference, this content strategy presentation guides marketing and web design teams through the steps of preparing their website content before launch. The earlier you start organizing your content, the higher the quality of that content will be. As an added bonus, you will reduce the chaos that often comes with a website migration.
One of biggest problems my clients have is time when it comes to content production. We've found that it's best if you have a planned strategy to get things done. That's why we've developed the Content Calendar Workshop.
At the end of the presentation, there is a link that will take you to a place where you can download a content calendar template.
Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.
More than ever before, customers in “the rest of the world” want to be considered and engaged across all channels and ecosystems. Therefore, reaching out to audiences globally and engaging with customers around the world takes more than a global footprint. A number of unexpected and cross-functional challenges are on their way in any area where borders and boundaries must be crossed. This session will cover key enablers and drivers that should be considered from both strategic and tactical perspectives to embed omnichannel experiences in the global value chain.
The document discusses content strategy for Sanoma Media. It notes that content can be overwhelming and complex. The core strategy focuses on substance, structure, workflow, and governance of content. A web content strategy establishes benchmarks and engages stakeholders early. It identifies themes and messages. Content audits are important to minimize future problems by inventorying information sources. Content specifications and trained copywriters are needed. The strategy also addresses content distribution. The document concludes by introducing the CAST model for developing content, which focuses on content, audience, story, and telling.
Part 1: Assessing the Current State: Needs Analysis and Information Gathering
Learn how to assess the current state of your technical support content by looking through the lens of content strategy and content engineering.
Traditionally, technical details about products and services were considered to be post-purchase content. Technical information — the stuff contained in owner’s manuals, user guides, and other instructional materials — was provided to consumers only after they purchased a product or service. However, that’s changing as companies recognize that prospects often search the web for technical content to make purchasing decisions.
Think of a technical resource center as an online, one-stop shop for information about your products and services. Over time, and done well, a technical resource center can help you grow your business by attracting prospects, while simultaneously working to support and build loyalty and trust with existing customers.
Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.
Klear is a network of clinics in India that helps manage hearing and speech difficulties. It engaged a marketing agency to increase its online presence and brand awareness. The agency created online content and used strategies like social media marketing, search engine marketing, and online PR. Analytics tools showed an increase in key metrics after the engagement, with website visits increasing by 295% and visits from Facebook growing by 642%.
This document outlines digital marketing services including search engine optimization, website design and development, content marketing, social media marketing, email marketing, and video promotion. Key services include improving SEO rankings through keyword and content optimization, increasing traffic and leads through content sharing and reporting, content writing, social media management across platforms like Facebook, Twitter, LinkedIn and Pinterest, and implementing email marketing campaigns with personalized content to increase conversions. The overall goal is to increase online visibility, brand interactions, and drive leads through an integrated digital marketing approach.
The document describes Microsoft's global operating model for its homepage. Key aspects include:
- The homepage is managed centrally but customized for 98 markets in 65+ languages.
- Content is 20% local and 80% centralized across configurable sections.
- Updates are scheduled by tier or market rather than all at once.
- Governance focuses on user experience alignment globally and centralized processes locally.
Rolling slides during oct 2014 workshop tp edit (3)Joanne Yamaguchi
This document provides information about the PPMMII SSaattuurrddaayy WWoorrkksshhooppss hosted by the PMI Mile Hi Chapter. It announces workshops on the first Saturday of each month from December 2014 through February 2015. Each workshop provides 3.5 PDUs and covers topics like project management tools, lean process methodology, and change management. Location, time, presenter bios and contact information are included for each session. Benefits of PMI and Mile Hi Chapter membership are also summarized. Volunteer opportunities with the chapter are described.
This document provides 7 tips for redesigning a website to attract more visitors and leads. The tips are: 1) Focus on goals of more visitors and leads. 2) Inventory existing website assets and protect them during redesign. 3) Spend resources on remarkable content rather than design. 4) Create an ongoing content strategy. 5) Enable conversion experiments. 6) Include a blog, RSS feeds, landing pages, and SEO. 7) Measure success using metrics like visitors and leads. The overall message is that the goal of a website redesign should be improved business results through increased quality content and conversion optimization rather than a unique design.
The document discusses transforming the global content lifecycle. It covers topics like digital transformation, design thinking, customer journeys, engaging content, strategic thinking, creating value, connecting content, governance, disruptive innovation, machine learning, cognitive computing, and bringing it all together with a global content strategy. The goal is to provide the right content to users through a combination of human and machine efforts.
Introduce the concepts and value of the content inventory and audit and get practical,
tactical tools and experience in conducting an audit, extracting insights, and
presenting the findings.
Introduction to the what, when, why, where, and who of conducting website content inventories and audits, with tips on auditing for content quality, performance, and competitive advantage.
This document provides a summary of content strategy concepts and best practices. It discusses how content strategy guides plans for creating, delivering, and governing content to achieve business goals. It also covers defining the substance and structure of content, establishing workflows and ownership, and using tools like content audits, style guides, and governance policies. The document recommends resources like books, websites, and people in the field to learn more about developing an effective content strategy.
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
The document summarizes key topics from the 2013 STC Summit conference, including professional development, social media, single-sourcing, content strategy, and business metrics. Over 800 people attended the conference, which featured 137 sessions across various communication modes. Popular sessions focused on cultivating online presence, leveraging social media for feedback, conditional text in Flare, and building business cases through metrics that demonstrate revenue impact. The document provides resources for further exploring each topic.
Content strategy is a plan for creating, delivering, and managing content across websites. It involves determining what content is needed, who will create and maintain it, where it will be placed, and how it will look. Developing a content strategy is challenging because content is massive in scope, requires structure and governance, and websites are not like print. Key aspects of a content strategy include usability testing, client surveys, a content inventory, and information architecture. The goal is to balance client needs with audience needs to determine what content works best.
How to Best Manage and Grow Your Website for Lead GenerationHall_
This document summarizes how to manage and grow a website for lead generation. It discusses different types of website visitors, the importance of web content, content creation and repurposing strategies, building trust online, and generating leads through conversion strategies. The key recommendations are to understand your audience personas, develop a content strategy that speaks to multiple audiences, and ensure your website has a clear conversion strategy with calls to action.
This document outlines a webinar presentation on using content strategy to attract and retain association members. It discusses what content strategy is, how it can solve problems associations face, and provides suggestions on how to implement an effective content strategy. Specifically, content strategy is defined as planning the who, what, when, where, why and how of publishing content online to achieve business goals. It can help solve issues like hard to find information, siloed content, and an inability to communicate value to members. The document recommends shifting to an audience-focused approach and treating content strategy as change management.
Find Your Voice: A Content Strategy Workshop (revised)Big Big Design
Do you love the way your organization communicates on social media? Are your posts and tweets and updates consistent? Are they unique, so no one else could be saying the same things? Are they memorable enough that anyone cares?
To best communicate with the communities you serve and connect to — on social media or through any channel — you need to be clear about your communication goals. In this hands-on workshop, you and your team will work together to develop a Message Architecture. You'll be able to use this fundamental yet simple tool to make tactical communication decisions — on content, style and tone, visual design, and more. It will help you project a clear and consistent message to the world — and to all within your organization.
By the end of this workshop you will:
* Know what a content strategy is and how it helps you keep a consistent brand identity
* Know how a message strategy forms the foundation of your content strategy
* Have developed with your team members a memorable message strategy that's unique to your organization
* Understand how to use this message strategy to inform decisions for your social media presence and beyond
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
This document discusses strategies for marketing a practice using online tools. It emphasizes that websites are the most important marketing tool and outlines ways to attract visitors, retain them on the site, and convert them into customers. These include search engine optimization (SEO) to attract organic traffic, as well as paid search ads, social media marketing, and content marketing. It also discusses the importance of measuring results and optimizing websites and content to improve conversions.
Kat Liendgens presented on agile marketing and content strategy. Some key points include:
- Agile marketing takes an iterative approach to continuously optimize campaigns based on measuring results.
- It is important to have a content strategy that determines goals, types of content, and a publishing plan.
- Content should be shareable and focus on providing value to audiences. Tracking engagement and social media metrics helps improve content.
- Setting measurable campaign goals and inspecting results allows optimizing content and social media strategies over time based on what performs best.
BNC Direct-to-consumer Webinar - November 2015 - Brian O'LearyBookNet Canada
Brian O'Leary, principal of Magellan Media Consulting, presents eight methods book publishers can use to leverage content marketing for successful ROI, along with the tools to implement a successful content marketing strategy at your publishing house. In this free one-hour webinar, he describes the models most beneficial to publishers, ways to attract and retain an audience, and how to monetize the process.
Part One: Content Strategy
Learn the difference between a strategy and a plan, what your strategy can do for your users and business objectives, and how to create a comprehensive content strategy for small to medium-sized businesses.
Measurement and Metrics: Tools to assess content quality and successEllie Lovell
This document discusses metrics and tools for assessing content quality and success. It covers defining objectives, analytics and benchmarks, audience insights, and measuring various aspects of websites, content and social media. The presentation recommends setting measurable objectives aligned with business goals, using tools like Google Analytics to measure website and audience metrics, conducting user research for insights, and evaluating content performance using methods such as feedback buttons, readability scores, and social media engagement metrics.
Slides from workshop presented by Kevin Nichols and Paula Land at Content Strategy Applied 2017. Covers how to define content objectives, how to measure content against them, and how to govern for long-term effectiveness.
Getting to Launch & Maintaining Long-Term SuccessRed Reynolds
The document provides guidance on three key areas for website success: project planning and partner selection, focused content creation, and ongoing website ownership. It emphasizes the importance of proper planning, choosing the right development partner, authoring content before design, and maintaining fresh updated content after launch. Success requires ongoing effort to analyze site usage and ensure the website remains an effective ministry tool.
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Big Content Alliance
Personalization requires a robust content strategy to support it. Many organizations are within various levels of maturity to roll-out and support ongoing personalization and evolution.
Kevin Nichols and Kathy Baughman demonstrate operational readiness for personalization with recommendations around a content strategy approach to support for organizations. Any B2B or B2c can benefit from this knowledge; including if:
• You’re just getting started with personalization
• You’ve been experimenting but need a more cohesive approach
• You’ve purchased multiple platforms but still need to optimize your content strategy
From this presentation you will learn:
• How to identify five roadblocks to personalization success
• Tips for turning personalization experiments into cohesive strategy
• How to think contextually about your technology investments
The document discusses burnout in the tech community. It defines burnout as a syndrome resulting from chronic workplace stress characterized by feelings of energy depletion, increased mental distance from one's job, and reduced professional efficacy. Gallup surveys found high rates of burnout among millennials and negative impacts of burnout like increased sick days and job turnover. Common cultural issues that contribute to burnout are unfair treatment, high workload, lack of role clarity, unreasonable expectations, poor management, and lack of digital boundaries. The document recommends ways managers, organizations, and individuals can help address burnout through listening, encouraging teamwork, making work purposeful, mindfulness practices, and designing jobs for autonomy.
Employing a collaborative model for structured contentDori Kelner
Web projects don't begin with visual design, they start with modeling the content. This presentation focuses on the roles that the content strategist, content creator, designer and developer play in building the content model, and discusses why the team should care about this aspect of the project.
Structured Content Part 2: Why designers should careDori Kelner
Part 2 of a presentation on structured content from the Northern Virginia User Experience Meetup in 2016. This presentation covers content modeling and design systems.
Speaking Drupal to People Who Speak KlingonDori Kelner
The power of building of Drupal development team comes from understanding the basics of the technology and learning how to translate between BusinessSpeak and DrupalSpeak. nuqneH.
Presentation made before Drupal for Government 2013 conference. Discusses a mindset and process aligned with buidling websites in Drupal, but can be applied in theory to other IT development efforts.
A Site for All Eyes: Considerations for Responsive DesignDori Kelner
Presented at User Focus 2012 in Bethesda, MD by Dori Kelner, Sleight-of-Hand Studios and Bill Killam, User-Centered Design. This presentation focuses on the considerations for responsive design, not as an end goal, but as a means to creating a device-agnostic web and therefore a better user experience.
DefCamp_2016_Chemerkin_Yury-publish.pdf - Presentation by Yury Chemerkin at DefCamp 2016 discussing mobile app vulnerabilities, data protection issues, and analysis of security levels across different types of mobile applications.
Choosing the Best Outlook OST to PST Converter: Key Features and Considerationswebbyacad software
When looking for a good software utility to convert Outlook OST files to PST format, it is important to find one that is easy to use and has useful features. WebbyAcad OST to PST Converter Tool is a great choice because it is simple to use for anyone, whether you are tech-savvy or not. It can smoothly change your files to PST while keeping all your data safe and secure. Plus, it can handle large amounts of data and convert multiple files at once, which can save you a lot of time. It even comes with 24*7 technical support assistance and a free trial, so you can try it out before making a decision. Whether you need to recover, move, or back up your data, Webbyacad OST to PST Converter is a reliable option that gives you all the support you need to manage your Outlook data effectively.
Finetuning GenAI For Hacking and DefendingPriyanka Aash
Generative AI, particularly through the lens of large language models (LLMs), represents a transformative leap in artificial intelligence. With advancements that have fundamentally altered our approach to AI, understanding and leveraging these technologies is crucial for innovators and practitioners alike. This comprehensive exploration delves into the intricacies of GenAI, from its foundational principles and historical evolution to its practical applications in security and beyond.
Keynote : AI & Future Of Offensive SecurityPriyanka Aash
In the presentation, the focus is on the transformative impact of artificial intelligence (AI) in cybersecurity, particularly in the context of malware generation and adversarial attacks. AI promises to revolutionize the field by enabling scalable solutions to historically challenging problems such as continuous threat simulation, autonomous attack path generation, and the creation of sophisticated attack payloads. The discussions underscore how AI-powered tools like AI-based penetration testing can outpace traditional methods, enhancing security posture by efficiently identifying and mitigating vulnerabilities across complex attack surfaces. The use of AI in red teaming further amplifies these capabilities, allowing organizations to validate security controls effectively against diverse adversarial scenarios. These advancements not only streamline testing processes but also bolster defense strategies, ensuring readiness against evolving cyber threats.
Redefining Cybersecurity with AI CapabilitiesPriyanka Aash
In this comprehensive overview of Cisco's latest innovations in cybersecurity, the focus is squarely on resilience and adaptation in the face of evolving threats. The discussion covers the imperative of tackling Mal information, the increasing sophistication of insider attacks, and the expanding attack surfaces in a hybrid work environment. Emphasizing a shift towards integrated platforms over fragmented tools, Cisco introduces its Security Cloud, designed to provide end-to-end visibility and robust protection across user interactions, cloud environments, and breaches. AI emerges as a pivotal tool, from enhancing user experiences to predicting and defending against cyber threats. The blog underscores Cisco's commitment to simplifying security stacks while ensuring efficacy and economic feasibility, making a compelling case for their platform approach in safeguarding digital landscapes.
Intel Unveils Core Ultra 200V Lunar chip .pdfTech Guru
Intel has made a significant breakthrough in the world of processors with the introduction of its Core Ultra 200V mobile processor series, codenamed Lunar Lake. This innovative processor marks a fundamental shift in the way Intel creates processors, with a high degree of aggregation, including memory-on-package (MoP). The Core Ultra 300 MX series is designed to power thin-and-light devices that are capable of handling the latest AI applications, including Microsoft's Copilot+ experiences.
Keynote : Presentation on SASE TechnologyPriyanka Aash
Secure Access Service Edge (SASE) solutions are revolutionizing enterprise networks by integrating SD-WAN with comprehensive security services. Traditionally, enterprises managed multiple point solutions for network and security needs, leading to complexity and resource-intensive operations. SASE, as defined by Gartner, consolidates these functions into a unified cloud-based service, offering SD-WAN capabilities alongside advanced security features like secure web gateways, CASB, and remote browser isolation. This convergence not only simplifies management but also enhances security posture and application performance across global networks and cloud environments. Discover how adopting SASE can streamline operations and fortify your enterprise's digital transformation strategy.
Mastering OnlyFans Clone App Development: Key Strategies for SuccessDavid Wilson
Dive into the critical elements of OnlyFans clone app development, from understanding user needs and designing engaging platforms to implementing robust monetization strategies and ensuring scalability. Discover how RichestSoft can guide you through the development process, offering expert insights and proven strategies to help you succeed in the competitive market of content monetization.
The Zaitechno Handheld Raman Spectrometer is a powerful and portable tool for rapid, non-destructive chemical analysis. It utilizes Raman spectroscopy, a technique that analyzes the vibrational fingerprint of molecules to identify their chemical composition. This handheld instrument allows for on-site analysis of materials, making it ideal for a variety of applications, including:
Material identification: Identify unknown materials, minerals, and contaminants.
Quality control: Ensure the quality and consistency of raw materials and finished products.
Pharmaceutical analysis: Verify the identity and purity of pharmaceutical compounds.
Food safety testing: Detect contaminants and adulterants in food products.
Field analysis: Analyze materials in the field, such as during environmental monitoring or forensic investigations.
The Zaitechno Handheld Raman Spectrometer is easy to use and features a user-friendly interface. It is compact and lightweight, making it ideal for field applications. With its rapid analysis capabilities, the Zaitechno Handheld Raman Spectrometer can help you improve efficiency and productivity in your research or quality control workflows.
Self-Healing Test Automation Framework - HealeniumKnoldus Inc.
Revolutionize your test automation with Healenium's self-healing framework. Automate test maintenance, reduce flakes, and increase efficiency. Learn how to build a robust test automation foundation. Discover the power of self-healing tests. Transform your testing experience.
2. About me
• Co-owner of Sleight-of-Hand Studios
• Founded in 2004
• Create digital experiences for our
mission-driven client base
• Run discovery and content strategy
4. You lie awake at night thinking about your content. There’s so much to fix. So
much to plan for. You want to get ahead, but you can barely keep up with what’s
happening day-to-day. The last time you tried talking to someone about The Big
Picture, the conversation was cut short by yet another “content emergency” that
put you right back in reactive mode. And the content keeps coming. And coming.
And coming…
--Kristina Halvorson
Content Strategy for the Web
6. Why do we need content audits?
• Better meet
organizational
needs
• Improve audience
experience
• Meet brand
standards
• Understand
context for
communications
• Wisely manage
time and money
• Scope and justify
content projects
7. When is a good time to audit?
• Redesign/new CMS
• Migration
• Rolling basis
• NOW!
8. Audit goals
• Clean up before building a new website
• Improve management of existing content
• Determine if anyone is actually reading our
content
• Make content more findable and usable
• Develop opportunities to improve content
creation process
• Justify need for content strategy expenses
9. Start with a discovery
• Brand
• Tone
• Message and website goals
• Organizational objectives
• Personas and user journeys
• Content sources
• Governance
• Channel assessment
• Web
• Social
• eMail
• Thought leadership (blogs,
articles, etc.)
11. Types of audits
• Content sampling
o Objectives
o Audience
o Traffic
o Ownership
• Rolling audit
o Different parts of the site each month
14. Analytics
• Low unique page views
• % of pages
• Entire subject areas
• Audience specific content
• Relationship of update
recency with page views
• Patterns in traffic
• Bounce rates
• Time spent on page
• Page load times
• Modification schedule
• Pages without owners
15. Measures/KPIs
• Quantity and distribution
• Proportion to audience segments
• Frequency of update
• What content are people using
• How do they get to each page
• Where do they go after that
• Goal attainment
What measures are already in place?
How does the content score against our measures?
21. Redundancy
What it means
• Same content/multiple posts
• Repetitive content
• Over-wordy
How to find
• Look at pages that aren’t frequently
visited
• Are editors updating the same content
in multiple places
22. Out-of-date
What it means
• Old/expired products/services that no
longer exist
• Contact information
• Events/News/Blog posts
How to find
• Look for old or no modification date
• Review everything over 2 years old
• Use a link checker
23. Trivial
What it means
• Content misaligned to top tasks
• Content doesn’t meet minimal
requirements/standards
How to find
• Check the bounce rate and average
time on page
• Use page views to separate business
needs from edge cases
• Employ the core model
27. Qualitative audit factors
1. Usability – structured content, chunking
2. Knowledge level – content complexity
3. Findability – navigation, search, metadata
4. Actionability – call to action (CTA) clarity
5. Audience – content alignment with primary and secondary
6. Accuracy – up-to-date, relevant, brand alignment
--Kristina Halvorson, Content Strategy for the Web
28. Importance of interactive sessions
• Share quantitative analysis and qualitative audit factors
• Understand your goals and audience
• Learn how you’re getting your content creation process done
• Assure that the process is repeatable
• Build buy-in
• Listen to people! Come away with consensus on findings.
30. Governance
• Who is responsible for the content
• What is the business value of the content
• How often is the content reviewed
• What are your content standards
• What is the process for content creation
32. Tone
• Make decisions about content based on tone and brand
• Review a large swath of content
• Assess readability/usability/knowledge level
• What audience does the content serve
35. Alignment
• Allow everyone to think
strategically about content
• Achieve common understanding
• Identify what drives traffic to core
pages and what CTAs to execute
after these pages
• Lay groundwork for architecture,
page layouts, governance
Business
Goals
User
Tasks
Core Model
BOF 1 Room – Thursday, 12 noon
37. Usability
• Findability of content
• Improved navigation
• Real content guides the architecture
• Enhanced database architecture to align with channels
38. Sustainable content/ownership
• Drive repeatable internal processes/efficiencies
• Make brand promise to put out content that is important to the
audience
• Create trust, loyalty, thought leadership
39. Cost control
• Sustained flow of content
• Alignment of process with reality
• KPIs to measure goals
• Integration with marketing strategy
42. Q&A
Dori Kelner, MS
Managing Partner
Sleight-of-Hand Studios
703-758-7178
dmkelner@sohstudios.com
DO: dmkelner
Twitter: @dorikelner
LinkedIn: https://www.linkedin.com/in/dorikelner
43. What did you think?
http://nashville2018.drupal.org/schedule
Take the Survey!
https://www.surveymonkey.com/r/nashville
Locate this session at the DrupalCon Nashville website:
Editor's Notes
Content hording- do I need this. It’s not just about rearranging-purging
Move from reactive to proactive
Who is in the session?
Users deserve better content
Support fact-based decision making
Use data to put us on neutral territory
Improve content performance, findability, quality
Reuse and repurpose
BUILDING A BUSINESS CASE FOR CONTENT STRATEGY
How is your audience interacting with you?
How do you want them to interact with you?
What do you have that can be repurposed?
Roll up your sleeves
Small number (500, 5000) pages, look at everything
More, not enough time – two options
Look at enough content to see patterns emerge and answer your questions
Make it representative
Build a meaningful system – is it by audience, owner, content type, taxonomy, traffic
Identify purpose, audience, ownership
Map to new site
Changing course
Responding to audience
Find ROI in the data
It's a pretzel, not a sales funnel - how many times have they gone to the page before they contact youMake decisions based on your findings
There is a cost to maintaining your content – beyond storage
Content has a shelf life- the web is not an archive
Amount of content impacts usability and findability
Just get overwhelmed - WiG
Need one
No right one to choose – depends on your needs
Use a rating scale
Messenging, accuracy, quality, reputation smashing
Put work in context-What is the state of the site
Get people to fill in the gaps
if people don't want to consume, it doesn't matter
The players
Designers & developers need to know the constraints and provide opportunities
Design, functionality and content are being developed simultaneously
Take a clue from the publishing world, there needs be a process and someone must own the content
talking about governance brings light to audience, process, politics
need to address governance before tone - need to understand all audiences and relationships
Avoid running another content audit in the future
Ensure that you don’t create new ROT
Every piece of content has an owner
Make sure you are serving your audience
is there jargon - you're not informal
if you are political, are you going to create content when things are going on in the national arena
cadence, when are you posting?If you brand says you need to leverage an opportunity, then you need a process to do thatactionable, accurate
Achieve content ROI
Need cautionary story
Advocate for content strategy. This is the start. It seems obvious, but it’s not.
You have something to say.