PHOTO: CC0 Public Domain Steve Buissinne https://pixabay.com/en/calculator-calculation-insurance-385506/

You Oughta AUDIT and HOW

@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.

Why Audit?Establish Scope Document Content Assets Measure Performance Evaluate QualityTrack Trends Identify Gaps Define Types, Elements & Taxonomies

?

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

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

TOOLS

Content Strategy MethodologyEvaluation AUDIT ResearchAnalysis

Design StrategyTactics Tools

Execution Content Workflow

‣ Kissane

Discovery Alignment AUDIT Analysis

Strategy CoreContent People‣ Halvorson & Rach

DISCOVERY

PHOTO: CC BY-SA 3.0 Ante Perkovic https://commons.wikimedia.org/wiki/File:Binoculars_25x100.jpg

EVALUATION

PHOTO: Almoraco http://www.morguefile.com/archive/display/871975

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

CONTENT WATERFALL

CONTENT SOUP

PHOTO: CC BY-NC 2.0 Beanbag Amerika https://www.flickr.com/photos/bean/322616749/

Content Strategy & Content Marketing are continuous looping lifecycles

SCOPE PLAN

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

What?

Say What?

Now What?

Inventory

Audit

Plan

Content InventoryQUANTitative Assessment that catalogues content assets with summary of details, metadata, structural information, test results, and statistical feedback

Capture scope and complexities

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

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/

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

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

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

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!!!

INVENTORY SOLUTION

PHOTO: CC0 Public Domain Edith Buscher https://pixabay.com/en/spider-rain-web-nature-autumn-985844/

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.

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.

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

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

Audit All the Things

PHOTO: CC0 Public Domain Gerd Altmann https://pixabay.com/en/person-man-boy-face-section-844258/

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

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)

Enterprise Content Management ECM Matrix Model for MPCA

ECM Maturity Model for MPCA

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.

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)

RESOURCES

http://wordimage.com/resources/content-strategy/