You are previewing Content Audits and Inventories.
O'Reilly logo
Content Audits and Inventories

Book Description

Content Audits and Inventories, by veteran content strategist Paula Land, is a practical handbook that walks you through the process of performing a content audit and inventory.

Table of Contents

  1. Content Audits and Inventories
    1. Foreword
    2. Preface
      1. 1. Advocating for Quality Content
      2. 2. It’s a Big Web Out There
      3. 3. This Book’s Audience
      4. 4. This Book’s Purpose
      5. 5. A Note About the Content Analysis Tool
      6. 6. Acknowledgments
    3. Introduction
      1. 1. The Content Inventory
      2. 2. The Content Audit
      3. 3. When Do You Inventory and Audit?
        1. 3.1. Site Redesign
        2. 3.2. Before a Migration
        3. 3.3. Ongoing
      4. 4. How Frequently Should You Audit?
        1. 4.1. Governance
        2. 4.2. Publication Frequency
        3. 4.3. Currency and Accuracy
      5. 5. What Content Should You Audit?
      6. 6. Why Quality Matters
    4. I. Laying the Groundwork
      1. 1. Building the Business Case
        1. 1.1. In This Chapter
        2. 1.2. A Framework for Improvement
        3. 1.3. “Define” = Establish Your Content Goals
          1. 1.3.1. Why Are You Auditing?
          2. 1.3.2. What Do You Need to Learn?
            1. 1.3.2.1. Identifying the Site’s Structure
            2. 1.3.2.2. Seeing the Big Picture of the Site Content
            3. 1.3.2.3. Managing Content Quality and Performance
            4. 1.3.2.4. Understanding Stakeholder Goals
        4. 1.4. “Measure” = Inventory Your Content
        5. 1.5. “Analyze” = Audit Your Content
        6. 1.6. “Improve” = Making the Case for Change
        7. 1.7. “Control” = Return on Investment
        8. 1.8. Summary
      2. 2. Planning an Inventory and Audit Project
        1. 2.1. In This Chapter
        2. 2.2. Putting Together Your Project Plan
          1. 2.2.1. Document Your Vision and Goals
          2. 2.2.2. Define Roles and Responsibilities
          3. 2.2.3. Choose Your Tools
          4. 2.2.4. Communicate Early and Often
          5. 2.2.5. Set Milestones and Exit Criteria
        3. 2.3. Summary
      3. 3. Assembling the Team
        1. 3.1. In This Chapter
        2. 3.2. Who Should Audit?
          1. 3.2.1. Content Strategists, Content Marketers, and Content Creators
          2. 3.2.2. Information Architects and User Experience Designers
          3. 3.2.3. Content Managers and Site Managers
          4. 3.2.4. SEO Analysts
          5. 3.2.5. Customers
        3. 3.3. Roles and Responsibilities
        4. 3.4. Summary
      4. 4. Creating a Content Inventory
        1. 4.1. In This Chapter
        2. 4.2. About the Inventory
        3. 4.3. Basic Elements of an Inventory
          1. 4.3.1. URL
          2. 4.3.2. Type
          3. 4.3.3. File Size
          4. 4.3.4. Metadata: Title, Keywords, Description
          5. 4.3.5. Analytics
          6. 4.3.6. Word Count
          7. 4.3.7. Custom Data
          8. 4.3.8. H1 Tags
          9. 4.3.9. Links In and Out
          10. 4.3.10. Images, Media, Documents
        4. 4.4. The Tool-Supported Inventory
        5. 4.5. Building Out Your Inventory
          1. 4.5.1. Refreshing Your Inventory
          2. 4.5.2. Turning an Inventory into a Site Map
          3. 4.5.3. Turning an Inventory into a Content Matrix
        6. 4.6. Summary
      5. 5. Preparing for a Content Audit
        1. 5.1. In This Chapter
        2. 5.2. Turning an Inventory into an Audit
        3. 5.3. Determining What to Audit
        4. 5.4. Scoping the Audit
          1. 5.4.1. Your Time
          2. 5.4.2. Project Type
          3. 5.4.3. Business Context
          4. 5.4.4. Project Timeframe
          5. 5.4.5. Project Limits
        5. 5.5. Setting the Stage
          1. 5.5.1. Business Requirements
          2. 5.5.2. Site Data
          3. 5.5.3. Brand and Style Guidelines
          4. 5.5.4. Customer Research and Data
        6. 5.6. Summary
      6. 6. Ready, Set, Audit!
    5. II. Building and Delivering the Audit
      1. 7. The Multichannel Audit
        1. 7.1. In This Chapter
        2. 7.2. Auditing across Channels
          1. 7.2.1. Where Do We Look?
          2. 7.2.2. How to Audit Multichannel Content
          3. 7.2.3. Auditing Social Media Channels
        3. 7.3. Summary
      2. 8. Using Personas and Customer Journeys in Audits
        1. 8.1. In This Chapter
        2. 8.2. What Does a Persona Look Like?
        3. 8.3. Developing Personas – A Collaborative Approach
        4. 8.4. Communicating Personas
        5. 8.5. Adding Content Strategy to Personas
          1. 8.5.1. Getting Started
          2. 8.5.2. Measuring against Goals
          3. 8.5.3. Adding Persona Data to Your Audit
        6. 8.6. Applying Insights to Action
        7. 8.7. Customer Journey Maps
        8. 8.8. Gap Analysis
        9. 8.9. Summary
      3. 9. Auditing for Content Quality
        1. 9.1. In This Chapter
        2. 9.2. The Qualitative Audit
        3. 9.3. What to Assess
          1. 9.3.1. Relevant
          2. 9.3.2. Current
          3. 9.3.3. Accurate
          4. 9.3.4. Engaging
          5. 9.3.5. Easy to Read
          6. 9.3.6. Audience-Appropriate
          7. 9.3.7. Consistent
          8. 9.3.8. On-Message
          9. 9.3.9. Supportive of User Tasks
          10. 9.3.10. Sufficiently Broad and Deep
            1. 9.3.10.1. Breadth
            2. 9.3.10.2. Depth
          11. 9.3.11. Appropriately Presented
        4. 9.4. What We Assess Against
          1. 9.4.1. Brand Guidelines
          2. 9.4.2. Voice and Tone Guidelines
          3. 9.4.3. Editorial/Style Guide
          4. 9.4.4. Content Requirements
        5. 9.5. Plain Language
        6. 9.6. Expert vs. Novice
        7. 9.7. Summary
      4. 10. Auditing for Content Effectiveness
        1. 10.1. In This Chapter
        2. 10.2. Measuring Content Success
        3. 10.3. Getting Started with Analytics
        4. 10.4. Which Data Are Most Meaningful?
        5. 10.5. Does Your Content Have ROT?
        6. 10.6. Consider Keywords
        7. 10.7. Other Performance Measures
        8. 10.8. A Note of Caution
        9. 10.9. Summary
      5. 11. Auditing Competitor Sites
        1. 11.1. In This Chapter
        2. 11.2. The Competitive Audit
        3. 11.3. Getting Started
        4. 11.4. Create Your Scorecard
        5. 11.5. Doing the Assessment
        6. 11.6. Competitive Analysis
        7. 11.7. Summary
      6. 12. Auditing for Global Issues
        1. 12.1. In This Chapter
        2. 12.2. The Global Audit
        3. 12.3. Optimizing for Localization
          1. 12.3.1. Consistency
          2. 12.3.2. Content Length
          3. 12.3.3. Cultural References, Colloquialisms, and Jargon
          4. 12.3.4. Terminology
        4. 12.4. Language and Communication Style
        5. 12.5. Design
        6. 12.6. Search Engine Optimization (SEO)
        7. 12.7. The Global Challenge
        8. 12.8. Summary
      7. 13. Auditing for Legal or Regulatory Issues
        1. 13.1. In This Chapter
        2. 13.2. Conducting an Audit for Legal Issues
          1. 13.2.1. Copyright
          2. 13.2.2. Trademark
          3. 13.2.3. Privacy Policy and Terms of Use
          4. 13.2.4. User-Generated Content
          5. 13.2.5. Regulatory Issues for Nonprofits
          6. 13.2.6. Links
        3. 13.3. Summary
      8. 14. Presenting Audit Findings
        1. 14.1. In This Chapter
        2. 14.2. Developing a Strategy for Your Strategy
        3. 14.3. Telling the Audit Story
          1. 14.3.1. Presenting the Findings
            1. 14.3.1.1. Just Say No to Sharing Spreadsheets
            2. 14.3.1.2. Focus on Persuasion
          2. 14.3.2. Creating the Audit Document
            1. 14.3.2.1. Overview
            2. 14.3.2.2. Assessment
            3. 14.3.2.3. Recommendations
            4. 14.3.2.4. Next Steps
        4. 14.4. Summary
      9. 15. The Ongoing Audit Process
        1. 15.1. In this Chapter
        2. 15.2. The Role of Content Inventory and Audit in Governance
        3. 15.3. The Rolling Inventory and Audit
        4. 15.4. Summary
      10. 16. Conclusion
        1. 16.1. Inventory, Audit, Analysis
        2. 16.2. Select Your Tactics, Know Your Goals
        3. 16.3. Learn By Doing
    6. III. Inventory and Audit Resources
      1. A. Content Inventory Spreadsheet
      2. B. Stakeholder Interview Template
        1. B.1. Questions for Business Owners
          1. B.1.1. Role
          2. B.1.2. Goals
          3. B.1.3. Users
          4. B.1.4. Best Practices
          5. B.1.5. Editorial Issues
        2. B.2. Questions for Content Creators and Site Management
          1. B.2.1. Site Content Maintenance and Development
          2. B.2.2. Feedback and Data
          3. B.2.3. Tagging
          4. B.2.4. Categorization
        3. B.3. Questions for Site Users
      3. C. Content Audit Checklist
      4. D. Sample Persona
      5. E. Customer Journey Map
      6. F. Sample Gap Analysis Map
      7. G. Content Audit Template
        1. G.1. Table of Contents
          1. G.1.1. Executive Summary
          2. G.1.2. What We Assessed
          3. G.1.3. Business Goals
          4. G.1.4. User Needs
          5. G.1.5. Audit Criteria
          6. G.1.6. Current State Assessment
            1. G.1.6.1. Qualitative Audit
            2. G.1.6.2. Content Effectiveness/Performance
            3. G.1.6.3. Competitive Audit
          7. G.1.7. Recommendations
          8. G.1.8. Appendices
    7. Additional Reading
      1. Content Inventory
      2. Content Audit
      3. Analytics
      4. Content Governance
      5. Personas and Customer Journey Maps
      6. Legal Issues Resources
      7. Books
    8. Glossary
    9. About the Author
    10. Index
    11. Colophon
    12. H. Copyright and Legal Notices