web content audit from fit to print - the first step to a full content strategy
DESCRIPTION
How content audit helps people to -see the size and scope of what they have on their website or intranet -decide what they need to do with it -decide who will do it -break down the tasks into achievable and affordable chunks -plan ahead -keep their content clean and freshTRANSCRIPT
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Web content audit
Ali Turnbullwww.fit-to-print.co.uk
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What is content audit?
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Content audit:
• is a detailed account of everything that’s on a website or intranet, or planned for it
• is the first stage of content strategy
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Content strategy
Contentstrategy
Plan
CreateDeliver
Govern
A managed cycle of web publishing that goes beyond delivery
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Content audit helps your clients to:
• see the size and scope of what they have• decide what they need to do with it • decide who will do it • break down the tasks into achievable and
affordable chunks• plan ahead• keep their content clean and fresh
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Content audit helps you to:
• Work with real content, not Lorem Ipsum• Spend less time chasing your client for
content• Spend more time creating and delivering the
perfect site
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Content audit answers the questions:
• Do we need to commission new content, and if so, who will write it?
• Does it just need a few editorial tweaks to keep it fresh?
• Or do we need to remove it?
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Problems of runaway content
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Problems of runaway content
• Old content stays put• PDFs and html pages have different info• New staff don’t know what to do with it• Reader acts on dated info• Call centre inundated• Content doesn’t live up to brand promise
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‘We have structured our services to focus completely on customers’ needs. We offer the hassle-free service, simple processes and access to personalised advice that they’re looking for.’
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Stages of content audit
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Stages of content audit
1. Content inventory = list2. Quantitative audit = count3. Qualitative audit = decide4. Reader focus = rewrite
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Example: Parking in Carlisle
http://www.carlisle.gov.uk/transport_and_streets/parking.aspx
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1. Content inventory: list text pages
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Content inventory: list other content
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2. Quantitative audit: countID Title Words KW1 KW2 Flesch 3.0 Residents’ Parking Scheme 549 53.2 3.1 Carers’ Parking Permits 104 82.3 3.2 Guest House Parking Permits 194 54.4 3.3 Residents’ Parking Zones 1041 47.7 1888 av 59.4
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Partial site map
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3. Qualitative audit: assessID Title Status Author By date Hours £ 3.0 Residents’ Parking Scheme O AT 5/9/2010 3.1 Carers’ Parking Permits U SW 5/9/2010 3.2 Guest House Parking Permits C PB 5/9/2010 3.3 Residents’ Parking Zones H MG 5/9/2010
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3. Qualitative audit: OUCH
Outdated – update, edit
Unnecessary – throw away, don’t replace
Current – review, edit
Have to write – commission, write, edit
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4. Reader focus: beforeCarlisle City Council is responsible for most aspects of parking in the city. Our services are provided to all residents, businesses and visitors.Our aim is to ensure the parking places in Carlisle are shared fairly amongst all users and that roads stay safe and clear.Parking Services is responsible for enforcing parking regulations under the provisions of Part 6 to the Traffic Management Act 2004. This legislation provides for the civil parking enforcement of most types of parking regulations and it replaces Part II and Schedule 3 of the Road Traffic Act 1991.Enforcement is carried out by Civil Enforcement Officers who issue Penalty Charge Notices to illegally parked vehicles using handheld computers.
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4. Reader focus: before
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4. Reader focus: languageResponsible 3
Services 4
We, us, our, council 3
Parking 9
Carlisle 3
You, your, driver 0
Enforce, enforcement, enforcing 5
Regulations 2
Legislation 1
Penalty 1
Charge 1
Illegal 1
Restrictions 1
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4. Reader focus: after
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Ali Turnbull
15 years in magazine publishing, including:– Running Magazine– Under Five– Modern Midwife
15 years in web publishing, including – Bounty pregnancy and parenting guides– Health and Safety Executive
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Ali Turnbull
Best at:•explaining complicated processes •in plain English•that readers can understand and act on
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Web content audit
Ali Turnbullwww.fit-to-print.co.uk