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The Snake Charmer’s Guide to Audits 
Ahava Leibtag 
President 
Aha Media Group
AHAVA LEIBTAG 
• President, Aha 
Media Group 
• Author of this 
book 
• Loves to 
throw things 
away 
@ahaval #LavaCon2014
@ahavaL #LavaCon2014 
@ahaval #LavaCon2014
Thank you 
• Amanda Costello 
• Ben Dillon 
• Talia Eisen 
• Paula Land 
• Rachel Lovinger 
• Dana Marlowe 
• Misty Weaver...
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
#KEEPALLTHETHINGS 
@ahaval #LavaCon2014
#KEEPALLTHETHINGS 
@ahaval #LavaCon2014 
?
#ADDNEWTHINGS 
@ahaval #LavaCon2014 
?
TODAY 
• Why do audits? 
• What type of audit? 
• How to audit 
@ahaval #LavaCon2014
Why do Audits? 
@ahaval #LavaCon2014
Better question: 
Why do people avoid audits? 
@ahaval #LavaCon2014
It’s buried. Or “lost”. 
@ahaval #LavaCon2014
We’d rather not know. 
@ahaval #LavaCon2014
It’s terrifying. 
(And who wants to get blamed?) 
@ahaval #LavaCon2014
The good ole “content rot” 
problem. 
@ahaval #LavaCon2014
It’s a MASSIVE time suck. 
@ahaval #LavaCon2014
Why bother? 
@ahaval #LavaCon2014
It’s black magic. 
@ahaval #LavaCon2014
BUT…. 
You cannot manage what 
you cannot measure. 
@ahaval #LavaCon2014
@ahaval #LavaCon2014
It takes time, resources and 
planning to create great 
content. 
@ahaval #LavaCon2014
Better information means 
better decisions. 
• Budget: What will it cost to change this 
content? What will it cost to mai...
What Type of Audit? 
@ahaval #LavaCon2014
What business problem are 
you hoping to solve? 
@ahaval #LavaCon2014
What are you trying to 
quantify? 
• Content formats 
• Brand messaging 
• Voice and tone 
• Out of date 
• Subjects/Topic...
Who needs this information? 
Internal 
• Better content 
management 
• Procuring a new CMS 
• Deciding who is 
responsible...
Content Audits 
@ahaval #LavaCon2014
Scaling a Content Audit 
@ahaval #LavaCon2014
Content Inventory 
@ahaval #LavaCon2014
Content Inventory 
Pros 
• Quantify: Will tell you 
what you have and 
how much you have 
• Will let you 
communicate the ...
Multi-dimensional Content 
Audit 
@ahaval #LavaCon2014
Multi-d Content Audits 
Pros 
• Visual presentation of 
the content 
• See how the content 
interlinks 
• See the analytic...
Content Assessment 
AKA The Qualitative 
Audit 
@ahaval #LavaCon2014
Content Assessment 
@ahaval #LavaCon2014
Competitive Landscape 
Analysis 
@ahaval #LavaCon2014
Competitive Landscape 
Analysis 
Pros 
• Can look at what 
competitors are doing 
• Get new ideas 
• Get a sense of where ...
Multichannel Audit 
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
Multichannel Audit 
@ahaval #LavaCon2014
Multichannel Audits 
Pros 
• Shows you the state of 
your content across the 
ecosystem 
• Allows you to 
determine who is...
Gap Analysis 
@ahaval #LavaCon2014
@ahaval #LavaCon2014
Focus Programs 
• Cancer and Blood Disorders Center 
• Craniofacial Center 
• Gastroenterology and Hepatology 
• Heart Cen...
Gathering the Info for a Gap 
Analysis 
@ahaval #LavaCon2014
Gap Analysis 
@ahaval #LavaCon2014
@ahaval #LavaCon2014
How to Audit 
@ahaval #LavaCon2014
Step-by-Step 
@ahaval #LavaCon2014
Plan 
1. What type of audit are we doing? 
•Business goals 
•Audience needs 
•Institutional knowledge 
2. Who is doing it?...
Inventory 
@ahaval #LavaCon2014 
www.content-insight.com
Audit 
Are we going more in-depth? 
•Quantity: How much is there? 
•Quality: How good is it? 
•Effectiveness: Is it perfor...
Quantity 
How much do we do we: 
– Really have? 
– Need to have? 
– Want to have? 
How much can we manage? 
@ahaval #LavaC...
Quality 
Are we: 
•Communicating clearly? 
•Appropriate for our brand and goals? 
•Relevant for our customers? 
•Up-to-dat...
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
Effectiveness 
Pick metrics that work for you: 
•Conversions 
•Better quality conversations around 
products 
•Social shar...
Perception 
@ahaval #LavaCon2014
Round 1: User Testing 
How much weight do 
you need to lose to 
lower your risk of 
diabetes? 17% 
@ahaval #LavaCon2014
@ahaval #LavaCon2014
@ahaval #LavaCon2014
Round 2: User Testing 
How much weight do 
you need to lose to 
lower your risk of 
diabetes? 63% 
@ahaval #LavaCon2014
Diabetes Pages: Before and After 
@ahaval #LavaCon2014
Decide 
@ahaval #LavaCon2014
Using Personas 
@ahaval #LavaCon2014
Johns Hopkins IA 
@ahaval #LavaCon2014
Roll 
Make archiving a part of your workflow. 
@ahaval #LavaCon2014
#KEEPALLTHETHINGS 
@ahaval #LavaCon2014 
?
#Knowwhereallthethingsare 
@ahaval #LavaCon2014
Questions? 
Ahava Leibtag 
Aha Media Group, LLC 
ahava@ahamediagroup.com 
A @ahavaL @ 
ahavaleibtag 
THANK YOU! 
@ahaval #...
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Content Auditing: How, Why and When

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Content audits can be mind-numbingly boring and time consuming. They require an incredible amount of patience and curiosity. But, they are an absolute necessity for all businesses, as they manage their digital content assets.

Learn how to:

Distinguish between different types of content audits
Decide what type of content audit you need
Perform a gap analysis
Use the information you glean from content audits
Get creative when you encounter a wall
We will use three case studies—a major university, a healthcare client and a major publishing company—to illustrate how to make sense of content audits. Focus will be on understanding content requirements, how to present data to the C-suite and how to use all the information you learn from a content audit without losing your mind.

Publié dans : Design
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Content Auditing: How, Why and When

  1. 1. The Snake Charmer’s Guide to Audits Ahava Leibtag President Aha Media Group
  2. 2. AHAVA LEIBTAG • President, Aha Media Group • Author of this book • Loves to throw things away @ahaval #LavaCon2014
  3. 3. @ahavaL #LavaCon2014 @ahaval #LavaCon2014
  4. 4. Thank you • Amanda Costello • Ben Dillon • Talia Eisen • Paula Land • Rachel Lovinger • Dana Marlowe • Misty Weaver @ahaval #LavaCon2014
  5. 5. @ahaval #LavaCon2014
  6. 6. @ahaval #LavaCon2014
  7. 7. @ahaval #LavaCon2014
  8. 8. @ahaval #LavaCon2014
  9. 9. @ahaval #LavaCon2014
  10. 10. #KEEPALLTHETHINGS @ahaval #LavaCon2014
  11. 11. #KEEPALLTHETHINGS @ahaval #LavaCon2014 ?
  12. 12. #ADDNEWTHINGS @ahaval #LavaCon2014 ?
  13. 13. TODAY • Why do audits? • What type of audit? • How to audit @ahaval #LavaCon2014
  14. 14. Why do Audits? @ahaval #LavaCon2014
  15. 15. Better question: Why do people avoid audits? @ahaval #LavaCon2014
  16. 16. It’s buried. Or “lost”. @ahaval #LavaCon2014
  17. 17. We’d rather not know. @ahaval #LavaCon2014
  18. 18. It’s terrifying. (And who wants to get blamed?) @ahaval #LavaCon2014
  19. 19. The good ole “content rot” problem. @ahaval #LavaCon2014
  20. 20. It’s a MASSIVE time suck. @ahaval #LavaCon2014
  21. 21. Why bother? @ahaval #LavaCon2014
  22. 22. It’s black magic. @ahaval #LavaCon2014
  23. 23. BUT…. You cannot manage what you cannot measure. @ahaval #LavaCon2014
  24. 24. @ahaval #LavaCon2014
  25. 25. It takes time, resources and planning to create great content. @ahaval #LavaCon2014
  26. 26. Better information means better decisions. • Budget: What will it cost to change this content? What will it cost to maintain it? • Staffing: How many people do we need? How much time will they need? • Tools & Technology: What types of tools do we need to manage all this content? Should we investigate other forms? @ahaval #LavaCon2014
  27. 27. What Type of Audit? @ahaval #LavaCon2014
  28. 28. What business problem are you hoping to solve? @ahaval #LavaCon2014
  29. 29. What are you trying to quantify? • Content formats • Brand messaging • Voice and tone • Out of date • Subjects/Topics • Content channels • Content on your property or off @ahaval #LavaCon2014
  30. 30. Who needs this information? Internal • Better content management • Procuring a new CMS • Deciding who is responsible • Rewriting • Redesigning • Decisions on budget External • Competitive • Messaging • Brand assets • Non performing • Rewriting • Redesigning • Better targeting @ahaval #LavaCon2014
  31. 31. Content Audits @ahaval #LavaCon2014
  32. 32. Scaling a Content Audit @ahaval #LavaCon2014
  33. 33. Content Inventory @ahaval #LavaCon2014
  34. 34. Content Inventory Pros • Quantify: Will tell you what you have and how much you have • Will let you communicate the breadth and the depth of the site Cons • Don’t necessarily see the relationships • Unless you go through line by line and look at notes it doesn’t communicate much beyond the size and volume @ahaval #LavaCon2014
  35. 35. Multi-dimensional Content Audit @ahaval #LavaCon2014
  36. 36. Multi-d Content Audits Pros • Visual presentation of the content • See how the content interlinks • See the analytics overlaid on the pages Cons • Isn’t useful when there is a huge amount of content to audit • Only works with websites and pages • Doesn’t show you any quality of the content @ahaval #LavaCon2014
  37. 37. Content Assessment AKA The Qualitative Audit @ahaval #LavaCon2014
  38. 38. Content Assessment @ahaval #LavaCon2014
  39. 39. Competitive Landscape Analysis @ahaval #LavaCon2014
  40. 40. Competitive Landscape Analysis Pros • Can look at what competitors are doing • Get new ideas • Get a sense of where you are in the marketplace with your content Cons • Doesn’t give you a sense of your own content • Can confuse the issue as executives may misunderstand the use of the information @ahaval #LavaCon2014
  41. 41. Multichannel Audit @ahaval #LavaCon2014
  42. 42. @ahaval #LavaCon2014
  43. 43. @ahaval #LavaCon2014
  44. 44. Multichannel Audit @ahaval #LavaCon2014
  45. 45. Multichannel Audits Pros • Shows you the state of your content across the ecosystem • Allows you to determine who is using your content internally and who is using it externally Cons • Takes a lot of time • Might confuse the issue • May be hard to compare channels @ahaval #LavaCon2014
  46. 46. Gap Analysis @ahaval #LavaCon2014
  47. 47. @ahaval #LavaCon2014
  48. 48. Focus Programs • Cancer and Blood Disorders Center • Craniofacial Center • Gastroenterology and Hepatology • Heart Center • Neonatology • Neurosurgery • Orthopedics and Sports Medicine • Pediatric Surgery (includes Reconstructive Pelvic Medicine) • Psychiatry & Behavioral Medicine and Autism Center • Transplant Center @ahaval #LavaCon2014
  49. 49. Gathering the Info for a Gap Analysis @ahaval #LavaCon2014
  50. 50. Gap Analysis @ahaval #LavaCon2014
  51. 51. @ahaval #LavaCon2014
  52. 52. How to Audit @ahaval #LavaCon2014
  53. 53. Step-by-Step @ahaval #LavaCon2014
  54. 54. Plan 1. What type of audit are we doing? •Business goals •Audience needs •Institutional knowledge 2. Who is doing it? •Staff •Automated 3. How will we present it? •Which format makes the most sense for what we’re trying to prove? @ahaval #LavaCon2014
  55. 55. Inventory @ahaval #LavaCon2014 www.content-insight.com
  56. 56. Audit Are we going more in-depth? •Quantity: How much is there? •Quality: How good is it? •Effectiveness: Is it performing well? •Perception: Do people like it? @ahaval #LavaCon2014
  57. 57. Quantity How much do we do we: – Really have? – Need to have? – Want to have? How much can we manage? @ahaval #LavaCon2014
  58. 58. Quality Are we: •Communicating clearly? •Appropriate for our brand and goals? •Relevant for our customers? •Up-to-date? •Compliant? •Proud? @ahaval #LavaCon2014
  59. 59. @ahaval #LavaCon2014
  60. 60. @ahaval #LavaCon2014
  61. 61. @ahaval #LavaCon2014
  62. 62. Effectiveness Pick metrics that work for you: •Conversions •Better quality conversations around products •Social shares @ahaval #LavaCon2014
  63. 63. Perception @ahaval #LavaCon2014
  64. 64. Round 1: User Testing How much weight do you need to lose to lower your risk of diabetes? 17% @ahaval #LavaCon2014
  65. 65. @ahaval #LavaCon2014
  66. 66. @ahaval #LavaCon2014
  67. 67. Round 2: User Testing How much weight do you need to lose to lower your risk of diabetes? 63% @ahaval #LavaCon2014
  68. 68. Diabetes Pages: Before and After @ahaval #LavaCon2014
  69. 69. Decide @ahaval #LavaCon2014
  70. 70. Using Personas @ahaval #LavaCon2014
  71. 71. Johns Hopkins IA @ahaval #LavaCon2014
  72. 72. Roll Make archiving a part of your workflow. @ahaval #LavaCon2014
  73. 73. #KEEPALLTHETHINGS @ahaval #LavaCon2014 ?
  74. 74. #Knowwhereallthethingsare @ahaval #LavaCon2014
  75. 75. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com A @ahavaL @ ahavaleibtag THANK YOU! @ahaval #LavaCon2014

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