Many projects start off with the assumption that something is wrong with content, but it's not always clear as to what is wrong or why it's not working. If you are looking for an approach for methodically discovering problems and strategically solving content problems, you've come to the right place.
Kathy Wagner and Theresa Putkey illustrate the benefits of assessing content, and how problems in usability, findability and searchability, tone and messaging, audience targeting, governance, process, and future planning.
They also indicate which tools to use to identify these problems and possible solutions.
Kathy and Theresa have worked with large, global organizations such as Wells Fargo, Samsung, and Franklin Templeton to assess current content problems and develop practical solutions.
Authors:
Kathy Wagner, Co-Founder, Content Strategy Inc.
Theresa Putkey, Information Architect, Key Pointe Usability Consulting, Inc
2. Before we get started
• Ask questions to clarify as we go
• Hold comments and discussion points until the end
• Presentation is on Slideshare
• Twitter: #SolveContent
Theresa Putkey
@tputkey
slideshare.net/tputkey
Kathy Wagner
@Kathy_CS_Inc
Slideshare.net/content_strategy_inc
3. Imagine…
You’re an independent consultant who’s been asked to advise on
how to improve the content on a bank’s business website.
The bank is a national financial institution with a strong global
presence.
@Kathy_CS_Inc @tputkey #SolveContent
5. Where you fit in
IA/CS
Marketing
IT
Digital
Strategy
UX
Updated
Website
Line of
Business
@Kathy_CS_Inc @tputkey #SolveContent
6. Your process
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
High level
diagnostic
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
Deep
diagnostic
@Kathy_CS_Inc @tputkey #SolveContent
List and
Prioritize
Findings
Solve
Diagnosed
Problems
Solution
8. High level diagnostic process
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
High level
diagnostic
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
Deep
diagnostic
@Kathy_CS_Inc @tputkey #SolveContent
List and
Prioritize
Findings
Solve
Diagnosed
Problems
Solution
9. Review Documents & Research
Content Performance
Organization and
Structure
Customer Experience
Content Branding
Content Quality
Web analytics
Data & demographics
Wireframes
Messaging guidelines
Writing style guide
Business goals
User testing reports
Templates
Tone & voice guidelines
Content processes
Strategic direction
Personas & scenarios
Taxonomy
Content playbook
Content governance
User journeys
Content models
Content requirements
Site map
@Kathy_CS_Inc @tputkey #SolveContent
10. Document & Research Problem Areas
Content Performance
Customer Experience
Organization and Structure
Content Branding
Content Quality
Web analytics
Data & demographics
Wireframes
Messaging guidelines
Writing style guide
Business goals
User testing reports
Templates
Tone & voice guidelines
Content processes
Strategic direction
Personas & scenarios
Taxonomy
Content playbook
Content governance
User journeys
Content models
Content requirements
Site map
@Kathy_CS_Inc @tputkey #SolveContent
11. Stakeholder Interviews
Interview a breadth of stakeholders:
• Director-level, management, employees, key contractors
• Different departments and lines of business
Ask questions about:
• Project and business goals
• What works well
• What isn’t working
• Content processes and decision-making
@Kathy_CS_Inc @tputkey #SolveContent
12. Stakeholder Interviews
“We need to attract
business customers.”
“Content is confusing
and difficult to find.”
~ Marketing
~Digital Strategy
Web content isn’t
targeted to attract
new customers?
Content is poorly
organized and
designed?
@Kathy_CS_Inc @tputkey #SolveContent
“Large corporations
don’t want website
content.”
~ Line of Business
Doesn’t understand
users needs and
motivations?
13. Summarize findings from document
review and stakeholder interviews
Focus on:
• Inconsistencies
• New considerations
• Patterns and associations
@Kathy_CS_Inc @tputkey #SolveContent
14. Inconsistencies
“Our small businesses
are the same as our
personal banking. Our big
businesses don’t need
website content.”
User Research
Report
~ Line of Business
stakeholder
• Large enterprises want
financial news and
updates.
• Small businesses have
unique reasons for
borrowing.
@Kathy_CS_Inc @tputkey #SolveContent
16. Patterns and associations
Personas and
User
Scenarios
“Content is confusing and
difficult to find.”
~ Digital strategy stakeholder
?
Site Map
is unnecessarily
corporate
focused
@Kathy_CS_Inc @tputkey #SolveContent
17. Preliminary Findings
Key concerns
• Distinct customer needs are not being addressed.
• There is a lack of strategic direction.
• Users cannot easily find high-priority information.
@Kathy_CS_Inc @tputkey #SolveContent
18. Content Diagnostic Process
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
High level
diagnostic
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
Deep
diagnostic
@Kathy_CS_Inc @tputkey #SolveContent
List and
Prioritize
Findings
Solve
Diagnosed
Problems
Solution
19. Audit & Assessment
Users can easily
understand, use,
and act on content
once they find it.
Users can quickly
access and identify
content that is
relevant.
Content
Usability
Audience
Targeting
Findability and
Searchability
Tone and
Messaging
@Kathy_CS_Inc @tputkey #SolveContent
Structure matches user
expectations. Users can
find info through browse or
site search.
The brand message and
corporate attitude that’s
communicated through
content.
20. Audit & Assessment: Choose the right
method
Page-level content audit
and assessment
Content
Usability
Findability and
Searchability
Audience
Targeting
Tone and
Messaging
@Kathy_CS_Inc @tputkey #SolveContent
21. Audit & Assessment: Choose the right
method
Content
Usability
Findability and
Searchability
Audience
Targeting
Structure and site search
audit and assessment
Tone and
Messaging
@Kathy_CS_Inc @tputkey #SolveContent
24. Page-level content audit and assessment
2. Establish ratings scale
Legend
1
A
Excellent
High quality, best practice, and delivers considerable benefits.
2
B
Good
Supports ease-of-use and a positive customer experience.
3
C
Average
Some aspects may cause problems for users.
4
D
Below average
Poor quality and likely to cause problems for users.
5
E
Poor
Very likely to cause significant problems for users.
n/a
n/a
Not applicable
Not applicable or unable to evaluate.
@Kathy_CS_Inc @tputkey #SolveContent
26. Page-level content audit and assessment
4. Analyse and communicate results
Content types
Product detail
Product comparison
22%
34%
12%
9%
Product overview
FAQs
14%
9%
57% of content pages are
focused on products.
9% of pages are FAQs.
Landing page
Other
Indicates lack of strategic goals beyond product promotion.
FAQs indicate lack of user-centered content design & organization.
@Kathy_CS_Inc @tputkey #SolveContent
27. Page-level content audit and assessment
4. Analyse and communicate results
User Focus
Writing Mechanics
2%
Excellent
3%
Good
10%
16%
Average
71%
Below average
1% 10%
Good
26%
47%
Poor
Excellent
Average
Below average
Poor
Indicates good general writing skills but poor understanding
of user-focused web writing standards.
@Kathy_CS_Inc @tputkey #SolveContent
28. Structure and Site Search Audit and
Assessment
1.
2.
3.
4.
Define relevant criteria
Evaluate site structure
Evaluate site search and search results
Analyze and communicate results
@Kathy_CS_Inc @tputkey @SolvingContent
30. Structure Audit and Assessment
2) Evaluate Site Structure
Is structure too deep, too
shallow?
Metadata contributes to
findability and searchability
Analytics shows if people are able to find pages on
the site.
The Personas helps you see who the site is targeted for
– this can give you a good idea of which personas are
currently catered to (or if the site isn’t targeted at all!).
@Kathy_CS_Inc @tputkey @SolvingContent
31. Site Search Audit and Assessment
3) Evaluate Site Search Results
• Use personas and their scenarios
• Use analytics to get most popular search terms
• Use your expert skills to evaluate the results.
@Kathy_CS_Inc @tputkey @SolvingContent
32. Site Structure and Search Audit and
Assessment
4) Analyze and communicate results
Applied Metadata
20%
Accurate metadata
Pages with inaccurate
metadata
47%
33%
Indicates metadata and
taxonomy are not applied or
are inaccurately applied to the
majority of pages, reducing
findability and searchability.
Pages without metadata
@Kathy_CS_Inc @tputkey @SolvingContent
33. Site Structure and Search Audit and
Assessment
4) analyze and communicate results
Indicates the site lacks
focus on any particular
business sector.
Personas and Pages
10%
20%
Commercial
Small
Government
65%
5%
None
@Kathy_CS_Inc @tputkey @SolvingContent
35. Content Diagnostic Process
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
High level
diagnostic
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
Deep
diagnostic
@Kathy_CS_Inc @tputkey #SolveContent
List and
Prioritize
Findings
Solve
Diagnosed
Problems
Solution
36. Your Priority Findings
Key problems to solve
1. Content findability and searchability problems
2. Poor content usability and audience focus
3. Tone and messaging problems
@Kathy_CS_Inc @tputkey #SolveContent
37. Content usability and audience problems
Content Usability
Problems
Audience Targeting
Problems
Difficult to scan and predict
Content for generic audiences
Difficult to read
Content can’t be reused or
customized
Difficult to understand
Difficult to act on
Corporate-focused writing
@Kathy_CS_Inc @tputkey #SolveContent
38. Content usability and audience problems
Content Usability
Problems
Audience Targeting
Problems
Difficult to scan and predict
Content for generic audiences
Difficult to read
Content can’t be reused or
customized
Difficult to understand
Difficult to act on
Corporate-focused writing
@Kathy_CS_Inc @tputkey #SolveContent
42. Tone and messaging problems
Tone & Messaging Problems
No distinctive tone or messaging
Tone and messaging not aligned with desired brand
attributes
Inconsistent or contradictory tone or messaging
@Kathy_CS_Inc @tputkey #SolveContent
43. Tone and messaging problems
Tone & Messaging Problems
No distinctive tone or messaging
Tone and messaging not aligned with desired brand
attributes
Inconsistent or contradictory tone or messaging
@Kathy_CS_Inc @tputkey #SolveContent
44. What’s your brand voice?
Informal, modern, fun
@Kathy_CS_Inc @tputkey #SolveContent
48. Tone and
messaging
toolkit
• Style guides
• Messaging hierarchy/guidelines
• Content playbook
• Writing tips
• Personas
• Training
@Kathy_CS_Inc @tputkey #SolveContent
49. Content findability problems
Content Findability Problems
Content can’t be found in current navigation structure
Metadata and taxonomy are missing or ineffective
Content takes too long to find
Navigation isn’t designed for the user
@Kathy_CS_Inc @tputkey #SolveContent
50. Content findability problems
Content Findability Problems
Content can’t be found in current navigation structure
Metadata and taxonomy are missing or ineffective
Content takes too long to find
Navigation isn’t designed for the user
@Kathy_CS_Inc @tputkey #SolveContent
59. Search
Results
Designed
Personal
Business
About Scotia
Logo, Sign In, Locations, Contact Us, Search Box
When searching
within business
section, limit results
to business section.
Search Term, Number of Results, and Pagination
Filter By:
Audience
Commercial Business
Professionals
Small Business
More>>
Products
Borrowing and Financing
Chequing and Savings
Group Retirement
More>>
Business Loans – Small Businesses
Find out more details on business loans for small businesses
http://blah.scotiabank.com/blah/blah
Business Loans – Commercial Businesses
Find out more details on business loans for commercial
businesses
http://blah.scotiabank.com/blah/blah
Financing Options Available at Scotia Bank
Find out more details on financing available at Scotia Bank
http://blah.scotiabank.com/blah/blah
Topics
Getting Started
Growing
Sustainablity
More>>
Filters should
appear based on
taxonomy. Top 3
filters for each box.
More>> shows
further refiners
Stars indicate best
bests. These
should be
displayed first.
@Kathy_CS_Inc @tputkey #SolveContent
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Business Loan and
Financing Advisors.
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further drive
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61. Your process
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
High level
diagnostic
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
Deep
diagnostic
@Kathy_CS_Inc @tputkey #SolveContent
List and
Prioritize
Findings
Solve
Diagnosed
Problems
Solution