content analysis: know (don't fear) your content
DESCRIPTION
The important but intimidating first step in a content strategy is content analysis. But don't fear. This presentation walks through a basic approach helpful for most websites and interactive projects. Given at IA Summit 2010 in Phoenix AZ.TRANSCRIPT
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CONTENT ANALYSIS
Colleen Jones [email protected]
Know (Don’t Fear) Your Content
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A LOVE STORY
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123 Media wanted to attract customers.
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123 Media
123 Media
123
123
Business Solutions
So, they built a pretty website.
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123 Media fell in love with it.
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But, it wasn’t getting off the ground.
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123 Media investigated.
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Business Solutions
Company Logo
Company Name
Company Logo
Company Name
Media 123
They talked to potential customers…
“Why would I call you?”
“I am a small business; I don’t know all of these big words.”
“I don’t see pricing. I need at least a range before I’ll call.”
“What is ‘media mix’? Why is there a blender?”
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The content didn’t work!
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123 Media had to say goodbye.
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They threw away money. And opportunity.
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HOW COULD THIS HAPPEN?
123 Media did NOT know its content needs.
But rushed into a website commitment anyway.
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The only way to know your content needs is to analyze them.
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When you START LOOKING at a problem & see a simple solution, you don’t understand the problem.
“ “
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You KEEP LOOKING… & you are halfway there.
“ “
“
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The really great person will KEEP GOING & find….the underlying principle of the problem [to] come up with a beautiful, elegant solution that works.
- Steve Jobs
“ “
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LET’S ANALYZE CONTENT
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Let’s pretend…
• CDC is redesigning a website about travel health.
• High-volume traffic
• International travelers
• They suspect DESTINATIONS content needs improvement for the new design.
• They ask us to take a look.
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Branding
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Let’s really “start looking.” Audit.
1. Create an inventory of the content.
2. Look at it quantitatively.
3. Look at it qualitatively.
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What content do we have? AUDIT
“Reach out & hug a spreadsheet.” − Kristina Halvorson
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Disease Outbreak
35%
What’s it like quantitatively?
Topics
AUDIT
We also look at • Type • Format • Character lengths
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What’s it like qualitatively?
Is any of the content ROTten?
Redundant?
Outdated?
Trivial?
AUDIT
But how good is the rest?
We throw out the really bad content.
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Use a quality checklist.
Findable & usable?
Complete?
Clear & accurate?
Consistent, appropriate style?
Useful & relevant?
Influential?
AUDIT
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AUDIT Clear?
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Why a checklist? AUDIT
We have accumulated stupendous know-how…Nonetheless, that know-how is often unmanageable.
- Atul Gawande, Checklist Manifesto
“ “
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Why audit quality?
• Talk about aspects of content that seem “fuzzy” (therefore scary).
AUDIT
• Decide where to focus your content efforts.
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Destinations needs help in 4 areas. AUDIT
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GOOD.
But, we’re not even “halfway there.”
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We need to know the content landscape.
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AUDIT
GOAL
? ?
Let’s “keep looking” at the landscape.
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What’s the goal…really?
1. Review mission, vision, or similar statements.
2. Ask the project sponsor & stakeholders.
3. Compare with the audit.
GOAL
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We review the written goal. GOAL
To provide information, based on scientific studies, disease surveillance, & best practices, to assist travelers in deciding the vaccines, medications, & other measures necessary to prevent illness & injury during international travel.
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We talk to stakeholders & boil it down to this:
GOAL
To help travelers DECIDE how to prevent illness & injury.
Example: Decide what shots to get.
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Disease Outbreak
35%
Does the content fit that goal? GOAL
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AUDIT
GOAL
USERS ?
Let’s “keep going” to our users.
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What do travelers think?
1. Ask travelers to complete appropriate tasks.
2. Observe & listen.
3. Ask questions.
4. Compare the feedback with your audit.
USERS
Sunday - Testing Early, Often, & Well Me & User Insight
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The content has potential. USERS
INFLUENCE
“I trust information from CDC because they focus so
much on science.”
USEFULNESS
“This could be a great resource for me because I
travel a lot.”
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But it’s not working right now. USERS
USABILITY
“I just want to know what shots I need to get.
I don’t really see that.”
INFLUENCE
“Do I really have to get all of these vaccinations & medications?
I’m not sure what’s required.”
CLARITY
“What are these outbreak alerts? They all look expired.”
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Content analysis is an iterative process. - Karen McGrane & Rachel Lovinger
“ “ AUDIT
GOAL
USERS ?
context
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AUDIT
GOAL
USERS ECOSYSTEM
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The ecosystem often reveals the “underlying principle” of the content problem.
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We investigate the ecosystem.
1. Talk to stakeholders & people involved in the current content process & culture.
2. Review documentation of processes.
ECOSYSTEM
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What are the content processes?
ECOSYSTEM
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ECOSYSTEM
Who makes the final content call?
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ECOSYSTEM
SME Director
Communication Specialist
Web Production Lead
SMEs
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LET’S REPORT
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1. Tell the story of the analysis.
AUDIT
GOAL
USERS ECOSYSTEM
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2. Report in person or by phone.
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3. Be prepared for reactions.
Source: WebMuseum at ibiblio
Empathize, but stay confident.
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WHAT DID WE LEARN?
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1. Don’t rush into a website without knowing your content needs.
2. Use content analysis to understand…
• What content you have.
• Whether it’s good quality.
• Whether it works for your goals & users.
• How your ecosystem affects it.
3. Report clearly & confidently.
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Questions?
Colleen Jones
T: @leenjones W: http://content-science.com
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References
Content Strategy for the Web Kristina Halvorson “Analyze” Chapter
Understanding Content: The Stuff We Design For
Rachel Lovinger & Karen McGrane SXSW Presentation
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Resources
Toward Content Quality UXmatters Colleen Jones
Content Analysis: A Practical Approach UXmatters Colleen Jones
Content Quality Checklist (next slide)
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content science © copyright 2010. all rights reserved. content-science.com/content-quality-checklist
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Acknowledgments
Kevin O’Connor, User Insight
Kristina Halvorson, Brain Traffic
Centers for Disease Control & Prevention