content analysis stage, 73, 80–81
strategy statements, 100–101
structure of content, 29–30
channels, 119–120
formats, 119–120
future of, 122
individual’s or group’s responsibilities, 11–12, 30–32, 118–119
links, 121
listening techniques, 10–11, 45
analysis stage, 72
metadata, 123
microcopy, 121–122
navigation, 120
nomenclature, 120
platforms, 119–120
tagging, 123
tools, 123–126
substance in content, 29–30
audience, 104–105
language’s voice and tone, 111–113
messaging, 106–108
prioritizing, 117
purpose, 110–111
source of content, 9–10, 112–116
topics, 108–110
workflow, 29–30
content analysis stage, 79–82
doing less not more, 6–9
taking action...now, 12
councils and committees, 139–142
curation/aggregation checklists, 145
current events in content analysis, 889
customers in content analysis
external factors, 84, 88
internal factors, 73, 77
D
Dennison, Carrie Hane, 49
depth, content sampling, 60
Don’t Make Me Think, 124
E
eatingelephant.com blog, 176
eatmedia.net/blog, 176
editorial calendars, 145–147
editor-in-chief/editors, 133–134, 233
Electronic Ink, 85
endlesslycontent.com blog, 176
F
Fienen, Michael, 162
findability, qualitative audit factor, 55
Five Ws of interviewing, 72
focus groups for content analysis, 84
focus topics for content analysis, 73
formats
audit data, 51
structure of content, 119–120
Forry, Clinton, 176
G
Geico, 7–8
governance, 29–30. See also workflow
content
analyzing, 73, 80–81
questions to ask, 154
tasks, 153
tools, content planning and prioritization matrices, 154
tools, marketing participation guides, 154
tools, style guides, 154–155
definition, 129–130
processes, documenting, 155–156
grassfedcontnet.wordpress.com blog, 176
Grocki, Matthew, 176
group discussions for content analysis, 71
H
Harvard Medical School, 116
Hobbs, David, 6
HubSpot, 121
I
IA (information architecture), 118
coordination with other disciplines, 34
wireframes or prototypes, 124
IBM, 137
IDs, audit data, 51, 57
impact factors in content analysis
external
competitors, 85–88
influencers, 88–89
usability testing, 84–85
user research, 83–84
users, 82–83
web analytics, 84
internal, 70
focus topics, 73
group discussions, 71
guidelines, 71–72
interviews, 71–73
questionnaires or surveys, 71
individuals, roles determining content, 132–138
editor-in-chief/editors, 133–134, 233
hiring or outsourcing, 138
managers, 134
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–136
SMEs (subject matter experts), 136
sourcing managers or curators, 135
writers, 15–16, 134
influencers, content analysis, 88
information architecture. See IA
Ingram, Richard, 176
“The Inside Job,” 166
intentionaldesign.ca blog, 176
internal advisory councils, 139–140
interviews for content analysis
external factors, 83–84
Five Ws of interviewing, 72
internal factors, 71–73
J
Jones, Colleen, 83, 84, 176
“Just Make It Up, Already,” 99
K
Kahn, Jonathan, 176
Kanter, Beth, 115
keyword analytics, 83
Kiefer, Kate, 113
Killer Web Content, 61
knowledge level, qualitative audit factor, 55
Kristina (@halvorson) on Twitter, 181
Krug, Steve, 124
Krugerud, Mary, 141
L
language
audit data, 52
voice and tone of content, 55, 111–113
last update date, 52
leenjones.com blog, 176
licensed content, 115
LinkedIn Content Strategy Group, 180
links, structure of content, 121
listening techniques, 10–11, 45
analysis stage, 72
lucidplot.com blog, 176
M
Magic Layer concept, 98–99
MailChimp, 112, 113
maintenance frequency, content sampling, 60
managers, content ownership, 134
Manifest Digital, 87
Mathewson, James, 137
McGovern, Gerry, 61
McGrane, Karen, 122
measurement histories, 151
measurement scorecards, 151–152
messaging
coordination with other disciplines, 32–33
internal impact factors, 73–75
qualitative audit factor, 55
substance, 106–108
metadata
auditing content, 52
coordinating with other disciplines, 34, 52
structure of content, 123
microcopy, structure of content, 121–122
migration spreadsheets, 145
money people stakeholders, 41
multivariate and A/B tests, 83
N
navigation, structure of content, 120
Niche Writers India, 18–19
nomenclature, structure of content, 120
Normandale Community College, 141
O
objectives, content sampling, 60
ownership and roles
business units, 131–132
committees and councils
audience advisory councils, 140–141
internal advisory councils, 139–140
core content strategy, 30–32
definition, 130
individuals, 132–138
editor-in-chief/editors, 133–134
hiring or outsourcing, 138
managers, 134
reviewers, 136
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–138
SMEs (subject matter experts), 136
sourcing managers or curators, 135
writers, 15–16, 134
responsibility for content, 11–12, 118–119
strategists, 30–32, 132
P
page stacks, 124
page tables, 125–126
people
governance
content analysis, 73, 80–81
content guidelines, 153–155
definition, 129–130
processes, documenting, 155–156
quad, 29–30
tools, 154–155
workflow
action, initiating, 12, 156–157
action, less not more, 6–9
com
munication with coworkers, 157
content, analyzing, 73, 79–82
content, creating and sourcing, 143–147
content, evaluating, 149–152
content, maintaining, 147–149
content, processes of, 142–143
definition, 129–130
quad, 29–30
tasks, 150
tools, 151–152
persuasion for content strategies
proposing projects, 163
developing financial support and cooperation, 165–167
enlisting management support, 168
reasons to implement, 163–165
starting conversation, 161–162
telling good story, 163
platforms, structure of content, 119–120
Porter, Joshua, 121
primary messages, 106–108
prototypes, 124
Q
qualitative assessments of web content, 9–10, 50, 53–55
qualitative audit spreadsheets and reports, 151
quantitative inventories of web content, 50–53
R
reports, content audits, 64
casual summary, 66
formal detailed, 64–65
presentation-style, 67
reputation analytics, 83
reviewers and/or approvers, 136
roles and ownership
business units, 131–132
committees and councils, 139–142
audience advisory councils, 140–141
internal advisory councils, 139–140
core content strategy, 30–32
definition, 130
individuals, 132–138
editor-in-chief/editors, 133–134
hiring or outsourcing, 138
managers, 134
reviewers, 136
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–138
SMEs (subject matter experts), 136
sourcing managers or curators, 135
writers, 15–16, 134
responsibility for content, 11–12, 118–119
strategists, 30–32, 132
Rosenfeld, Lou, 62
Rosenfeld Media, 62
S
Saloka, Elizabeth, 18
search analytics, 83
secondary messages, 106–108
SEO (search engine optimization), coordination with other disciplines, 34, 52
SEO (search engine optimization) specialists, content ownership, 135–137
Sheffield, Richard, 156
showstopper stakeholders, 41
sitemaps, 123–124
SMEs (subject matter experts), 136
social analytics, 83
social media, 120
budgeting, 166
pitching projects, 165
sourcing managers or curators, 135
spreadsheets for content audits
basic, 56–57
content flexes and changes, 57–58
indexed inventory, 58–59
links to when sharing results, 64
migration, 145
stakeholders in aligning strategies, 41
continuing involvement with, 45
identifying, 40
kickoff meetings with, 43–44
providing interesting challenges, 42–43
setting expectations for, 44–45
types of, 41–42
understanding each other, 44
State Farm, 7–8
Staywell, 116
strategic assessments, 50, 53–55
strategic decision maker stakeholder, 41–42
structure of content, 29–30
channels, 119–120
formats, 119–120
future of, 122
individual’s or group’s responsibilities, 118–119
links, 121
metadata, 123
microcopy, 121–122
navigation, 120
nomenclature, 120
platforms, 119–120
tagging, 123
tools
page stacks, 124
page tables, 125–126
prototypes, 124
sitemaps, 123–124
wireframes, 124–125
style guides, 154–155
substance in content, 29–30
audience, identifying, 104–106
language’s voice and tone, 111–113
messaging, 106–108
prioritizing, 117
purpose of, 110–111
source of content, 112–116
topics, 108–110
surveys, content analysis
external factors, 83
internal factors, 71
syndicated research in analytics, 83
T
tagging, 123
target audience
internal impact factors, 73–74
qualitative audit factor, 55
technical home, audit data, 52
Thomas, Lee, 97, 117
title/topics, audit data, 51
tools
for auditing web content, 48–50
for creating and sourcing content
curation/aggregation checklists, 145
editorial calendars, 145–147
migration spreadsheets, 145
requirements checklists, 145
for evaluating content
measurement histories, 151
measurement methods, 149–150
measurement scorecards, 151–152
qualitative audit spreadsheets and reports, 151
for governance of content
marketing participation guide, 154
planning and prioritization matrices, 154
style guides, 154–155
for maintaining content, 147
inventories, 149
maintenance checklists, 149
maintenance logs, 149
for structuring content, 123–126
page stacks, 124
page tables, 125–126
prototypes, 124
sitemaps, 123–124
wireframes, 124–125
topics/topic maps, 108–110
“Toward a Content-Driven Design Process,” 175
traffic, audit data, 52, 60
Tumblr, 176
TypePad, 176
U
updates, content sampling, 60
URLs, audit data, 51
users
content analysis, 83–85
content sampling of groups, 60
defining, 105
priorities, 105–106
usability
behavior versus comprehension, 85
content analysis, 84–85
qualitative audit factor, 55
usage statistics, 52
user-generated content, 116
UX (user experience) design, 33, 118
V
Vilhauer, Corey, 176
voice and tone of content
qualitative audit factor, 55
substance in content, 111–113
Vollenweider, Julie, 138
W–Z
Watchter-Boettcher, Sara, 176
web content
assumptions about, 20–22
auditing, 9–10
automatic aggregation of, 16–17, 114
collaboration with colleagues, 15–16
as commodity, 16–19
cost effectiveness of, 17
ownership and roles
business units, 131–132
committees and councils, 139–142
individuals, 132–138
strategists, 30–32
planning
getting started, 24–25
lack of, 19–20
quad, 29–30, 96–97
re-envisioning, 27
reviewing drafts, 22–24
organizational unit priorities, 24
user-generated, 17–18
writing, 13
4
Web Content Advisory Committee, 141
web content alignment
importance of, 40
stakeholders
continuing involvement with, 45
identifying, 40
kickoff meetings with, 43–44
providing interesting challenges, 42–43
setting expectations for, 44–45
types of, 41–42
understanding each other, 44
web content analysis
impact factors, external
competitors, 85–88
influencers, 88–89
usability testing, 84–85
user research, 83–84
users, 82–83
web analytics, 84
impact factors, internal, 70
focus topics, 73
group discussions, 71
guidelines, 71–72
interviews, 71–73
questionnaires or surveys, 71
importance of, 70
results of analysis, 89–90
web content audits, 9–10
content sampling, 60–62
delegating responsibilities, 54
guidelines for selecting audit types, 50–51
importance of, 49
qualitative audits, 9–10
best practices assessment, 50, 53–55
strategic assessment, 50, 53–55
quantitative inventories, 9–10, 50–53
reports, 64
casual summary, 66
formal detailed, 64–65
presentation-style, 67
results
sharing, overview, 63
tabulating, 62–63
rolling audits, 62
spreadsheets
basic, 56–57
content flexes and changes, 57–58
indexed inventory, 58–59
links to when sharing results, 64
technology tools, 49–50
human review necessity, 48
The Web Content Strategist’s Bible, 156
WebMD, 116
Wilson, Shelly, 33
wireframes, 124–125
Wodtke, Christina, 9
WordPress, 176
workflow. See also governance
communication with coworkers, 157
content, analyzing, 73, 79–82
content, creating and sourcing, 143
questions to ask, 144–145
tasks, 144
tools, content requirements checklists, 145
tools, curation/aggregation checklists, 145
tools, editorial calendars, 145–147
tools, migration spreadsheets, 145
content, evaluating
measurement methods, 149–150
Content Strategy for the Web Page 17