How to Diagnose and Solve Content Problems: Kathy Wagner and Theresa Putkey
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Transcript of How to Diagnose and Solve Content Problems: Kathy Wagner and Theresa Putkey
Diagnosing and Solving Content Problems
Intelligent Content Conference 2014
Kathy Wagner and Theresa Putkey
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
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
The project team
@Kathy_CS_Inc @tputkey #SolveContent
Digital
Strategy
UX
IT Marketing
Line of
Business
Updated
Website
Where you fit in
@Kathy_CS_Inc @tputkey #SolveContent
Digital
Strategy
UX
IT Marketing
Line of
Business
Updated
Website
IA/CS
Your process
@Kathy_CS_Inc @tputkey #SolveContent
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
List and
Prioritize
Findings
Solve
Diagnosed
Problems
High level
diagnostic
Deep
diagnostic
Solution
Diagnosing Content Problems
High level diagnostic process
@Kathy_CS_Inc @tputkey #SolveContent
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
List and
Prioritize
Findings
Solve
Diagnosed
Problems
High level
diagnostic
Deep
diagnostic
Solution
Content Performance
Web analytics
Business goals
Strategic direction
Customer Experience
Data & demographics
User testing reports
Personas & scenarios
User journeys
Organization and Structure
Wireframes
Templates
Taxonomy
Content models
Content requirements
Site map
Content Branding
Messaging guidelines
Tone & voice guidelines
Content playbook
Content Quality
Writing style guide
Content processes
Content governance
Review Documents & Research
@Kathy_CS_Inc @tputkey #SolveContent
Document & Research Problem Areas
@Kathy_CS_Inc @tputkey #SolveContent
Content Performance
Web analytics
Business goals
Strategic direction
Customer Experience
Data & demographics
User testing reports
Personas & scenarios
User journeys
Organization and Structure
Wireframes
Templates
Taxonomy
Content models
Content requirements
Site map
Content Branding
Messaging guidelines
Tone & voice guidelines
Content playbook
Content Quality
Writing style guide
Content processes
Content governance
Stakeholder Interviews
@Kathy_CS_Inc @tputkey #SolveContent
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
“We need to attract
business customers.” ~ Marketing
“Content is confusing
and difficult to find.” ~Digital Strategy
“Large corporations
don’t want website
content.” ~ Line of Business
Web content isn’t
targeted to attract
new customers?
Content is poorly
organized and
designed?
Doesn’t understand
users needs and
motivations?
Stakeholder Interviews
@Kathy_CS_Inc @tputkey #SolveContent
Summarize findings from document review and stakeholder interviews
Focus on:
• Inconsistencies
• New considerations
• Patterns and associations
@Kathy_CS_Inc @tputkey #SolveContent
User Research
Report
• Small businesses have
unique reasons for
borrowing.
• Large enterprises want
financial news and
updates.
“Our small businesses
are the same as our
personal banking. Our big
businesses don’t need
website content.” ~ Line of Business
stakeholder
Inconsistencies
@Kathy_CS_Inc @tputkey #SolveContent
New considerations
Strategic Direction
?
“We need to attract new
customers.” ~ Marketing stakeholder
@Kathy_CS_Inc @tputkey #SolveContent
Patterns and associations
“Content is confusing and
difficult to find.” ~ Digital strategy stakeholder
Personas and
User
Scenarios
?
Site Map
is unnecessarily
corporate
focused
@Kathy_CS_Inc @tputkey #SolveContent
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
Content Diagnostic Process
@Kathy_CS_Inc @tputkey #SolveContent
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
List and
Prioritize
Findings
Solve
Diagnosed
Problems
High level
diagnostic
Deep
diagnostic
Solution
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.
Structure matches user
expectations. Users can
find info through browse or
site search.
The brand message and
corporate attitude that’s
communicated through
content.
@Kathy_CS_Inc @tputkey #SolveContent
Content
Usability
Findability and
Searchability
Audience
Targeting
Tone and
Messaging
Audit & Assessment: Choose the right method
Page-level content audit
and assessment
@Kathy_CS_Inc @tputkey #SolveContent
Content
Usability
Findability and
Searchability
Audience
Targeting
Tone and
Messaging
Audit & Assessment: Choose the right method
Structure and site search
audit and assessment
@Kathy_CS_Inc @tputkey #SolveContent
Content
Usability
Findability and
Searchability
Audience
Targeting
Tone and
Messaging
Page-level content audit and assessment
1. Define relevant criteria
2. Establish ratings scale
3. Conduct audit
4. Analyze and communicate results
@Kathy_CS_Inc @tputkey #SolveContent
1. Define relevant criteria
Objective criteria
“What, where, when”
Subjective criteria
“Why, who, and how”
@Kathy_CS_Inc @tputkey #SolveContent
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
Page-level content audit and assessment
3. Conduct Audit
@Kathy_CS_Inc @tputkey #SolveContent
Page-level content audit and assessment
4. Analyse and communicate results
57% of content pages are
focused on products.
9% of pages are FAQs.
34%
9% 14%
9%
12%
22%
Content types
Product detail
Product comparison
Product overview
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
Page-level content audit and assessment
2%
71%
10%
3%
Writing Mechanics
Excellent
Good
Average
Below average
Poor
1% 10%
26%
47%
16%
User Focus
Excellent
Good
Average
Below average
Poor
Indicates good general writing skills but poor understanding
of user-focused web writing standards.
4. Analyse and communicate results
@Kathy_CS_Inc @tputkey #SolveContent
Page-level content audit and assessment
Structure and Site Search Audit and Assessment
1. Define relevant criteria
2. Evaluate site structure
3. Evaluate site search and search results
4. Analyze and communicate results
@Kathy_CS_Inc @tputkey @SolvingContent
Structure Audit and Assessment
1) Define Relevant Criteria
@Kathy_CS_Inc @tputkey @SolvingContent
Structure Audit and Assessment 2) Evaluate Site Structure
@Kathy_CS_Inc @tputkey @SolvingContent
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!).
Is structure too deep, too
shallow?
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
Site Structure and Search Audit and Assessment
20%
33%
47%
Applied Metadata
Accurate metadata
Pages with inaccuratemetadata
Pages without metadata
@Kathy_CS_Inc @tputkey @SolvingContent
4) Analyze and communicate results
Indicates metadata and
taxonomy are not applied or
are inaccurately applied to the
majority of pages, reducing
findability and searchability.
Site Structure and Search Audit and Assessment
@Kathy_CS_Inc @tputkey @SolvingContent
4) analyze and communicate results
Indicates the site lacks
focus on any particular
business sector. 10%
20%
5% 65%
Personas and Pages
Commercial
Small
Government
None
Solving Content Problems
Content Diagnostic Process
@Kathy_CS_Inc @tputkey #SolveContent
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
List and
Prioritize
Findings
Solve
Diagnosed
Problems
High level
diagnostic
Deep
diagnostic
Solution
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
Content Usability
Problems
Difficult to scan and predict
Difficult to read
Difficult to understand
Difficult to act on
Content usability and audience problems
Audience Targeting
Problems
Content for generic audiences
Content can’t be reused or
customized
Corporate-focused writing
@Kathy_CS_Inc @tputkey #SolveContent
Content Usability
Problems
Difficult to scan and predict
Difficult to read
Difficult to understand
Difficult to act on
Content usability and audience problems
Audience Targeting
Problems
Content for generic audiences
Content can’t be reused or
customized
Corporate-focused writing
@Kathy_CS_Inc @tputkey #SolveContent
Difficult to act on. Designed for a generic audience
Targeted and easy to act on
Audience targeting and usability toolkit
• Personas
• User journeys
• User scenarios
• Content flows
• User testing
• Style guide
@Kathy_CS_Inc @tputkey #SolveContent
Tone & Messaging Problems
No distinctive tone or messaging
Tone and messaging not aligned with desired brand
attributes
Inconsistent or contradictory tone or messaging
Tone and messaging problems
@Kathy_CS_Inc @tputkey #SolveContent
Tone & Messaging Problems
No distinctive tone or messaging
Tone and messaging not aligned with desired brand
attributes
Inconsistent or contradictory tone or messaging
Tone and messaging problems
@Kathy_CS_Inc @tputkey #SolveContent
What’s your brand voice? Informal, modern, fun
@Kathy_CS_Inc @tputkey #SolveContent
What’s your brand voice? Formal, traditional, successful
@Kathy_CS_Inc @tputkey #SolveContent
What are your key messages?
Audience-Targeted Messages
Principles of <Brand Attribute> Principle 1 + Global message Principle 2 + Global message
Messaging hierarchy framework
Company Brand Statement
Key Message 1
Key Message 2
Key Message 3
Key Message 4
Audience 1 Audience 2 Audience 3
Tone and messaging toolkit
• Style guides
• Messaging hierarchy/guidelines
• Content playbook
• Writing tips
• Personas
• Training
@Kathy_CS_Inc @tputkey #SolveContent
Content findability problems
@Kathy_CS_Inc @tputkey #SolveContent
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
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
Navigation isn’t designed for the user
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Navigation can be audience based
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Navigation can be topic/task based
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Based on user needs and clearly defined
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Findability toolkit
• Personas
• Scenarios
• Card Sorting
• Task Testing
• Site Search Analytics
@Kathy_CS_Inc @tputkey #SolveContent
Content searchability problems
Content Searchability Problems
Don’t know what people search for
Search yields no results or inappropriate results
Search results page design isn’t optimized
Content isn’t optimized for search
@Kathy_CS_Inc @tputkey #SolveContent
Content searchability problems
Content Findability Problems
Don’t know what people search for
Search yields no results or inappropriate results
Search results page design isn’t optimized
Content isn’t optimized for search
@Kathy_CS_Inc @tputkey #SolveContent
Search Results Not Designed
@Kathy_CS_Inc @tputkey @SolvingContent
Search Results Designed
@Kathy_CS_Inc @tputkey #SolveContent
Personal Business About Scotia
Logo, Sign In, Locations, Contact Us, Search Box
Audience
Commercial Business
Professionals
Small Business
More>>
Products
Borrowing and Financing
Chequing and Savings
Group Retirement
More>>
Filter By:
Topics
Getting Started
Growing
Sustainablity
More>>
Filters should
appear based on
taxonomy. Top 3
filters for each box.
More>> shows
further refiners
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
Get More Advice with
Scotia Bank s
Business Loan and
Financing Advisors.
Connect Today!
Short Term Business
Loans at Prime plus
2.39%
Discover MoreStars indicate best
bests. These
should be
displayed first. Advertising to
further drive
awareness of
products and
services
Search Term, Number of Results, and Pagination
When searching
within business
section, limit results
to business section.
Seachability toolkit
• Wireframes
• Personas
• Scenarios
• Site Search Analytics
• Taxonomy and Metadata
@Kathy_CS_Inc @tputkey #SolveContent
Your process
@Kathy_CS_Inc @tputkey #SolveContent
Review
Documents
and Research
Hold
Stakeholder
Interviews and
Workshops
Summarize
Preliminary
Findings
Conduct a
Content Audit
and
Assessment
Conduct a
Structure and
Site Search
Audit and
Assessment
List and
Prioritize
Findings
Solve
Diagnosed
Problems
High level
diagnostic
Deep
diagnostic
Solution
Kathy Wagner www.contentstrategyinc.com
Theresa Putkey www.keypointe.ca
Questions?
@Kathy_CS_Inc @tputkey #SolveContent