Enterprise content audits are like an iceberg
- Robin Japar
- May 19, 2022
- 5 min read
An Iceberg only surfaces a fraction of its total body mass. So much more resides below the surface. In a world of dynamic content at scale, this is most certainly the case. Above the surface, is the wonderfully branded copy that appeals to the users, enticing those precious clicks down the path of beautiful conversion. Below the surface is far more mysterious. That is where one finds the unseen, powerful meta-content keeping the surfaced content experience afloat. Although the meta doesn’t reside above the surface, in a world of dynamic content and 1:1 personalization, the meta is the key to success because it ensures that automation is able to accurately deliver that content when and where it is needed across channels, platforms, and applications. An example, which I believe most everyone can relate to, are video streaming applications.
When you visit any video streaming application, you see titles on your home screen. Those wonderful thumbnail images display to you, organized by catagories, such as because you watched, but you don't see the film you are thinking about, and you just can't remember the name of the film; however, you do recall the actor. So you go to your search and input that actors name, '"Johnny".
Several titles and thumbnails appear in your search results. All of which, Johnny Depp played a role in. Transcendence--that was the movie I was the movie I was thinking of! Wait, how did the application know that Johnny Depp played Dr. Will Caster in the movie Transcendence? Those details were located in the content implemented below the surface to feed the automation the information necessary to improve the user's search experience. Now image this same experience without the meta-content. You search for that actor's name and your results show only titles containing the word "Johnny."
The results are much different. This is actually not the film you were thinking of. Not getting the results you had hoped for leaves you disappointed in the user experience. You decide to leave the streaming app and visit Google for the answers.
Example of schema markup and meta-content from schema.org.
Because content is broken up into its common elements to move through the enterprise tech stack and be served up dynamically in 1:1 personalized customer experiences, meta-content becomes necessary to most every content element on a page. It gives context and meaning to applications such as SEO, machine learning, virtual assistants, chat bots ... the list grows more each day as technology evolves and digital transforms.
That is why the traditional content audit must also transform into one that accounts for the mysterious meta. Wherever there is content, taxonomy and governance must follow.
A content audit will provide
Relevance
The content audit helps us determine if digital content is relevant to customers’ needs and to the goals of the business.
What are the top questions being asked by the user?
Is the content relevant?
Is it accurate to the moment of intent?
Are customers struggling to find the information they need?
Are customers confused or struggling to understand?
Insights
The content audit gives us insight into potential changes that will improve our user experience thus improve lead generation, sales, and marketing.
Is the content engaging the audience?
How many people are clicking through?
Where are the majority of the users bouncing?
Where does personalization make sense?
Where is personalization most actionable?
Optimization
The content audit feeds analysis to tell us where we need to focus our efforts in terms of optimizing the content experience not only for the end-user, but also for SEO, search, accessibility, ML/AI and personalization.
Is the content giving context?
Is it consistent throughout the experience?
How long it is taking a customer to complete their task?
Is the content optimized for search?
Is it optimized for Machine Learning and automation?
Governance
The audit process can be the driving force for a new site-wide content governance strategy. It can ensure that the content is not only effective but is caring for the experience end-to-end.
How to perform a content audit
I've worked with some strategists who prefer to use a variety of design or whiteboard tools to pull together content audits. This may be easier for understanding the user frictions in the end-to-end experience, but it is not conducive for a deep dive content audit results that allow for product and/or sustainment teams to filter the results, and either implement the needed changes or create tickets and/or open defects. The functionality needed is exactly why I prefer good old, tried and true Excel spreadsheet. Here is the good news. You don't need to start your spreadsheet from scratch because you're reading this blog!
STEP 1: The content audit template
Download this free content audit template. I've created this template using Microsoft Excel. If you don't have Excel, don't fret. Microsoft offers a free version that is accessed in your browser. You can sign up for a free online Microsoft Online account here.
Note: this is an education blog. There is no catch to downloading this template. I'm here to share the knowledge I've acquired over the years, and to help less experienced strategists grow their skills, resources, and tool kits.
In this template you will see ...
Row 1: Column names align to the content elements you should audit for an enterprise experience, spanning both above and below the hood content elements
Row 2: Descriptions for each content element
Rows 3-5: Examples for different content mediums
STEP 2: Audit the content
Depending on the scope of your content audit, you may be pulling a single page for the purpose of governance, or you may be pulling a series of pages within an experience. The process is the same. I simply break the audit into one tab per page I need to audit. The secret sauce is to audit both the customer-facing content elements as well as the meta content.
To audit the meta-content, I prefer to look directly at the production JSON file. Any dynamic content management system such as Adobe Experience Manager, will use this framework for publishing content files. Because it contains all of the published content elements, content variations, schema markup, and other meta content consumed in the page is located in this file, it’s my go-to for content audits!
Tip: Don't be shy of your browser's "dev tools". This is a great way to see the HTML attributes, DOMs, and other meta elements that play a part in generating that page (Hmm ... future blog topic!).
List of my favorite FREE resources to reference when auditing meta-content
STEP 3: Analyze the content against the data
Once you receive your data reports, you will tease out the metrics you want to evaluate against the content.
Keep in mind the Content Strategy Brief Template. What were your definitions for success for the customer and for the business?
In your template, populate the analytics field with the relevant data from the reports your requested (SEO, CX, Adobe, etc). Which metrics help tell the story about the piece of content you are analyzing? See my blog article, Key metrics and what they can tell us about our content for more tips!
What are the multiple data points telling you about that piece of content?
Where do you see high bounce rates?
What was the average amount of time the customers spent on that page before bouncing?
Where do you see low click through rates?
Where do you see drastic traffic decreases?
At what points on the page do the impression views decrease?
Look at the issues you recorded for the piece of content. Do you see correlations?
Understand the intentions of each intended audience.
Reveal differences in communication in different contexts.
Identify any bias and/or assumptions in the communication.
Locate where the content weaves in some of the SEO key words.
Where can content be optimized for SEO?
Analyze the consequences of communication content, such as the flow of information or audience responses.
What patterns do you see surfacing?
Is there a theme?
Step 4: Summarize your findings
Summarize key findings from the audit and elevate the summary by providing high-level recommendations you can refine later. Make sure you summarize the findings from the customer’s perspective.
What are the common issues that bubbled up?
How did it impact the user experience?
Provide specific recommendations on where to make improvements.
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