LavaCon Case Study: Content Audit Reel Grrls

@meaningmeasure @LavaCon

How ReelGrrls.com Recovered a Content Initiative Gone Astray

Misty Weaver@content_insight

@meaningmeasureContent Insight


What I do

Content, Community and Social Media Management

NonprofitsEducation

Startups


What I do

Content Strategy in Information Architecture


Disclaimer


The Client


The Classroom


Discovery & DeliveryRe

adin

gsBu

ildin

g vo

cabu

lary

Co

nten

t Stra

tegy

and

rela

ted

dom

ain

know

ledg

e

Lect

ures

Expe

rt ti

ps

IA d

omai

n kn

owle

dge

Read

ing

Assig

nmen

ts

Busin

ess

Writi

ngPr

esen

tatio n

Cont

ent

Inve

ntor

y

Qua

ntita

tive

Mea

sure

me

ntEx

cel

Clie

nt

Sum

mar

y

Stak

ehol

der

inte

rvie

wRe

view

ing

clie

nt g

oals

Crea

ting

proj

ect

goal

s

User

Res

earc

h

Pers

onal

in

terv

iew

Pers

onas

Conn

ectin

g m

essa

ging

Com

petiti

ve

Audi

t Do

mai

n Kn

owle

dge

Diffe

renti

ati onBe

nchm

arki

ng

Cont

ent A

udit

Qua

litati

ve

Mea

sure

me

nt SEO

User

Jo

urne

y Sk

etch

ing

Page

De

scrip

tion

Diag

ram

Disc

over

y Re

port

Go

als a

nd

User

sIn

vent

ory

and

Audi

tCo

mpa

rativ

e An

alys

is Co

nten

t St

rate

gy

Reco

mm

end

ation

s

Define Decide Demonstrate


Data Collection

Content Inventory

Quantitative Measurement

Client Summary

Stakeholder interviewReviewing client goalsDefining project goals

User Research

Personal interviewPersonasConnecting messaging

Competitive Audit

Domain KnowledgeDifferentiationBenchmarking

Content Audit

Qualitative MeasurementSEO

@meaningmeasure @LavaCon#SMX #21C

1.0 8.07.06.05.03.0 4.02.0

0.0

@meaningmeasure @LavaCon04/18/2023 Misty Weaver , @meaningmeasure [email protected]

10

http://www.content-insight.com/





SEO Audit, Yippee!



Competitive and Comparative

Read

ings

Build

ing

voca

bula

ry

Cont

ent S

trate

gy

and

rela

ted

dom

ain

know

ledg

e

Lect

ures

Expe

rt ti

ps

IA d

omai

n kn

owle

dge

Read

ing

Assig

nmen

ts

Busin

ess

Writi

ngPr

esen

tati

on

Cont

ent

Inve

ntor

y

Qua

ntita

tive

M

easu

rem

ent

Exce

l

Clie

nt

Sum

mar

y

Stak

ehol

der

in

terv

iew

Revi

ewin

g cl

ient

go

als

Crea

ting

proj

ect

goal

s

User

Re

sear

ch

Pers

onal

in

terv

iew

Pers

onas

Conn

ectin g

mes

sagi

ng

Com

petiti

ve

Audi

t Do

mai

n Kn

owle

dge

Diffe

renti

atio

nBe

nchm

arki

ng

Cont

ent

Audi

t

Qua

litati

ve

Mea

sure

men

tSE

OUs

er

Jour

ney

Sket

chin

g

Page

De

scrip

tion

Diag

ram

Disc

over

y Re

port

Goal

s and

Us

ers

Inve

ntor

y an

d Au

dit

Com

para

tive

Ana

lysis

Co

nten

t St

rate

gy

Reco

mm

end

ation

s


Reasons to love a competitive audit


Choosing your competitors1 Similar Programshttp://www.spyhop.org/http://theveraproject.org/http://www.raincityrockcamp.org/http://baycat.org/index.phphttp://www.bavc.org/

2 Similar Programs Larger Scale http://ghettofilm.org/http://williemaerockcamp.org/http://www.powerfulvoices.org/http://global-action.org/http://www.tvbygirls.tv/the_site/home.htm

3 Media http://wideanglemedia.org/http://www.feministfrequency.com/http://mediaandwomen.org/http://www.wimnonline.org/http://www.guerrillagirls.com/

4 Not assigned by client, could be interesting to surprise them http://girlsinc.orghttp://girlscouts.orghttp://womanmade.orghttp://bethestaryouare.orghttp://911media.org

http://www.spyhop.org/

http://theveraproject.org/

http://www.raincityrockcamp.org/

http://baycat.org/index.php

http://www.bavc.org/

http://ghettofilm.org/

http://williemaerockcamp.org/

http://www.powerfulvoices.org/

http://global-action.org/

http://www.tvbygirls.tv/the_site/home.htm

http://wideanglemedia.org/

http://www.feministfrequency.com/

http://mediaandwomen.org/

http://www.wimnonline.org/

http://www.guerrillagirls.com/

http://girlsinc.org/

http://girlscouts.org/

http://womanmade.org/

http://bethestaryouare.org/

http://911media.org/


Qualitative

Read

ings

Build

ing

voca

bula

ry

Cont

ent S

trate

gy

and

rela

ted

dom

ain

know

ledg

e

Lect

ures

Expe

rt ti

ps

IA d

omai

n kn

owle

dge

Read

ing

Assig

nmen

ts

Busin

ess

Writi

ngPr

esen

tati

on

Cont

ent

Inve

ntor

y

Qua

ntita

tive

M

easu

rem

ent

Exce

l

Clie

nt

Sum

mar

y

Stak

ehol

der

in

terv

iew

Revi

ewin

g cl

ient

go

als

Crea

ting

proj

ect

goal

s

User

Re

sear

ch

Pers

onal

in

terv

iew

Pers

onas

Conn

ectin g

mes

sagi

ng

Com

petiti

ve

Audi

t Do

mai

n Kn

owle

dge

Diffe

renti

atio

nBe

nchm

arki

ng

Cont

ent

Audi

t

Qua

litati

ve

Mea

sure

men

tSE

OUs

er

Jour

ney

Sket

chin

g

Page

De

scrip

tion

Diag

ram

Disc

over

y Re

port

Goal

s and

Us

ers

Inve

ntor

y an

d Au

dit

Com

para

tive

Ana

lysis

Co

nten

t St

rate

gy

Reco

mm

end

ation

s


Content audits are contextual



User Journeys

Donate

Fund a FilmmakerFund a Filmmaker

http://www.slideshare.net/mdawnweaver/lavacon-multichannel-content-audit-preview-weaver









Findings

Read

ings

Build

ing

voca

bula

ry

Cont

ent S

trate

gy

and

rela

ted

dom

ain

know

ledg

e

Lect

ures

Expe

rt ti

ps

IA d

omai

n kn

owle

dge

Read

ing

Assig

nmen

ts

Busin

ess

Writi

ngPr

esen

tati

on

Cont

ent

Inve

ntor

y

Qua

ntita

tive

M

easu

rem

ent

Exce

l

Clie

nt

Sum

mar

y

Stak

ehol

der

in

terv

iew

Revi

ewin

g cl

ient

go

als

Crea

ting

proj

ect

goal

s

User

Re

sear

ch

Pers

onal

in

terv

iew

Pers

onas

Conn

ectin g

mes

sagi

ng

Com

petiti

ve

Audi

t Do

mai

n Kn

owle

dge

Diffe

renti

atio

nBe

nchm

arki

ng

Cont

ent

Audi

t

Qua

litati

ve

Mea

sure

men

tSE

OUs

er

Jour

ney

Sket

chin

g

Page

De

scrip

tion

Diag

ram

Disc

over

y Re

port

Goal

s and

Us

ers

Inve

ntor

y an

d Au

dit

Com

para

tive

Ana

lysis

Co

nten

t St

rate

gy

Reco

mm

end

ation

s


Locked in design

Daniel Erwin. Explain IA

http://www.flickr.com/photos/58228665@N00/4349673260/in/pool-explainia

http://www.flickr.com/photos/58228665@N00/4349673260/in/pool-1326826@N23/


Channels like hall closets


But we like social media!

http://thecreativecat.net/daily-photo-reprise-all-cats-on-desk-2011-2/





Credit: libertyandvigilance 10459273@N05/

Always find a cause to celebrate

http://www.flickr.com/photos/10459273@N05/


Credit: xlordashx

Interns

http://www.flickr.com/photos/xlordashx/


Findings Part 2: What we said

Read

ings

Build

ing

voca

bula

ry

Cont

ent S

trate

gy

and

rela

ted

dom

ain

know

ledg

e

Lect

ures

Expe

rt ti

ps

IA d

omai

n kn

owle

dge

Read

ing

Assig

nmen

ts

Busin

ess

Writi

ngPr

esen

tati

on

Cont

ent

Inve

ntor

y

Qua

ntita

tive

M

easu

rem

ent

Exce

l

Clie

nt

Sum

mar

y

Stak

ehol

der

in

terv

iew

Revi

ewin

g cl

ient

go

als

Crea

ting

proj

ect

goal

s

User

Re

sear

ch

Pers

onal

in

terv

iew

Pers

onas

Conn

ectin g

mes

sagi

ng

Com

petiti

ve

Audi

t Do

mai

n Kn

owle

dge

Diffe

renti

atio

nBe

nchm

arki

ng

Cont

ent

Audi

t

Qua

litati

ve

Mea

sure

men

tSE

OUs

er

Jour

ney

Sket

chin

g

Page

De

scrip

tion

Diag

ram

Disc

over

y Re

port

Goal

s and

Us

ers

Inve

ntor

y an

d Au

dit

Com

para

tive

Ana

lysis

Co

nten

t St

rate

gy

Reco

mm

end

ation

s


Informed Audit


Pick the low hanging fruit

By Allie http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html

http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html

http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html


Ditch the duplicates and dead zones

@meaningmeasure @LavaCon04/18/2023 Misty Weaver , @meaningmeasure [email protected]

30

Simplify payment processing


Connect the channels


Tell the story the user wants to hear


Client’s situation

• Audit showed – Errors, duplicates, orphans, broken links, unreadable fonts,

non-functioning actions– Duplicates and orphans – Disconnected channels– Payment Processing simplification possible– Lack of content for audiences

• Locked in design– Volunteer website, custom CMS

• Non Disclosure Agreement• Interns publish to channels


What would you do?

• No budget• Staff have no extra time • Locked in a CMS, design


Assets


This client


Empowered the content managers


Took the reins

Director learned to code


Distributed Ownership


Connecting Channels

Donate

Fund a FilmmakerFund a Filmmaker


Make room for more staff


Thank you, I am Misty Weaver

@meaningmeasure@content_insight

www.linkedin.com/in/mistymelissaweaver

http://www.meaningandmeasure.com/http://www.content-insight.com/

Virtual Coffees arranged via Skype

Google+

http://www.linkedin.com/in/mistymelissaweaver



BREAK


What I learned from this process


When a client asks “Why isn’t my content

performing?”


Rethink Content ROI


Content Audit ROI

0 < Content that meets business goals 0 < Content that speaks to target audiences0 < Staff sending people to website0 < Content differentiates from competitors0 < Improved search engine ranking * Decreased customer service calls, emails, etc


Rethink Social Content ROI


Enter the Conversation


Build the Relationship


Guess the CMS


Thank you, I am Misty Weaver

@meaningmeasure@content_insight

www.linkedin.com/in/mistymelissaweaver

http://www.meaningandmeasure.com/http://www.content-insight.com/

Virtual Coffees arranged via Skype

Google+



Date post:	20-Aug-2015
Category:	Technology
Upload:	misty-weaver
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LavaCon Case Study: Content Audit Reel Grrls

Technology