Content Strategy Audit

Contents of this Strategy Audit were created by Bryan Young.
Last updated April 2014

  1. Determine content goals & objectives, user expectations, & brand values

  2. Analyze content and if/how it meets objectives

  3. Future planning, new content, and further analysis

1. Goals, Objectives, User Expectations, & Brand Values

Brand Values

  1. What is the your brand? What do users think and feel about you now? What do we want them to think and feel?
  2. Identify your advantages and unique qualities. How do we improve user perceptions using strengths and unique qualities?

User Expectations

  1. What do our users want? What information do they expect?
  2. What do we want the user to learn?
  3. What do competitors tell us is important?

Content Objectives

  1. Establish our business goals and objectives (“increase revenue” or “improve customer experience”)
  2. Create a message hierarchy from business objectives and user needs.
    Primary message: The single most important thing you want the user to learn. (This message supports all of your business objectives.)

    Secondary messages: A group of key messages that extrapolate the primary message; secondary messages are not ranked, but vary in importance by the audience. (Usually maps to several business goals.)

    Details: All the facts, data, anecdotes, and philosophies that prove your messages.

    Call(s) to action: What you want users to do after they “get” your messages.

2. Content Analysis

Map your messages to your business goals and objectives. If content doesn’t achieve an objective, throw it out.

Steps to Content Analysis:

  1. Website content inventory
  2. Traffic data: year-to-date stats for each page (hits, avg. hits per month, entry and exit, exit %)
  3. Value: assigned 1-5 value to each page in 5 categories (value to user, to SSH, rt. column, writing quality, user interaction)
  4. Other web stats: popular keyword searches, search engine phrases, RSS feed hits

Data Analysis

Brand Values

  1. Content should demonstrate your brand, not just talk about it. How does this content demonstrate our brand?
  2. Where does it fall short?
  3. Is the voice and tone in this content consistent with our brand?
  4. Do we promote our unique qualities and strengths?
  5. How could we improve our content to demonstrate our brand and promote our strengths?

User Expectations

  1. What do analytics tell you is important to our users?
  2. Is this content effective at teaching what we want to teach?
  3. Are we giving users what they want? What we want them to have?

Content Objectives

  1. How does this content achieve our goals, objectives, and primary message?
  2. Where does it fall short?
  3. How could we improve our content so that it achieves our goals, objectives, and primary message?

3. Future Planning, New Content, Further Analysis

Creating Content Strategy

  1. What content do we need, and why?
  2. How will the content be structured?
  3. How will it fit in with current content? Will we need to add navigation?

New Content Creation Plan

  1. Which content needs to be created?
  2. Who is responsible for each and every piece of content?
  3. What kind of maintenance does this content need?
  4. Who will take care of this content?