October 25, 2011
This is the key question we should be taking when approaching our content. In fact, Rick Allen says we should ask this at every stage of the content process.
Most of us use analytics, but are we using them right? There are two approaches to analytics, according to Allen: bottom up and top down. The problem, Allen says, is it is hard to find answers when you don’t know what questions to ask. A top-down approach allows you to answer your content questions—specifically meaningful content questions.
Allen also explains, without context, your data is meaningless. Ask yourself, what is the purpose of your website? Goals provide context and context provides meaning.
Allen recommends conducting a content audit, which helps us determine what content exists and whether it serves business needs. During the process of auditing your content, rank whether your content is Redundant, Outdating or Trivial. You can also analyze whether the content is useful.
During the audit, look at your content’s:
A Step-by-Step Process
Allen offers five steps to looking at content on our sites:
With this framework in place, you are able to determine some useful metrics. The floodgates are open! You can now make sense of numbers that used to be generic.
Recommendations from Rick Allen
So what? Ask it throughout the process and you will end up with stronger content.
Tags: TNT: Content