Index

A

A/B and multivariate tests, 83

accuracy, qualitative audit factor, 55

Achieve-Be-Do concept, 97

actionability, qualitative audit factor, 55

advocacy for content strategies

attending or organizing meetings, 180181

blogging, 176

campaigning for, 175177

emphasizing importance, 173175

following tweets, 180

hero image, 179180

joining online groups, 180

sharing dreams, 181

using simple language, 171173

Alexander, Ian, 176

aligning web content

importance of, 40

stakeholders

continuing involvement with, 45

identifying, 40

kickoff meetings with, 4344

providing interesting challenges, 4243

setting expectations for, 4445

types of, 4142

understanding each other, 44

analyzing web content

impact factors, external

competitors, 8588, 164165

influencers, 8889

interviews, 8384

usability testing, 8485

user research, 8384

users, 8283

web analytics, 84

impact factors, internal, 70

focus topics, 73

group discussions, 71

guidelines, 7172

interviews, 7173

questionnaires or surveys, 71

importance of, 70

results of analysis, 8990

Anameier, Christine, 60

Anderson, Erin, 72

audience

advisory councils, 140141

identifying, 104106

internal impact factors, 7374

qualitative audit factor, 55

auditing web content, 910

content sampling, 6062

delegating responsibilities, 54

guidelines for selecting audit types, 5051

importance of, 49

qualitative audits, 910

best practices assessment, 50, 5355

strategic assessment, 50, 5355

quantitative inventories, 910, 5053

reports, 64

casual summary, 66

formal detailed, 6465

presentation-style, 67

results

sharing, overview, 63

tabulating, 6263

rolling audits, 62

spreadsheets

basic, 5657

content flexes and changes, 5758

indexed inventory, 5859

links to when sharing results, 64

technology tools, 4950

human review necessity, 48

B

Bailie, Rahel, 176

Balance Interactive, 49

“Bangalore, We Have a Problem,” 1819

baseline measurements, 152

Benson, Christine, 166

best practices assessments, 50, 5355

Blaydon, Laura, 87

Blogger, 176

Boiko, Bob, 143

Bowen, Shelly, 9899

Brain Traffic

Achieve-Be-Do concept, 97

auditing content, criteria, 60

“Bangalore, We Have a Problem,” 1819

“The Inside Job,” 166

listening techniques, 72

prioritizing content, 117

SEO (search engine optimization), 137

branding

coordinating with other disciplines, 34, 52

qualitative audit factor, 55

Brown, Tiffani Jones, 175

business units, content ownership, 131132

business value, qualitative audit factor, 55

C

case studies

audits, 49

competitors, analyzing, 87

content strategists, 33

governance, 142

SEO (search engine optimization), 137

voice and tone of content, 113

champion stakeholders, 41

channels

analysis, 73, 7579

structure of content, 119120

Clout: The Art and Science of Influential Web Content, 83

Colter, Angela, 8485

committees and councils

audience advisory councils, 140141

internal advisory councils, 139140

competitors, content analysis, 8588

Confab: The Content Strategy Conference, 162

The Content Management Bible, 143

content-ment.com blog, 176

content strategies

definition, 2830

governance

content analysis stage, 73, 8081

quad, 2930

inventories, 149

maintenance checklists, 149

maintenance logs, 149

versus other disciplines, 34

IA (information architecture), 34

messaging and branding, 3233

metadata, 34, 52

SEO (search engine optimization), 34, 52

web writing, 33

ownership and roles

business units, 131132

committees and councils, 139142

core content strategy, 3032

definition, 130

individuals, 132138

responsibility for content, 1112, 118119

strategists, 3032, 132

requirements checklists, 145

sampling for audits, 6062

structure, 2930

channels, 119120

formats, 119120

future of, 122

links, 121

listening techniques, 1011, 45, 72

metadata, 123

microcopy, 121122

navigation, 120

nomenclature, 120

ownership and roles, 1112, 3032, 118119

platforms, 119120

tagging, 123

tools, 123126

substance

audience, 104105

core strategies, 2930

language’s voice and tone, 111113

messaging, 106108

prioritizing, 117

purpose, 110111

source of content, 910, 112116

topics, 108110

workflow

content analysis stage, 7982

core strategies, 2930

doing less not more, 69

taking action...now, 12

Content Strategy Google Group, 180

content-strategy.meetup.com, 180

#contentstrategy on Twitter, 181

coordination with other disciplines, 34

information architecture, 34

messaging and branding, 3233

metadata, 34, 52

SEO (search engine optimization), 34, 52

web writing, 33

core strategies

definition, 2930, 9697

developing, 97

aspirational goals, 98

fear of Magic Layer, 9899

governance, 2930

content analysis stage, 73, 8081

strategy statements, 100101

structure of content, 2930

channels, 119120

formats, 119120

future of, 122

individual’s or group’s responsibilities, 1112, 3032, 118119

links, 121

listening techniques, 1011, 45

analysis stage, 72

metadata, 123

microcopy, 121122

navigation, 120

nomenclature, 120

platforms, 119120

tagging, 123

tools, 123126

substance in content, 2930

audience, 104105

language’s voice and tone, 111113

messaging, 106108

prioritizing, 117

purpose, 110111

source of content, 910, 112116

topics, 108110

workflow, 2930

content analysis stage, 7982

doing less not more, 69

taking action...now, 12

councils and committees, 139142

curation/aggregation checklists, 145

current events in content analysis, 889

customers in content analysis

external factors, 84, 88

internal factors, 73, 77

D

Dennison, Carrie Hane, 49

depth, content sampling, 60

Don’t Make Me Think, 124

E

eatingelephant.com blog, 176

eatmedia.net/blog, 176

editorial calendars, 145147

editor-in-chief/editors, 133134, 233

Electronic Ink, 85

endlesslycontent.com blog, 176

F

Fienen, Michael, 162

findability, qualitative audit factor, 55

Five Ws of interviewing, 72

focus groups for content analysis, 84

focus topics for content analysis, 73

formats

audit data, 51

structure of content, 119120

Forry, Clinton, 176

G

Geico, 78

governance, 2930. See also workflow

content

analyzing, 73, 8081

questions to ask, 154

tasks, 153

tools, content planning and prioritization matrices, 154

tools, marketing participation guides, 154

tools, style guides, 154155

definition, 129130

processes, documenting, 155156

grassfedcontnet.wordpress.com blog, 176

Grocki, Matthew, 176

group discussions for content analysis, 71

H

Harvard Medical School, 116

Hobbs, David, 6

HubSpot, 121

I

IA (information architecture), 118

coordination with other disciplines, 34

wireframes or prototypes, 124

IBM, 137

IDs, audit data, 51, 57

impact factors in content analysis

external

competitors, 8588

influencers, 8889

usability testing, 8485

user research, 8384

users, 8283

web analytics, 84

internal, 70

focus topics, 73

group discussions, 71

guidelines, 7172

interviews, 7173

questionnaires or surveys, 71

individuals, roles determining content, 132138

editor-in-chief/editors, 133134, 233

hiring or outsourcing, 138

managers, 134

reviewers and/or approvers, 136

SEO (search engine optimization) specialists, 135136

SMEs (subject matter experts), 136

sourcing managers or curators, 135

writers, 1516, 134

influencers, content analysis, 88

information architecture. See IA

Ingram, Richard, 176

“The Inside Job,” 166

intentionaldesign.ca blog, 176

internal advisory councils, 139140

interviews for content analysis

external factors, 8384

Five Ws of interviewing, 72

internal factors, 7173

J

Jones, Colleen, 83, 84, 176

“Just Make It Up, Already,” 99

K

Kahn, Jonathan, 176

Kanter, Beth, 115

keyword analytics, 83

Kiefer, Kate, 113

Killer Web Content, 61

knowledge level, qualitative audit factor, 55

Kristina (@halvorson) on Twitter, 181

Krug, Steve, 124

Krugerud, Mary, 141

L

language

audit data, 52

voice and tone of content, 55, 111113

last update date, 52

leenjones.com blog, 176

licensed content, 115

LinkedIn Content Strategy Group, 180

links, structure of content, 121

listening techniques, 1011, 45

analysis stage, 72

lucidplot.com blog, 176

M

Magic Layer concept, 9899

MailChimp, 112, 113

maintenance frequency, content sampling, 60

managers, content ownership, 134

Manifest Digital, 87

Mathewson, James, 137

McGovern, Gerry, 61

McGrane, Karen, 122

measurement histories, 151

measurement scorecards, 151152

messaging

coordination with other disciplines, 3233

internal impact factors, 7375

qualitative audit factor, 55

substance, 106108

metadata

auditing content, 52

coordinating with other disciplines, 34, 52

structure of content, 123

microcopy, structure of content, 121122

migration spreadsheets, 145

money people stakeholders, 41

multivariate and A/B tests, 83

N

navigation, structure of content, 120

Niche Writers India, 1819

nomenclature, structure of content, 120

Normandale Community College, 141

O

objectives, content sampling, 60

ownership and roles

business units, 131132

committees and councils

audience advisory councils, 140141

internal advisory councils, 139140

core content strategy, 3032

definition, 130

individuals, 132138

editor-in-chief/editors, 133134

hiring or outsourcing, 138

managers, 134

reviewers, 136

reviewers and/or approvers, 136

SEO (search engine optimization) specialists, 135138

SMEs (subject matter experts), 136

sourcing managers or curators, 135

writers, 1516, 134

responsibility for content, 1112, 118119

strategists, 3032, 132

P

page stacks, 124

page tables, 125126

people

governance

content analysis, 73, 8081

content guidelines, 153155

definition, 129130

processes, documenting, 155156

quad, 2930

tools, 154155

workflow

action, initiating, 12, 156157

action, less not more, 69

communication with coworkers, 157

content, analyzing, 73, 7982

content, creating and sourcing, 143147

content, evaluating, 149152

content, maintaining, 147149

content, processes of, 142143

definition, 129130

quad, 2930

tasks, 150

tools, 151152

persuasion for content strategies

proposing projects, 163

developing financial support and cooperation, 165167

enlisting management support, 168

reasons to implement, 163165

starting conversation, 161162

telling good story, 163

platforms, structure of content, 119120

Porter, Joshua, 121

primary messages, 106108

prototypes, 124

Q

qualitative assessments of web content, 910, 50, 5355

qualitative audit spreadsheets and reports, 151

quantitative inventories of web content, 5053

R

reports, content audits, 64

casual summary, 66

formal detailed, 6465

presentation-style, 67

reputation analytics, 83

reviewers and/or approvers, 136

roles and ownership

business units, 131132

committees and councils, 139142

audience advisory councils, 140141

internal advisory councils, 139140

core content strategy, 3032

definition, 130

individuals, 132138

editor-in-chief/editors, 133134

hiring or outsourcing, 138

managers, 134

reviewers, 136

reviewers and/or approvers, 136

SEO (search engine optimization) specialists, 135138

SMEs (subject matter experts), 136

sourcing managers or curators, 135

writers, 1516, 134

responsibility for content, 1112, 118119

strategists, 3032, 132

Rosenfeld, Lou, 62

Rosenfeld Media, 62

S

Saloka, Elizabeth, 18

search analytics, 83

secondary messages, 106108

SEO (search engine optimization), coordination with other disciplines, 34, 52

SEO (search engine optimization) specialists, content ownership, 135137

Sheffield, Richard, 156

showstopper stakeholders, 41

sitemaps, 123124

SMEs (subject matter experts), 136

social analytics, 83

social media, 120

budgeting, 166

pitching projects, 165

sourcing managers or curators, 135

spreadsheets for content audits

basic, 5657

content flexes and changes, 5758

indexed inventory, 5859

links to when sharing results, 64

migration, 145

stakeholders in aligning strategies, 41

continuing involvement with, 45

identifying, 40

kickoff meetings with, 4344

providing interesting challenges, 4243

setting expectations for, 4445

types of, 4142

understanding each other, 44

State Farm, 78

Staywell, 116

strategic assessments, 50, 5355

strategic decision maker stakeholder, 4142

structure of content, 2930

channels, 119120

formats, 119120

future of, 122

individual’s or group’s responsibilities, 118119

links, 121

metadata, 123

microcopy, 121122

navigation, 120

nomenclature, 120

platforms, 119120

tagging, 123

tools

page stacks, 124

page tables, 125126

prototypes, 124

sitemaps, 123124

wireframes, 124125

style guides, 154155

substance in content, 2930

audience, identifying, 104106

language’s voice and tone, 111113

messaging, 106108

prioritizing, 117

purpose of, 110111

source of content, 112116

topics, 108110

surveys, content analysis

external factors, 83

internal factors, 71

syndicated research in analytics, 83

T

tagging, 123

target audience

internal impact factors, 7374

qualitative audit factor, 55

technical home, audit data, 52

Thomas, Lee, 97, 117

title/topics, audit data, 51

tools

for auditing web content, 4850

for creating and sourcing content

curation/aggregation checklists, 145

editorial calendars, 145147

migration spreadsheets, 145

requirements checklists, 145

for evaluating content

measurement histories, 151

measurement methods, 149150

measurement scorecards, 151152

qualitative audit spreadsheets and reports, 151

for governance of content

marketing participation guide, 154

planning and prioritization matrices, 154

style guides, 154155

for maintaining content, 147

inventories, 149

maintenance checklists, 149

maintenance logs, 149

for structuring content, 123126

page stacks, 124

page tables, 125126

prototypes, 124

sitemaps, 123124

wireframes, 124125

topics/topic maps, 108110

“Toward a Content-Driven Design Process,” 175

traffic, audit data, 52, 60

Tumblr, 176

TypePad, 176

U

updates, content sampling, 60

URLs, audit data, 51

users

content analysis, 8385

content sampling of groups, 60

defining, 105

priorities, 105106

usability

behavior versus comprehension, 85

content analysis, 8485

qualitative audit factor, 55

usage statistics, 52

user-generated content, 116

UX (user experience) design, 33, 118

V

Vilhauer, Corey, 176

voice and tone of content

qualitative audit factor, 55

substance in content, 111113

Vollenweider, Julie, 138

W–Z

Watchter-Boettcher, Sara, 176

web content

assumptions about, 2022

auditing, 910

automatic aggregation of, 1617, 114

collaboration with colleagues, 1516

as commodity, 1619

cost effectiveness of, 17

ownership and roles

business units, 131132

committees and councils, 139142

individuals, 132138

strategists, 3032

planning

getting started, 2425

lack of, 1920

quad, 2930, 9697

re-envisioning, 27

reviewing drafts, 2224

organizational unit priorities, 24

user-generated, 1718

writing, 134

Web Content Advisory Committee, 141

web content alignment

importance of, 40

stakeholders

continuing involvement with, 45

identifying, 40

kickoff meetings with, 4344

providing interesting challenges, 4243

setting expectations for, 4445

types of, 4142

understanding each other, 44

web content analysis

impact factors, external

competitors, 8588

influencers, 8889

usability testing, 8485

user research, 8384

users, 8283

web analytics, 84

impact factors, internal, 70

focus topics, 73

group discussions, 71

guidelines, 7172

interviews, 7173

questionnaires or surveys, 71

importance of, 70

results of analysis, 8990

web content audits, 910

content sampling, 6062

delegating responsibilities, 54

guidelines for selecting audit types, 5051

importance of, 49

qualitative audits, 910

best practices assessment, 50, 5355

strategic assessment, 50, 5355

quantitative inventories, 910, 5053

reports, 64

casual summary, 66

formal detailed, 6465

presentation-style, 67

results

sharing, overview, 63

tabulating, 6263

rolling audits, 62

spreadsheets

basic, 5657

content flexes and changes, 5758

indexed inventory, 5859

links to when sharing results, 64

technology tools, 4950

human review necessity, 48

The Web Content Strategist’s Bible, 156

WebMD, 116

Wilson, Shelly, 33

wireframes, 124125

Wodtke, Christina, 9

WordPress, 176

workflow. See also governance

communication with coworkers, 157

content, analyzing, 73, 7982

content, creating and sourcing, 143

questions to ask, 144145

tasks, 144

tools, content requirements checklists, 145

tools, curation/aggregation checklists, 145

tools, editorial calendars, 145147

tools, migration spreadsheets, 145

content, evaluating

measurement methods, 149150

questions to ask, 150151

tasks, 150

tools, measurement histories, 151

tools, measurement scorecards, 151152

tools, qualitative audit spreadsheets and reports, 151

content, maintaining, 147

questions to ask, 148

tasks, 148

tools, content inventories, 149

tools, content maintenance checklists, 149

tools, content maintenance logs, 149

content, processes of, 142143

doing less not more, 69

quad, 2930

people components of, 129130

taking action, 12, 156157

writers of web content, 1516

coordination with other disciplines, 33

responsibility for content, 134

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