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, 180–181
blogging, 176
emphasizing importance, 173–175
following tweets, 180
joining online groups, 180
sharing dreams, 181
using simple language, 171–173
Alexander, Ian, 176
aligning web content
importance of, 40
stakeholders
continuing involvement with, 45
identifying, 40
providing interesting challenges, 42–43
setting expectations for, 44–45
understanding each other, 44
analyzing web content
impact factors, external
web analytics, 84
impact factors, internal, 70
focus topics, 73
group discussions, 71
questionnaires or surveys, 71
importance of, 70
Anameier, Christine, 60
Anderson, Erin, 72
audience
internal impact factors, 73–74
qualitative audit factor, 55
delegating responsibilities, 54
guidelines for selecting audit types, 50–51
importance of, 49
best practices assessment, 50, 53–55
strategic assessment, 50, 53–55
quantitative inventories, 9–10, 50–53
reports, 64
casual summary, 66
presentation-style, 67
results
sharing, overview, 63
rolling audits, 62
spreadsheets
content flexes and changes, 57–58
links to when sharing results, 64
human review necessity, 48
B
Bailie, Rahel, 176
Balance Interactive, 49
“Bangalore, We Have a Problem,” 18–19
baseline measurements, 152
Benson, Christine, 166
best practices assessments, 50, 53–55
Blaydon, Laura, 87
Blogger, 176
Boiko, Bob, 143
Brain Traffic
Achieve-Be-Do concept, 97
auditing content, criteria, 60
“Bangalore, We Have a Problem,” 18–19
“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, 131–132
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
Clout: The Art and Science of Influential Web Content, 83
committees and councils
audience advisory councils, 140–141
internal advisory councils, 139–140
competitors, content analysis, 85–88
Confab: The Content Strategy Conference, 162
The Content Management Bible, 143
content-ment.com blog, 176
content strategies
governance
content analysis stage, 73, 80–81
inventories, 149
maintenance checklists, 149
maintenance logs, 149
versus other disciplines, 34
IA (information architecture), 34
SEO (search engine optimization), 34, 52
web writing, 33
ownership and roles
committees and councils, 139–142
definition, 130
responsibility for content, 11–12, 118–119
requirements checklists, 145
future of, 122
links, 121
listening techniques, 10–11, 45, 72
metadata, 123
navigation, 120
nomenclature, 120
ownership and roles, 11–12, 30–32, 118–119
tagging, 123
substance
language’s voice and tone, 111–113
prioritizing, 117
source of content, 9–10, 112–116
workflow
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
SEO (search engine optimization), 34, 52
web writing, 33
core strategies
developing, 97
aspirational goals, 98
content analysis stage, 73, 80–81
future of, 122
individual’s or group’s responsibilities, 11–12, 30–32, 118–119
links, 121
listening techniques, 10–11, 45
analysis stage, 72
metadata, 123
navigation, 120
nomenclature, 120
tagging, 123
language’s voice and tone, 111–113
prioritizing, 117
source of content, 9–10, 112–116
taking action...now, 12
councils and committees, 139–142
curation/aggregation checklists, 145
current events in content analysis, 889
customers in content analysis
D
Dennison, Carrie Hane, 49
depth, content sampling, 60
Don’t Make Me Think, 124
E
eatingelephant.com blog, 176
eatmedia.net/blog, 176
editor-in-chief/editors, 133–134, 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
Forry, Clinton, 176
G
governance, 29–30. See also workflow
content
questions to ask, 154
tasks, 153
tools, content planning and prioritization matrices, 154
tools, marketing participation guides, 154
processes, documenting, 155–156
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
impact factors in content analysis
external
web analytics, 84
internal, 70
focus topics, 73
group discussions, 71
questionnaires or surveys, 71
individuals, roles determining content, 132–138
editor-in-chief/editors, 133–134, 233
hiring or outsourcing, 138
managers, 134
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–136
SMEs (subject matter experts), 136
sourcing managers or curators, 135
influencers, content analysis, 88
information architecture. See IA
Ingram, Richard, 176
“The Inside Job,” 166
intentionaldesign.ca blog, 176
internal advisory councils, 139–140
interviews for content analysis
Five Ws of interviewing, 72
J
“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, 111–113
last update date, 52
leenjones.com blog, 176
licensed content, 115
LinkedIn Content Strategy Group, 180
links, structure of content, 121
listening techniques, 10–11, 45
analysis stage, 72
lucidplot.com blog, 176
M
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, 151–152
messaging
coordination with other disciplines, 32–33
internal impact factors, 73–75
qualitative audit factor, 55
metadata
auditing content, 52
coordinating with other disciplines, 34, 52
structure of content, 123
microcopy, structure of content, 121–122
migration spreadsheets, 145
money people stakeholders, 41
multivariate and A/B tests, 83
N
navigation, structure of content, 120
nomenclature, structure of content, 120
Normandale Community College, 141
O
objectives, content sampling, 60
ownership and roles
committees and councils
audience advisory councils, 140–141
internal advisory councils, 139–140
definition, 130
editor-in-chief/editors, 133–134
hiring or outsourcing, 138
managers, 134
reviewers, 136
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–138
SMEs (subject matter experts), 136
sourcing managers or curators, 135
responsibility for content, 11–12, 118–119
P
page stacks, 124
people
governance
processes, documenting, 155–156
action, initiating, 12, 156–157
communication with coworkers, 157
content, creating and sourcing, 143–147
content, processes of, 142–143
tasks, 150
persuasion for content strategies
proposing projects, 163
developing financial support and cooperation, 165–167
enlisting management support, 168
starting conversation, 161–162
telling good story, 163
platforms, structure of content, 119–120
Porter, Joshua, 121
prototypes, 124
Q
qualitative assessments of web content, 9–10, 50, 53–55
qualitative audit spreadsheets and reports, 151
quantitative inventories of web content, 50–53
R
reports, content audits, 64
casual summary, 66
presentation-style, 67
reputation analytics, 83
reviewers and/or approvers, 136
roles and ownership
committees and councils, 139–142
audience advisory councils, 140–141
internal advisory councils, 139–140
definition, 130
editor-in-chief/editors, 133–134
hiring or outsourcing, 138
managers, 134
reviewers, 136
reviewers and/or approvers, 136
SEO (search engine optimization) specialists, 135–138
SMEs (subject matter experts), 136
sourcing managers or curators, 135
responsibility for content, 11–12, 118–119
Rosenfeld, Lou, 62
Rosenfeld Media, 62
S
Saloka, Elizabeth, 18
search analytics, 83
SEO (search engine optimization), coordination with other disciplines, 34, 52
SEO (search engine optimization) specialists, content ownership, 135–137
Sheffield, Richard, 156
showstopper stakeholders, 41
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
content flexes and changes, 57–58
links to when sharing results, 64
migration, 145
stakeholders in aligning strategies, 41
continuing involvement with, 45
identifying, 40
providing interesting challenges, 42–43
setting expectations for, 44–45
understanding each other, 44
Staywell, 116
strategic assessments, 50, 53–55
strategic decision maker stakeholder, 41–42
future of, 122
individual’s or group’s responsibilities, 118–119
links, 121
metadata, 123
navigation, 120
nomenclature, 120
tagging, 123
tools
page stacks, 124
prototypes, 124
audience, identifying, 104–106
language’s voice and tone, 111–113
prioritizing, 117
surveys, content analysis
external factors, 83
internal factors, 71
syndicated research in analytics, 83
T
tagging, 123
target audience
internal impact factors, 73–74
qualitative audit factor, 55
technical home, audit data, 52
title/topics, audit data, 51
tools
for auditing web content, 48–50
for creating and sourcing content
curation/aggregation checklists, 145
migration spreadsheets, 145
requirements checklists, 145
for evaluating content
measurement histories, 151
measurement scorecards, 151–152
qualitative audit spreadsheets and reports, 151
for governance of content
marketing participation guide, 154
planning and prioritization matrices, 154
for maintaining content, 147
inventories, 149
maintenance checklists, 149
maintenance logs, 149
for structuring content, 123–126
page stacks, 124
prototypes, 124
“Toward a Content-Driven Design Process,” 175
Tumblr, 176
TypePad, 176
U
updates, content sampling, 60
URLs, audit data, 51
users
content sampling of groups, 60
defining, 105
usability
behavior versus comprehension, 85
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
Vollenweider, Julie, 138
W–Z
Watchter-Boettcher, Sara, 176
web content
automatic aggregation of, 16–17, 114
collaboration with colleagues, 15–16
cost effectiveness of, 17
ownership and roles
committees and councils, 139–142
planning
re-envisioning, 27
organizational unit priorities, 24
writing, 134
Web Content Advisory Committee, 141
web content alignment
importance of, 40
stakeholders
continuing involvement with, 45
identifying, 40
providing interesting challenges, 42–43
setting expectations for, 44–45
understanding each other, 44
web content analysis
impact factors, external
web analytics, 84
impact factors, internal, 70
focus topics, 73
group discussions, 71
questionnaires or surveys, 71
importance of, 70
delegating responsibilities, 54
guidelines for selecting audit types, 50–51
importance of, 49
best practices assessment, 50, 53–55
strategic assessment, 50, 53–55
quantitative inventories, 9–10, 50–53
reports, 64
casual summary, 66
presentation-style, 67
results
sharing, overview, 63
rolling audits, 62
content flexes and changes, 57–58
links to when sharing results, 64
human review necessity, 48
The Web Content Strategist’s Bible, 156
WebMD, 116
Wilson, Shelly, 33
Wodtke, Christina, 9
WordPress, 176
workflow. See also governance
communication with coworkers, 157
content, creating and sourcing, 143
tasks, 144
tools, content requirements checklists, 145
tools, curation/aggregation checklists, 145
tools, editorial calendars, 145–147
tools, migration spreadsheets, 145
content, evaluating
tasks, 150
tools, measurement histories, 151
tools, measurement scorecards, 151–152
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, 142–143
coordination with other disciplines, 33
responsibility for content, 134