@meaningmeasure @LavaCon How ReelGrrls.com Recovered a Content Initiative Gone Astray Misty Weaver @content_insight @meaningmeasure Content Insight
LavaCon Case Study: Content Audit Reel Grrls
Aug 20, 2015
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@meaningmeasure @LavaCon
How ReelGrrls.com Recovered a Content Initiative Gone Astray
Misty Weaver@content_insight
@meaningmeasureContent Insight
@meaningmeasure @LavaCon
What I do
Content, Community and Social Media Management
NonprofitsEducation
Startups
@meaningmeasure @LavaCon
What I do
Content Strategy in Information Architecture
@meaningmeasure @LavaCon
Disclaimer
@meaningmeasure @LavaCon
The Client
@meaningmeasure @LavaCon
The Classroom
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
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/
@meaningmeasure @LavaCon
SEO Audit, Yippee!
@meaningmeasure @LavaCon
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
Reasons to love a competitive audit
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
Content audits are contextual
@meaningmeasure @LavaCon
@meaningmeasure @LavaCon
User Journeys
Donate
Fund a FilmmakerFund a Filmmaker
http://www.slideshare.net/mdawnweaver/lavacon-multichannel-content-audit-preview-weaver
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
Locked in design
Daniel Erwin. Explain IA
@meaningmeasure @LavaCon
Channels like hall closets
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But we like social media!
http://thecreativecat.net/daily-photo-reprise-all-cats-on-desk-2011-2/
@meaningmeasure @LavaCon
Credit: libertyandvigilance 10459273@N05/
Always find a cause to celebrate
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
Informed Audit
@meaningmeasure @LavaCon
Pick the low hanging fruit
By Allie http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html
@meaningmeasure @LavaCon
Ditch the duplicates and dead zones
@meaningmeasure @LavaCon04/18/2023 Misty Weaver , @meaningmeasure [email protected]
30
Simplify payment processing
@meaningmeasure @LavaCon
Connect the channels
@meaningmeasure @LavaCon
Tell the story the user wants to hear
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
What would you do?
• No budget• Staff have no extra time • Locked in a CMS, design
@meaningmeasure @LavaCon
Assets
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This client
@meaningmeasure @LavaCon
Empowered the content managers
@meaningmeasure @LavaCon
Took the reins
Director learned to code
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Distributed Ownership
@meaningmeasure @LavaCon
Connecting Channels
Donate
Fund a FilmmakerFund a Filmmaker
@meaningmeasure @LavaCon
Make room for more staff
@meaningmeasure @LavaCon
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+
@meaningmeasure @LavaCon
BREAK
@meaningmeasure @LavaCon
What I learned from this process
@meaningmeasure @LavaCon
When a client asks “Why isn’t my content
performing?”
@meaningmeasure @LavaCon
Rethink Content ROI
@meaningmeasure @LavaCon
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
@meaningmeasure @LavaCon
Rethink Social Content ROI
@meaningmeasure @LavaCon
Enter the Conversation
@meaningmeasure @LavaCon
Build the Relationship
@meaningmeasure @LavaCon
Guess the CMS
@meaningmeasure @LavaCon
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+
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