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Content Analysis & Management

Unique content is regarded as the king and is a pertinent component which can add tremendous value to your website. If one is looking forward to reach the higher echelons of search engine ranking then quality content has an important role to play into content analysis.

Content analysis allows you to understand an organization through its information lens: what types of information do they have; and what do they consider important enough to publish, share and make noticeable? It allows you to prepare realistic designs and solutions for managing that content in the future – based on what's actually being created and published, rather than on what you wish people would create and publish.

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What is Content?

Your system isn't 'usable' if the content within it isn't 'Noticeable'. In most cases content analysis is considered as part of Information Audit. It is generally helpful while carrying any system redesign, re-architecture or broader information strategy for an organization.

As an Organization you might see a full information audit like a lot of work when most you already know what's clogging up your intranets and websites and you just want to get on with binning most of it, and designing a cleaner system with better, up-to-date and more useful content. But at a higher levels you need to know and plan for the content that already exists:

  • Types and quantity of content : This includes both the format (distinguishing between audiovisual content, images, and documents) and the category (memos, reports and white papers, forms and presentations).
  • Source of content : This is very important for content analyst to know the source of the content. It includes both the author/ownership i.e. team/department (Marketing, HR, Management), as well as its origin (internal CRM, externally referenced sources).
  • Content structure, labeling and categorization : It includes controlled metadata from taxonomies (such as topic or subject), automated system metadata (such as author), as well as less formal categories such as where the content exists in the website.

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Content and Usage Metrics

The content itself is all very interesting but it needs to be viewed through website visitors eyes. URconnect India categorizes the content based on:

  • Who uses what and how often?
  • What is being searched for and how successful are they?
  • What is being shared and by whom?
  • What information is constantly being requested from the experts in your organization?

URconnect India helps organizations with search logs and system usage metrics that gives some qualitative and popularity analysis of your website content. Please remember that, just because some particular content hasn't been looked at in a year doesn't mean it isn't important. It might be that it's difficult to find, or is so useful that people have copied it to their own hard drives for repeated reuse, rather than try and remember the URL path to it each time.

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Evaluation of Content

Qualitative analysis of the content helps organization to design new information architectures and navigation systems that priorities the really valuable content in your website. URconnect India assists organizations by conducting following content evaluations:

  • ROT (Redundant Outdated Trivial) content this is a typical first pass for the content your site visitors are looking at. It is much more essential in preparation for the migration of your content. What will you keep? What needs rewriting or updating? What needs deleting/archiving?
  • Relevance which of your site content prevents others from reinventing the wheel? What helps keep people up-to-date and on top of their area of expertise? What allows visitors to understand and contextualise some of your content?

    URconnect India considers that your intranet should be like an organization-specific Wikipedia: a single page that summarises everything your employees needs to know on a particular topic, person or office, and it must be regularly updated to point to all the numerous related key documents if employee wants to dive deeper and know more. URconnect India will assist you in defining and designing What & How would your organization’s 'Wikipedia'pages be?
  • Usability how usable is your content? How easy is it to read, reuse and share? How useful is it? How reliable and credible is the content to users? Answers to this may lead to business process improvement requirements for creating and publishing information at your organization website. This also lead to identifying repository and system requirements for your information.
  • Noticeability how noticeable is your content? What metadata is being used to point to that content? Is there enough information scent in what you publish to make it easy for visitors to find?

Content Analysis Report

URconnewct India believes that the point of doing content analysis is not to gather vast amounts of data about the volume and type of the content for which you need to design a new home. It's about finding new ways of presenting easy-to-read and actionable visuals of your website.

How you capture all of the information above will depend on the nature and size of your initiative. But regardless of how much content analysis you carry out, it always helps to have a clear structure to make sense of the analysis and identify the key implications.

The content types (we just described in the above section) identified in your website will help you in providing a good structure for summarizing the findings:

  • Firstly, we help you summarize your quantitative findings for each content type by focusing on the 'volume' (how much is there, by number of documents or storage space). URconnect India will also help you to estimate the amount of 'good' content (accounting for duplication and ignoring any ROT). Prioritize those findings using your popularity scores based on the usage metrics.
  • Then summarize the key aspects from your qualitative evaluation – relevance, usability and Noticeability. In its most straightforward form, you can give each content type a simple rating.

A good content analysis summary will help you to scope and shape the work your organization need to follow. Content Analysis Report will help you identify the priority areas for information which needs analysis and design work (e.g. where you have highly relevant data but that is of poor quality or Noticeability). It will help your web team to estimate storage requirements, or the work effort required for content migration or cleansing activities.

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