This was my second Content Strategy Meetup event, and it was excellent.
One of the differences of this group from the some other groups in the industry is the depth of discussions. In many situations, members of the group are currently working on similar projects and can share tips and frustrations of the field. Considering that one attendee came from Duluth… I felt privileged to have a short drive 😉
Notes from the event:
One more shade of hummingbird 🙂
- Hummingbird rewards good content; while Panda targets on-site spam, and Penguin targets off-site spam
- Entities (person, place, thing, idea)
- 2010 – Google acquired Matabase, which project, Freebase is used as part of semantic search
- It becomes important what associations in your site (and other sites) is used to describe your brand and products.
- Larger articles might become more valuable (as long as they are useful and not fluff 😉 ).
- Use of rare words can also be beneficial
- Schema (Shema.org) is becoming more important – “Shema is to announce to the world who you are; Freebase is understanding “who is who.”
- Understanding How Freebase and Schema.org work together – Michael Blumfield
And the tribute to analytics 🙂 “Data is your eyes, not your brain”
It was interesting to see a concern among writers that the analytics data is complex, might be difficult to get and not easy to understand. My guess… the typical writer does not receive proper “insight” from the analyst, but rather “numbers” in never-ending spreadsheets that yet to be interpreted, or short dashboards that hide all useful insight behind homogeneous aggregate.
Interesting readability tool with an easy color indicator:
Types of Audits:
- Quantitative Inventory
- Technical Audit
- Social Audit
- Competitive & Comparative Audit
- Qualitative Audit
- Audit spreadsheet sample (PDF)
- Content inventory and audit template
- Content Audit definitions
How to work with stakeholders:
- Reviewing spreadsheet task number one: what to delete? This task is mandatory and enforced.
- Next step: reviewing content usually, after identifying what to delete, business representatives want to review the rest of the content.
- Why not to have too much unnecessary web site content? Content needs to be reviewed once a year; review time includes at least 15 minutes per page. Multiplying number of pages, gives number of hours just for the review. For example, 200 pages would require 50 hours of somebody’s time a year to review. This is more than a full work week!
- Migration worries: why to review content before migration efforts? “If we migrate all content – we won’t be done with the migration until day X. If we can delete some of the content, be migration can be accomplished by day X-Y.
Confab 2014 seem to be a very interesting event. And if the recap of the event kindly provided by the members of Content Strategy Meetup is not enough…. there are MORE resources for any possible need 🙂