Connecting content audits with user research for a data-informed strategy

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Connecting content audits with user research for a data-informed strategy Holly Munson Senior Content Strategist, Think Company RESEARCH REWIND + CONTENT STRATEGY PHILLY

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Think Company delivers design and technology leadership to create and manage impactful cross-channel experiences.

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We’re hiring!

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Content strategy 101

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Content is everywhere Across all devices, channels, formats, contexts

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Content has value Earn customers’ trust, guide users through complex processes, and help people get to the answers they need

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Content needs strategy Content that just works doesn’t just happen

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No content

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User research 101

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User-centered content

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User-centered content

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Data-informed content This is data. This is data.

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Types of data Quantitative Measurements If you want to know how much something happens, or how many of something there are Qualitative Descriptions If your question is about what happens or why something happens Definitions from Just Enough Research by Erika Hall

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User-centered, data-informed content

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Takeaway How to use both quantitative and qualitative data, drawn from user research and a content audit, to build a content strategy

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You can do it!

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The process

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Questions

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Questions What do people need?

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Questions What do people need? What content do we have?

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Questions What do people need? What content do we have? Where are the gaps?

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Questions What do people need? Where are the gaps? What do we want to do about the gaps? What content do we have?

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Activities What do people need? Where are the gaps? What do we want to do about the gaps? What content do we have?

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Activities Where are the gaps? What do we want to do about the gaps? User research What content do we have?

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Activities Where are the gaps? What do we want to do about the gaps? User research Content audit

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Activities What do we want to do about the gaps? User research Content audit Synthesis and analysis

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Activities User research Content audit Synthesis and analysis Content strategy and implementation

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Challenges User research Content audit Synthesis and analysis Content strategy and implementation

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Challenges Silos Content audit Synthesis and analysis Content strategy and implementation

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Challenges Silos Inconsistency Synthesis and analysis Content strategy and implementation

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Challenges Silos Inconsistency Information overload Content strategy and implementation

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Challenges Silos Inconsistency Information overload Unclear next steps

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Solutions Silos Inconsistency Information overload Unclear next steps

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Solutions Clear connection points Inconsistency Information overload Unclear next steps

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Solutions Clear connection points Consistency Information overload Unclear next steps

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Solutions Clear connection points Consistency Clear themes and stronger insights Unclear next steps

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Solutions Clear connection points Consistency Clear themes and stronger insights Clear next steps

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The case study

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The case study Pharma.com* *Not its real name

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The project Redesign a website that delivers pharmaceutical product information and services to more than 600,000 U.S. health care professionals annually

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The goal Build a content strategy to unify 20+ teams and shift the content process and culture toward user-centered, data-informed design

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Activities 1. User research 2. Content audit 3. Synthesis and analysis 4. Content strategy and implementation

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User research

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User research What do people need?

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Research questions What are the top concerns of U.S. health care professionals?

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Research questions Generative/exploratory research = What is a good problem to solve for this audience? Definition adapted from Just Enough Research by Erika Hall

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Research method Industry report

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“I am concerned about the impact of the increase of cost of care for my patients” Research ﬁndings 88% of U.S. physicians agree:

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In which of the following areas is it most important for pharma to focus on over the next year? Research ﬁndings 49% Managing patient costs 8% Medication adherence 7% Simplified information 6% Medical education 5% Integrated data sources 5% Caregiver resources

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Research ﬁndings Managing patient costs Key user need

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Research questions Where do health care professionals find information about managing patient costs? How satisfied are they with their current resources? How receptive are they to getting this kind of information from a pharma company?

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Research questions Descriptive/explanatory research = What is the best way to solve the problem we’ve identified? Definition adapted from Just Enough Research by Erika Hall

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Research method In-depth interviews

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Research method Please write a letter of advice to a doctor, PA, RN, or oﬀice manager that is entering their first job. In your letter, please give an example of some challenges that you or your staﬀ have encountered related to some key topics (below), and how you solved them. Please include any resources (people, websites, conferences, products, services, etc.) that were helpful in solving these challenges.

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Research ﬁndings Participants ranked “managing patient costs” as an area of need with the highest importance and lowest satisfaction I. M. P. O. R. T. A. N. C. E S. A. T. I. S. F. A. C. T. I. O. N

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Research ﬁndings “It could be the best drug in the world, but if the patient can’t aﬀord it, you’re done.” –Registered nurse

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Research ﬁndings “My poor oﬀice manager stays late every Friday just to do prior authorizations.” –Primary care physician

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Research method Analytics and SEO

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Research ﬁndings The pages on the current site with the most views were related to billing and insurance coverage

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Research ﬁndings There were high monthly search volumes for terms like “[product name] coupon,” “patient assistance,” and “billing code”

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Research ﬁndings Secondary research Primary research

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Research ﬁndings Quantitative Qualitative

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Research ﬁndings Managing patient costs Coverage status Patient assistance Coupons and samples Billing codes Key user need Key content types

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Content audit

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Content audit What content do we have?

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Content audit process Define research question Decide scope Decide criteria Audit

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Research questions Evaluative research = Are we getting close to solving the problem? Definition adapted from Just Enough Research by Erika Hall

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Research questions Where is content located? How much content do we have overall?

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Research questions Where is content located? How much content do we have overall? What content do we have related to managing patient costs?

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Research questions Where is content located? How much content do we have overall? What content do we have related to managing patient costs? How good is it?

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Decide scope and criteria Content audit kickoﬀ Kickoff agenda

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Decide scope Rough content inventory

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Decide scope Scope exercise

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Decide scope 15 websites 150 pages to audit 900 pages to inventory

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Decide criteria What even is good?

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Decide criteria Criteria = a category used to judge “Back in Jacksonville, I was in charge of a 60-person dance crew. Whenever we auditioned a new dancer, we would rate them in five categories: dancing ability, coolness, dopeness, freshness, and smart-brained.” Image: Social News XYZ

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Decide criteria Accessible Actionable Clear Consistent Controllable Credible Findable Functional Readable Sustainable Useful

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Decide criteria Accessible Actionable Clear Consistent Controllable Credible Findable Functional Readable Sustainable Useful

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Audit TIME TO ACTUALLY AUDIT

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Audit (with Airtable) Airtable template

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Inventory 900 pages to inventory Where is content located? How much content do we have overall? What content do we have related to managing patient costs?

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Content topics Managing patient costs Coverage status Patient assistance Coupons and samples Billing codes Key user need Key content types

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Topic tags

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Topic tags

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Audit 150 pages to audit How good is it?

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Audit

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Audit Image: Allie Brosh

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Checklists Example: Readable checklist ● Does it use bullets, bolded keywords, and subheads? ● Are words simple instead of complicated? ● Are sentences simple and short (no more than 20 words)? ● Is it free of jargon and internal terms? ● Does it use active voice? ● Is information organized in a logical way? (Is the most important information first/most visually prominent?) Content criteria checklist

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Audit notes

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Audit notes

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Audit tags Restructure with bullets, bolded keywords, and/or subheads

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Audit tags

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Audit tags

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Audit ﬁndings Percentage of product sections with content related to managing patient costs 85% Samples and coupons 22% Billing and insurance support 1% Coverage status

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Audit ﬁndings Pages about billing and insurance support are not suﬀiciently readable Most common edit needed: Make the most important information visually prominent Readable

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Audit ﬁndings 55% of all pages are not suﬀiciently findable Most common edit needed: Convert content in PDF or JPG into HTML text Findable

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Research ﬁndings Quantitative Qualitative

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A note about timing Content audit after user research is ideal If not, you can: Use topic tags and cross-reference with research later and/or Rely on content criteria to improve general usability

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Audit Research to guide which topics to focus on Checklists for more consistent observations Tags to quantify observations

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Synthesis and analysis

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Synthesis and analysis Where are the gaps?

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Synthesis and analysis User research + Content audit Qualitative + Quantitative

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The life-changing magic of tags

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Pulling it all together

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Pulling it all together The term “[product name] coupon” has a monthly search volume of 8,000. One registered nurse said, “It could be the best drug in the world, but if the patient can’t aﬀord it, you’re done.” On Pharma.com, 85% of product sections provide info about samples and coupons.

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Pulling it all together 88% of health care professionals surveyed agreed, “I am concerned about the impact of the increase of cost of care for my patients.” On Pharma.com, only 1% of product sections provide information about coverage, and they have the most page views on the site.

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Pulling it all together The term “billing code” has a monthly search volume of 10,620. One primary care physician noted, “My poor oﬀice manager stays late every Friday just to do prior authorizations.” On Pharma.com, 22% of product sections provide information about billing and insurance support. Most pages about billing are insuﬀiciently readable.

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Pulling it all together TL;DR We know how well we’re doing in fulfilling this user need, and have some idea of what we could change

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Content strategy and implementation

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Content strategy and implementation What do we do about the gaps?

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Strategy Strategy workshop agenda

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Content revision planning

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Content revision planning Content owner A, here’s the plan for revising your content. ● 8 pages need revising ● Estimated eﬀort: 20 hours Here’s the list of pages and the changes needed for each… Coupons page ● Restructure with subheads Coverage Status page ● Create new page

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Guidelines Content type: Coverage status This content type should include these elements… Here’s how those elements should be structured… Here are some editorial guidelines to keep in mind… Why this content type is important From our [date] research we learned: 88% of surveyed health care professionals agreed, “I am concerned about the impact of the increase of cost of care for my patients.” At the time, only 1% of product sections on Pharma.com provided information about coverage, and they had the most page views on the site.

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Governance Response to a content request Based on insights about what is most relevant to our audience, we deprioritized Content Type A and prioritized Coverage Status content. You can get more details in [document], but some highlights are [research insight 1] and [research insight 2].

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The outcome A website that improved the customer experience A cultural shift toward user-centered, data-informed content

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User-centered, data-driven content User research Content audit Synthesis and analysis Content strategy and implementation

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Thank you! Questions?

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Resources

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Resources ◦ Content audit kickoﬀ agenda ◦ Content criteria checklist ◦ Strategy workshop agenda hollyvwmunson.com/speaking ◦ Airtable content audit template https://airtable.com/universe/exp qPWtoSFgpmUegy/website-conte nt-audit ◦ Airtable content audit tutorial https://www.thinkcompany.com/2 018/08/how-to-use-airtable-for-co ntent-audits-part-1/ https://www.thinkcompany.com/2 018/08/how-to-use-airtable-for-co ntent-audits-part-2/

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References Content criteria adapted from these sources: ◦ Meghan Casey, The Content Strategy Toolkit https://www.contentstrategy.com/the-content-strategy-toolkit ◦ Abby Covert, IA Heuristics Checklist https://understandinggroup.com/learn/posters/ia-heuristics-checklist/ ◦ Ahava Leibtag, Creating Valuable Content: A Step-by-Step Checklist https://contentmarketinginstitute.com/2016/09/checklist-valuable-content/ ◦ Erin Kissane, A Checklist for Content Work https://alistapart.com/article/a-checklist-for-content-work ◦ GatherContent, How to Set Up a Content Evaluation Plan http://gathercontent.com/wp-content/uploads/2016/03/GatherContent-cont ent-evaluation.pdf?__s=e5ipewads6qedstgykdk

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Special thanks! For help with refining this deck/talk: Dave Thomas, Matthew Bartholomew, Alli Hossack, Sunkwon Bush, Jess Ryan, Susana Galarza, Darian Davis, Brad Sukala, Kristi Olphin, and Chris Nappi For being the literal best: Dave Munson and Lars Munson

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