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How do you use content audits to improve your experience design?

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Content audits are a powerful tool for improving your experience design. They help you evaluate the quality, relevance, and effectiveness of your existing content, and identify gaps, opportunities, and issues that need to be addressed. In this article, we'll show you how to use content audits to enhance your experience design process and deliver better outcomes for your users and your business.

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1 What is a content audit?

A content audit is a systematic review of all the content on your website, app, or other digital product. It involves collecting data about each piece of content, such as its title, URL, format, purpose, audience, tone, accuracy, performance, and alignment with your goals and strategy. A content audit can be quantitative, focusing on metrics and analytics, or qualitative, focusing on user feedback and evaluation criteria.

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Amer B.

PMI-PBA. Hospitality, Operational Planning, Strategic Partnerships. Tourism Opens Minds SDG' 2030
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Content audits are like taking stock of your digital assets, evaluating their effectiveness and relevance to enhance the overall experience design. As a business analyst and hospitality management consultant, I've found content audits to be invaluable in identifying strengths and weaknesses in digital content. This process involves assessing everything from website copy and visuals to social media posts and email campaigns. By conducting a thorough content audit, you can uncover areas for improvement, ensure consistency across platforms, and align content with strategic goals.

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Mayara Z.

Product Designer no Banco Safra | UX/UI Designer
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Auditoria de conteúdo sempre me auxiliou na empatia de se colocar no lugar do usuário e entender se aquele conteúdo está bem escrito. Um conteúdo simples e de fácil entendimento de todos, converte.

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2 Why do a content audit?

A content audit can be highly beneficial for improving your experience design. It can help you understand the current state of your content and how it meets user needs and expectations, as well as identify content strengths and weaknesses. You can also prioritize content improvements and enhancements, inform your content strategy and design decisions, and measure the impact of your changes. In addition, a content audit can help you track progress and performance over time.

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Marisa N.

Global Events Leader | Creative Marketing Strategist | Content Creator | Dog Rescue Advocate | I build event strategies that drive business impact and increase brand awareness
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Doing a content audit will provide insight into how content is performing and relating to current and prospective customers. Are you presenting the correct content for their needs AND in the right medium? The data gathered from an audit will help to refine the content strategy by making informed decisions. It can be performed from a qualitative and/or quantitative perspective but should always keep goals and objectives in mind. When done on a regular basis, trends about your audience will start to emerge such as preferring educational videos to whitepapers. This insight will assist in optimizing the placement of resources and budget into the types of content most viewed, engaged with and shared.

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Amer B.

PMI-PBA. Hospitality, Operational Planning, Strategic Partnerships. Tourism Opens Minds SDG' 2030
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One personal experience that highlights the power of content audits is when I worked with a hotel chain. We conducted a content audit of their website and social media channels, analyzing engagement metrics, user feedback, and competitor content. This audit revealed that their social media content was resonating well with a younger audience but lacked consistency with the upscale brand image portrayed on their website. By aligning social media content with the brand's identity and values, we saw a significant increase in engagement and brand perception among their target audience.

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3 How to plan a content audit?

Prior to starting a content audit, it is essential to have a clear purpose and scope for the project. In order to do this, you need to define your content audit goals, scope, methods, and team. Your goals should focus on the experience design objectives and user needs you want to achieve. The scope should include which content you want to include or exclude, as well as how it will be categorized and segmented. Additionally, you must decide which tools and techniques you will use to collect and analyze data. Finally, consider who will be involved in the content audit and what roles they will take on.

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Mayara Z.

Product Designer no Banco Safra | UX/UI Designer
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Tudo o que envolve auditoria obrigatoriamente chama por planejamento. Definir as metas do que quero extrair com aquele conteúdo e as KPIs necessárias para isso é a parte mais trabalhosa, pois envolve muitos stakeholders. Contudo, com certeza traz resultados significativos.

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4 How to conduct a content audit?

Once you have a plan, you can begin conducting your content audit. This involves creating a content inventory, which is a spreadsheet or database that lists all the content in your scope. You can use tools like Screaming Frog, Content Analysis Tool, or Google Analytics to extract basic information such as URLs, titles, headings, and word counts. Additionally, you can add content attributes that describe the characteristics and quality of your content. Content analysis is then used to interpret and evaluate the data, where tools like Excel, Tableau, or Google Data Studio can be utilized to visualize and explore the data. You can also collect user feedback and ratings on your content with tools like Google Forms, SurveyMonkey, or UsabilityHub. Finally, based on the analysis, recommendations for improving your content and experience design can be made with tools like Trello, Asana, or Jira to create tasks, assign responsibilities, and track progress.

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5 How to use content audit findings?

A content audit is not a one-off task. It's an ongoing process that requires regular updates and revisions. Your content audit findings can be used to implement your recommendations, monitor performance, and iterate and improve your content. For example, it can be used as a roadmap for making changes to your content, such as adding, updating, deleting, or reorganizing content. You can also use it as a baseline for measuring the impact of your content changes on user experience and business outcomes. Additionally, you can use it as a feedback loop for learning and improving your content and experience design by using tools like Google Optimize, Optimizely, or VWO to test and optimize your content variations.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Amer B.

PMI-PBA. Hospitality, Operational Planning, Strategic Partnerships. Tourism Opens Minds SDG' 2030
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Additionally, strategic partnerships play a crucial role in leveraging content audits for experience design. Collaborating with content creators, influencers, and industry experts can provide fresh perspectives and innovative content ideas. These partnerships can also help in amplifying the reach of your content, enhancing brand visibility, and attracting new customers. Overall, content audits combined with strategic partnerships are powerful tools for refining experience design, driving engagement, and achieving business objectives

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Mayara Z.

Product Designer no Banco Safra | UX/UI Designer
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Uma vez precisei fazer uma auditoria de SEO tanto textual quanto técnico. Com ele, conseguimos melhorar o site a nível t?o preciso, que coletamos mais de 1 milh?o de visitas em 3 meses.

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How do you use content audits to improve your experience design?

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1 What is a content audit?

2 Why do a content audit?

3 How to plan a content audit?

4 How to conduct a content audit?

5 How to use content audit findings?

6 Here’s what else to consider

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