Partner at Philip Atherton
23 June 2004 13:52pm
The following principles might be of interest to people who need to assess content value and plan major overhauls of content.
The methodology is based on four large-scale projects in the publishing, banking and insurance sectors where every piece of content was examined, benchmarked and the customer pathways rebuilt to provide a better fit between user experience and client returns (ROI and other benchmarks.)
To see how the deconstruction audit works, there are links to jpegs of the Visio maps mentioned below. Apologies for the size of files but they are taken from large-scale drawings. Also remember they are schematic – showing how the approach works and to ensure client confidentiality. (Underlying data sets contained in the Visio download have been severed and macros removed so there should be no problem with downloading.)
Brief overview: The first stage involves mapping user pathways or journeys that exist for different profiles of visitors – in the example, first time visitors, response enquirers, and transaction customers have been used. Very basic but to illustrate the processes.
The second map values each content asset depending on its role in conversion or the value it provides in enabling customers to make informed decisions and issue instructions online. These are shown in blue.
The final map strips away all other content to show the most valued routes and content for all stakeholders (the user and business). In practice, there additional overlays to identify issues and conflicts between stakeholders.The last map is used to reassemble and plan new content that follows a ‘value chain’ audit which drives the navigation and delivery. (The value chain makes demands from all points of view and it’s here that competitive advantages and new content delivery can be planned with greater certainty. So the model can be a knowledge centre for other business and marketing processes.)
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