Web Copy That Works: Create Your Brand-Driven Content Strategy | Frank Marquardt | Skillshare

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Web Copy That Works: Create Your Brand-Driven Content Strategy

teacher avatar Frank Marquardt

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

1 Lessons (59m)
    • 1. Content Strategy Lecture (59:16)

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About This Class

So, what is a content strategist, anyway?

Content strategists plan for content creation, delivery, and governance (on, for instance, a company's website and other web properties) — but what that actually entails can vary dramatically.

Not all content is created equal. That's why it's critical to think strategically about what you're creating and whether it's consistent, meaningful, informative and useful to your audience. Developing your content strategy is a game-changing experience—it's why companies like Facebook are building out Content Strategy teams that are essential to their success.

In this class, I'll teach you how doing an honest evaluation of your existing content lets you determine what assets you have that work—and what you need to make it better. You'll do research to get a broad view of what your competitors are doing, so that you can define a content strategy that differentiates and one-ups your competition.

In this class, I'll help you answer the following questions:

  • Is your web content clear, consistent and meaningful to a user? 
  • What are your site's goals, and does your content help to achieve them? Why or why not? 
  • Do your users get the information they need to complete a task or understand the topic? 
  • What other ways can your web content be improved?

This class is perfect for anybody managing digital content who wants to improve their ability to think strategically—or their overall site's experience for users.

This class will focus on two discovery phase content strategy deliverables: The content audit and the competitive analysis. We'll talk about how these deliverables inform content strategy.


The first step to nearly any content development program involves a careful audit of the content you already have and analysis of what your competitors offer. In this class, your product will be to create a content audit and a competitive analysis. In the lecture, we'll talk about these two deliverables and show some examples, providing a framework for you to practice the craft of the audit and analysis.

Everyone is encouraged to bring real-world content problems from your workplaces, as we may use these to get some hands-on practice in applying content strategy tools.

By the end of class, you'll have a strong understanding of where you can improve your web content to one-up your competitors and provide a much better experience for your audience and users.

Meet Your Teacher

Frank Marquardt is the Director of Content Strategy at The Barbarian Group in San Francisco, CA and the Founder and on the Steering Committee Member of the Bay Area Content Strategy Meetup. He has worked with companies that have included Kashi, Samsung, Sears, SKYY Vodka, Visa, and Wells Fargo to create digital strategies, develop content, plan content programming, and build distribution platforms designed to form and grow relationships with target audiences and measurably improve SEO. This includes developing content strategies for everything from a single digital content type to global content offerings; managing strategy, creation, and distribution for content marketing programs; and collaborating with designers, technologists, writers, and other strategists to create and iterate dig... See full profile

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1. Content Strategy Lecture (59:16): - Welcome to Web copy That works. - Create your brain driven content strategy. - This is luxury. - Take two as a result of some technical difficulties earlier. - That meant that some of you did not see the screen share. - And I'm really, - really super sorry about that. - Um, - so this time I did a pre test, - and it looks like, - uh, - the screen shares working. - So we'll have that, - uh, - presentation to look at in just a moment. - Um, - so I mean, - it kind of dive into that, - Uh, - just kind of you. - Briefly, - the goal of this class is to get you guys to develop a competitive audit and a content on - it. - Over the next week. - When I talk about competitive and content on it, - I I'm thinking Ah ah, - qualitative audit that who gives you insight that can inform Ah, - content strategy. - This could be used in a couple of ways. - Could be used for a very tactical change. - Teoh client side of your own site. - Something that's gonna kind of improve. - It can be used for a much, - much broader uh uh uh, - transformation of whatever it is you're doing with Contacted by ah kind of informing, - uh kind of your thinking about a broad range of of topics. - The target for this class is really pretty, - very defined objective for your working, - and we'll talk about that in just a moment. - I think that that's just gonna be more manageable for you guys on. - Then you can if you kind of apply that more broadly, - you couldn't develop a deeper and richer ah set of insights for a broader transformation of - , - uh, - near Clinton experience or your own organizations experience on its site. - Somebody switched to screen screen share mode. - Now, - Yeah, - that looks great. - So it's just a little about me. - I'm Frank Marquart, - director of content strategy, - The Barbarian Group on Twitter At tradition, - I spent my career doing editorial work. - I've been formally working as a content strategist since 2007 but ah, - number of the rules that I held before that involved managing content in a publishing - organisations, - which was really very solid training for what I do now in solving client problems. - Uh, - as a contents trying just ah, - brief definition content strategy of sort of my definition. - I'm sure you guys have have seen a lot of definitions out there uh, - you know, - a lot really kind of relate toe. - How are planning for content really over its life cycle? - I kind of like to use something a little simpler. - Just the practice of planning out content will create awesome user experiences. - And this can involve I think a full range of different, - uh, - kind of processes you Some of the work that I do is very much in the room of discovery, - which is a lot of we'll be talking about here, - uh, - talking to stakeholders, - auditing competitors, - gathering research, - trying to understand kind of what the situation is in what some opportunities are for a - client. - In other cases, - I'm working on something say, - a kind of a tool for a client, - which is a little bit of a different kind of process. - It's tryingto work very much with the UX designer to define what someone's experience, - uh is from kind of the beginning of, - uh, - uh, - say, - uh, - uh, - interaction on through the And this could be a you kind of online purchase purchasing - process or a comparison experience. - I'm kind of very variable in many respects kind of skills. - There certain skills that are common to these types to maybe a bigger strategy project or - kind of launching a brand or a brand, - uh, - kind of a marketing platform for a brand and doing something a little more tactical hands - on inside on existing infrastructure, - I find myself pulled into both types of projects, - depending on need on. - I think that the goal in both cases is the same. - It is what it is going to create this awesome either experience, - even if the skills very a little bit, - although in almost all these cases there's a content on it on a kind of competitive about - it that are involved in forming how we think about solving the problem. - So simple objectives to creating his experience. - One. - We want users to love it. - It's very important that we give people the thing that, - uh, - they make their lives easier or we solve. - Uh, - we saw there. - We entertain them. - We delight them. - Perhaps, - um, - we make something happen fast. - We don't waste their time. - Um, - you know, - these are the things that seem to create love. - There's, - ah, - a range of things that will make life better for us when we're doing something with content - or through content. - You know, - content is usually a vehicle to some other objective learning objective or purchasing - objective. - So, - you know, - I'm sure you all have lots of experience. - Experiences with content are doing on websites or interactions that drive you crazy on - others that don't. - And you know, - when we can simplify things so that there's no no problems. - Eso that the slide show up when you tell them to, - uh, - everything on everything works. - It makes life ladies here. - Uh huh. - Second thing really is kind of the big objective for content strategy, - as I see it is something that organisations can use. - I think one of the how kind of one of the challenges, - uh, - was content. - Strategy is you know, - you have the's big ideas for something that you think is going to be wonderful. - It's so obvious that someone should do it. - Um, - but not not all organizations can actually put it to use on. - There are lots of reasons Why one the big one is that there resource constrained or people - constrained. - And so and so you know, - when we devised our strategies and we think about what we want to recommend or what will - make life better for users. - What users will love Mawr? - We do need to be mindful of what the organization can actually do and and in our power to - affect that through the organization, - because often we are the champions for that change and there can be obstacles. - Uh, - that can, - uh, - can be overcome. - But sometimes it can take some time or a lot of careful navigating t get around them on. - And sometimes things are just not possible. - Or there are too many dependencies. - Too many things that, - uh, - need to be changed from a developers end or what not, - Um, - with too many other priorities or defined, - you know, - things that people think are priorities ahead of whatever it is you want to do. - So so it's it's it's important to be thinking about that as you develop your strategy. - If your organization can't use it, - you know, - if you're not compelling and how you communicate the benefits of it, - then it can be a challenge. - Toe. - Uh uh actually see it in action. - So these are some sample deliverables by project phase. - The work we're doing in this class is really centered on the discovery phase. - We're doing competitive audits and auditing kind of our own content. - There's a couple other things that often happen Discovery, - one stakeholder findings or stakeholder interviews on, - then a second gathering data metrics analysis. - And I'm gonna talk briefly about that in a minute. - The discovery really leads right into the strategy where often we create a document that, - at least way call the content strategy. - It's content strategy that's separate from the craft of the content strategy. - Um, - always tone guidelines messaging framework. - Sometimes the workflow comes out of that, - um, - sometimes the governance plan. - Really? - The truth is, - a lot of these durables coming various times, - depending on the project in the project cycle. - Uh, - but typically, - after this strategy discovery, - we kind of know what we're doing. - And then we go into design. - We worked with designers, - the UX designers and the creative team toe Teoh to figure out you know how things are gonna - look and fit together and work on. - And then there's a actually creating, - creating things, - the building, - the writing, - the copy deck because and it sort of just launched, - and we go into managing where there's more auditing and, - uh, - now it's analyzing metrics to identify insights that could make this experience, - um, - better. - How do we eatery? - So the course objectives and as I just mentioned, - is really to focus on this discovery face on. - I really love discovery. - I think it's a lot of fun. - Teoh, - um, - figure out of one of the what is the problem? - We're solving far what users need What's going to make life better for people, - you know, - how do we make that happen? - Um, - the course objectives here are you to really understand kind of what you're doing with - content good and bad for whatever it is. - The problem is that you're gonna choose to focus on, - uh, - really understand what your competitors are doing. - So so you have Ah, - essentially, - you're building a context for a set of insights and recommendations That will be the - opportunities you identify to improve your content. - So moving into discovery, - Um, - there are a couple things were not focused on in this class, - but they factor into discovery in a significant way. - And, - uh, - you, - if you wanna be play with them. - That's great. - Go for it. - Some of this stuff you may already have done or you. - You may have some information that's it's already of relevant. - The first of the stakeholder reviews and this is a This next line is just some examples of - questions you might ask a stakeholder around of their audience that their target is really - understanding, - uh, - their audience cause because a big part of content strategy is really developing content, - that's gonna be being full to a specific audience. - So So this audience definition is you know, - it is an important piece of what we do on something that I'm going toe. - You guys have to kind of do before you get into the auditing. - So you understand what is going to make this useful for people, - and we'll talk a little more about that in just a second. - The the role of the stakeholder interviews is, - is it's to understand who the people who are, - you know, - possible uh uh, - the possible executed to the project or possible champions for the product project, - or possibly influenced in some way by whatever it is that you're doing to really understand - what their considerations are. - One of the concerns, - What do they want to see happen? - You know what are their what? - Their insights, - you know? - What do they care about what's not working for them? - What did they think could work better? - Who is it that they're trying to reach? - Where is working? - Where isn't working? - Uh, - are there issues with organizational workflow organizational design that are maybe in the - way of the meeting, - their objectives that the content could, - uh could help them achieve better? - So so you essentially, - it's a It's an interview interviewing face. - Those of you who have practicing journalism have have done a lot of this, - but the work here is really to think up One of the questions you need answered, - um, - by people who are touched by the project or touched by content on the site such that you - can best solve all of their different meats again. - This is not a formal part of this course. - It's not something I'm trying to teach here. - I think that it's kind of require a little more time toe, - I think explore, - uh and I already think we've got a lot we're working on in this course, - but I want to just call it out there and kind of articulate the value of it the second - piece, - which is not kind of a formal part of this course, - but I think is something that you probably have some access to, - if not a lot of access to in which certainly can you can bring into your your presentation - for this course is the kind of analytics intake of, - uh, - information that is relevant whatever you're trying to solve. - So this is information that comes from third party sources like E Marketer or Compete. - There's a bunch of places, - places that do a lot of user research track behavior on and put out studies. - E consultancy is another one. - Um, - it could be coming from in a lot of politics. - If you've got a ah Google account to your connected your website or any other sort of like - analytic tools, - you have accessed T kind of see who's looking at what you how that information's performing - . - Make inferences about you know why some pages are getting a lot of traffic, - like some pages are are not getting any traffic. - Um, - you know that there are, - uh, - occasional, - uh, - white papers put out by consulting firms and others that are, - you know, - sometimes offer insight. - Teoh specific problems you might consider doing some interviews with users. - You might be doing focus groups. - There might be some user research that, - uh, - third party agency is collected for your organization. - You know, - you might look a tsum. - Best practice research, - you know, - benchmarking on a specific topic that you're trying to solve for. - Um, - you know, - there's a lot of data that's out there. - That data helps us understand context. - It can help us frame what we want. - Oh, - you know what we want toe solve for, - um, - And, - you know, - I would be remiss not toe not to point out its value on and kind of talk you through - because its role in the discovery phase, - you know, - you know, - kind of a good example is a You know, - if you're trying to get a organization t build a responsive website, - you know where you're doing that internally. - You know, - gathering some data around adoption of cell phone, - mobile phones or tablets, - you know, - which has has been going, - you know, - up in a very steep curve over the last couple years. - And, - you know, - whole noble adoptions continuing to so you know, - that has all kinds of implications for how we build our communications. - You know, - you know, - the emphasis we have on the desktop versus a mobile experience or the integration between - the two of those becomes a lot more important, - that circumstance, - which is why responsive design has become a very popular kind of buzzword. - Eso. - So there's a lot of uses for this information about, - you know, - the, - uh, - behavior on analytics that can, - in fact, - her into a content strategy. - So the place that the place that I want I want you guys to stop our is thinking through - kind of the problem that you want to solve. - Um, - so the stakeholder interviews in the data provide good contextual information. - Stakeholder of Houston sometimes help you narrow down to what the problem is your client or - organization you're working with is really dealing with. - But I'm, - uh I'm pretty sure most of you can identify, - um, - problems with whatever the client O our side is. - You're working with something that it isn't working or you, - you have hypothesis is isn't working or you think we're better. - People are frustrating, - frustrating about Our people are not doing something you want them to do so So so you. - You're kind of starting place for this for this project. - This is too. - Look at that and identify what is the business objective? - What do we want to achieve? - What do we want to change organizationally? - What's gonna make us more successful? - Uh, - some examples of what that might be. - You know, - the check out process. - How do we make that better? - How do we improve the usability? - Is there stuff we can do around messaging, - you know, - is there Are there changes to the Web form? - They're gonna make this simpler. - You know, - this is you know, - this is obviously an important thing for any sort of the commerce site. - There's a lot of attention and thought goes into How do we move people through the check - out process efficiently. - Eso that we actually convert convert their their interest into a purchase. - You know, - I kind of wanted people another benchmarking articles against professional publications. - So you maybe you guys are producing articles. - Maybe you've got a clan or your organization is producing a bunch of articles and you want - to see how you know? - How do these compare what's out there? - Can we make the better. - Um, - you know, - this is a great place to, - you know. - Look at that. - Maybe it's improving. - Your c t a s a c t a being a call to action. - So you know, - you want people to do things at various points in your sight. - The cult action is a trigger to help Help them do that. - Some see ta. - They're a lot more effective than others. - Placement can sometimes make a difference with the c t. - A placement on the page. - Eso So you know, - that might be something you want to look at. - Maybe you've gotta have more general set of things you'd like to do here. - You know, - identify five quick with winds through improving contents. - What are five things you maybe you could do that would improve content. - Kind of looking broadly across insight, - maybe looking at cross promotional opportunities. - You're selling one thing over here and another thing over here, - and you want to look at a way that maybe, - you know, - connects those for a user? - Um, - maybe you want to assess effectiveness of continent meeting a specific user need somewhere - on site. - Maybe you're doing a redesign to make it responsive so that it that it ah, - uh, - adapts Whether you're looking at adapts looks beautiful. - Whether you're looking out on a mobile device, - a tablet or desktop, - you know, - even a TV set. - So starting off, - think, - think a little bit about what is your business objective? - What is the problem? - You want to solve their from a business standpoint, - the next. - The next task is to think carefully about what the user needs. - And the place really to start here is who is your user, - you know. - Are you targeting? - You know, - 18 to 20 year old girls Are you targeting? - Um uh, - sports enthusiasts. - Are you targeting? - Ah, - business audience, - you know, - Are you taught targeting philanthropists? - Think a little bit about who it is you're targeting. - Uh, - and once you've identified who that who that audience is, - you know, - think about the things that are going to be meaningful to them. - You know what's gonna be useful? - What's gonna be understandable? - What will be? - You know You know how to what degree is your content credible? - Informative, - unique. - Uh, - you To what degree is gonna be meaningful to them? - Is it something you want them to share. - How? - Share a bowl is it? - How shareable do you want it to be? - Um, - you know how clearly communicating about what you do, - why you do it? - You know, - if you were one of those members of that target group, - can you Can you come to the site or the experience or whatever it is that you're you're - you're going to do your audits on and understand? - You know what there is for you to do? - How did accomplish your goals, - how to get the thing done. - You need to get time on. - So so, - you know, - kind of two things here is, - you know, - one being, - You know, - I think some criteria for assessing whether or not your content is effective into really - thinking about, - you know, - you know that effectiveness in in connection to who it is that you're creating for. - So let's let's talk a little bit about the competitive audit. - Andi, - this is really the the the kind of the broader landscape. - You know, - as I said earlier when we were doing a discovery, - we're looking broadly at what is, - uh, - what others are doing? - What's working. - What are sources of inspiration? - Are there some recurring aims of patterns best practices that we can learn from. - So there's a lot of, - uh, - a lot of just kind of contact setting that comes out of the competitive audit. - Ah, - lot of just come making sense of how how other organisations are approaching a similar - problem. - You know, - you have to be mindful that sometimes they have different audiences. - But, - um um e nevertheless kind of understanding sort of broadly, - what others were doing can be very helpful. - And and looking competitors is especially helpful because they're typically going after the - same, - same same. - So instead of people is you on. - So some uses for this, - uh, - for the competitive auditor to really learn the landscape, - identify best practices, - Um, - the potted pattern approaches. - You find some areas where you can differentiate what you're doing. - But how do you set your work apart? - How do you send your brand of your organization apart? - Um, - you know, - find some weaknesses and strengths and really validate your recommendations. - I'm kind of the end of the day. - So So learning about the landscape? - Uh, - this this is this is often when you're doing the landscape, - uh, - the the um The purpose here is just to see what others are doing. - Thes slides, - air examples from a new exploration of what men's apparel sites were doing. - Ah, - first line, - Who wanted to launch something, - uh, - kind of a content marketing experience for for many, - Um, - so kind of. - You know, - what I did in this case was I just gathered some screenshots to start to kind of identify - what our brands that are doing thing you should are interesting. - What are they doing? - That's interesting. - What are they doing? - Interesting with content. - How are they using content, - you know, - has the content targeted s so on and so forth? - Are there some inspirations that might, - um um, - you know, - might help inform what we dio. - So this is, - you know, - kind of one tool. - Basically, - think of each of these kind of each of these slides is a kind of tool in a different, - a different way. - Go about thinking, - uh, - go about solving your problem. - And when you do your your work here, - I think the you know the goal is really for you to kind of pick and choose amongst the - tools here that you think are going to be most effective in helping you solve your problem - . - So identifying best practice is, - um this is, - uh uh uh you know, - this is a site that I worked on a number of years ago that had ah section called natural - learning that led to articles. - The problem and the thing that we put the client which stage they still haven't changed - which sometimes happens was that there was some ambiguity in the language that the term - natural learning has no tangible correlation to specific types of information. - It's very different category of label than recipes. - For example, - recipes tells you it tells you a thing that you know what it is. - Natural learning doesn't. - It's, - um our foods does. - Oh, - here's product Meet us. - Does that. - We're gonna meet people. - Natural learning is not super clear. - Um and you know one way to kind of help. - Help understand? - You know what others were doing? - Teoh To make a case for a different approach is to look is to look at some examples from, - you know, - in category competitors. - Here's your A road mills and Health Valley, - organic and nature's pass. - And through the life, - you know, - I would say. - Not all these A perfect with a lot of these air, - a lot clear and a lot more direct in and how they label their navigation categories. - There have mills, - it's home products, - recipes, - uncompromising standards, - which is kind of intimating something about how they do business or how they make their - foods gluten free. - Very audience specific target there and then about us. - Health Valley, - about US products. - The Nutrition Scorecard, - which is clear the natural learning because it's a thing, - although it's not clear what that thing is. - Healthy living again a little bit of, - ah, - a little bit of the vagary in there, - although it seems to suggest health, - uh, - lifestyle content around Health Buy Online store locator both very clear our products, - healthy foods, - recipes about us blogged. - All those are very, - very clear. - Um, - you know, - the point here is just toe just to kind of look closely it how things air being message of - what labels are being used, - how they're being used and by doing this comparison, - uh, - seeing if there are some insights that come out. - Um, - and you know, - those insights are congee pretty small insights in this case, - navigation labels and categories to be directing obvious. - Um, - you know, - not not a earth shattering insight, - But, - uh, - uh, - we have a pattern that has been identified and that potentially can can help, - help, - help frame of solution. - Um, - and you know, - the problem here is that the cautious navigation labels confusing users. - This is a case we're getting. - Some data or metrics could be very valuable. - Showing how many people are clicking through to a section can often help, - you know, - validate that. - It's it's, - it's it's not. - It doesn't have an effective label. - You could say that it's just not an effective section, - you know, - need it. - It's not serving a purpose, - but a lot of cases, - it's that the labelling is unclear. - So differentiating your execution so 11 of the things that you guys might like to play with - as you do your audiences kind of creating, - you know, - some simple, - um, - you know, - two by twos that, - uh, - you know, - you know, - a couple of different axes is with different values that are communicated by a brand or, - you know, - some tool, - uh, - and and sort of plot them. - And the value of this sort of plotting is that it tells you where there's opportunity and - where there's no opportunity. - So so in this case, - you know, - we have Ah, - it was it was kind of examination of different check out kind of messaging around. - Check out, - uh, - person, - some kind of major brands. - You know, - Amazon focused on convenience through the pay for play phrase. - Google check out had a couple of different messages. - One was incentive face when was convenience based papal focused on security? - Bill Me later was the only one in the league alone category there, - I think, - believe by PayPal now. - So the idea here is, - you know, - let's look and see what others are doing and kind of figure out you know, - where we want, - where we'd like to be in terms of how we re message again, - kind of setting context, - understanding kind of a landscape. - What others were doing, - where there's opportunity. - Uh, - because everyone doing the same thing in the area. - Uh Z, - it's kind of a simple way toe to make sense of complex information. - So so content audits often take the form of a new assessment against a set of criteria. - So we lay out our criteria and then we way use that identify what is effective, - what is ineffective. - You know the criteria. - Peace is very important. - I used the Hall of Fame ballot here because the criteria for the Baseball Hall of Fame is - notoriously, - uh, - squishy. - They send the ballot out Teoh. - A bunch of sports writers and sports writers get to select who they think belongs. - There's not a lot of, - uh, - information. - Oh, - our standards that are that are agreed upon necessarily, - Which is Ah, - great thing for for sports, - uh, - publications if you happen to read them. - Um, - um, - you know the problem being this year that a lot of the athletes who were nominated that are - eligible had taken steroids her And there was a lot of confusion around, - whether they belong or not. - And it turns out that the sports writers do not think anyone belong this year. - Um, - or maybe there's just one person I forget who who made it. - I don't think anyone made it. - Anyway, - I'm not sure. - I'm not sure I venture to meet it. - Um, - so you kind of one way to use criteria and this is by no means the only way, - but I think it could be a very effective way if you want to do a side by side. - Comparison is is the Harvey Ball chart there? - Harvey balls on the left. - Um, - on. - You know, - essentially, - you need to develop a key. - You're determining. - What am I evaluating? - Um, - you know, - in this case, - uh, - evaluating, - uh, - visual, - uh, - heuristics for some mobile phone brands and looking at what types of content they were - using to communicate about their product on then And, - you know, - the hardball sort of match up to, - you know, - whether they are using this your stick or or not to limited usedto you know, - some, - You know, - some use, - uh, - to, - uh, - you know, - a pretty sophisticated used to just a world class execution. - And you'll see how this had this kind of place when you, - you, - you you put in the brand's itt's a good tool because it provides a at a glance way to see - you. - Who's doing what on if you're a brand that, - uh, - you know is not doing anything. - And your competitors are doing a whole bunch and they're doing it really well. - It could be an argument for, - you know, - for you, - you to create that type of content. - Um, - and this could be is, - you know, - really for for for ah, - wide variety of things. - It's it's it's, - you know, - there's a little bit of an element of subject subjectivity to it as there is toe. - Um, - you know, - a lot of a lot of a lot of auditing mean auditing. - Is this really ultimately a? - There's a subjective element that you're kind of bringing your reason and intelligence to - Teoh make argument for a specific solution on, - you know, - trying to validate what you're doing again by looking at what others in the landscape are - doing. - Um, - you know, - typically doing something like this, - like this hobby ball chart. - You don't want to just give the chart. - You want to show a little bit of the work you possibly in appendix, - but possibly as a. - You know, - you kind of right next to that chart where you're maybe looking at some screenshots that - that show, - you know what is making an effective or what's making it. - You can. - What are some of the brands doing that that are notable and worth calling out on you know, - this provides ah wayto kind of highlights from opportunities or no two implications or, - you know, - identify. - Um you know, - uh, - you know a place where you differentiate yourself, - you know, - in these these little you know, - write ups, - it's again, - it's the screenshot. - It's a short description of what they're doing on, - and even some opportunities that that that that could draws a conclusion and kind of points - to a recommendation that will come, - you know, - come later. - So So it's kind of trying to think about how you're using this audit. - Teoh Offer some inside in some direction for your client organization to give them ah thing - to do with it. - So just kind of pausing there, - you know, - what we've just looked at are a number of different approaches to doing ah, - competitive on a number of different tools. - It's conceivable you use you know, - all these tools in your audit. - Maybe you just use a couple of them. - Um, - the sophistication of ah, - a competitive artist. - Ah, - is a lot of it's really tied to How kind of logical, - uh, - your conclusions are how logical your insights are. - How clear you ah, - identify the various bits of information you're looking at and how you kind of put it - together. - Teoh point a direction or you are map. - Ah, - a territory for your organization bringing to move into Ah, - so now, - moving into content audits, - um, - three content is it's Instead of looking outward, - you're looking at work. - Uh, - you're really trying to make the most sense and most valuable sense of your existing - content What you're doing Well, - what you can do better, - Um, - where there are opportunities where there are gaps where their weaknesses, - you know, - you know, - maybe where things are in the way of users. - You What can you do that will help you meet that objective? - What can you do better to help you meet that objective? - So the example in this pages is just looking at a a site that had a very dense summary of - of, - uh uh that the publication, - you know, - in the recommendation here is to simplify it to make it a lot friendlier to readers. - Um, - then, - uh, - long sentences and, - uh, - convince dense text without really any break. - So when it comes to your content on it, - there are a number of different things you could look at, - and this is by no means a comprehensive What list? - You could look at navigation. - You know, - we have a navigation example above. - You could look at product copy. - You could look a messaging. - Maybe you wanna look your articles If you want to look at consistency and language across - the site, - maybe calls to action, - maybe sus optimization in the class I I listed to monetary sources or references. - And there's a periodic table of S E O that you might consider taking a look at on if you - wanted to do in a seo optimization. - You could kind of use that as a guide to 22 things that could be done to optimize optimized - experience. - Maybe one of your home page. - Maybe we'll look at your content types. - Uh, - kind of across the site. - It's kind of up to you to pick something. - Um, - e I think that again, - the more focused you are for the purposes class, - the I think the more effective it will be, - if only because you have defined category that you're you're examining in auditing. - Um um and you can do a little more of a focused exploration than if you're trying to do - several things air something that's, - you know, - I'm looking at an entire section of the site or, - um, - you know, - that can sometimes get a little bit unwieldy. - So So navigation, - like e back to back Takashi. - So the other thing besides the natural learning that drove me a little bit crazy was there - of events section on. - It still drives me crazy because none of the things under events is an event. - It's health, - food cravings, - steam meals, - kid friendly foods, - real foods, - cereal, - find a recital bank, - tasty fiber and the real project. - So if I'm clicking on event events and I come here, - I'm looking at them. - Like what? - What am I gonna go do? - Um uh, - brands some kinds eso So you know. - So here, - you know, - I think the you know, - in doing the audio is kind of calling out. - Hey, - you know, - there's a risk here. - Your navigation doesn't appropriately looks like the content I'm in that can prevent users - from finding it on. - Then you know, - the opportunities really did rename the section ah, - label that is going to reflect the reflective. - The content that's in it. - So this is really kind of close reading for those of you who studied literature, - Uh, - you know, - I think that part of auditing is is it's really close reading. - It's really it's, - um um you know, - are there is there a parallel, - uh, - our labels parallel, - you know, - is the language parallel in a in a bulleted list. - The the you know, - our new things match up appropriately is their cognitive, - distant dissonance is gonna gonna happen for our user if they click