Steps to Develop Website Content Evaluation Plan

Regardless of the site, type of content, audience, and scale — there are common principles for good content evaluation

Steps to Develop Website Content Evaluation Plan
Steps to Develop Website Content Evaluation Plan

Table of contents

Good Evaluation looks a bit like this
Design and Implement a Content Evaluation Plan
Evaluation plan checklist

  • ensure it is still meeting business goals
  • identify and deal with outdated and erroneous content (before it damages the user experience and your reputation)
  • identify unsustainable content (and deal with it)
  • increase ROI on existing content
  • learn what is and isn’t working and stop repeating mistakes with new content
  • identify content ready to remove and/or archive

Good Evaluation looks a bit like this

Regardless of the site, type of content, audience, and scale — there are common principles for good content evaluation:

  • know what success looks like in advance with benchmarks to compare with
  • regularly evaluate
  • focus on actionable insights
  • assign ownership/responsibility for performing any evaluation
  • communicate evaluation insights
  • have the people and time to act on insights
  • be selective — better to focus on a few aspects to evaluate than trying to look at everything
  • gather insight from a range of inputs such as usability testing, audits, and web analytics

Design and Implement a Content Evaluation Plan

Starting with a simple plan with some basic details is all you need.

Evaluation plan checklist

When you are designing your evaluation plan ask yourselves:

  • Have we benchmarked the KPIs so we can measure improvement?
  • Will the insights be actionable?
  • Is the method configured? It may require some technical skill to set up the first time.
  • Is the person responsible aware, skilled, and resourced to perform their role?
  • Who is going to see the evaluation? What format is appropriate?
  • Do we have enough time to evaluate properly and consider what it means?

“If you’re making a case for budget next year for a new website, consider this. Content is a commitment. You wouldn’t buy a car unless you had plans to maintain it. Same thing goes for content. Consider additional costs to produce fresh content, and to maintain it. How many people are needed on a daily basis? A website is never as simple as a single line item in a project plan or a marketing budget so make sure you can maintain a commitment to content so that new website isn’t a wasteful investment.” — MARGOT BLOOMSTEIN, Principal of Appropriate, Inc.

Technology Blogger writing about emerging technologies (pupuweb.com) and marketing/lifestyle (paminy.com)

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