In a previous post, I wrote about how content strategy makes sure content serves both user and business goals. Misaligned content risks being essentially useless content. To determine if content is doing the job it’s intended for, you must analyze it against both business goals and what you understand about your users and their goals. A content analysis is a good opportunity to see how well your current content is working for you, identify opportunities for improvement, and establish metrics for how you’re going to regularly check in on it to identify problems and evaluate changes (Casey, 2015).
For this post, I’ve created a sample content analysis of the Motor Neuron Disease (MND) Association’s digital content on their website and social media channels (Facebook, Twitter, Instagram, YouTube). The MND Association works on “improving access to care, research and campaigning for those people living with or affected by MND in England, Wales and Northern Ireland.” The aim of the analysis was to determine if the organization’s current content aligns with the business goals defined in its management strategy developed by strategic advisor Bernard Marr & Co., and report findings and recommendations to the organization’s Board of Directors.
I found in my analysis that the current content is well aligned with business objectives outlined in the strategy, although opportunity exists to optimize it. Notably, certain business goals are supported better by content on certain platforms than on others, and social media and the website are not as integrated as they should be in terms of driving users to relevant content.
Based on my findings and recommendations, I developed a list of key performance indicators (KPIs) in order to facilitate the continued evaluation of content alignment and any improvements pursued in relation to the organization’s business objectives.
Read my full content analysis report to learn more about how I evaluated the MND Association’s content and what I found.
Casey, M. (2015). The Content Strategy Toolkit [Kindle version]. Pearson Education. https://www.amazon.com/Content-Strategy-Toolkit-Guidelines-Templates/dp/0134105109