Content evaluation framework

Before launch

• Phase Refine Strategy
• Which content topics and types do users want and need? Why?
• Which content topics and type do we already have?
• Which point of view and key messages fit the brand and users? Why?
• Which social networks do users frequent?
• Which pertinent keywords do users search?
• Phase Develop concept & prototype
• Which style, tone, or voice resonates best with users?
• Which topics and conversations interest users?
• How do users respond to key messages?
• Can users easily find and view or read the content?
• Do users understand and want to take action?
• Can users complete the action?
• Phase Launch beta
• Can you optimise critical screens or calls to action?
• Are there any problems, errors, or points of confusion to fix?
• What are users saying about the content?

After launch

• Phase Raise awareness
• Do the right users know about you?
• Are users finding you and your content
• Are users remembering you and returning to your content?
• Phase Become liked and trusted
• Do users identify with you?
• Do users read and view your content?
• Are users sharing or talking about your content?
• Is the tone of your conversations with users appropriate?
• Phase Motivate, inspire, and help action
• Do users want to take action
• Do users complete the action?
• Do users encourage others to take action?

Long after launch

• Phase Maintain
• Do we have any outdated or unused content?
• Do we have any broken links or recurring errors?
• Do we have any 'dead' presence on social networking?
• Phase Identify usage patterns
• How do users find us and our content?
• How do different types of users use our content?
• Do users return to us often?
• When and how do users take action?
• Are we attracting the users we expected?
• Phase Identify conversation patterns
• What are common questions users ask us?
• What are common themes in what users say?
• Phase Anticipate opportunities
• Which emerging trends are likely to affect or help us?
• What are the needs and interests of long term or repeat users?
• What are the needs and interests of users we didn't expect to attract?