Content Analysis is a crucial first step when determining if your content meets business goals. If there are necessary improvements, you’ll see what they are after conducting a content analysis. The marketing solution site, CopyPress, explains that it’s “an important part of a content marketing campaign because it allows you to monitor your campaign’s success and find gaps in your marketing strategy.” Women Against Abuse is a nonprofit organization that is dedicated to helping victims of domestic abuse through their services and advocacy. I selected Women Against Abuse’s website to complete a content analysis report for. 

Getting Started

It is important to begin a content analysis report by getting to know the content and what purpose it wants to serve. Meghan Casey says in The Content Strategy Toolkit, “To make strategic recommendations about content, you must understand the business. If you don’t, you’re more likely to recommend solutions that don’t help the company achieve its business goals.” I looked through Women Against Abuse’s website, examined the content, read their mission statement, and explored the different services they offer. Doing so allowed me to put together an introduction for my report, and understand what I was working with. 

SEO Analytics

Once familiar with Women Against Abuse, I began examining how they utilize SEO. Search Marketing Agency, Screamingfrog offers an SEO Spider Tool that audits common SEO issues. I used this to analyze the page titles, metadata, and headers. The SEO Spider allowed me to view all of the different page URLs and titles. I found that while there were many great page titles, there were a lot that were unclear or repeated. I looked at what Header Elements were used and where. The Meta Description section showed that this site isn’t using them at all. Exposure Ninja shared an article saying that “Meta Descriptions are a longer description that Google uses to describe the page when it’s shown in search results.” They are important to utilize to increase the number of clicks your site gets. This is a great example of why it’s important to conduct this report because now I could recommend using Meta Descriptions to optimize their SEO. 

Accessibility

The World Wide Web Consortium explains that “The Web is fundamentally designed to work for all people, whatever their hardware, software, language, location, or ability. When the Web meets this goal, it is accessible to people with a diverse range of hearing, movement, sight, and cognitive ability.” I used the WAVE Web Accessibility Evaluation Tool to determine how accessible the Women Against Abuse site is. I concluded that they could benefit from improving their website’s accessibility. WAVE showed that Alternative Text is not used nearly enough. It also flagged many Contrast issues, due to white text being used on a light blue background, which makes the site less readable. 

Content, Writing, & Architecture 

When wrapping up the content analysis report, I looked at the use of content on the site, the writing, and the architecture. I found that images and videos are used throughout and add visual elements to the stories shared. The writing is very powerful and mostly centered around survivors of domestic abuse sharing their stories and educational resources. The architecture is simple but the site is easy to navigate and is mobile-friendly. View my full content analysis report of Women Against Abuse’s website below.