Embracing User-Generated Content for a Superior User Experience: Learning from "Brandflip"

To ensure a robust digital content strategy, conducting a content inventory and audit is crucial. These processes allow you to examine and assess your existing content, identify what needs updating or removal, and spot areas for potential new content insertion.

First, let's explore what these processes entail.

## Understanding Content Inventory and Audit

Image suggestion: A checklist or spreadsheet symbolising the detailed analysis of a content inventory and audit.

A content inventory is a comprehensive list of your digital assets, collated either at the page or asset level, providing details of their characteristics. This gives you a clear picture of the volume and types of content you possess.

On the other hand, a content audit scrutinises the content listed in the inventory to gauge its quality. It helps identify content that needs updating, spots gaps where new content can be added, and pinpoints content that should be removed.

Why You Need Both Content Inventory and Audit

The short answer is yes, both are necessary. A content inventory provides a bird's eye view of your content, while an audit dives deeper, analyzing the quality and scope for improvement. These activities offer a holistic perspective, allowing for immediate and informed decision-making.

When and Where to Begin?

Image suggestion: A starting line of a race track, signifying the beginning of the process.

There needs to be a hard-and-fast rule about when to commence content inventories and audits. Some teams may kickstart new projects by deciding what content to retain or discard. Others might realize the need to evaluate their content over time to reduce redundancy and information overload. Regardless, if you still need to get a content inventory or audit, it's a good time to start.

Considerations for a Successful Audit and Inventory

Image suggestion: A group around a table with laptops, charts, and documents, indicating a collaborative effort in content inventory and audit.

Your audit and inventory should involve the right people, follow a transparent process, and utilize the necessary tools.

1. People: Ensure the team involved in the inventory and audit includes the right stakeholders.
2. Process: Follow a step-by-step approach to create your inventory and conduct your audit.
3. Tools: Use tools like Google Sheets, Excel, or Numbers for creating your inventory and audit. Ensure the document is accessible to all relevant team members but only editable by authorized individuals.

How to Evaluate Your Content

Image suggestion: A scale or balance indicating the assessment of content.

Your audit should consider two main areas: the presence and the quality of content. Use rating scales to evaluate the extent to which something is present and use best practices, internal content standards, user needs, business goals, and metrics to assess content quality.

Deciding What Content Stays and What Goes

Review your entire inventory to decide the fate of inaccurate, outdated, or low-quality content. Record your decisions in your audit, noting whether the content should be kept, updated, or removed. When changes are needed, identify the necessary modifications and assign an owner to the task.

Keeping Your Content Inventory and Audit Current

Maintaining an up-to-date inventory and audit is essential. This means updating the spreadsheet to reflect newly created, modified, or retired content. Without ongoing care and attention, checklists and audits can quickly become obsolete and unwieldy.

Remember, managing an inventory and audit is a significant task that requires regular updates to stay relevant. The content management systems and tools can help keep your audit current, but the responsibility lies with its owner(s) to monitor and refresh it consistently.

You may choose to continue this task with the same group that conducted the original audit and inventory, or you may need to enlist additional help. The goal is to ensure your audit and inventory remain accurate, valuable tools for managing your content effectively.

In conclusion, conducting an inventory and audit of your digital content is valuable. It helps you understand your content landscape, determine what's working, and identify areas for improvement. Developing a robust content strategy that aligns with your business objectives and user needs is vital.

Remember, there is always time to start. The sooner you begin, the sooner you can optimize your content to drive better results.

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Destination Marketing Organisations (DMOs) or tourism boards serve a vital role as promoters of unique travel experiences. Their mission? Tell the story of their city, town or region as the destination for locals and tourists worldwide. If you're reading this, you likely represent a DMO, so there's no room for modesty in marketing your location. But amid a sea of competing DMOs all vying for the attention of potential visitors, how do you distinguish yourself? What makes your destination worth visiting? Among myriad answers, one strategy stands out: accessibility.

Understanding Accessibility for DMOs

At its core, accessibility means ensuring that anyone can enjoy your destination quickly. It might seem like a no-brainer for a tourism board, but achieving this can take time and effort. For instance, a city needing more wheelchair-friendly infrastructure, braille signage indoors, or non-accessible historical monuments present barriers to specific individuals. Even minor impediments, like cobblestone streets, can significantly affect people with disabilities. That's why accessibility matters to DMOs. If your destination isn't accessible, it can turn an anticipated travel experience into a disappointing ordeal for disabled individuals. Therefore, accessibility is all about eliminating barriers and facilitating enjoyment for all, regardless of ability or disability.

Rethinking Accessibility: Beyond Ramps and Handrails

If your idea of accessibility is limited to ramps and handrails, you're overlooking a host of other factors that contribute to making a destination genuinely accessible. Think braille indoor signs, tactile maps, dyslexia-friendly signage, and information comprehensible to those with limited English proficiency. Consider aspects like lighting, colour contrast, road surfaces, and other environmental elements that can affect those with disabilities. These often-overlooked details can make a difference, so when marketing your destination, remember that accessibility extends far beyond ramps and handrails.

The Importance of Accessibility for DMOs

Accessibility is crucial for DMOs for two main reasons. Firstly, it's a matter of fundamental human rights—no one should be excluded from enjoying a destination due to a disability. Every person deserves the opportunity to explore your city or town. Secondly, it's a sound business strategy. The disabled community represents a substantial yet frequently ignored market. And it's not just about tourism—employment opportunities are often overlooked as well. Thus, DMOs can tap into this lucrative market by enhancing the accessibility of their destinations. Statistics show that households with disabled individuals have an average annual income of $50,000 higher than the general population! By boosting accessibility, you can appeal to this demographic, potentially increasing tourism rates and improving your city's reputation.

Making Your Destination Accessible

If you're a DMO aiming to enhance your destination's accessibility, several measures must be taken. Ensure proper signage across the city, wheelchair-friendly paths, parking lots, and public transportation. Indoor spaces should have suitable lighting and be free of glare. Braille signs should be installed where necessary. Design elements should include colour contrast, and your website should be accessible. If you're a DMO neglecting accessibility, it's time for a change. Embrace accessibility now for long-term benefits and to welcome a more diverse group of visitors.

In Conclusion

As a destination marketing organisation, prioritising accessibility is crucial. By doing so, you can ensure that people with disabilities can enjoy your city, making it easier for all visitors to navigate and spend money in your location. In essence, enhancing accessibility is a win-win scenario. So, how will you make your destination accessible? Hopefully, this article has given you some insights into making your city more accessible.

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