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co-founder at eQAfy | measuring, analyzing & benchmarking digital estates

Website content aging analysis can identify when updates are needed

Horizontal bar chart showing the relative age of content added to the corporate website of a major international corporation
Horizontal bar chart showing the relative age of content added to the corporate website of a major international corporation

Let’s say you’ve mapped, surveyed or otherwise audited your digital estate and you now actually know how many hundreds or thousands of websites you own.

That represents a lot of content, but how much of it is still relevant?

On April 6th 2021, a snapshot of the online news section of The New York Times, showed it had 5,177 content items. 4,909 (94.8%) of those items had been updated that day. 258 (4.9%) of them had been last updated the day before and 10 items were actually two days old. …

Us, too. We weren’t sure how many was too many. So, we started counting them.

(First update: 1 April 2021, second update: 8 April 2021, third update: 15 April 2021 and final update: 22 April 2021)

Over the past month we ran a series of stress tests in conjunction with launching our Digital eQ* Insights service. We’ve been publishing the results here and on LinkedIn.

We wanted our platform to identify the five corporations and universities with the biggest website, social media and other content platform collections: their digital estates.

We scooped a sample of companies from the list we developed for our Top 20 Most Effective Corporate Digital Estates report. And combined it with…

The data this exercise produces drives the decisions that make online presences even more effective

image of spots of light representing a complex network of websites
image of spots of light representing a complex network of websites

Major corporations and higher education institutions have invested heavily in constructing sophisticated digital ecosystems often comprising hundreds or thousands of websites, social media accounts and other online points of presence.

These digital estates represent significant asset portfolios, built to tell their organizations’ stories and meet their audiences’ information and online task needs. But, they can also be liabilities, by displaying no-longer-functional, dated, off-brand, inaccurate or inaccessible content. With the latter undermining confidence and organizational reputations that communications and marketing teams have worked hard to establish.

Moreover, organizations rarely have the data available to identify their digital estates’ assets and liabilities…

In assessing the investor relations sections of corporate websites we found three easy-to-implement fixes to boost effectiveness

Image of an iPad and the Financial Times to show investors looking for information
Image of an iPad and the Financial Times to show investors looking for information

Addressing investors and analysts

Corporate websites, especially those of global corporations, are designed to fulfil multiple roles including serving the needs of many different audiences.

Current and potential investors and analysts are primary audiences for corporate websites. As a result, investor relations teams work hard making digital content available to meet the needs of private and institutional investors.

But it can be tough to know if the combination of content, design, information architecture and navigation implemented in a website’s investor relations section is effective.

So, it is…

Keep user surveys short and focused. Too many questions lead to abandonment, participant fatigue and unreliable data.

Who are the only people that know what they need from a website?

Visitors to corporate websites encounter great content assembled by skilled communications and web teams. And, to keep everything running smoothly, those teams carefully track visitor website activity and on-page behaviour.

But, Google Analytics (or its equivalents) can’t tell you what visitors actually needed to do when they landed on your site, only what they did and where they went.

To understand visitor intent, you need to collect high-quality feedback.

In the measurement phase of preparing our Top 20 Most Effective Corporate Digital Estates

The number isn’t really the issue. The larger question is: are they effective?

To start answering that question means knowing all the social media accounts used to reach audiences, because you can’t make more effective what you don’t know about.

Our research suggests that many organizations don’t know how many social media accounts they actually use to address audiences. Many have also lost track of the number of websites they operate.

A first step to making social media more effective is to run an automated social media account inventory. An audit can uncover all social accounts across all websites (relatively…

Or why you need to understand your digital estate

What is a digital estate?

We define a digital estate as the websites, social media and other online content collections that an organization owns or is technically responsible for.

Global corporations, higher education institutions and government are most likely to build substantial digital estates as they address their audiences and tell their stories with large amounts of content.

At the same time, audience information needs change, as does the organization’s. The tasks they want to perform evolve. Their content and channel preferences shift: text on a website, social media posts, TikTok videos. …

Survey of the Content Management Systems US universities and colleges use for digital marketing and content publishing. Data: Dec 2020-Jan 2021.

This article was originally published on our website at: The original article contains a large number of tables and charts. We’ve reproduced images of those tables and charts here — but if you want to really understand the data read the original article. Otherwise, everything is here …

20 January 2021. A vendor helped us identify CMS instances we missed. Consequently, the total detected CMS site count increased from 3,332 to 3,359 (+0.8%). All charts and tables have been updated to reflect the new, more accurate data.

US university and college Content Management Systems | 2021

Over the past twelve months higher education institutions have been forced to…

User centred design helps ensure corporate website careers sections provide good user experiences and tell corporate stories effectively

Career seekers are an important corporate website audience

In our Top 20 Corporate Digital Estates report we measured 15 different factors contributing to effective websites. We identified two factors that showed particular strength: user experience and how corporations address their job or career seeker audiences.

In common with the digital transformation of so many aspects of life, experienced professionals and fresh job market entrants use online resources to find job and career opportunities. Much of that activity takes place through LinkedIn and other job search and aggregation websites. …

Audiences deserve understanding, integrity, professionalism and trust when they engage with corporate websites.

Image of a group of people — an audience — in a meeting room looking towards the camera
Image of a group of people — an audience — in a meeting room looking towards the camera

Opportunities to make communication more effective

In our Top 20 most effective corporate digital estates report, we assessed 15 factors influencing corporate website effectiveness. Where effectiveness is measured by how well sites address their audiences and how well they tell corporate stories.

As the chart summarising the overall performance for each of the 15 factors shows, we determined the overall rating of three of the factors as average to weak. …

Paul Bradley

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