Content clustering

Web Content Services facilitates content clustering sessions to assist units in creating site maps reflective of their target audiences' information needs as well as specific organizational priorities. A site map is as it sounds, a structure for your website. It helps users navigate your site and is key to website usability.

The content clustering exercise, similar to a focus group, requires a minimum of a two-hour time commitment from no more than 10 participants. Frontline employees are valuable participants as they are often aware of website gaps and repetitive requests for information. 

How does a content clustering exercise work?

  1. The first activity is roundtable introductions and audience analysis. 
  2. Next, participants identify topics that their target audience needs from the unit’s website. All ideas are considered.
  3. Through discussion all ideas are clustered by theme. Theme clusters generate main navigational items or site menu. 
  4. Once all items are placed, every idea is reviewed, as are themes.
  5. Next, any omitted items, such as priorities that must be communicated, are added.
  6. Following the exercise the coordinating unit drafts a site map for the website based on information gathered during the exercise.
  7. The draft site map is reviewed by the MarComm web team and used to develop a staging or development site. 
  8. Unit website editors are provided with access to the development site which is then populated using the site map as a guide.
  9. After content updates are completed, unit staff contact MarComm to schedule a final review and launch date. A week's notice is recommended to ensure a timely launch.