Content clustering

Web content websites facilitates content clustering exercises to assist units in creating site maps reflective of their target audiences needs and wants as well as specific organizational priorities. An exercise, similar to a focus group, requires a minimum of a two-hour time commitment from no more than 10 participants.

How does a content clustering exercise work?

  1. The first activity is roundtable introductions and audience analysis.
  2. Next, participants identify items his or her target audience would want or need from the unit’s website. All ideas are considered.
  3. Through discussion all ideas are clustered by theme.
  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. 

A few thoughts:

  • Administrative employees are valuable participants as they are aware of repetitive requests for information.
  • Theme clusters generate main navigational items, while the participant’s contributions identify audience-based menus.


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