Content Audit Execution the Right Way

@TwitterHandle • #intelcontent

Content Audit Execution The Right WayUncover actionable insights from your content audits

Kat RobinsonDirector of Strategic Planning, Vertical Measures

@katrobinson1

@katrobinson1• #intelcontent


AGENDA


Questions I’ll Answer Today

Are audits a waste of time? (Hint: No)How do I complete a content audit?How does a content audit apply to a content strategy?Do you have any other resources I can use? (Yes!)I can win something for attending this session?! ( )😍


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AGENDA


1 Are audits a waste of time? (Hint: No)


@TwitterHandle • #intelcontent@katrobinson1• #intelcontent


Conduct a content audit when you need to make long-term content decisions

Conducting a Content Strategy

Analyzing Competition

Building a New Website


You only need 3 components to complete a content audit

Know Your Brand and Marketing Goals

SEO + Content Best Practices

Willingness to Invest Time


AGENDA


2 Show me how to complete an audit



There are 3 phases to a content audit

Phase 1: Preparation

Phase 2: Discovery

Phase 3: Application


Define the scope of your content audit

Determine where the content lives that you will review

Preparation

• Primary websites

• Microsites• Landing pages

• Third party distribution • Social media• Video platforms


Build an excel sheet to house inventory dataPreparation


Do an initial review of the content channels Preparation


Take inventory: Most audits review a representative sample review of content Preparation


Fully review a minimum of 3 pieces of content per format within your samplePreparation


Invest the time to deep into your representative sample. Don’t skimp!Preparation


Content audits become more than content inventories when we have actionable insightsDiscovery


The 8 core elements of a content audit

QualityVoice and ToneReadabilityView Ability

Discovery

Freshness of ContentUX and OrganizationCTAsOn Page SEO


Focus your content audit findings on your intended audience’s perspectiveDiscovery

BASIC CONTENT ELEMENTS

Qua

lity

Accurate and well-sourced

Distinct point of view

Comprehensive answers

Trustworthy and credible

Channel 1 Channel 2 Channel 2

Voic

e Language aligns with audience

Appropriate brand personality

Engaging headlines

Fres

h Active content on each channel

Seasonal needs addressed

Relevant and timely content



UX

Content is easily discoverable

Clear channel navigation

Promotes content exploration

Promotes content engagement

CTA Content inspires action

SEO Best practices followed

INTERMEDI ATE CONTENT ELEMENTSChannel 1 Channel 2



ADVANCED CONTENT ELEMENTS

Cus

tom

Custom content is available

Unique content formats

Exclusive content assets

Predictive or dynamic technology

Interactive tools present

Channel 1 Channel 2 Channel 2


Audit elements can lead you to develop a scorecard for each channelDiscovery


The most important objectives to remember when completing a content audit

Brand AlignmentDoes the content support/complement the brand's image?

AND

Goal AlignmentDoes the content support the brand's larger marketing goals?

Discovery


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3 How does a content audit help with content strategy?



Content audits shape our competitive analysis content perspective

Where can we find competitive advantage?Where is there a competitive threat?

Is there a sense of urgency?

Discovery


Your audit scorecard becomes a competitive analysis toolDiscovery


Content audits shape our long-term strategic recommendations

Where can we find competitive advantage?Where is there a competitive threat?

Is there a sense of urgency?

Your answers here directly inform your strategic initiatives for your planning period

Discovery


AGENDA


4 What are some other content audit resources?



Helpful, actionable content audit resources

• How to Prepare for Your Content Audit (Search Engine Watch)• How to Conduct a Content Audit (Moz – SEO focus• How to Conduct a Content Audit (UX Mastery – UX focus)• SEO Periodic Table of Elements (Search Engine Land)• Running a Technical Content Inventory (Portent – Crawl focus)• 9 Best Analytics Tools for Content Audits (CMI)

https://searchenginewatch.com/sew/how-to/2342510/how-to-prepare-for-your-content-audit

http://uxmastery.com/how-to-conduct-a-content-audit/

http://searchengineland.com/seotable

https://www.portent.com/data/content-inventory/#audit-step-1-do-an-inventory

http://contentmarketinginstitute.com/2015/08/analytics-content-audits/


AGENDA


QUESTIONS?



RAFFLE TIME!Win a signed copy of

“Content Marketing Works” by content marketing expert

Arnie Kuenn

Download a free copy herehttp://vert.ms/cmworks



Kat RobinsonDirector of Strategic Planning,

Vertical Measures@katrobinson1


Content Audit Execution the Right Way

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