Content Audit Execution the Right Way
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Transcript of Content Audit Execution the Right Way
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Content Audit Execution The Right WayUncover actionable insights from your content audits
Kat RobinsonDirector of Strategic Planning, Vertical Measures
@katrobinson1
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AGENDA
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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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① ② ③ ④ ⑤
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AGENDA
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1 Are audits a waste of time? (Hint: No)
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Conduct a content audit when you need to make long-term content decisions
Conducting a Content Strategy
Analyzing Competition
Building a New Website
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You only need 3 components to complete a content audit
Know Your Brand and Marketing Goals
SEO + Content Best Practices
Willingness to Invest Time
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AGENDA
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2 Show me how to complete an audit
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There are 3 phases to a content audit
Phase 1: Preparation
Phase 2: Discovery
Phase 3: Application
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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
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Build an excel sheet to house inventory dataPreparation
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Do an initial review of the content channels Preparation
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Take inventory: Most audits review a representative sample review of content Preparation
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Fully review a minimum of 3 pieces of content per format within your samplePreparation
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Invest the time to deep into your representative sample. Don’t skimp!Preparation
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Content audits become more than content inventories when we have actionable insightsDiscovery
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The 8 core elements of a content audit
QualityVoice and ToneReadabilityView Ability
Discovery
Freshness of ContentUX and OrganizationCTAsOn Page SEO
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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
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Focus your content audit findings on your intended audience’s perspectiveDiscovery
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Focus your content audit findings on your intended audience’s perspectiveDiscovery
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
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Focus your content audit findings on your intended audience’s perspectiveDiscovery
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
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Audit elements can lead you to develop a scorecard for each channelDiscovery
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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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AGENDA
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3 How does a content audit help with content strategy?
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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
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Your audit scorecard becomes a competitive analysis toolDiscovery
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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
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AGENDA
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4 What are some other content audit resources?
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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)
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QUESTIONS?
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RAFFLE TIME!Win a signed copy of
“Content Marketing Works” by content marketing expert
Arnie Kuenn
Download a free copy herehttp://vert.ms/cmworks
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Kat RobinsonDirector of Strategic Planning,
Vertical Measures@katrobinson1
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