How to create a first-class content audit: What Lara Croft and the Super Mario Brothers can teach you about auditing and analyzing content, and amazing your clients
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The document discusses how to conduct an effective content audit. It explains that a content audit involves both discovery of existing content and performance analysis. Discovery involves determining audit criteria and analyzing content, while performance means finding patterns, making the audit presentable and actionable. The document provides examples of content audit elements and categories to analyze. It emphasizes that an audit should go beyond a spreadsheet and provide insights to inform content strategy and priorities.
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How to create a first-class content audit: What Lara Croft and the Super Mario Brothers can teach you about auditing and analyzing content, and amazing your clients
- 1. March 2, 2012 How to create a first-class content audit What Lara Croft and the Super Mario Brothers can teach you about auditing and analyzing content, and amazing your clients © 2011 Critical Mass, Inc. All Rights Reserved
- 2. Confession © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 2
- 3. Achievements © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 3
- 4. Achievements © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 4
- 5. Achievements © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 5
- 6. Achievements © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 6
- 7. Achievements Discovery Performance © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 7
- 8. My Goal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 8
- 9. My Goal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 9
- 10. My Goal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 10
- 11. Our Goal A content audit is more than a spreadsheet. · Determine criteria · Analyze content · Find patterns, examples · Make it presentable · Make it actionable © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 11
- 12. Lara Croft © 2011 Critical Mass, Inc. All Rights Reserved 12
- 13. What is a Content Audit? Definition: The assessment of existing content assets. © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 13
- 14. What is a Content Audit? Definition: The assessment of existing content assets. © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 14
- 15. Content Audit Elements © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 15
- 16. Content Audit Elements: Current Hierarchy *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 16
- 17. Content Audit Elements: ID Code *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 17
- 18. Content Audit Elements: Page Name *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 18
- 19. Content Audit Elements: URL *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 19
- 20. Content Audit Elements: Page Type *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 20
- 21. Content Audit Elements: Comments, Edit Effort *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 21
- 22. Content Audit Elements: Comment Criteria *Universal © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 22
- 23. Content Audit Elements: CTAs *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 23
- 24. Content Audit Elements: Categories *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 24
- 25. Non-Text Elements: Functionality (Tools) *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 25
- 26. Non-Text Elements: Format, Length *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 26
- 27. Optional Elements: Campaign-Specific Messaging *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 27
- 28. Optional Elements: Rich Media/Repeating Assets *Dependent © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 28
- 29. Content Audit Elements: Additional Columns Additional content elements to consider: · Sidebar content · Cross-sell opportunities · Business/page owner · Revision frequency · UGC Personalize the audit to your client or site © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 29
- 30. Analysis © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 30
- 31. Content Audit Elements Is that it? © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 31
- 32. Content Audit Elements Is that it? © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 32
- 33. Our Goal A content audit is more than a spreadsheet. · Determine criteria · Analyze content · Find patterns, examples · Make it presentable · Make it actionable © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 33
- 34. Mario © 2011 Critical Mass, Inc. All Rights Reserved 34
- 35. Finding Isn’t Enough © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 35
- 36. Finding Isn’t Enough Knowing the mechanics of jumping won’t help you stomp Goombas © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 36
- 37. Find Patterns, Examples: Outdated © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 37
- 38. Find Patterns, Examples: Text Reliance © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 38
- 39. Find Patterns, Examples: Text Reliance © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 39
- 40. Presentation © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 40
- 41. Content Ecosystem by Topic Percentage of Content 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 41
- 42. Presentation Don’t be satisfied with bar charts · These are a great start…but they’re just a start · Design and analytics are tough to reconcile · As a content strategy community, we will improve by sharing our great examples © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 42
- 43. So what? © 2011 Critical Mass, Inc. All Rights Reserved 43
- 44. Lessons from Lara and Mario What have we learned today? · A content audit is more than a spreadsheet · An audit consists of both discovery and performance · Discovery: determine criteria, analyze content · Performance: Find patterns, make it presentable and actionable © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 44
- 45. Lessons from Lara and Mario What have we learned today? · A content audit is more than a spreadsheet · An audit consists of both discovery and performance · Discovery: determine criteria, analyze content · Performance: Find patterns, make it presentable and actionable A great audit will help: · Inform content ideation, prioritization, creation & governance · Inform content priorities in wireframes · Allow for repurposing · Set stage for content calendars · Inform multi-channel campaigns © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 45
- 46. What’s Next? The future of content audits · Clients: Content is channel agnostic · Agencies: Content is medium agnostic · Dynamic = Disruption © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 46
- 47. What’s Next? The future of content audits · Clients: Content is channel agnostic · Agencies: Content is medium agnostic · Dynamic = Disruption · CS: niche agency discipline è just as important as interaction design. © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 47
- 48. Congratulations: Course Clear Achievement Unlocked How to create a first-class content audit © 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 48
- 49. DJ Francis Content Director Inspired by Hal Moore, Hal Jordan and Hal 9000. dfrancis@criticalmass.com +001 p 312 660 6350 c 773 633 1354 225 North Michigan Avenue Suite 2050, Chicago, IL, USA 60601 f 312 288 2501 Thank You! criticalmass.com 5 full-service offices and 11+ digital publishing experts / content strategists. © 2011 Critical Mass, Inc. All Rights Reserved 49
- 50. For more… Twitter: #ContentStrategy Meet-up: @LondonCSMeetup Smart List: @BrainTraffic/ Folks: ContentStrategy © 2011 Critical Mass, Inc. All Rights Reserved 50