The document discusses the problem of redundant, outdated, and trivial (ROT) content created by brands. It notes that many brands focus on creating more content without proper strategy, governance, or measuring performance. This results in piles of poorly performing content. The document provides tips for identifying ROT content, such as redundant pages from different years. It recommends cleaning up ROT content by auditing all content, removing what isn't useful, and implementing governance for future content creation, including clear stakeholders and processes. The goal is to improve the customer experience by focusing on quality over quantity of content.

2. #ROTcontent @annabananahrach @MikeCorak
What’s that smell? Your ROT content.

3. #ROTcontent @annabananahrach @MikeCorak
Content marketing is everywhere.

4. #ROTcontent @annabananahrach @MikeCorak
Content marketing is everywhere.
Literally.

5. #ROTcontent @annabananahrach @MikeCorak
The world’s biggest brands are now content
marketers

6. #ROTcontent @annabananahrach @MikeCorak
“All advertisers need a lot more content so that they can keep
the engagement with consumers fresh and relevant, because
of the 24/7 connectivity. If you’re going to be successful around
the world, you have to have fat and fertile ideas at the core.”
- Jonathan Mildenhall, VP Global Advertising Strategy and
Creative Excellence at Coca-Cola

7. #ROTcontent @annabananahrach @MikeCorak
“All advertisers need a lot more content so that they can keep
the engagement with consumers fresh and relevant, because
of the 24/7 connectivity. If you’re going to be successful around
the world, you have to have fat and fertile ideas at the core.”
- Jonathan Mildenhall, VP Global Advertising Strategy and
Creative Excellence at Coca-Cola

8. #ROTcontent @annabananahrach @MikeCorak

9. #ROTcontent @annabananahrach @MikeCorak
“Content is king! Create it now, and
create lots of it on every channel!”

10. #ROTcontent @annabananahrach @MikeCorak
“Content marketing is the new SEO. Create
a blog post around these keywords.”

11. #ROTcontent @annabananahrach @MikeCorak
“Remember Oreo’s ‘dunk in the dark’ tweet?
What’s our ‘Oreo moment’?”

12. #ROTcontent @annabananahrach @MikeCorakhttp://pixabay.com/p-114090/?no_redirect #ROTcontent @annabananahrach @MikeCorak

13. #ROTcontent @annabananahrach @MikeCorakhttp://pixabay.com/p-114090/?no_redirect
Content
#ROTcontent @annabananahrach @MikeCorak

14. #ROTcontent @annabananahrach @MikeCorakhttps://www.flickr.com/photos/jdhancock #ROTcontent @annabananahrach @MikeCorak

15. #ROTcontent @annabananahrach @MikeCorak

16. #ROTcontent @annabananahrach @MikeCorak

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Stop focusing on MORE.
Customers don’t want more. They want better.

18. #ROTcontent @annabananahrach @MikeCorak
Time to face the facts. Brands have a content
problem.

19. #ROTcontent @annabananahrach @MikeCorak
They’ve hired people to create more and more
content

20. #ROTcontent @annabananahrach @MikeCorak
They’re not using strategy.
They don’t know if it’s working.

21. #ROTcontent @annabananahrach @MikeCorak

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What does this approach create?

23. #ROTcontent @annabananahrach @MikeCorak
What does this approach create?
Piles of non-performing content.

24. #ROTcontent @annabananahrach @MikeCorak
What does this approach create?
Piles of non-performing content.
What do companies do?

25. #ROTcontent @annabananahrach @MikeCorak
What does this approach create?
Piles of non-performing content.
What do companies do?
Create more.

26. #ROTcontent @annabananahrach @MikeCorak

27. #ROTcontent @annabananahrach @MikeCorak
Before you create one more piece of content,
you need to identify your ROT content.

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What’s ROT content?

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What does this approach create?
Piles of non-performing content.

30. #ROTcontent @annabananahrach @MikeCorak
R
O
T

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Redundant:
O
T
Duplicate content, overly wordy

32. #ROTcontent @annabananahrach @MikeCorak
Redundant:
Outdated:
T
Duplicate content, overly wordy
Expired offers, out-of-date content,
outdated materials, broken links/images

33. #ROTcontent @annabananahrach @MikeCorak
Redundant:
Outdated:
Trivial:
Duplicate content, overly wordy
Expired offers, out-of-date content,
outdated materials, broken links/images
Not relevant for the brand, no value for the
visitor, missing content or context

34. #ROTcontent @annabananahrach @MikeCorak
Redundant
2013 2015

35. #ROTcontent @annabananahrach @MikeCorak
Outdated

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Trivial

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Trivial
Oreo may be able to get away with this...but chances are your brand can’t.

38. #ROTcontent @annabananahrach @MikeCorak
How does ROT content happen?

39. #ROTcontent @annabananahrach @MikeCorak
Governance wasn’t part of your plan.

40. #ROTcontent @annabananahrach @MikeCorak
The ideal content creation process
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
The “When”The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
• Business
goals vs.
user needs?
Content
Strategy
• Planning and
updates
• Content
performance
• Workflows
• Update
process
• Prioritization
Content
Governance
1
2
3
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
Content
Marketing
Editorial
Execution

41. #ROTcontent @annabananahrach @MikeCorak
The typical content creation process
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
1
2
3
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
• Business
goals vs.
user needs?
Content
Strategy
The “When”
• WTF?
• What do we
do next?
• Who’s in
charge of
next steps?
• So...create
more?
Content
Governance
Content
Marketing
Editorial
Execution

42. #ROTcontent @annabananahrach @MikeCorak
This is just the worst. Don’t do this. Please.
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
1
2
3
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
• Business
goals vs.
user needs?
Content
Strategy
Content
Marketing
Editorial
Execution

43. #ROTcontent @annabananahrach @MikeCorak
Content execution gets prioritized
over content strategy.

44. #ROTcontent @annabananahrach @MikeCorak
Content strategy and content marketing

45. #ROTcontent @annabananahrach @MikeCorak
Content strategy as the filter

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You gotta know the sweet spot

47. #ROTcontent @annabananahrach @MikeCorak
You gotta know the sweet spot
Psst...that’s the sweet spot!

48. #ROTcontent @annabananahrach @MikeCorak
Roles and responsibilities are blurred.

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?
Q: Who’s
Responsible for
Content?
○ No one responsible for content

50. #ROTcontent @annabananahrach @MikeCorak
!
Q: Who’s Responsible
for Content?
A: EVERYONE!
But responsibilities need
to be clearly defined
and understood by
everyone.
○ No one responsible for content

51. #ROTcontent @annabananahrach @MikeCorak
Stakeholders can’t agree, so everyone has a
different agenda.

52. #ROTcontent @annabananahrach @MikeCorak

53. #ROTcontent @annabananahrach @MikeCorak
Content is just being used as another vehicle for
search engine optimization.

54. #ROTcontent @annabananahrach @MikeCorak
Search in its simplest form
Research
Measuring
Performance
Tactical
Execution

55. #ROTcontent @annabananahrach @MikeCorak
Search was...about keyword usage in content
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution

56. #ROTcontent @annabananahrach @MikeCorak
Search today is about themes and intent
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content
strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC Ad Groups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
Research
Measuring
Performance
Tactical
Execution

57. #ROTcontent @annabananahrach @MikeCorak
SEO should inform – not dictate – content
creation

58. #ROTcontent @annabananahrach @MikeCorak
Modern SEO = Data Analyst
Volume of Data
Past
Data Sources:
Keyword Rankings
Backlinks
Pageviews
PageRank
Data Sources:
More Robust Analytics Data
Conversion Data
Attribution Modeling
Engagement Data
Competitive Insights
Content Demand
Social Data
Webmaster Tools Data
SERP Data
Future

59. #ROTcontent @annabananahrach @MikeCorak
FYI: Keyword-heavy content = ROT

60. #ROTcontent @annabananahrach @MikeCorak
The left hand doesn’t know
what the right hand is doing.

61. #ROTcontent @annabananahrach @MikeCorak
Top Impediment to Program IntegrationNot so great for content creation

62. #ROTcontent @annabananahrach @MikeCorak
Shift your culture to break down silos
Educate, educate, educate
Gain senior buy-off
Reimagine your organizational structure, processes
Rally teams and partners around integrated programs
Assign common success KPIs across teams
Create senior level Content position
Include cross-channel teamwork in performance reviews
Celebrate group successes

63. #ROTcontent @annabananahrach @MikeCorak
Why ROT content matters

64. #ROTcontent @annabananahrach @MikeCorak
bigger isn’t always better

65. #ROTcontent @annabananahrach @MikeCorak
Is this how you want customers to see your
content?!

66. #ROTcontent @annabananahrach @MikeCorak

67. #ROTcontent @annabananahrach @MikeCorak
ROT creates confusing user experiences
WTF?

68. #ROTcontent @annabananahrach @MikeCorak

69. #ROTcontent @annabananahrach @MikeCorak
How to clean up ROT content

70. #ROTcontent @annabananahrach @MikeCorak
Step 1: Take an inventory of your content

71. #ROTcontent @annabananahrach @MikeCorak
Step 2: Audit and score your content

72. #ROTcontent @annabananahrach @MikeCorak
Basic audit criteria
BRAND
ATTRIBUTES
USER
RELEVANCY
CUSTOMER
EXPERIENCE
Business goals
Core values
Messaging architecture
Voice, tone and style
Content goals
Key themes
Customer goals
Useful
Usable
Informative
Valuable
Actionable
Hierarchy
Clarity
Technically sound
Key themes
Delightful
Information Architecture

73. #ROTcontent @annabananahrach @MikeCorak
Step 3: Determine what can and cannot be fixed

74. #ROTcontent @annabananahrach @MikeCorak
Step 4: Trash unnecessary content
http://www.flickr.com/photos/jdhancock/
Step 4: Get rid of bad content

75. #ROTcontent @annabananahrach @MikeCorak
Step 5: Clean up and organize content
http://www.flickr.com/photos/jdhancock/

76. #ROTcontent @annabananahrach @MikeCorak
Step 6: Build governance into your content
process
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
1
2
3
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
• Business
goals vs.
user needs?
Content
Strategy
The “When”
• WTF?
• What do we
do next?
• Who’s in
charge of
next steps?
• So...create
more?
Content
Governance
Content
Marketing
Editorial
Execution

77. #ROTcontent @annabananahrach @MikeCorak
Step 6: Build governance into your content
process
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
The “When”The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
• Business
goals vs.
user needs?
Content
Strategy
• Planning and
updates
• Content
performance
• Workflows
• Update
process
• Prioritization
Content
Governance
1
2
3
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
Content
Marketing
Editorial
Execution

78. #ROTcontent @annabananahrach @MikeCorak
Questions?

79. #ROTcontent @annabananahrach @MikeCorak
Thank you