LavaCon 2013 Content Audit in Three Simple Steps

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Presentation at LavaCon 2013 that outlines how to conduct a multichannel content audit that aligns with an organization's business objectives.

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  • Prompt through questions – annually, quarterlyWhy don’t you do it now?
  • Ask your salespeopleManagementTalking to Delivery team, got idea to focus on an offering (responsive design)YouTube videoSocial mediaEmail campaignWebinarsData SheetsEvents
  • Fancy term for who’s your audience, or who are you speaking to.Take the goal and attach personas to those goals.Make lists!
  • What about channels?Put yourself in your persona’s shoes. When and how would they use content? What state of mind are they in when they are looking for your services or products?
  • A potential client has to find you, learn more and be convinced that you are worthwhile. Then they have to sell you to their management, or whoever controls the purse strings. THEN they buy. It’s been said that it takes 7 touches before someone buys.
  • Use scenarios from earlier slideProduct line/ productsExplain taxonomy and how to organize Our SharePoint site – Offerings, and then products Direct Relief – types of content – Emergency Response, Program updates, Focus AreasSharePoint – Use examples of our stuff. Manage content library more judiciouslySpreadsheet with all your whitepapers on it – start somewhere!
  • Keywords, top landing pages, time on siteWhat gets retweeted, liked, shared?
  • Start creating the content you need, based on your work in Step 2. Fill in the gaps for your most critical personas along the buying process.
  • You want your content to be understood.
  • Talk about products that can help you keep it clean and strong. Or on Get Organized slide. Establish a system.
  • New data for chartsChanging logos, copyright dates
  • How do you decide when to retire content? What do you do with it?
  • Web is globally accessible 24/7(You’re missing out on lots of business if you ignore this.)Canada – French and EnglishU.S. – English, Spanish, Korean, Vietnamese
  • Make it easy to create new content in a standardized way.
  • What are your legal or regulatory requirements for content retention?
  • LavaCon 2013 Content Audit in Three Simple Steps

    1. 1. Content Audit in Three Simple Steps Allison Joyce Experis Global Content Solutions @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 1
    2. 2. About me • More than 20 years in content creation and management – Looked at content from all angles • Advertising, publishing, digital marketing, online communications – Worked with teams and alone • Marketing/Communications consultant with Experis Global Content Solutions @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 2
    3. 3. What’s a content audit? …A thorough look at all your content to see if it meets your organization’s needs. Why you need to spend your valuable time doing this: • Check alignment with business objectives • Anticipate needs vs. fire drills • Streamline your content creation process to make your job(s) easier @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 3
    4. 4. What about you? • How many of you have done content audit? • When would you use it? • Why would you need it? @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 4
    5. 5. Why we’re here Break down the content audit process into three simple steps: 1. Ask the right questions. 2. Assess your content. 3. Address the imbalance. @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 5
    6. 6. 1. Ask the right questions • Is your content aligned with your business objectives? • Are they specific enough? • Who are your target personas? • Are you reaching them at all stages of the buying process? @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 6
    7. 7. 1. Ask the right questions What are your business objectives? • Review strategic plan • Ask management • Review sales and marketing goals for the year or even three years out • Listen! • Watch trends in market and among competitors – Have a realistic view of your product/service in market @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 7
    8. 8. 1. Ask the right questions Are your business objectives specific enough? • Raise awareness among industry thought leaders • Generate leads for existing products • Increase revenue in strategic accounts • Be a thought leader @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 8
    9. 9. 1. Ask the right questions Are your business objectives specific enough? • Raise awareness among industry thought leaders of three new products • Generate leads for existing products in two emerging markets • Increase revenue in strategic accounts by 20% over last year • Be a thought leader on key industry issues @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 9
    10. 10. 1. Ask the right questions Who are your target personas? • Raise awareness of three new products among industry thought leaders • Media • Bloggers • Champions/Top Clients • Generate leads for existing products in two emerging markets • China • France • Increase revenue 20% over last year in strategic accounts • Create word-of-mouth selling inside the account @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 10
    11. 11. 1. Ask the right questions. What kind of content do they need? – Industry thought leaders • White papers, blog posts, connection through social media – Two emerging markets (China, France) • Basic sales content – Translated, transcreated in Simplified Chinese and French – Strategic accounts (word of mouth) • Sell sheets, data sheets, webinars, white papers @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 11
    12. 12. 1. Ask the right questions Are you reaching your personas at all stages of the buying process? Discover Learn Sell to Management @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon Buy 12
    13. 13. 1. Ask the right questions What questions would you ask? @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 13
    14. 14. 2. Assess your content • Get organized • Take an inventory by product and/or by buying stage • Find out what’s working • Review all your content with a critical eye @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 14
    15. 15. 2. Assess your content Get organized • Move everything into one repository – Make the tools work for you Printers • Tag away! – Metadata is your friend – Use taxonomy in your CMS Commercial Large Scale Small Scale Home All-in-one Printer only – Product line vs. specific products @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 15
    16. 16. 2. Assess your content Take an inventory by product or service Product A Product B Product C Product D Slide Deck X X X X Data Sheet X X White Paper X eBook Web Page(s) X X Video X X Webinar X X Infographic X Product Documentation X X X X Blog Posts X X X X @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 16
    17. 17. 2. Assess your content Take an inventory by stage in the selling process Discover Learn Sell to Mgmt Buy Slide Deck X X X Data Sheet X X White Paper X X X eBook Web Page(s) X X Video X X Webinar X X Infographic X X Social Media Profiles X X Conferences/ Events X X Blog Posts X X X X @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 17
    18. 18. 2. Assess your content Find out what’s working • Check web metrics/analytics • Look at social sharing • Ask internal stakeholders – Sales people, management, PR, support teams • Poll external stakeholders – Use a blind survey - phrase so you will get candid feedback • Go with your gut @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 18
    19. 19. 2. Assess your content Take a critical eye to your existing content, one section at a time • Keep business goals in mind • Review for accuracy, currency • Notice how and where the same content blocks or components appear @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 19
    20. 20. 2. Assess your content Remember your target audience – personas Tone Length Language Knowledge level of reader Content channel • Formal or friendly? • Highlights or deep dive? • Translation • Experienced or new to topic? How much jargon is right? • Web, mobile, social media, video @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 20
    21. 21. 2. Assess your content @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 21
    22. 22. 2. Assess your content Set aside time for this process – it’s worth it. (Your readers will thank you.) • Assess at least once a year; twice is better – Schedule this so it doesn’t slip off your calendar – Handle it in chunks so you don’t get overwhelmed • Or when needed… – When new products or services launched, old products or services retired @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 22
    23. 23. How would you assess your content? @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 23
    24. 24. 3. Address the imbalance • Pace yourself • Focus on high-value content first – Existing – New • What needs localizing? • Create templates for content • Establish governance @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 24
    25. 25. 3. Address the imbalance Pace yourself - focus on high-value content first • Existing Content – Update the content that’s working best – 20% of content generates 80% of interest • New Content – Fill in gaps or expand in successful content areas – Repurpose content you already have @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 25
    26. 26. 3. Address the imbalance Repurpose existing content whenever possible. What can be repurposed? Everything! Proposals Case Studies Videos Web Page eBooks Social media posts Data Sheet White Papers Email messages Sales Presentations Webinars @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 26
    27. 27. 3. Address the imbalance What needs translating or localizing? (Even if you think you’re not a multilingual company, you are.) @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 27
    28. 28. 3. Address the imbalance Create templates for your content • Content “components” – Title – Taglines/slogans – Product descriptions, short and long – Charts, graphs, data – Boilerplate @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 28
    29. 29. 3. Address the imbalance Create cleaner content (from now on). • Consider an authoring tool for consistency, SEO • Establish governance processes – Document your content creation, approval, publishing, and storage processes – Revisit your CMS architecture once a year – Use and share a style guide – Keep a “Content Audit” folder to remind you of needed updates • Decide when and how to archive @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 29
    30. 30. A Quick Review 1. Ask the right questions. • Aligned with business objectives? Get specific. • Who’s your audience now? Are you speaking to them? 2. Assess your content. • Get organized • Take an inventory • Find out what’s working • Review for tone, accuracy, purpose and understanding 3. Correct the imbalance. • Focus on high-performing content • Repurpose, reuse, recycle • Use templates/components • Standardize your processes @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 30
    31. 31. The Global Content Value Chain Globalization Strategy User Experience Authoring Enterprise Content Management 31
    32. 32. Questions? Allison Joyce Experis Global Content Solutions Allison.Joyce@Experis.com (805) 252-6039 @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 32

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