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March 2, 2012How to create a first-classcontent auditWhat Lara Croft and the Super Mario Brothers can teach youabout audit...
Confession© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   2
Achievements© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   3
Achievements© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   4
Achievements© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   5
Achievements© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   6
Achievements                  Discovery                                          Performance© 2012 Critical Mass, Inc. All...
My Goal© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   8
My Goal© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   9
My Goal© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   10
Our GoalA content audit is more than a spreadsheet.                                          ·  Determine criteria        ...
Lara Croft© 2011 Critical Mass, Inc. All Rights Reserved                                                 12
What is a Content Audit?Definition: The assessment of existing content assets.© 2012 Critical Mass, Inc. All Rights Reserv...
What is a Content Audit?Definition: The assessment of existing content assets.© 2012 Critical Mass, Inc. All Rights Reserv...
Content Audit Elements© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   15
Content Audit Elements: Current Hierarchy                                                                                 ...
Content Audit Elements: ID Code                                                                                     *Unive...
Content Audit Elements: Page Name                                                                                     *Uni...
Content Audit Elements: URL                                                                                     *Universal...
Content Audit Elements: Page Type                                                                                     *Uni...
Content Audit Elements: Comments, Edit Effort                                                                             ...
Content Audit Elements: Comment Criteria                                                                                  ...
Content Audit Elements: CTAs                                                                                     *Dependen...
Content Audit Elements: Categories                                                                                     *De...
Non-Text Elements: Functionality (Tools)                                                                                  ...
Non-Text Elements: Format, Length                                                                                     *Dep...
Optional Elements: Campaign-Specific Messaging                                                                            ...
Optional Elements: Rich Media/Repeating Assets                                                                            ...
Content Audit Elements: Additional ColumnsAdditional content elements to consider:                                        ...
Analysis© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   30
Content Audit ElementsIs that it?© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   31
Content Audit ElementsIs that it?© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   32
Our GoalA content audit is more than a spreadsheet.                                          ·  Determine criteria        ...
Mario© 2011 Critical Mass, Inc. All Rights Reserved                                                 34
Finding Isn’t Enough© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   35
Finding Isn’t Enough        Knowing the mechanics of jumping won’t help you        stomp Goombas© 2012 Critical Mass, Inc....
Find Patterns, Examples: Outdated© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   37
Find Patterns, Examples: Text Reliance© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog  ...
Find Patterns, Examples: Text Reliance© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog  ...
Presentation© 2012 Critical Mass, Inc. All Rights Reserved   #CSApplied_Audits   @MarketerBlog   40
Content Ecosystem by Topic                                                           Percentage of Content                ...
PresentationDon’t be satisfied with bar charts                                          ·  These are a great start…but the...
So what?© 2011 Critical Mass, Inc. All Rights Reserved                                                 43
Lessons from Lara and MarioWhat have we learned today?                                          ·  A content audit is more...
Lessons from Lara and MarioWhat have we learned today?                                          ·  A content audit is more...
What’s Next?The future of content audits                                          ·  Clients: Content is channel agnostic ...
What’s Next?The future of content audits                                          ·  Clients: Content is channel agnostic ...
Congratulations: Course Clear                                                         Achievement Unlocked                ...
DJ Francis                                                                       Content Director                         ...
For more…           Twitter: #ContentStrategy Meet-up: @LondonCSMeetup                        Smart List: @BrainTraffic/  ...
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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

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Transcript of "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. 1. March 2, 2012How to create a first-classcontent auditWhat Lara Croft and the Super Mario Brothers can teach youabout auditing and analyzing content, and amazing your clients© 2011 Critical Mass, Inc. All Rights Reserved
  2. 2. Confession© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 2
  3. 3. Achievements© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 3
  4. 4. Achievements© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 4
  5. 5. Achievements© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 5
  6. 6. Achievements© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 6
  7. 7. Achievements Discovery Performance© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 7
  8. 8. My Goal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 8
  9. 9. My Goal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 9
  10. 10. My Goal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 10
  11. 11. Our GoalA 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. 12. Lara Croft© 2011 Critical Mass, Inc. All Rights Reserved 12
  13. 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. 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. 15. Content Audit Elements© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 15
  16. 16. Content Audit Elements: Current Hierarchy *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 16
  17. 17. Content Audit Elements: ID Code *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 17
  18. 18. Content Audit Elements: Page Name *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 18
  19. 19. Content Audit Elements: URL *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 19
  20. 20. Content Audit Elements: Page Type *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 20
  21. 21. Content Audit Elements: Comments, Edit Effort *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 21
  22. 22. Content Audit Elements: Comment Criteria *Universal© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 22
  23. 23. Content Audit Elements: CTAs *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 23
  24. 24. Content Audit Elements: Categories *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 24
  25. 25. Non-Text Elements: Functionality (Tools) *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 25
  26. 26. Non-Text Elements: Format, Length *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 26
  27. 27. Optional Elements: Campaign-Specific Messaging *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 27
  28. 28. Optional Elements: Rich Media/Repeating Assets *Dependent© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 28
  29. 29. Content Audit Elements: Additional ColumnsAdditional content elements to consider: ·  Sidebar content ·  Cross-sell opportunities ·  Business/page owner ·  Revision frequency ·  UGCPersonalize the audit to your client or site© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 29
  30. 30. Analysis© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 30
  31. 31. Content Audit ElementsIs that it?© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 31
  32. 32. Content Audit ElementsIs that it?© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 32
  33. 33. Our GoalA 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. 34. Mario© 2011 Critical Mass, Inc. All Rights Reserved 34
  35. 35. Finding Isn’t Enough© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 35
  36. 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. 37. Find Patterns, Examples: Outdated© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 37
  38. 38. Find Patterns, Examples: Text Reliance© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 38
  39. 39. Find Patterns, Examples: Text Reliance© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 39
  40. 40. Presentation© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 40
  41. 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. 42. PresentationDon’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. 43. So what?© 2011 Critical Mass, Inc. All Rights Reserved 43
  44. 44. Lessons from Lara and MarioWhat 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. 45. Lessons from Lara and MarioWhat 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 actionableA 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. 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. 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. 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. 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 2501Thank You! criticalmass.com 5 full-service offices and 11+ digital publishing experts / content strategists.© 2011 Critical Mass, Inc. All Rights Reserved 49
  50. 50. For more… Twitter: #ContentStrategy Meet-up: @LondonCSMeetup Smart List: @BrainTraffic/ Folks: ContentStrategy© 2011 Critical Mass, Inc. All Rights Reserved 50
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