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Why Content Audits Are Worthwhile

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Perfect Starts: How To Get More Of The Right Traffic. PRESENTATION: Why Content Audits Are Worthwhile - Given by Michael King, @iPullRank, Digital Marketing Consultant - iPullRank. #SMX #14C1

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Why Content Audits Are Worthwhile

  1. 1. #SMX #14C1 @iPullRank Perfect Starts by Michael King (@iPullRank)
  2. 2. #SMX #14C1 @iPullRank Content Audits Are Worth it. Let’s find out why
  3. 3. #SMX #14C1 @iPullRank People Hate Content Audits NO ONE EVER SAYS “I WANT TO CATALOG THOUSANDS OF PAGES”
  4. 4. #SMX #14C1 @iPullRank Marketers Kinda Hate Strategy NO ONE EVER SAYS “WHAT DOES THE CONTENT AUDIT SAYS IS WORKING FIRST?”
  5. 5. #SMX #14C1 @iPullRank Content Is Not King QUOTE ME ON THAT.
  6. 6. #SMX #14C1 @iPullRank The Consumer is King THE CONSUMER IS KING.
  7. 7. #SMX #14C1 @iPullRank Knowing What to Create EVERYONE LOVES CREATING, BUT FEW PEOPLE LOVE BEING STRATEGIC VS.
  8. 8. #SMX #14C1 @iPullRank Audits are Essential THE AUDIT TELLS YOU WHAT PERFORMS ALREADY AND WHERE THE QUICK HITS ARE “Multichannel custom publishing.” YOU ARE HERE
  9. 9. #SMX #14C1 @iPullRank Audits Help Find the Holes HOLES IN YOUR USER JOURNEY LEAD TO LOST OPPORTUNITIES
  10. 10. #SMX #14C1 @iPullRank Audits Help Find the Holes LEAKS IN LINK EQUITY THAT SUPPORTS ORGANIC SEARCH RANKINGS
  11. 11. #SMX #14C1 @iPullRank Audits Show the Money AUDITING CONTENT HELPS WITH BUSINESS CASES “Multichannel custom publishing.”
  12. 12. #SMX #14C1 @iPullRank Audits Make for Perfect Starts CONTENT AUDITS HELP YOU ANSWER THESE THREE QUESTIONS “Multichannel custom publishing.”  “What is already performing?  What can perform better?  What is missing?”
  13. 13. #SMX #14C1 @iPullRank Inputs for Content Audits What you should have before you get started.
  14. 14. #SMX #14C1 @iPullRank Business Objectives YOU WANT TO BE CLEAR ON THE GOALS OF THE MARKETING EFFORT
  15. 15. #SMX #14C1 @iPullRank Personas MARKET SEGMENTS ARE A KEY INGREDIENT IN AN ACTIONABLE CONTENT AUDITS
  16. 16. #SMX #14C1 @iPullRank Journey Maps WHAT STAGES DO YOUR USERS GO THROUGH
  17. 17. #SMX #14C1 @iPullRank Analytics YOUR CLICKSTREAM DATA
  18. 18. #SMX #14C1 @iPullRank Style Guide? SURE, IF YOU WANT. CHECK OUT WWW.VOICEANDTONE.COM IF YOU HAVEN’T
  19. 19. #SMX #14C1 @iPullRank Quickest Way to Build Personas Let’s give y’all a quick and easy data-driven approach.
  20. 20. #SMX #14C1 @iPullRank Get Your Mailing List STEP ONE
  21. 21. #SMX #14C1 @iPullRank Run It Through FullContact STEP TWO – USE THE PERSON API TO APPEND DATA TO THE LIST
  22. 22. #SMX #14C1 @iPullRank Here’s What That Looks Like THIS IS AN EXAMPLE OF A MAILING LIST WITH DATA APPENDED TO IT.
  23. 23. #SMX #14C1 @iPullRank Use DemographicsPro UPLOAD YOUR TWITTER FOLLOWERS FOR ANALYSIS
  24. 24. #SMX #14C1 @iPullRank Here’s What That Yields DEMOGRAPHICSPRO GENERATES A 20+ PAGE REPORT ON YOUR TWITTER LIST
  25. 25. #SMX #14C1 @iPullRank Upload Your Mailing List to Facebook’s Audience Insights Tool The Audience Insights tool is incredibly robust and offers a ton of insights on Facebook users based on implicit and explicit data collected on them. https://www.facebook.com/ads/audience_insights/
  26. 26. #SMX #14C1 @iPullRank Or Just Use Audience Insights WITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL
  27. 27. #SMX #14C1 @iPullRank Segment Your Data AUDIENCE INSIGHTS LETS YOU SEGMENT ON DEMOGRAPHICS & PSYCHOGRAPHICS
  28. 28. #SMX #14C1 @iPullRank Acxiom’s Personicx Segments FACEBOOK’S TOOL CONNECTS TO ACXIOM’S DATA FOR MORE CONTEXT
  29. 29. #SMX #14C1 @iPullRank Acxiom’s Personicx Segments http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
  30. 30. #SMX #14C1 @iPullRank Check Against GA Data IF YOU’VE GOT DEMOGRAPHICS & INTEREST REPORTS ENABLED, USE THEM.
  31. 31. #SMX #14C1 @iPullRank Build Your Personas PULL THE DATA TOGETHER INTO USER STORIES
  32. 32. #SMX #14C1 @iPullRank User Journeys What stages do your users go through in their process of becoming a customer?
  33. 33. #SMX #14C1 @iPullRank What’s a Journey Map? A SERIES OF STAGES OR NEEDS THAT FOR USERS
  34. 34. #SMX #14C1 @iPullRank Building User Journeys USER JOURNEYS ARE BUILT BY AN ITERATIVE ETHNOGRAPHIC RESEARCH PROCESS
  35. 35. #SMX #14C1 @iPullRank Or You Can Use the CDJ YOU CAN USE ANY JOURNEY MODEL THAT YOU’D LIKE
  36. 36. #SMX #14C1 @iPullRank Content Per Need State DIFFERENT CONTENT TYPES SERVE DIFFERENT USER NEEDS “Multichannel custom publishing.”
  37. 37. #SMX #14C1 @iPullRank User Journey Example HERE’S THE OUTPUT OF THE DATA THAT WE COLLECT AND TURN INTO A JOURNEY
  38. 38. #SMX #14C1 @iPullRank Find Gaps in Your Content CONTENT IS ULTIMATELY SEGMENTED BASED ON THESE DIFFERENT NEED STATES User desires travel, but doesn’t quite know where to go. User is looking to book a complete itinerary User is planning out everything they need to do for the trip. User is traveling from their home to their custom itinerary trip. User has arrived at the destination. User is enjoying their trip. User is heading home. User has had an issue during their trip. User wants to share their trip with friends and family. EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT How do I find a place to go? How do I find all the features of the trip I want and book it? What do I need to get ready for this trip? How to do I get to the airport? What if my flight is canceled? What do I do once I land? How to find the things in my itinerary? How do I get back to the airport? Can I take this stuff home? How do I get help when I’m on a trip? Where’s the best place to share my experience online? Trip.Me had no content for any of these phases in the user journey
  39. 39. #SMX #14C1 @iPullRank Filling Gaps Assists Conversion TAKE THE HOLES OUT OF YOUR USER JOURNEY AND GET MORE CONVERSIONS
  40. 40. #SMX #14C1 @iPullRank Sample-based vs. Full Audits Deciding how much of the site you need to look at
  41. 41. #SMX #14C1 @iPullRank Sample vs. Population POPULATION SAMPLE YOU DON’T ALWAYS NEED TO LOOK AT THE ENTIRE SITE QUALITATIVELY
  42. 42. #SMX #14C1 @iPullRank Calculating Sample Size A LOT OF CONTENT STRATEGISTS USE THIS, BUT IT’S NOT THE BEST WAY TO DO IT Total number of pages/pieces Sample size <5,000 Review all 10,000 5,000 25,000 7,000 50,000 8,000 100,000 9,000 >1,000,000 10,000–16,000
  43. 43. #SMX #14C1 @iPullRank Use A Sample Size Calculator Use a Sample Size Calculator And Evenly Distribute the Number of Pages Reviewed Throughout the Different Sections of the Site https://www.checkmarket.com/market-research- resources/sample-size-calculator/
  44. 44. #SMX #14C1 @iPullRank Qualitative vs. Quantitative Analysis The two different types of analyses that you’ll do
  45. 45. #SMX #14C1 @iPullRank Quantitative Metrics THIS IS THE EASY PART AND SELF-EXPLANATORY QUANTITATIVE METRICS PAGE VALUE TWEETS CONVERSIONS LIKES CONVERSION RATE +1s TRAFFIC PINS ORGANIC SEARCH TRAFFIC TIME ON SITE SOCIAL MEDIA TRAFFIC BOUNCE RATE READABILITY SCORE WORD COUNT SENTENCE COUNT READING TIME # IMAGES # VIDEOS MAJESTIC LINKS AHREFS LINKS MOZSCAPE LINKS PAGESPEED MOBILE-FRIENDLINESS TITLE TITLE LENGTH META DESCRIPTION META DESCRIPTIONG LENGTH URL CONTENT ID CONTENT FORMAT RESPONSE CODE LINKEDIN SHARES
  46. 46. #SMX #14C1 @iPullRank Qualitative Metrics THIS IS THE TIME CONSUMING PART QUALITATIVE METRICS SECTION CATEGORY WHAT IS IT? REDUNDANCY TIMELINESS VOICE AND TONE ADHERENCE QUALITY ACTIONABILITY LINKWORTHINESS SHAREWORTHINESS CONVERSION NOTES SUGGESTIONS TARGET PERSONA NEED STATE
  47. 47. #SMX #14C1 @iPullRank Tools. What you can use to get the job done.
  48. 48. #SMX #14C1 @iPullRank Screaming Frog THE OTHER USE CASE FOR SEOS’ FAVORITE SPIDER TOOL - WWW.SCREAMINGFROG.CO.UK/SEO- SPIDER/
  49. 49. #SMX #14C1 @iPullRank SocialCrawlytics A SPIDER FOR SOCIAL SHARES – WWW.SOCIALCRAWLYTICS.COM
  50. 50. #SMX #14C1 @iPullRank BuzzSumo AN INDEX FOR CONTENT BY SOCIAL SHARES – WWW.BUZZSUMO.COM
  51. 51. #SMX #14C1 @iPullRank DeepCrawl THE WEAPON’S GRADE SPIDER FOR HUGE SITES – WWW.DEEPCRAWL.COM
  52. 52. #SMX #14C1 @iPullRank URLProfiler THE PERFECT CRAWLER FOR CONTENT AUDITS – WWW.URLPROFILER.COM
  53. 53. #SMX #14C1 @iPullRank SEOTools for Excel PLUGIN FOR EXCEL THAT LETS YOU PULL QUANT METRICS – WWW.SEOTOOLSFOREXCEL.COM
  54. 54. #SMX #14C1 @iPullRank SEOGadget for Excel ANOTHER PLUGIN FOR PULLING SEO METRICS DIRECTLY IN EXCEL – http://bit.ly/1L5DVq7
  55. 55. #SMX #14C1 @iPullRank Content Audit for Wordpress FOR WORDPRESS USERS THERE IS OF COURSE A PLUGIN FOR CONTENT AUDITS
  56. 56. #SMX #14C1 @iPullRank Content Audit for Wordpress https://wordpress.org/plugins/content-audit/screenshots/
  57. 57. #SMX #14C1 @iPullRank Auditor by Kapost LEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/
  58. 58. #SMX #14C1 @iPullRank Content Auditing Workflow Let’s bring it all together
  59. 59. #SMX #14C1 @iPullRank Determine Size of Audit  “Am I doing a sample-based audit or a full site audit?”
  60. 60. #SMX #14C1 @iPullRank Start with Screaming Frog LET ‘ER RIP.
  61. 61. #SMX #14C1 @iPullRank Hand it off to URL Profiler IMPORT THE HTML URLS INTO URL PROFILER
  62. 62. #SMX #14C1 @iPullRank Import it to Excel YOU’LL GET A TON OF DATA. ONLY KEEP WHAT YOU NEED
  63. 63. #SMX #14C1 @iPullRank Color Code Your Quant Sheet MAKE THE DATA LITTLE LESS DAUNTING
  64. 64. #SMX #14C1 @iPullRank Perform Qualitative Review YOU SHOULD PROBABLY LOOK AT THE COMPUTER, UNLIKE THIS LADY
  65. 65. #SMX #14C1 @iPullRank Build Your Insights MAKE A SHEET WITH THE QUANT AND QUAL DATA AND FIGURE OUT THE TRENDS
  66. 66. #SMX #14C1 @iPullRank Fishing for Insights How to turn all this data into actionable insights
  67. 67. #SMX #14C1 @iPullRank Pivot Charts FTW THE BEST INSIGHTS COME FROM CROSS-TABULATION
  68. 68. #SMX #14C1 @iPullRank Page Value is the Best THIS IS POTENTIALLY THE MOST VALUABLE METRIC TO USE
  69. 69. #SMX #14C1 @iPullRank Page Value vs. Readability IS YOUR LOWEST YIELDING PAGE HARD TO READ? $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00 Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing Page Value by Reading Difficulty Total
  70. 70. #SMX #14C1 @iPullRank “Keep doing pivots until your data tells a compelling story.” – @iPullRank
  71. 71. #SMX #14C1 @iPullRank Combinations I Like SOME CROSS-TABS TO GET YOU STARTED COMPETITIVE AUDIT METRICS PAGE VALUE VS. FORMAT PAGE VALUE VS SOCIAL SHARES # IMAGES VS READABILITY SCORE WORD COUNT VS TIME ON PAGE # VIDEOS VS TIME ON PAGE TIME ON PAGE VS READING TIME TIME ON PAGE VS SOCIAL SHARES PAGE VALUE VS PAGE SPEED LINKS VS QUALITY FORMAT VS LINKS SECTION VS ACTIONABILITY RESPONSE CODE VS LINKS REDUNDANCY VS. SECTION LINKS VS. DIRECTORY # VIDEOS VS WORD COUNT PERSONA VS. CONVERSION RATE
  72. 72. #SMX #14C1 @iPullRank Competitive Content Auditing Because you want to know what to steal.
  73. 73. #SMX #14C1 @iPullRank Only Difference Is… YOU GET NO TRUE QUANTITATIVE ANALYTICS ON COMPETITORS COMPETITIVE AUDIT METRICS TWEETS LINKEDIN SHARES LIKES WORD COUNT +1s READING TIME PINS # VIDEOS READABILITY SCORE AHREFS LINKS SENTENCE COUNT PAGESPEED # IMAGES TITLE MAJESTIC LINKS META DESCRIPTION MOZSCAPE LINKS URL MOBILE-FRIENDLINESS CONTENT FORMAT TITLE LENGTH CONTENT ID META DESCRIPTION LENGTH RESPONSE CODE SECTION CATEGORY WHAT IS IT? REDUNDANCY TIMELINESS VOICE AND TONE ADHERENCE QUALITY ACTIONABILITY LINKWORTHINESS SHAREWORTHINESS CONVERSION NOTES SUGGESTIONS TARGET PERSONA NEED STATE
  74. 74. #SMX #14C1 @iPullRank BuzzSumo is Enough ISOLATE YOUR COMPETITORS’ TOP PERFORMING CONTENT
  75. 75. #SMX #14C1 @iPullRank Applications How you can use these insights to get off to a perfect start.
  76. 76. #SMX #14C1 @iPullRank Business Cases USING DATA ON EXISTING CONTENT YOU CAN MAKE CASE FOR NEW CONTENT
  77. 77. #SMX @iPullRank Content PlanningLEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/
  78. 78. #SMX #14C1 @iPullRank Measurement Planning YOUR CONTENT WILL HELP YOU IDENTIFY HOLES IN YOUR ABILITY TO MEASURE
  79. 79. #SMX #14C1 @iPullRank Conversion Rate Optimization READABILITY WILL HELP YOU QUICKLY IDENTIFY CONVERSION IMPROVEMENT OPPORTUNITIES
  80. 80. #SMX #14C1 @iPullRank Your Doggie Bag Your parting gifts
  81. 81. #SMX #14C1 @iPullRank Content Auditing Template GET YOU SOME MIKE KING TO GO – http://bit.ly/ipr-template
  82. 82. #SMX #14C1 @iPullRank Wrapping Up A word from my sponsor
  83. 83. #SMX #14C1 @iPullRank We Do This Stuff IF YOU NEED HELP FEEL FREE TO REACH OUT
  84. 84. #SMX #14C1 @iPullRank “That’s all I’ve got.” – ME, AGAIN
  85. 85. #SMX @iPullRankGAJAH ANNUAL REPORT 2015 | 86 Michael King, Founder & Digital Marketing Consultant HIT ME UP! mike@ipullrank.comipullrank.com @iPullRank DECK: http://bit.ly/perfect-starts TEMPLATE: http://bit.ly/ipr-template
  86. 86. #SMX #14C1 @iPullRank @IPULLRANK Michael King

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