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Content audit slide_share_032715


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A practical step-by-step guide to conducting content audits.

Published in: Marketing
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Content audit slide_share_032715

  1. 1. 7 Steps to a Successful Content Audit © 2015 Tendo Communications | 1
  2. 2. © 2015 Tendo Communications | 2 60-70% of B2B content created goes unused – Sirius Decisions Clarify project goals. Before we start any project, we always ask clients—what’s the goal, and who is the audience? Questions to ask: • Are you trying to reduce old or outdated content? • Are you identifying gaps in your buyers’ journey? • Are you migrating content into a new CMS? Step 1
  3. 3. © 2015 Tendo Communications | 3 Confirm scope. This one’s a gimme. But it’s even more important with audits, because the cardinal rule of audits is never to go backwards. It leads to distractions and impedes the goal of producing consistent data. Step 2
  4. 4. © 2015 Tendo Communications | 4 Don’t forget metrics Remember, you can’t manage what you can’t measure! Determine criteria. The criteria you audit against should directly correlate with the project goals. Age, content type, file format—these are standard criteria. But if the goal of your audit is to identify gaps in your buyers’ journey, consider adding target audience and journey stage to your criteria. Step 3
  5. 5. © 2015 Tendo Communications | 5 Obtain source material. Certain quantitative criteria are straightforward; nobody will question your file format classifications. But target audience or journey stage—you can expect some pushback. That’s why gathering all relevant source material— and having it down pat—is crucial. Key source material: • Journey definitions • Persona information • Traffic data Audit criteria Source material Step 4
  6. 6. © 2015 Tendo Communications | 6 Use a tool Check out this post on the best audit tools to see which one is right for you Pull files. Sometimes this is easier said than done. You’re really beholden to the capabilities and restrictions of your content management system. We’ve conducted audits where every file is given to us up front, and we’ve conducted “hunt and gather” audits where we start with a URL and hunt down and follow every link. Step 5
  7. 7. © 2015 Tendo Communications | 7 A good auditor is… Organized Process oriented Intuitive Creative Evaluate content. This is when you get down to brass tacks and do the work. Auditing is no easy chore—not everyone can do it. While a good auditor should have a sharp eye for detail, they also need a host of other skills. Step 6
  8. 8. © 2015 Tendo Communications | 8 Analyze findings. While the audit yields feedback on individual files, it’s the analysis that provides comprehensive insight on your overall content picture. While every audit, at its core, is an inventory—what types of content do you have and where does it live—increasingly, the audits we’re conducting yield quantitative and qualitative findings, analysis, and actionable recommendations. Step 7 33% of B2B marketers can’t measure content effectiveness – Sirius Decisions
  9. 9. © 2015 Tendo Communications | 9 Recap 1. Clarify project goals 2. Confirm scope 3. Determine criteria 4. Obtain source material 5. Pull files 6. Evaluate content 7. Analyze findings
  10. 10. © 2015 Tendo Communications | 10 The real value of a content audit comes when comprehensive findings are combined with strategic analysis and sound recommendations. For more real-world tips for conducting audits, click on our infographic to the right.
  11. 11. © 2015 Tendo Communications | 11