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Content Auditing: Unearthing the Substance of Your Brand

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I gave this talk at Content Marketing World 2014. It talks about a content strategy practice - content auditing - and how it can benefit content marketing efforts. It includes links to some useful tools and resources.

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Content Auditing: Unearthing the Substance of Your Brand

  1. 1. #CMWorld Content Auditing: Unearthing the Substance of Your Brand Rachel Lovinger Experience Director, Razorfish @rlovinger
  2. 2. #CMWorld 2 ©2014 Razorfish. All rights reserved. I’m here to share some practical processes, tools and tips for auditing your content. Photo by Matthew Macy (link)
  3. 3. #CMWorld 3 ©2014 Razorfish. All rights reserved. •Experience Director/ Content Strategist, Razorfish •scatter/gather(content strategy blog): http://scattergather.razorfish.com •Nimble: A Razorfish Report on Publishing in the Digital Age(June 2010): http://nimble.razorfish.com About me: Rachel Lovinger @rlovinger
  4. 4. #CMWorld 4 ©2014 Razorfish. All rights reserved. •Razorfish views digital as not solely a marketing channel but an opportunity to go to market in new and powerful ways. •We blend creativity, technology and media, supported by consumer and business insights, to delivering for our clients in both marketing (ideas) and technology (execution). About Razorfish Media Creative Technology Business Strategy & Insight TRANSFORMATION Disruption
  5. 5. #CMWorld 5 ©2014 Razorfish. All rights reserved. Some of my clients
  6. 6. #CMWorld 6 ©2014 Razorfish. All rights reserved. •Financial services client •Small Business offerings •“We have a ton of content” A social marketing strategy project Photo by Alan Reeves
  7. 7. #CMWorld 7 ©2014 Razorfish. All rights reserved. The reality of their content situation 30 PDFs 3 Videos
  8. 8. #CMWorld 8 ©2014 Razorfish. All rights reserved. After the 33 content items, we looked at: •The broader landscape of content available for Small Business owners •Content offered by our client’s direct competitors Result: We were able to make better recommendations about underserved needs and untapped opportunities. The content audit was brief
  9. 9. #CMWorld Content Auditing: What?
  10. 10. #CMWorld 10 ©2014 Razorfish. All rights reserved. Text © Contents Magazine
  11. 11. #CMWorld 11 ©2014 Razorfish. All rights reserved. Images © National Geographic
  12. 12. #CMWorld 12 ©2014 Razorfish. All rights reserved. Audio © 99 Percent Invisible
  13. 13. #CMWorld 13 ©2014 Razorfish. All rights reserved. Video © General Electric
  14. 14. #CMWorld 14 ©2014 Razorfish. All rights reserved. Data Visualization by Ramiro Gómez
  15. 15. #CMWorld 15 ©2014 Razorfish. All rights reserved. Infographics Infographic by tastyplacement
  16. 16. #CMWorld 16 ©2014 Razorfish. All rights reserved. Airbnb‘sorigin: Two guys in San Francisco rented out air mattresses in their living room. Brand narratives AirbnbStory as of August 2013, via Internet Archive’s WaybackMachine
  17. 17. #CMWorld 17 ©2014 Razorfish. All rights reserved. Expanded narrative: It’s about going anywhere in the world, and having a place to feel at home. Brand narratives © Airbnb, Inc.
  18. 18. #CMWorld 18 ©2014 Razorfish. All rights reserved. •Brand identity elements •Messaging standards •Design elements: logos, colors, fonts •Copy standards •PR/Marketing assets •Templates Brand assets © TED Conferences, LLC
  19. 19. #CMWorld 19 ©2014 Razorfish. All rights reserved. Brand guidelines TEDxBranding Guidelines, May 15, 2009
  20. 20. #CMWorld 20 ©2014 Razorfish. All rights reserved. Content channels www icon by Saki, GPL
  21. 21. #CMWorld 21 ©2014 Razorfish. All rights reserved. Content is a dialogue Photo by Marc Wathieu
  22. 22. #CMWorld 22 ©2014 Razorfish. All rights reserved. Conversations about your brand Archer © FX Networks
  23. 23. #CMWorld 23 ©2014 Razorfish. All rights reserved. Sometimes, damage controlJuly 16July 18Aug 11 Bélo© AirbnbJuly 23
  24. 24. #CMWorld 24 ©2014 Razorfish. All rights reserved. Your audience’s: •Interests •Questions •Hopes/desires •Frustrations *Participate cautiously, respectfully, and ethically. Conversations in your area of interest Photo by Marc Wathieu
  25. 25. #CMWorld Content Auditing: Why?
  26. 26. #CMWorld 26 ©2014 Razorfish. All rights reserved. Thanks to digital, marketing is changing Photo by Ruth Flickr
  27. 27. #CMWorld 27 ©2014 Razorfish. All rights reserved. Paid, owned, earned = more content Net CMS Platform Website Content Offer ALWAYS-ON PAID: SEM EARNED OWNED SEO Search engines Organic PAID MEDIA Blogs Forums Followers Links LinkedIn Network
  28. 28. #CMWorld 28 ©2014 Razorfish. All rights reserved. Real-time marketing = faster content SharknadoWeatherForecast by @dcschrader, @redcrossPR Volunteer Poop Tweet by Razorfish, for @smartcarusa (watch the case study: https://vimeo.com/58482929) Cobalt for @TargetStyle
  29. 29. #CMWorld 29 ©2014 Razorfish. All rights reserved. In marketing it plays a critical role in: •Attracting •Converting •Building and maintaining loyalty Content is the stuff people want Photo by zandperl
  30. 30. #CMWorld 30 ©2014 Razorfish. All rights reserved. •There’s a lot of content out there •It takes time, resources and planning to produce goodcontent Content is a big deal. So what? Data Never Sleeps infographic © Domo; Plans photo by Sarah Ross
  31. 31. #CMWorld 31 ©2014 Razorfish. All rights reserved. •What content do you have available now? –Discover the quantity, quality, effectiveness and perception of your content –Learn how to better use your existing content •What content do you need that you don’t yet have? –Find out what your audience wants, what they’re getting elsewhere, and what they’re not getting at all (yet) What you can learn from auditing
  32. 32. #CMWorld It’s an iterative process Assumptions Information Findings Insights
  33. 33. #CMWorld Content Auditing: How?
  34. 34. #CMWorld 34 ©2014 Razorfish. All rights reserved. •Understand the context –Business goals, audience needs, and institutional knowledge •Evaluate the landscape –Competitive and comparative •Analyze the content –Quantity, quality, effectiveness, and perception •Assess the opportunity –Needs and gaps Steps to Auditing Content
  35. 35. #CMWorld 35 ©2014 Razorfish. All rights reserved. •Understand the context –Business goals, audience needs, and institutional knowledge •Evaluate the landscape •Analyze the content •Assess the opportunity Steps to Auditing Content
  36. 36. #CMWorld 36 ©2014 Razorfish. All rights reserved. What are you trying to accomplish with the content? Typical goals include: •Awareness •Engagement •Conversion •Satisfaction / Loyalty Business goals Photo by Rachel Lovinger
  37. 37. #CMWorld 37 ©2014 Razorfish. All rights reserved. Who is your audience? What do they want from the content? Audience needs Ways to get information: •Surveys •Interviews •Focus groups •Personas •Content testing Backup plan: Read secondary research. Photo by K2_UX
  38. 38. #CMWorld 38 ©2014 Razorfish. All rights reserved. What can you learn from your content stakeholders? Ask them about: •Current efforts •Past attempts •Complaints •Requests •Like & dislikes Institutional knowledge Photo by Amir Lodge
  39. 39. #CMWorld 39 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape –Competitive and comparative •Analyze the content •Assess the opportunity Steps to Auditing Content
  40. 40. #CMWorld 40 ©2014 Razorfish. All rights reserved. Consider factors such as: •Tone •Topics •Credibility •Segmenting & Targeting •Brand Expression •Sales Approach Look at other sources of content Photo by David
  41. 41. #CMWorld 41 ©2014 Razorfish. All rights reserved. Look at the content your competitors are producing. •What types of content? Formats? Subjects? •Does it seem interesting and engaging? •Is it clear who it’s for? •What needs is it trying to serve? •Is it serving those needs? •Where are they making it available? •Is it unique and on brand? Competitive content audit
  42. 42. #CMWorld 42 ©2014 Razorfish. All rights reserved. Focus Format Overview Instruction, Inspiration Articles, video, tools Digital Vanguard:Very actionable advice and tools, primarily in the realms of social media and online search. Also very on-brand. Inspiration, Editorial Curation Video, curated articles,events Brand Values: Small amount of original content,highly associated with Chase values. Consistently and pervasively branded (“Ink from Chase”). Instructional, Inspirational, Article,video Practical authority:Well-organized articles. Precise but not jargon-y. Actionable information references the brand, but isn’t overly sales-oriented. Instruction, Inspiration Articles, video RelationshipBuilding: Reinforces the message that small business owners should engage in a one-on-one relationship with PNC. Instruction Video DemonstratedExpertise: Establishes an authoritative voice on a broad spectrum of small business-related topics. Community Curation Articles, forum CautionaryTale:Lots of actionable content of various types, but poorly moderated and not leveraged in any way that benefits the brand. Instruction Online workshops, transcripts ContentFail: Would be better off with only product content –this content does more harm than good to their brand image. Instruction Online workshops Content Fail:Brandmessageof relationship building is wholly unsupported. Instruction Articles ContentFail: Advice content is strictly focused on solving potential business problems with products and service offerings. Competitive content audit
  43. 43. #CMWorld 43 ©2014 Razorfish. All rights reserved. Look at sources that serve similar audience needs. •Where else does your audience go for information on topics related to your brand’s offering? •What other kinds of information is of interest to your target audience? •Look at informal channels, as well as official channels. •What’s interesting or different from the content produced by your brand and your competitors? Comparative content audit
  44. 44. #CMWorld 44 ©2014 Razorfish. All rights reserved. •Instruction and Opinion •Inspiration •News •Factual Resources •Community Curation •Editorial Curation Content for small business owners
  45. 45. #CMWorld 45 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content –Quantity: How much is there? –Quality: How good/appropriate is it? –Effectiveness: Is it accomplishing what you need it to? –Perception: What does your content say about your brand? •Assess the opportunity Steps to Auditing Content
  46. 46. #CMWorld 46 ©2014 Razorfish. All rights reserved. Content Inventory A list of the available content items, with related data that can be used for organizing, ranking, sorting, filtering. Content Audit Includes analysis and insights from qualitative analysis of the content. Can be comprehensive or a summary. Defining documents
  47. 47. #CMWorld 47 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content –Quantity –Quality –Effectiveness –Perception •Assess the opportunity Steps to Auditing Content
  48. 48. #CMWorld 48 ©2014 Razorfish. All rights reserved. •Consider online and offline sources •Determine how comprehensive your inventory needs to be Quantity: Content inventory Every item Representativeexamples •Small or amount of content •Need precise decisions •Wide range in quality •Legal or compliance constraints •A ton of content (really!) •Youcan learn what you need to know from looking at samples
  49. 49. #CMWorld 49 ©2014 Razorfish. All rights reserved. Sample content inventory Sample from Discovery: Content Audits, Inventories and Interviews Oh My! by Andrew Kaufman
  50. 50. #CMWorld 50 ©2014 Razorfish. All rights reserved. •Name •Location (URL and/or channel) •Description •Owner •Format –Ex: Article, Video, Audio, PDF •Structure or purpose –Ex: Recipe, Review, Blog post •Intended audience (if variable) •Date (if known) •Metadata •Analytics information •Usage rights •Anything else that will help make decisions about what to use and how to use it. Possible fields to include
  51. 51. #CMWorld 51 ©2014 Razorfish. All rights reserved. Common Metrics to Examine: –Unique visitors (visitor level, # of people who did x) –Visits (session level, # of times x was done) –Page views (page level, # of times page y was seen) –Click through rate –Conversion rate –Completion rate (tool, application, etc.) –Bounce rate (1 page view) –Exit rate (left site after current page view) –Repeat vs. new visitor rate –Customer vs. prospect rate –Site search rate –Usage of navigation rate –Site exit rate –Average time (on site, on page, on tool) –Average page views (on site, on tool) –Initial promised amount for converters Include analytics data
  52. 52. #CMWorld 52 ©2014 Razorfish. All rights reserved. If you’re not looking at every item of content, try to find out how much there is: •In each channel •Of each type •On each topic Content counts Photo by Scott Kidder
  53. 53. #CMWorld 53 ©2014 Razorfish. All rights reserved. •Try Content Analysis Tool, by Content Insight –Crawls online content –Incorporates analytics –Enhance data with your own further analysis See also: Power Mapper, Screaming Frog(SEO focus), SiteOrbiter(for Macs), HTTrack(For PCs) Inventory tools
  54. 54. #CMWorld 54 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content –Quantity –Quality –Effectiveness –Perception •Assess the opportunity Steps to Auditing Content
  55. 55. #CMWorld 55 ©2014 Razorfish. All rights reserved. Qualitative analysis is not just a question of “is it good?” Look at factors such as: •Clarity •Tone •Purpose Quality: Beyond the numbers Photo by ShiraGolding Evergreen
  56. 56. #CMWorld 56 ©2014 Razorfish. All rights reserved. Is your content: •Communicating clearly? •Appropriate for your goals? •Appropriate for your brand? •Appropriate for your audience? •Relevant to your audience’s needs? •Up-to-date? •Compliant with standards & regulations? Qualitative analysis Inappropriate Greeting Card by tengrrl(CC-BY-SA)
  57. 57. #CMWorld 57 ©2014 Razorfish. All rights reserved. Two valid ways of talking about biochemistry Variation is to be expected Chem4Kids.com © Andrew Radar Studios; ACS Publications © American Chemical Society
  58. 58. #CMWorld 58 ©2014 Razorfish. All rights reserved. A misguided experiment
  59. 59. #CMWorld 59 ©2014 Razorfish. All rights reserved. Candy website restricted to people 13 or older (with a terrible disclaimer) A self-defeating solution
  60. 60. #CMWorld 60 ©2014 Razorfish. All rights reserved. For more information on Tone & Voice, and for guidance on creating high quality content, read: •Nicely Said, by Nicole Fenton and Kate Kiefer Lee Tone & Voice
  61. 61. #CMWorld 61 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content –Quantity –Quality –Effectiveness –Perception •Assess the opportunity Steps to Auditing Content
  62. 62. #CMWorld 62 ©2014 Razorfish. All rights reserved. Effectiveness: Measure against goals BusinessGoal Potential Measurements Awareness •Page views •Unique visitors Engagement •Time on page •Repeat visits •Social shares Conversion •Registration •Email signup •Downloads •Purchases Satisfaction / Loyalty •Ratings •Reviews
  63. 63. #CMWorld 63 ©2014 Razorfish. All rights reserved. For example: •Increase perception of expertise •Aid in decision making process for prospective customers •Reach audience with greater influence •Improve sentiment towards the brand •Receive fewer calls or emails to support center •Increase percentage of repeat visits Detailed objectives
  64. 64. #CMWorld 64 ©2014 Razorfish. All rights reserved. Possible approaches : •Analytics reporting •Social listening •Scorecards •Surveys •Testing Measuring content effectiveness Photo by OllivierGirard for Center for International Forestry Research (CIFOR)
  65. 65. #CMWorld 65 ©2014 Razorfish. All rights reserved. •Set business goals and detailed objectives •Establish benchmarks •Measure, optimize, and measure again Tips for measurement Volume and Percent of Visitors who Accessed Content 1,994 16,383 25,561 25,315 28,800 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Q109 Q209 Q309 Q409 Q110 % of Visitors # of Readers Volume of Readers % of Visitors
  66. 66. #CMWorld 66 ©2014 Razorfish. All rights reserved. snapscore, from ContentWRX: •Surveys and analytics data •Tools for analyzing data •Reporting to help interpret •Recommendations, research, best practices, and prompts Effectiveness measurement tools
  67. 67. #CMWorld 67 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content –Quantity –Quality –Effectiveness –Perception •Assess the opportunity Steps to Auditing Content
  68. 68. #CMWorld 68 ©2014 Razorfish. All rights reserved. •What does your content say about your brand? –Does your content express your brand’s core values? –What attributes does your brand voice convey? –What story is your content telling about your business? Include questions like these in your own qualitative analysis, as well as in research with your audience and stakeholders. Perception: Align with brand values
  69. 69. #CMWorld 69 ©2014 Razorfish. All rights reserved. Who recognizes this? Scans from Abandoned Republic, by Scott Adams Thanks Margot Bloomstein(@mbloomstein)!
  70. 70. #CMWorld 70 ©2014 Razorfish. All rights reserved. Banana Republic 2014 © Banana Republic
  71. 71. #CMWorld 71 ©2014 Razorfish. All rights reserved. Recognize this brand? [Brand A] touches the lives of millions of people each and every day. From special occasions to exceptional moments in everyday life, [Brand A] is there. The brand has become a special part of people's lives. Over the years, thousands of people have sent us personal stories about how [Brand A] has affected their lives. Whether it is a favorite childhood memory, a reminder of family gatherings, or a recollection of good times with friends, [Brand A] has touched the lives of people all over the world.
  72. 72. #CMWorld 72 ©2014 Razorfish. All rights reserved. Coca-Cola [Brand A] touches the lives of millions of people each and every day. From special occasions to exceptional moments in everyday life, [Brand A] is there. The brand has become a special part of people's lives. Over the years, thousands of people have sent us personal stories about how [Brand A] has affected their lives. Whether it is a favorite childhood memory, a reminder of family gatherings, or a recollection of good times with friends, [Brand A] has touched the lives of people all over the world. © The Coca-Cola Company
  73. 73. #CMWorld 73 ©2014 Razorfish. All rights reserved. At [Brand B], we believe that serving our communities is not only integral to running a business successfully, it is part of our individual responsibilities as citizens of the world. The mission of our program is to bring to life the [Brand B] value of good corporate citizenship by supporting communities in ways that enhance the company's reputation with employees, customers, business partners and other stakeholders. We do this by supporting visionary nonprofit organizations that are: •Preservingand sustaining unique historic places for the future •Developing newleadersfor tomorrow •Encouragingcommunity servicewhere our employees and customers live and work How about this one?
  74. 74. #CMWorld 74 ©2014 Razorfish. All rights reserved. At [Brand B], we believe that serving our communities is not only integral to running a business successfully, it is part of our individual responsibilities as citizens of the world. The mission of our program is to bring to life the [Brand B] value of good corporate citizenship by supporting communities in ways that enhance the company's reputation with employees, customers, business partners and other stakeholders. We do this by supporting visionary nonprofit organizations that are: •Preservingand sustaining unique historic places for the future •Developing newleadersfor tomorrow •Encouragingcommunity servicewhere our employees and customers live and work American Express © American Express Company
  75. 75. #CMWorld 75 ©2014 Razorfish. All rights reserved. •Investigate how people perceive your content •Craft content that better represents the unique attributes of your brand What are your brand values? Need some guidance? Read Sine Qua Non by Jonathon Colman (@jcolman): http://bit.ly/csapple
  76. 76. #CMWorld 76 ©2014 Razorfish. All rights reserved. •Understand the context •Evaluate the landscape •Analyze the content •Assess the opportunity –Needs and gaps Steps to Auditing Content
  77. 77. #CMWorld 77 ©2014 Razorfish. All rights reserved. What is your audience looking for that isn’t available, or that you could provide better? Opportunity: Fill the gap What your audience wants Competitors Other Sources Opportunity
  78. 78. #CMWorld 78 ©2014 Razorfish. All rights reserved. You may already have content that fills some of those gaps. If you’ve done your audit, you know what you have and you’re ready to use it. Use your content well Photos and pendants by Mary Anne Enriquez
  79. 79. #CMWorld 79 ©2014 Razorfish. All rights reserved. •2 Critical Types of Content Analysis, by Colleen Jones (Jan 23, 2014) •Content Audits and Inventories: A Handbook, by Paula Land (book, to be released September 2014) •Discovery: Content Audits, Inventories and Interviews Oh My!, by Andrew Kaufman (July 9, 2013) •Does Your Content Work?, by Colleen Jones (eBook, Feb 6, 2014) •How To Do a Content Audit -Step-by-Step, byEverett Sizemore of Inflow, for The MozBlog (Aug 13, 2014) •Inventory to Insight: Understanding Content Inventories, Audits, and Analysis, by Paula Land (webinar, Apr 18, 2014) Want more information?
  80. 80. #CMWorld Thank You!

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