The document discusses how to conduct an effective content audit. It explains that a content audit involves both discovery of existing content and performance analysis. Discovery involves determining audit criteria and analyzing content, while performance means finding patterns, making the audit presentable and actionable. The document provides examples of content audit elements and categories to analyze. It emphasizes that an audit should go beyond a spreadsheet and provide insights to inform content strategy and priorities.

1. March 2, 2012
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
© 2011 Critical Mass, Inc. All Rights Reserved

2. Confession
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 2

3. Achievements
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 3

4. Achievements
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 4

5. Achievements
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 5

6. Achievements
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 6

7. Achievements
Discovery Performance
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 7

8. My Goal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 8

9. My Goal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 9

10. My Goal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 10

11. Our Goal
A 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. Lara Croft
© 2011 Critical Mass, Inc. All Rights Reserved
12

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. What is a Content Audit?
Definition: The assessment of existing content assets.
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 14

15. Content Audit Elements
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 15

16. Content Audit Elements: Current Hierarchy
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 16

17. Content Audit Elements: ID Code
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 17

18. Content Audit Elements: Page Name
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 18

19. Content Audit Elements: URL
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 19

20. Content Audit Elements: Page Type
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 20

21. Content Audit Elements: Comments, Edit Effort
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 21

22. Content Audit Elements: Comment Criteria
*Universal
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 22

23. Content Audit Elements: CTAs
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 23

24. Content Audit Elements: Categories
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 24

25. Non-Text Elements: Functionality (Tools)
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 25

26. Non-Text Elements: Format, Length
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 26

27. Optional Elements: Campaign-Specific Messaging
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 27

28. Optional Elements: Rich Media/Repeating Assets
*Dependent
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 28

29. Content Audit Elements: Additional Columns
Additional content elements to consider:
· Sidebar content
· Cross-sell opportunities
· Business/page owner
· Revision frequency
· UGC
Personalize the audit to your client or site
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 29

30. Analysis
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 30

31. Content Audit Elements
Is that it?
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 31

32. Content Audit Elements
Is that it?
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 32

33. Our Goal
A 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. Mario
© 2011 Critical Mass, Inc. All Rights Reserved
34

35. Finding Isn’t Enough
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 35

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. Find Patterns, Examples: Outdated
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 37

38. Find Patterns, Examples: Text Reliance
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 38

39. Find Patterns, Examples: Text Reliance
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 39

40. Presentation
© 2012 Critical Mass, Inc. All Rights Reserved #CSApplied_Audits @MarketerBlog 40

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. Presentation
Don’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. So what?
© 2011 Critical Mass, Inc. All Rights Reserved
43

44. Lessons from Lara and Mario
What 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. Lessons from Lara and Mario
What 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
A 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. 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. 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. 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. 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 2501
Thank You!
criticalmass.com
5 full-service offices and 11+ digital
publishing experts / content strategists.
© 2011 Critical Mass, Inc. All Rights Reserved
49

50. For more…
Twitter: #ContentStrategy
Meet-up: @LondonCSMeetup
Smart List: @BrainTraffic/
Folks: ContentStrategy
© 2011 Critical Mass, Inc. All Rights Reserved
50