The document describes the results of a content audit conducted by JLL Corporate Solutions. It outlines a 5-step process: 1) determining objectives and scope, 2) gathering content, 3) establishing criteria and conducting the audit, 4) analyzing results, and 5) developing an action plan. Key findings included that over 50% of Americas content was of high quality, while 70% of EMEA content addressed operational excellence. The audit identified opportunities to improve content alignment with JLL services like the Future of Work framework. Overall, the audit provided a strategic tool to optimize content marketing practices.

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Content4Demand
Christine Elliott
JLL Corporate Solutions
Sal LoSauro
Demand Gen Report

7. Global Content Audit
The Gift That Keeps On Giving!
Christine Elliott, Global Director
Strategic Content and Communications
7

8. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
JLL Corporate Solutions
• We help clients across industry sectors drive strategic value from their corporate
real estate portfolios.
• Our team of more than 35,000 talented professionals operating in 80 countries
delivers strategy, services and technology across the real estate life cycle to 500+
clients globally.
• We leverage data to advise on, build, manage and continually optimize spaces that
transform how people work each and every day.

9. The Challenge
9
Sharing
Apps
Digital
Concierge
Augmented
& Mixed
Reality
Natural
Language
Processing
Blockchain
Apps
E-
Commerce
Autonomous
Vehicles
Prescriptive
Analytics
Cognitive
Analytics
4D
Printing
IWMS
IoT
BI
Mobile
AI
BPM
Virtual
Reality
RPA
Drones
Social
Media
FOW
Optimize
Portfolio
Create
Smarter
Buildings
Digitize
Process
Data
Driven
Decisions
Win the War
for Talent
Simplify
the Workday
© 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Many
different
constructs
to
demonstrate
how we help
our clients
solve their
pain points

10. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Determine objectives, scope and resources
5-Step Content Audit Process
Gather content and collect preliminary data
Determine audit criteria and conduct audit
Analyze results
Develop action plan
1
2
3
4
5

11. 11
Step 1: Determine Objectives, Scope and Resources
Thought Leadership
Sales Collateral
Case Studies/Testimonials
Event Content
Infographics
Videos
Playbooks
What’s Included What’s Not
Content Older Than 3 Years
Old
Internal Content
PR/Press
Sales Presentations/Proposals
Objectives
• Quality of content
• Coverage (i.e. audiences,
buy cycle stages, formats)
• Alignment to global
campaign theme
Scope
• Global, but use phased
approach
• Americas first, EMEA,
APAC
Resources
• Use third party to preserve
objectivity and leverage
expertise

12. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 2: Gather Content and Collect Preliminary Data
• Title
• Region where content was
created
• Language(s)
• Content creator (i.e. functional
team – Geo, industry)
• Industry (if applicable)
• Content source (e.g. business
development center, share
drive)
• Asset type (e.g. blog, video,
infographic)
• File type (e.g. ppt, doc, xls)
• Point of contact
• Byline or third party content
• Internal link (box)
• External link (jll.com, fow.com,
microsites

13. • Assign unique identifier to each asset
• Identify the relevant content providers
• Give each team of content providers their own file structure to gather content assets efficiently
• Create master Excel file and populate basic information including the location(s) of where the
content lives
• Use vocabulary that your content providers will easily understand
© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 13
Step 2: Gather Content and Collect Preliminary Data
Asset
Number
Title Audience Region Created Creator Point of Contact Date Created Industry
Current
Location
1 Do smarter buildings make employees happier? General Americas APAC Marketers Chris Daugherty 2018-07-10 Healthcare FOW.com
2 The recipe to running like a lean start-up General APAC ABM Team Jordan Sparks 2017-11-02 None
Business Dev.
Center
3
Choice: the secret to creating an engaging
workspace
General Americas
Industry
Marketers
Kelly Clarkson 2017-10-31 Financial Svcs. JLL.com
4
Game Theory: The secret to envisioning workplace
success
General Americas Media Relations Taylor Hicks 2017-12-26 Public Institutions Box.com
5 The future workplace: Will robots displace us all? General Americas
Product
Marketers
Phillip Phillips 2017-10-24 None FOW.com

14. © 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 14
Step 3: Determine Criteria and Conduct Audit (Basic Criteria)
Category Criteria Implication
Quality flags 1: Internal Use Only
2: Aged-Out Asset
3: Corrupt File
4: Quality Issues
5: No Value
6: Other - See Note – A detailed explanation will be included in the notes
Identifies what
content should be
retired immediately
Buying stage Early Stage: Identification of issues – disrupt the status quo
Mid Stage: High-level approaches to solving issues –build case for
change
Late Stage: Exact solution / why JLL is uniquely qualified to help
Help us categorize content
for campaigns
Format Case study, video, article, sell-sheet, infographic, e-book, checklist, Q&A Assess current status
Job function Corporate Real Estate, Facilities, HR, Finance, Operations, IT, Executive
(CEO), Legal
Identifies specific
audiences the piece is
targeting
Evergreen
score
VULNERABILITY TO AGING applies here.
A: The content feels fresh, relevant and accurate.
B: Some messages will probably be out of date within 6-12 months.
C: Still usable but needs to be updated or retired soon.
This criterion
highlights “shelf
life” and informs
future review dates.

15. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved. 15
Category Criteria Implication
Future of Work
Dimension(s)
Digital drive, continuous innovation, human
experience, financial performance, operational
excellence
Understand which pieces apply to FOW
dimensions, even if they weren't initially
intended as a FOW piece.
FOW alignment score A: Aligns with one of more FOW dimensions and
can be used as is.
B: Needs only minor content changes.
C: Needs major revisions for FOW alignment.
F: Not applicable to the FOW initiative.
Provide an assessment of
how easily the asset could
be used in a FOW
campaign.
Transformational/ Operational Low-maturity enterprises are typically focused on basic issues like saving
money. More mature enterprises are focused on things like employee
experience and advanced technologies.
Speaks to level of maturity of
clients/prospects as it relates to buying
real estate services
Themes/topics Both broad (talent, workplace, technology) and specific (attracting
millennials, smart buildings, IoT)
Important for content repository/website
tagging.
Step 3: Determine Criteria and Conduct Audit (Strategic Criteria)

16. • Quality
• Evergreen score
• Primary themes
• Formats
• Buy cycle stages
• Alignment with Future of Work
© 2018 Jones Lang LaSalle IP, Inc. All rights reserved. 16
Step 4: Analyze Results
Audit Inventory Americas EMEA APAC
Number of assets submitted 762 335 TBD
Not audited (i.e. corrupt, duplicates) 124 7 TBD
Total assets audited 638 327 TBD

17. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Quality Flags
EMEAAMERICAS
3%
20%
5%
9%63%
Internal Use Only
(18)
Aged-Out (129)
Quality Issues
(34)
Other (54)
1%
8%
21%
70%

18. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Evergreen Score (Shelf Life)
AMERICAS EMEA
• A – Review in 12-18 months
• B – Review in 6-12 months
• C – Review in 3-6 months
56%
20%
24%
A
(356)
B
(131)
C
(150)
67%
19%
14%A
(220)
B (61)
C (47)

19. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Primary Themes
AMERICAS EMEA
54%
21%
10%
9%
5%
1%
Operations (347) Financial (132) Technology (65)
Workspace (55) Talent (34) Other (5)
40%
35%
10%
6% 6%
3% 0%
Operations (132) Financial (114)
Technology (33) Workspace (20)
Image & brand (18) Talent (10)

20. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Formats
AMERICAS EMEA
1
14
39
274
0 50 100 150 200 250 300
Excel spreadsheet
Word document
PDF file
PPT
1
1
5
5
5
11
12
24
38
42
59
64
65
74
79
153
0 50 100 150 200
Playbook
Pocket card
Word document
Infographic
Video
White paper
One-pager
Presentation

21. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Buy Cycle Stages
AMERICAS EMEA
Even if buy cycle stages are well distributed, you need more granular analysis to
align by storyline and audience
45%
34%
21%
Late (289) Early (217) Middle (131)
82%
15%
3%
Late (269) Early (48) Middle (11)

22. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Future of Work Alignment
AMERICAS EMEA
48%
22%
12%
10%
8%
Operational Excellence (309) Human Performance (140)
Human Experience (78) Digital Drive (67)
Continuous Innovation (51)
43%
26%
11%
8%
6%
6%
Operational Excellence (139) Financial Performance (84)
Digital Drive (36) Continuous Innovation (27)
Human Experience (21) None (21)

23. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Step 4 Results: Future of Work Heat Map – High-Value Content
AMERICAS EMEA
FOW
Dimension
FOW = A
EG = A
BS = Early
FOW = A
EG = A
BS = Middle
FOW = A
EG = A
BS = Late
FOW = A
EG = A
BS = Early
FOW = A
EG = A
BS = Middle
FOW = A
EG = A
BS = Late
Digital Drive 13 2 24 1 0 26
Human
Experience
20 11 11 8 1 6
Continuous
Innovation
9 9 7 2 0 15
Financial
Performance
14 14 19 0 0 43
Operational
Excellence
40 32 85 2 0 51

24. © 2018 Jones Lang LaSalle IP, Inc. All rights reserved.
Open Your Gifts!
Quickly identify
content for ABM
campaign
nurture paths Drive tagging architecture
for new sales enablement
platform with information on
themes and topics
Leverage the results to
educate the business on
content marketing best
practices such as buy cycle
stages, and importance of
audience-centric content
Make strategic
connection
between Future
of Work and JLL
services
Use topics to identify content
placement for JLL.com

25. • Build a business case for spending resources on audit
• Identify strategic objectives that will benefit from your audit findings
• Leverage an outside resource for objectivity and to augment team resources
• Make sure that your audit will provide results that are actionable
• Use it as a strategic tool to educate on content marketing best practices
© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 25
Key Takeaways

26. Christine Elliott
Global Director
Strategic Content and Communications
Christine.Elliott@am.jll.com
26
Thank you for attending
Dana Harder
Vice President of Strategy
dana@content4demand.com
224.578.2099

27. #SPS18
Q&A / Speakers
Dana Harder
Content4Demand
Christine Elliott
JLL Corporate Solutions
Sal LoSauro
Demand Gen Report

28. How are we doing?
#SPS18
Thank You For Attending
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