why content audits are worthwhile
TRANSCRIPT
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#SMX #14C1 @iPullRank
Perfect Startsby Michael King (@iPullRank)
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Content Audits
Are Worth it.Let’s find out why
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People Hate Content Audits
NO ONE EVER SAYS “I WANT TO CATALOG THOUSANDS OF PAGES”
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Marketers Kinda Hate Strategy
NO ONE EVER SAYS “WHAT DOES THE CONTENT AUDIT SAYS IS WORKING FIRST?”
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Content Is Not King
QUOTE ME ON THAT.
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The Consumer is King
THE CONSUMER IS KING.
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Knowing What to Create
EVERYONE LOVES CREATING, BUT FEW PEOPLE LOVE BEING STRATEGIC
VS.
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Audits are Essential
THE AUDIT TELLS YOU WHAT PERFORMS ALREADY AND WHERE THE QUICK HITS ARE
“Multichannel custom publishing.”
YOU ARE
HERE
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Audits Help Find the Holes
HOLES IN YOUR USER JOURNEY LEAD TO LOST OPPORTUNITIES
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Audits Help Find the Holes
LEAKS IN LINK EQUITY THAT SUPPORTS ORGANIC SEARCH RANKINGS
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Audits Show the Money
AUDITING CONTENT HELPS WITH BUSINESS CASES
“Multichannel custom publishing.”
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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?”
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Inputs for
Content AuditsWhat you should have before you get started.
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Business Objectives
YOU WANT TO BE CLEAR ON THE GOALS OF THE MARKETING EFFORT
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Personas
MARKET SEGMENTS ARE A KEY INGREDIENT IN AN ACTIONABLE CONTENT AUDITS
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Journey Maps
WHAT STAGES DO YOUR USERS GO THROUGH
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Analytics
YOUR CLICKSTREAM DATA
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Style Guide?
SURE, IF YOU WANT. CHECK OUT WWW.VOICEANDTONE.COM IF YOU HAVEN’T
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Quickest Way to
Build PersonasLet’s give y’all a quick and easy data-driven approach.
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Get Your Mailing List
STEP ONE
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Run It Through FullContact
STEP TWO – USE THE PERSON API TO APPEND DATA TO THE LIST
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Here’s What That Looks Like
THIS IS AN EXAMPLE OF A MAILING LIST WITH DATA APPENDED TO IT.
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Use DemographicsPro
UPLOAD YOUR TWITTER FOLLOWERS FOR ANALYSIS
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Here’s What That Yields
DEMOGRAPHICSPRO GENERATES A 20+ PAGE REPORT ON YOUR TWITTER LIST
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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/
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Or Just Use Audience Insights
WITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL
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Segment Your Data
AUDIENCE INSIGHTS LETS YOU SEGMENT ON DEMOGRAPHICS & PSYCHOGRAPHICS
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Acxiom’s Personicx Segments
FACEBOOK’S TOOL CONNECTS TO ACXIOM’S DATA FOR MORE CONTEXT
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Acxiom’s Personicx Segments
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
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Check Against GA Data
IF YOU’VE GOT DEMOGRAPHICS & INTEREST REPORTS ENABLED, USE THEM.
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Build Your Personas
PULL THE DATA TOGETHER INTO USER STORIES
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User Journeys
What stages do your users go through
in their process of becoming a customer?
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What’s a Journey Map?
A SERIES OF STAGES OR NEEDS THAT FOR USERS
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Building User
Journeys
USER JOURNEYS ARE BUILT BY AN ITERATIVE
ETHNOGRAPHIC RESEARCH PROCESS
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Or You Can Use the CDJ
YOU CAN USE ANY JOURNEY MODEL THAT YOU’D LIKE
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Content Per Need State
DIFFERENT CONTENT TYPES SERVE DIFFERENT USER NEEDS
“Multichannel custom publishing.”
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User Journey Example
HERE’S THE OUTPUT OF THE DATA THAT WE COLLECT AND TURN INTO A JOURNEY
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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
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Filling Gaps Assists Conversion
TAKE THE HOLES OUT OF YOUR USER JOURNEY AND GET MORE CONVERSIONS
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Sample-based
vs. Full Audits
Deciding how much of
the site you need to look at
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Sample vs. Population
POPULATION SAMPLE
YOU DON’T ALWAYS NEED TO LOOK AT THE ENTIRE SITE QUALITATIVELY
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Calculating Sample Size
A LOT OF CONTENT STRATEGISTS USE THIS, BUT IT’S NOT THE BEST WAY TO DO IT
Total number of
pages/piecesSample 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
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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/
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Qualitative vs.
Quantitative AnalysisThe two different types of analyses that you’ll do
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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
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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
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Tools.What you can use to get the job done.
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Screaming Frog
THE OTHER USE CASE FOR SEOS’ FAVORITE SPIDER TOOL - WWW.SCREAMINGFROG.CO.UK/SEO-
SPIDER/
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SocialCrawlytics
A SPIDER FOR SOCIAL SHARES – WWW.SOCIALCRAWLYTICS.COM
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BuzzSumo
AN INDEX FOR CONTENT BY SOCIAL SHARES – WWW.BUZZSUMO.COM
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DeepCrawl
THE WEAPON’S GRADE SPIDER FOR HUGE SITES – WWW.DEEPCRAWL.COM
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URLProfiler
THE PERFECT CRAWLER FOR CONTENT AUDITS – WWW.URLPROFILER.COM
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SEOTools for Excel
PLUGIN FOR EXCEL THAT LETS YOU PULL QUANT METRICS – WWW.SEOTOOLSFOREXCEL.COM
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SEOGadget for Excel
ANOTHER PLUGIN FOR PULLING SEO METRICS DIRECTLY IN EXCEL – http://bit.ly/1L5DVq7
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Content Audit for Wordpress
FOR WORDPRESS USERS THERE IS OF COURSE A PLUGIN FOR CONTENT AUDITS
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Content Audit for Wordpress
https://wordpress.org/plugins/content-audit/screenshots/
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Auditor by Kapost
LEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/
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Content Auditing
WorkflowLet’s bring it all together
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Determine Size of Audit
“Am I doing a sample-based audit or a full site audit?”
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Start with Screaming Frog
LET ‘ER RIP.
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Hand it off to URL Profiler
IMPORT THE HTML URLS INTO URL PROFILER
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Import it to Excel
YOU’LL GET A TON OF DATA. ONLY KEEP WHAT YOU NEED
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Color Code Your Quant Sheet
MAKE THE DATA LITTLE LESS DAUNTING
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Perform Qualitative Review
YOU SHOULD PROBABLY LOOK AT THE COMPUTER, UNLIKE THIS LADY
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Build Your Insights
MAKE A SHEET WITH THE QUANT AND QUAL DATA AND FIGURE OUT THE TRENDS
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Fishing for InsightsHow to turn all this data into actionable insights
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Pivot Charts FTW
THE BEST INSIGHTS COME FROM CROSS-TABULATION
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Page Value is the Best
THIS IS POTENTIALLY THE MOST VALUABLE METRIC TO USE
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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
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“Keep doing pivots until your data
tells a compelling story.” – @iPullRank
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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
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Competitive
Content AuditingBecause you want to know what to steal.
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#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
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BuzzSumo is Enough
ISOLATE YOUR COMPETITORS’ TOP PERFORMING CONTENT
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ApplicationsHow you can use these insights
to get off to a perfect start.
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Business Cases
USING DATA ON EXISTING CONTENT YOU CAN MAKE CASE FOR NEW CONTENT
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#SMX @iPullRank
Content PlanningLEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/
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Measurement
Planning
YOUR CONTENT WILL HELP YOU IDENTIFY HOLES
IN YOUR ABILITY TO MEASURE
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Conversion Rate Optimization
READABILITY WILL HELP YOU QUICKLY IDENTIFY CONVERSION IMPROVEMENT OPPORTUNITIES
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Your Doggie BagYour parting gifts
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Content Auditing Template
GET YOU SOME MIKE KING TO GO – http://bit.ly/ipr-template
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Wrapping UpA word from my sponsor
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We Do This Stuff
IF YOU NEED HELP FEEL FREE TO REACH OUT
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“That’s all I’ve got.”
– ME, AGAIN
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#SMX @iPullRankGAJAH ANNUAL REPORT 2015 | 86
Michael King, Founder & Digital Marketing Consultant
HIT ME UP!
[email protected] @iPullRank
DECK: http://bit.ly/perfect-starts TEMPLATE: http://bit.ly/ipr-template
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#SMX #14C1 @iPullRank
@IPULLRANK
Michael King