how to create a first-class content audit: what lara croft and the super mario brothers can teach...

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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

March 2, 2012

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Confession

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Achievements

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Achievements

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Achievements

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Achievements

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Achievements

Discovery Performance

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My Goal

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My Goal

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My Goal

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Our Goal

A content audit is more than a spreadsheet. ·  Determine criteria ·  Analyze content ·  Find patterns, examples · Make it presentable · Make it actionable

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Lara Croft

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What is a Content Audit?

Definition: The assessment of existing content assets.

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What is a Content Audit?

Definition: The assessment of existing content assets.

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Content Audit Elements

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Content Audit Elements: Current Hierarchy

*Universal

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Content Audit Elements: ID Code

*Universal

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Content Audit Elements: Page Name

*Universal

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Content Audit Elements: URL

*Universal

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Content Audit Elements: Page Type

*Universal

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Content Audit Elements: Comments, Edit Effort

*Universal

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Content Audit Elements: Comment Criteria

*Universal

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Content Audit Elements: CTAs

*Dependent

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Content Audit Elements: Categories

*Dependent

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Non-Text Elements: Functionality (Tools)

*Dependent

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Non-Text Elements: Format, Length

*Dependent

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Optional Elements: Campaign-Specific Messaging

*Dependent

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Optional Elements: Rich Media/Repeating Assets

*Dependent

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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

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Analysis

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Content Audit Elements

Is that it?

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Content Audit Elements

Is that it?

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Our Goal

A content audit is more than a spreadsheet. ·  Determine criteria ·  Analyze content ·  Find patterns, examples · Make it presentable · Make it actionable

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Mario

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Finding Isn’t Enough

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Finding Isn’t Enough

Knowing the mechanics of jumping won’t help you stomp Goombas

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Find Patterns, Examples: Outdated

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Find Patterns, Examples: Text Reliance

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Find Patterns, Examples: Text Reliance

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Presentation

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Content Ecosystem by Topic

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Percentage of Content

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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

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So what?

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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

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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

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What’s Next?

The future of content audits ·  Clients: Content is channel agnostic ·  Agencies: Content is medium agnostic ·  Dynamic = Disruption

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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.

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Congratulations: Course Clear

Achievement Unlocked How to create a first-class content audit

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Thank You!

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

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