marketing @tableau visualizing our big, messy content audit · search engine optimization...
TRANSCRIPT
Welcome
Marketing @Tableau:
Visualizing our big, messy content audit
# T C 1 8 # T C C o n t e n t Au d i t
Jay Ricciardi
Search Engine Optimization Specialist
Tableau
Agenda
1. Realize when to stop using spreadsheets
2. Tell a better story
3. Make a living audit
4. Q&A
5. Wrap up
Most content audits suck because they’re not
visually friendly
Why
the
hell
aren’t
we
visualizing
our
content audits?
We need to see and understand our content
Spreadsheets will always have a place in audits.
But they have limits.
Good audits already use a visualization best practice
Color!
Discovery at a glance
Color alone dramatically improves an eye-sore audit
Simple vizzes tell stories that spreadsheets can’t
Plug in whatever metrics you’d like to explore
Performing audits frequently is frustrating
and highly silo’d
“Right now, how do our marketers find the best content for their campaigns?”— more than one leader in Marketing
Connect to live data for a single living audit
Here’s how we built it1. ETL site data into a data warehouse
2. Add and include relevant tags
3. Create a governed single source of truth
4. Dashboard the hell out of it
Here’s what it took1. Silo busting & prioritization
2. Unified taxonomy
3. Interviews (internal customer UX/CX)
4. Under-the-hood web ework
Custom tags• Persona• Funnel Stage• Content Type• Target Industry• Language• Gated (Y/N)• Internal Audit Date*
Custom tags• Persona• Funnel Stage• Content Type• Target Industry• Language• Gated (Y/N)• Internal Audit Date*
Tableau Server/Online unlock new interactions
Audits need to facilitate discussion and action
Stakeholders open audit spreadsheet once, scroll
[gif of endless scrolling spreadsheet]
Audits need to facilitate discussion and action
A living content audit can do work for you
Our new priorities• Refine the living audit instead of re-auditing
• Automate action item identification
• Consolidate Q&A and enable discovery
• 100% mission critical adoption
Q&A
Please complete the
session survey from the
Session Details screen
in your TC18 app
