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How to do a content audit

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In this session, you'll learn:
When it's time do a content audit
How to determine what to do with old content: Keep, Kill, or Clean up
What gaps exist in your current marketing mix, and how to fill them
Where to dedicate resources for new content creation

Publié dans : Marketing
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How to do a content audit

  1. 1. Kondo Your Content How to Do a Site-Wide Content Audit
  2. 2. ● Types of content audits ● When to do them ● How to do them ● What you learn from each audit type ● How to determine what content to keep, kill, and clean up ● What to do with insights from your content audits What we’ll cover today
  3. 3. ● Quantitative inventory ● Qualitative audit: Best practices assessment ● Qualitative audit: Strategic assessment Types of content audits
  4. 4. Quantitative inventory What it is Why do it A list of everything you have, and where it lives ● Show magnitude and complexity of content ● Inventory what you have - like a store
  5. 5. Qualitative audit: Best practices assessment What it is Why do it Comparison of your content against industry best practices ● Prioritize content efforts ● Find low quality content to kill or clean up ● Find bright spots that you can benchmark and learn from
  6. 6. Qualitative audit: Strategic assessment What it is Why do it Invaluable, in-depth look at how your content measures up to strategic goals ● Prioritize content efforts ● Find low quality content to clean up or kill ● Ensure your content meets your audience needs and business goals
  7. 7. ● Prepping for a website relaunch ● Change in messaging ● Launching a new campaign ● It’s just been awhile* *The average website lifespan is 2 years and 7 months, so if you haven’t done a solid audit in 3+ years, it’s probably time. When is it time for a content audit?
  8. 8. ● What do you want to learn (and why)? ● What do you need to prove (and to whom)? ● How long do you have to get this done? ● What’s the purpose of your audit? ● What are your anticipated next steps? Which audit(s) should I do?
  9. 9. Quantitative Inventory Just the Facts
  10. 10. Remove obvious non-pages
  11. 11. Create a tab for each website section
  12. 12. Create a tab for each website section
  13. 13. Create a tab for each website section
  14. 14. Create a tab for each website section
  15. 15. ● A clear sense of what content you have, and how well it performs ○ What pages got the most views? ○ The highest engagement? ○ Drive the greatest value? (assuming you have value in Goals) ● Ability to compare content apples-to-apples ○ Blog traffic is likely very different from product pages, for example What this gives you
  16. 16. ● Pages with such low visibility that no one has seen them ● Any sites *not* included in the View you ran - run those, too! ● Anything you publish from this date forward What’s missing?
  17. 17. Use ScreamingFrog to capture *all* website pages
  18. 18. ● Inventory of your entire website with key data about content, SEO attributes, and performance. ○ Page titles ○ H tags ○ Meta descriptions ● Identified issues you may want to fix now, or as a part of a broader website project. ○ Broken URLs ○ Crawl issues ○ Missing metadata What this gives you
  19. 19. ● Likely: Subdomains - run this for them, too! ● Any non-website content What’s missing?
  20. 20. Keep. Kill. Clean up.
  21. 21. ● Align on criteria and mark to kill: ○ Anything with pageviews over/under X unless something else stands out ○ Very old content without repurposing/clean-up potential ■ Case studies ■ Blog posts ■ News items ■ Campaigns you forgot still existed Note: Don’t delete these from your sheet. Keep. Kill. Clean up.
  22. 22. Getting rid of old, outdated, irrelevant, low-quality content helps you: ● Manage your crawl budget ● Manage the authority of your site’s internal links ● Get rid of incorrect/outdated things ● More easily manage migration during website project ● Have less to manage moving forward Congratulations!
  23. 23. Qualitative Audits
  24. 24. Add your own data to the spreadsheet: Best practices Get your free content audit template!
  25. 25. Add your own data to the spreadsheet: Strategic Get your free content audit template!
  26. 26. Before audience value check After audience value check
  27. 27. Add your own data to the spreadsheet: Strategic Get your free content audit template!
  28. 28. Keep. Kill. Clean up.
  29. 29. ● Lots of green? Good! That’s stuff to keep. ● Lots of red? Bad. That might be stuff to kill. ● Somewhere in the middle? Probably stuff to clean up. But don’t do anything too hasty … Keep. Kill. Clean up.
  30. 30. “I'd rather make a show 100 people need to see, than a show that 1,000 people want to see.” Joss Whedon Producer, Director, Screenwriter, Comic Book Writer, Composer
  31. 31. Find your gaps: Map remaining content ● Map your “keep” items to your audience personas and buyer journey. ● Holes = insights for “clean up” and new content.
  32. 32. Find your gaps: Check on-site search
  33. 33. Find your gaps: FAQs Hotspots = possible gaps; areas to improve on audient value
  34. 34. Dust off this bad boy
  35. 35. Thanks to all your audit efforts: ● Older but still visible content is now new and visible ● Visitors get a better experience ● Your brand is well represented ● You’re getting closer to your audience by focusing on their needs ● You’re increasing traffic by updating pages with ranking potential ● Your website is easier to manage ○ Cleaner CMS ○ Easier to migrate Congratulations!
  36. 36. Questions? Shahin Dejy shahin@orbitmedia.com 773.353.8313 Andy Crestodina andy@orbitmedia.com 773.353.8301 Laurel Miltner laurel@orbitmedia.com 440.213.1490