Upload
allison-joyce
View
1.405
Download
2
Tags:
Embed Size (px)
Citation preview
1@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
Content Audit in Three Simple Steps
Allison JoyceExperis Global Content Solutions
2
About me
• More than 20 years in content creation and management
– Looked at content from all angles• Advertising, publishing, digital marketing, online
communications
– Worked with teams and alone
• Marketing/Communications consultant with Experis Global Content Solutions
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
3
What’s a content audit?
…A thorough look at all your content to see if it meets your organization’s needs.
Why you need to spend your valuable time doing this:
• Check alignment with business objectives
• Anticipate needs vs. fire drills
• Streamline your content creation process to make your job(s) easier
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
4
What about you?
• How many of you have done content audit?
• When would you use it?
• Why would you need it?
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
5
Why we’re here
Break down the content audit process into three simple steps:
1. Ask the right questions.
2. Assess your content.
3. Address the imbalance.
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 6
1. Ask the right questions
• Is your content aligned with your business objectives?
• Are they specific enough?
• Who are your target personas?
• Are you reaching them at all stages of the buying process?
7
1. Ask the right questions
What are your business objectives?• Review strategic plan• Ask management• Review sales and marketing goals for the year
or even three years out• Listen! • Watch trends in market and among competitors
– Have a realistic view of your product/service in market
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
8
1. Ask the right questions
Are your business objectives specific enough?
• Raise awareness among industry thought leaders
• Generate leads for existing products
• Increase revenue in strategic accounts
• Be a thought leader
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
9
1. Ask the right questions
Are your business objectives specific enough?
• Raise awareness among industry thought leaders of three new products
• Generate leads for existing products in two emerging markets
• Increase revenue in strategic accounts by 20% over last year
• Be a thought leader on key industry issues
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
10
1. Ask the right questions
Who are your target personas?
• Raise awareness of three new products among industry thought leaders• Media• Bloggers• Champions/Top Clients
• Generate leads for existing products in two emerging markets• China• France
• Increase revenue 20% over last year in strategic accounts• Create word-of-mouth selling inside the account
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
11
1. Ask the right questions.
What kind of content do they need?– Industry thought leaders
• White papers, blog posts, connection through social media
– Two emerging markets (China, France)• Basic sales content
– Translated, transcreated in Simplified Chinese and French
– Strategic accounts (word of mouth)• Sell sheets, data sheets, webinars, white papers
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
12
1. Ask the right questions
Are you reaching your personas at all stages of the buying process?
Discover LearnSell to
Management
Buy
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
13
1. Ask the right questions
What questions would you ask?
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 14
2. Assess your content
• Get organized• Take an inventory by product and/or by
buying stage• Find out what’s working• Review all your content with a critical eye
15
2. Assess your content
Get organized• Move everything into one
repository
– Make the tools work for you
• Tag away!
– Metadata is your friend
– Use taxonomy in your CMS
– Product line vs. specific products
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
Printers
Commercial
Large Scale Small Scale
Home
All-in-one Printer only
16
2. Assess your content
Product A Product B Product C Product D
Slide Deck X X X X
Data Sheet X X
White Paper X
eBook
Web Page(s) X X X X
Video X
Webinar X
Infographic X
Product Documentation
X X X X
Blog Posts X X X X
Take an inventory by product or service
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
17
2. Assess your content
Discover Learn Sell to Mgmt Buy
Slide Deck X X X
Data Sheet X X
White Paper X X X
eBook
Web Page(s) X X X
Video X X
Webinar X
Infographic X X X
Social Media Profiles
X X
Conferences/Events
X X X
Blog Posts X X
Take an inventory by stage in the selling process
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
18
2. Assess your content
Find out what’s working• Check web metrics/analytics
• Look at social sharing
• Ask internal stakeholders
– Sales people, management, PR, support teams
• Poll external stakeholders
– Use a blind survey - phrase so you will get candid feedback• Go with your gut
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
19
2. Assess your content
Take a critical eye to your existing content, one section at a time• Keep business goals in mind
• Review for accuracy, currency
• Notice how and where the same content blocks or components appear
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
20
2. Assess your content
Tone • Formal or friendly?
Length • Highlights or deep dive?
Language • Translation
Knowledge level of
reader
• Experienced or new to topic? How much jargon is right?
Content channel
• Web, mobile, social media, video
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
Remember your target audience – personas
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 21
2. Assess your content
22
2. Assess your content
Set aside time for this process – it’s worth it. (Your readers will thank you.)• Assess at least once a year; twice is better
– Schedule this so it doesn’t slip off your calendar
– Handle it in chunks so you don’t get overwhelmed
• Or when needed…
– When new products or services launched, old products or services retired
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
23
How would you assess your content?
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 24
3. Address the imbalance
• Pace yourself• Focus on high-value content first
– Existing– New
• What needs localizing?• Create templates for content• Establish governance
25
3. Address the imbalance
Pace yourself - focus on high-value content first• Existing Content
– Update the content that’s working best
– 20% of content generates 80% of interest
• New Content
– Fill in gaps or expand in successful content areas
– Repurpose content you already have
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
26
3. Address the imbalance
Repurpose existing content whenever possible.What can be repurposed? Everything!
Proposals
Web Page
Data Sheet
Sales Presentation
sWebinars
White Papers
eBooks
Case Studies Videos
Social media posts
Email messages
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
27
3. Address the imbalance
What needs translating or localizing?(Even if you think you’re not a multilingual company, you are.)
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 28
3. Address the imbalance
Create templates for your content• Content “components”
– Title
– Taglines/slogans
– Product descriptions, short and long
– Charts, graphs, data
– Boilerplate
29
3. Address the imbalance
Create cleaner content (from now on).• Consider an authoring tool for consistency, SEO
• Establish governance processes
– Document your content creation, approval, publishing, and storage processes
– Revisit your CMS architecture once a year
– Use and share a style guide
– Keep a “Content Audit” folder to remind you of needed updates
• Decide when and how to archive@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 30
A Quick Review
1. Ask the right questions.• Aligned with business objectives? Get specific.• Who’s your audience now? Are you speaking to them?
2. Assess your content. • Get organized • Take an inventory• Find out what’s working• Review for tone, accuracy, purpose and understanding
3. Correct the imbalance. • Focus on high-performing content• Repurpose, reuse, recycle• Use templates/components• Standardize your processes
31
The Global Content Value Chain
Strategy
Authoring
Enterprise Content
Management
User Experienc
e
Globalization
32
Questions?Allison JoyceExperis Global Content [email protected](805) 252-6039
@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon