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1 @Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon Content Audit in Three Simple Steps Allison Joyce Experis Global Content Solutions

LavaCon 2013 Content Audit in Three Simple Steps

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Page 1: LavaCon 2013 Content Audit in Three Simple Steps

1@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon

Content Audit in Three Simple Steps

Allison JoyceExperis Global Content Solutions

Page 2: LavaCon 2013 Content Audit in Three Simple Steps

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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

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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

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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

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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

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@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?

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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

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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

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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

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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

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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

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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

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1. Ask the right questions

What questions would you ask?

@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon

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@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

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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

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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

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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

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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

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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

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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

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@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon 21

2. Assess your content

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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

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How would you assess your content?

@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon

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@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

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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

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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

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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

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@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

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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

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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

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The Global Content Value Chain

Strategy

Authoring

Enterprise Content

Management

User Experienc

e

Globalization

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Questions?Allison JoyceExperis Global Content [email protected](805) 252-6039

@Experis_GCS @AllisonYJoyce #ContentAudit @LavaCon