by Michael King (@iPullRank)

Perfect Starts

DOWNLOAD THIS DECK!

http://bit.ly/perfect-starts

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– @iPullRank

“I’m here because I lost a bet.”

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SUBTITLE

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And This is @BrianClark’s Face…WHEN HE REALIZES THAT I WOULD HAVE SPOKEN HERE ANYWAY IF HE ASKED

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Content Audits Are Worth it.Let’s find out why

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People Hate Content AuditsNO ONE EVER SAYS “I WANT TO CATALOG THOUSANDS OF PAGES”

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Marketers Kinda Hate StrategyNO ONE EVER SAYS “WHAT DOES THE CONTENT AUDIT SAYS IS WORKING FIRST?”

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Content Is Not KingQUOTE ME ON THAT.

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The Consumer is KingTHE CONSUMER IS KING.

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Knowing What to CreateEVERYONE LOVES CREATING, BUT FEW PEOPLE LOVE BEING STRATEGIC

VS.

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Audits are EssentialTHE AUDIT TELLS YOU WHAT PERFORMS ALREADY AND WHERE THE QUICK HITS ARE

“Multichannel custom publishing.”

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Audits Help Find the HolesHOLES IN YOUR USER JOURNEY LEAD TO LOST OPPORTUNITIES

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Audits Help Find the HolesLEAKS IN LINK EQUITY THAT SUPPORTS ORGANIC SEARCH RANKINGS

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Audits Show the MoneyAUDITING CONTENT HELPS WITH BUSINESS CASES

“Multichannel custom publishing.”

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Audits Make for Perfect StartsCONTENT AUDITS HELP YOU ANSWER THESE THREE QUESTIONS

“Multichannel custom publishing.”

‣ “What is already performing?

‣ What can perform better?

‣ What is missing?”

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Inputs for Content AuditsWhat you should have before you get started.

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Business ObjectivesYOU WANT TO BE CLEAR ON THE GOALS OF THE MARKETING EFFORT

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PersonasMARKET SEGMENTS ARE A KEY INGREDIENT IN AN ACTIONABLE CONTENT AUDITS

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Journey MapsWHAT STAGES DO YOUR USERS GO THROUGH

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AnalyticsYOUR CLICKSTREAM DATA

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Style Guide?SURE, IF YOU WANT. CHECK OUT WWW.VOICEANDTONE.COM IF YOU HAVEN’T

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Quickest Way to Build PersonasLet’s give y’all a quick and easy data-driven approach.

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– DR. KANYE WEST (ME, ACTUALLY)

“I have genius problems.”

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One Time I Wrote 12,500 Words About PersonasEverything you ever wanted to know about

personas is in this post

http://moz.com/blog/personas-

understanding-the-person-behind-the-visit

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– EVERYONE

“That sounds like it takes too long, is there

a quicker way to do it?”

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– ME, AGAIN

“My bad.”

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– STILL ME

“Here’s the fastest way I know how.”

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Get Your Mailing ListSTEP ONE

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Run It Through FullContactSTEP TWO – USE THE PERSON API TO APPEND DATA TO THE LIST

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Here’s What That Looks LikeTHIS IS AN EXAMPLE OF A MAILING LIST WITH DATA APPENDED TO IT.

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Use DemographicsProUPLOAD YOUR TWITTER FOLLOWERS FOR ANALYSIS

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Here’s What That YieldsDEMOGRAPHICSPRO GENERATES A 20+ PAGE REPORT ON YOUR TWITTER LIST

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Upload Your Mailing List to Facebook’s Audience Insights ToolThe Audience Insights tool is incredibly

robust and offers a ton of insights on

Facebook users based on implicit and

explicit data collected on them.

https://www.facebook.com/ads/audience_ins

ights/

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Or Just Use Audience InsightsWITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL

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Segment Your DataAUDIENCE INSIGHTS LETS YOU SEGMENT ON DEMOGRAPHICS & PSYCHOGRAPHICS

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Acxiom’s Personicx SegmentsFACEBOOK’S TOOL CONNECTS TO ACXIOM’S DATA FOR MORE CONTEXT

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Acxiom’s Personicx Segmentshttp://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf

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Check Against GA DataIF YOU’VE GOT DEMOGRAPHICS & INTEREST REPORTS ENABLED, USE THEM.

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Build Your PersonasPULL THE DATA TOGETHER INTO USER STORIES

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User JourneysWhat stages do your users go through in their process of becoming a customer?

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What’s a Journey Map?A SERIES OF STAGES OR NEEDS THAT FOR USERS

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Building User JourneysUSER JOURNEYS ARE BUILT BY AN ITERATIVE ETHNOGRAPHIC RESEARCH PROCESS

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Or You Can Use the CDJYOU CAN USE ANY JOURNEY MODEL THAT YOU’D LIKE

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Content Per Need StateDIFFERENT CONTENT TYPES SERVE DIFFERENT USER NEEDS

“Multichannel custom publishing.”

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Marketers Struggle HereMARKETERS ARE STILL LEARNING HOW TO ALIGN CONTENT WITH THE JOURNEY

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Marketers Think It’s the FutureTHEY THINK THIS IS SOMETHING THAT IS FAR OFF FROM NOW

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We’ve Been Doing This!GOOGLE ANALYTICS’ CONTENT GROUPINGS FEATURE SUPPORTS JOURNEY MAPS

Read this: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/

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Understand the Life Cycle@JOANNALORD WROTE A GREAT POST ON THIS

Read this: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/

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Undertand User NeedsKEYWORD RESEARCH WILL DIRECTLY SUPPORT THIS

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Align with TouchpointsHOW DOES YOUR CONTENT ALIGN WITH THESE STAGES?

A journey can be as granular as you want it to be, but keeping it basic is best because you’ll have to map and manage content for each phase. Specifically what

content goes with which phase?

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User Journey ExampleHERE’S THE OUTPUT OF THE DATA THAT WE COLLECT AND TURN INTO A JOURNEY

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Find Gaps in Your ContentCONTENT IS ULTIMATELY SEGMENTED BASED ON THESE DIFFERENT NEED STATES

User desires

travel, but

doesn’t quite

know where

to go.

User is

looking to

book a

complete

itinerary

User is

planning out

everything

they need to

do for the

trip.

User is

traveling

from their

home to their

custom

itinerary trip.

User has

arrived at the

destination.

User is

enjoying

their trip.

User is

heading

home.

User has

had an issue

during their

trip.

User wants

to share their

trip with

friends and

family.

EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT

How do I find a

place to go?

How do I find all

the features of

the trip I want

and book it?

What do I need

to get ready for

this trip?

How to do I get

to the airport?

What if my flight

is canceled?

What do I do

once I land?

How to find the

things in my

itinerary?

How do I get

back to the

airport? Can I

take this stuff

home?

How do I get help

when I’m on a

trip?

Where’s the best

place to share

my experience

online?

Trip.Me had no content

for any of these phases

in the user journey

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Filling Gaps Assists ConversionTAKE THE HOLES OUT OF YOUR USER JOURNEY AND GET MORE CONVERSIONS

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Sample-based vs. Full AuditsDeciding how much of the site you need to look at

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Sample vs. Population

POPULATION SAMPLE

YOU DON’T ALWAYS NEED TO LOOK AT THE ENTIRE SITE QUALITATIVELY

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Calculating Sample SizeA LOT OF CONTENT STRATEGISTS USE THIS, BUT IT’S NOT THE BEST WAY TO DO IT

Total number of

pages/piecesSample size

<5,000 Review all

10,000 5,000

25,000 7,000

50,000 8,000

100,000 9,000

>1,000,000 10,000–16,000

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Use A Sample Size CalculatorUse a Sample Size Calculator And Evenly

Distribute the Number of Pages Reviewed

Throughout the Different Sections of the Site

https://www.checkmarket.com/market-

research-resources/sample-size-calculator/

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Qualitative vs. Quantitative AnalysisThe two different types of analyses that you’ll do

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Quantitative MetricsTHIS IS THE EASY PART AND SELF-EXPLANATORY

QUANTITATIVE METRICS

PAGE VALUE TWEETS

CONVERSIONS LIKES

CONVERSION RATE +1s

TRAFFIC PINS

ORGANIC SEARCH TRAFFIC TIME ON SITE

SOCIAL MEDIA TRAFFIC BOUNCE RATE

READABILITY SCORE WORD COUNT

SENTENCE COUNT READING TIME

# IMAGES # VIDEOS

MAJESTIC LINKS AHREFS LINKS

MOZSCAPE LINKS PAGESPEED

MOBILE-FRIENDLINESS TITLE

TITLE LENGTH META DESCRIPTION

META DESCRIPTIONG LENGTH URL

CONTENT ID CONTENT FORMAT

RESPONSE CODE LINKEDIN SHARES

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Qualitative MetricsTHIS IS THE TIME CONSUMING PART

QUALITATIVE METRICS

SECTION CATEGORY

WHAT IS IT? REDUNDANCY

TIMELINESS VOICE AND TONE ADHERENCE

QUALITY ACTIONABILITY

LINKWORTHINESS SHAREWORTHINESS

CONVERSION NOTES SUGGESTIONS

TARGET PERSONA NEED STATE

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Section, Category, What Is It?

‣ “What section of the site does this content

fall into?

‣ What category does this content fall into?

‣ Briefly, what is this content?”

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Redundancy

‣ “Is this Content Duplicate or Otherwise

Redundant?”

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Timeliness

‣ “Is this Content Outdated?”

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Voice and Tone

‣ “Does this content align with the brand style

guide?”

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Quality

‣ “On a Scale of 1 – 3, How Good is this

Content? ”

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Actionability

‣ “On a Scale of 1 – 3, How Likely is it for a

User to Complete a Business Goal?”

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Link and Share Worthiness

‣ “Is this Content Link worthy?

‣ Is this Content Share worthy?”

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Conversion Notes

‣ “What are the barriers to conversion for this

page? ”

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Suggestions / Comments

‣ “What should we do with this content?”

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Tools.What you can use to get the job done.

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Screaming FrogTHE OTHER USE CASE FOR SEO’S FAVORITE SPIDER TOOL - WWW.SCREAMINGFROG.CO.UK/SEO-SPIDER/

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SocialCrawlyticsA SPIDER FOR SOCIAL SHARES – WWW.SOCIALCRAWLYTICS.COM

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BuzzSumoAN INDEX FOR CONTENT BY SOCIAL SHARES – WWW.BUZZSUMO.COM

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DeepCrawlTHE WEAPON’S GRADE SPIDER FOR HUGE SITES – WWW.DEEPCRAWL.COM

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URLProfilerTHE PERFECT CRAWLER FOR CONTENT AUDITS – WWW.URLPROFILER.COM

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SEOTools for ExcelPLUGIN FOR EXCEL THAT LETS YOU PULL QUANT METRICS – WWW.SEOTOOLSFOREXCEL.COM

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SEOGadget for ExcelANOTHER PLUGIN FOR PULLING SEO METRICS DIRECTLY IN EXCEL – http://bit.ly/1L5DVq7

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Content Audit for WordpressFOR WORDPRESS USERS THERE IS OF COURSE A PLUGIN FOR CONTENT AUDITS

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Content Audit for Wordpresshttps://wordpress.org/plugins/content-audit/screenshots/

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Auditor by KapostLEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/

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Content Auditing Workflow

Let’s bring it all together

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Determine Size of Audit

‣ “Am I doing a sample-based audit or a full

site audit?”

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Start with Screaming FrogLET ‘ER RIP.

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Hand it off to URL Profiler IMPORT THE HTML URLS INTO URL PROFILER

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Import it to ExcelYOU’LL GET A TON OF DATA. ONLY KEEP WHAT YOU NEED

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Color Code Your Quant SheetMAKE THE DATA LITTLE LESS DAUNTING

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Perform Qualitative ReviewYOU SHOULD PROBABLY LOOK AT THE COMPUTER, UNLIKE THIS LADY

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Build Your InsightsMAKE A SHEET WITH THE QUANT AND QUAL DATA AND FIGURE OUT THE TRENDS

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Fishing for Insights

How to turn all this data into actionable insights

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Pivot Charts FTWTHE BEST INSIGHTS COME FROM CROSS-TABULATION

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Page Value is the BestTHIS IS POTENTIALLY THE MOST VALUABLE METRIC TO USE

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Page Value vs. ReadabilityIS YOUR LOWEST YIELDING PAGE HARD TO READ?

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00

$400.00

Fairly Easy Difficult Easy Standard Fairly Difficult Very Confusing

Page Value by Reading Difficulty

Total

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– @iPullRank

“Keep doing pivots until your data tells a

compelling story.”

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Combinations I LikeSOME CROSS-TABS TO GET YOU STARTED

COMPETITIVE AUDIT METRICS

PAGE VALUE VS. FORMAT PAGE VALUE VS SOCIAL SHARES

# IMAGES VS READABILITY SCORE WORD COUNT VS TIME ON PAGE

# VIDEOS VS TIME ON PAGE TIME ON PAGE VS READING TIME

TIME ON PAGE VS SOCIAL SHARES PAGE VALUE VS PAGE SPEED

LINKS VS QUALITY FORMAT VS LINKS

SECTION VS ACTIONABILITY RESPONSE CODE VS LINKS

REDUNDANCY VS. SECTION LINKS VS. DIRECTORY

# VIDEOS VS WORD COUNT PERSONA VS. CONVERSION RATE

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Competitive Content Auditing

Because you want to know what to steal.

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Only Difference Is…YOU GET NO TRUE QUANTITATIVE ANALYTICS ON COMPETITORS

COMPETITIVE AUDIT METRICS

TWEETS LINKEDIN SHARES

LIKES WORD COUNT

+1s READING TIME

PINS # VIDEOS

READABILITY SCORE AHREFS LINKS

SENTENCE COUNT PAGESPEED

# IMAGES TITLE

MAJESTIC LINKS META DESCRIPTION

MOZSCAPE LINKS URL

MOBILE-FRIENDLINESS CONTENT FORMAT

TITLE LENGTH CONTENT ID

META DESCRIPTION LENGTH RESPONSE CODE

SECTION CATEGORY

WHAT IS IT? REDUNDANCY

TIMELINESS VOICE AND TONE ADHERENCE

QUALITY ACTIONABILITY

LINKWORTHINESS SHAREWORTHINESS

CONVERSION NOTES SUGGESTIONS

TARGET PERSONA NEED STATE

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BuzzSumo is EnoughISOLATE YOUR COMPETITORS TOP PERFORMING CONTENT

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Applications

How you can use these insights to get off to a perfect start.

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Business CasesUSING DATA ON EXISTING CONTENT YOU CAN MAKE CASE FOR NEW CONTENT

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Content PlanningLEAD GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/

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Measurement PlanningYOUR CONTENT WILL HELP YOU IDENTIFY HOLES IN YOUR ABILITY TO MEASURE

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Conversion Rate OptimizationREADABILITY WILL HELP YOU QUICKLY IDENTIFY CONVERSION IMPROVEMENT OPPORTUNITIES

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Your Doggie Bag

Your parting gifts

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Content Auditing TemplateGET YOU SOME MIKE KING TO GO – http://bit.ly/ipr-template

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Wrapping Up

A word from my sponsor

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We Do This StuffIF YOU NEED HELP FEEL FREE TO REACH OUT

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Shoutout to Pop PopMY GRANDFATHER PASSED AWAY YESTERDAY MORNING. REST IN PEACE, MAN.

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– ME, AGAIN

“That’s all I’ve got.”

@iPullRankGAJAH ANNUAL REPORT 2015 | 110

Michael King, Founder & Digital Marketing Consultant

HIT ME UP!

mike@ipullrank.comipullrank.com @iPullRank

DECK: http://bit.ly/perfect-starts TEMPLATE: http://bit.ly/ipr-template

@IPULLRANK

Michael King