by Michael King (@iPullRank) Perfect
Starts

DOWNLOAD THIS DECK!
http://bit.ly/perfect-starts

@iPullRank – @iPullRank “I’m here
because I lost a bet.”

@iPullRank
SUBTITLE

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

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

@iPullRank People Hate Content Audits
NO ONE EVER SAYS “I WANT TO CATALOG THOUSANDS OF PAGES”

@iPullRank Marketers Kinda Hate Strategy
NO ONE EVER SAYS “WHAT DOES THE CONTENT AUDIT SAYS IS WORKING FIRST?”

@iPullRank Content Is Not King
QUOTE ME ON THAT.

@iPullRank The Consumer is King
THE CONSUMER IS KING.

@iPullRank Knowing What to Create
EVERYONE LOVES CREATING, BUT FEW PEOPLE LOVE BEING STRATEGIC VS.

@iPullRank Audits are Essential THE
AUDIT TELLS YOU WHAT PERFORMS ALREADY AND WHERE THE QUICK HITS ARE “Multichannel custom publishing.”

@iPullRank Audits Help Find the
Holes HOLES IN YOUR USER JOURNEY LEAD TO LOST OPPORTUNITIES

@iPullRank Audits Help Find the
Holes LEAKS IN LINK EQUITY THAT SUPPORTS ORGANIC SEARCH RANKINGS

@iPullRank Audits Show the Money
AUDITING CONTENT HELPS WITH BUSINESS CASES “Multichannel custom publishing.”

@iPullRank Audits Make for Perfect
Starts CONTENT AUDITS HELP YOU ANSWER THESE THREE QUESTIONS “Multichannel custom publishing.” ‣ “What is already performing? ‣ What can perform better? ‣ What is missing?”

@iPullRank Inputs for Content Audits
What you should have before you get started.

@iPullRank Business Objectives YOU WANT
TO BE CLEAR ON THE GOALS OF THE MARKETING EFFORT

@iPullRank Personas MARKET SEGMENTS ARE
A KEY INGREDIENT IN AN ACTIONABLE CONTENT AUDITS

@iPullRank Journey Maps WHAT STAGES
DO YOUR USERS GO THROUGH

@iPullRank
Analytics
YOUR CLICKSTREAM DATA

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

@iPullRank Quickest Way to Build
Personas Let’s give y’all a quick and easy data-driven approach.

@iPullRank – DR. KANYE WEST
(ME, ACTUALLY) “I have genius problems.”

@iPullRank One Time I Wrote
12,500 Words About Personas Everything you ever wanted to know about personas is in this post http://moz.com/blog/personas- understanding-the-person-behind-the-visit

@iPullRank – EVERYONE “That sounds
like it takes too long, is there a quicker way to do it?”

@iPullRank – ME, AGAIN “My
bad.”

@iPullRank – STILL ME “Here’s
the fastest way I know how.”

@iPullRank Get Your Mailing List
STEP ONE

@iPullRank Run It Through FullContact
STEP TWO – USE THE PERSON API TO APPEND DATA TO THE LIST

@iPullRank Here’s What That Looks
Like THIS IS AN EXAMPLE OF A MAILING LIST WITH DATA APPENDED TO IT.

@iPullRank Use DemographicsPro UPLOAD YOUR
TWITTER FOLLOWERS FOR ANALYSIS

@iPullRank Here’s What That Yields
DEMOGRAPHICSPRO GENERATES A 20+ PAGE REPORT ON YOUR TWITTER LIST

@iPullRank Upload Your Mailing List
to Facebook’s Audience Insights Tool The 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/

@iPullRank Or Just Use Audience
Insights WITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL

@iPullRank Segment Your Data AUDIENCE
INSIGHTS LETS YOU SEGMENT ON DEMOGRAPHICS & PSYCHOGRAPHICS

@iPullRank Acxiom’s Personicx Segments FACEBOOK’S
TOOL CONNECTS TO ACXIOM’S DATA FOR MORE CONTEXT

@iPullRank
Acxiom’s Personicx Segments
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf

@iPullRank Check Against GA Data
IF YOU’VE GOT DEMOGRAPHICS & INTEREST REPORTS ENABLED, USE THEM.

@iPullRank Build Your Personas PULL
THE DATA TOGETHER INTO USER STORIES

@iPullRank User Journeys What stages
do your users go through in their process of becoming a customer?

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

@iPullRank Building User Journeys USER
JOURNEYS ARE BUILT BY AN ITERATIVE ETHNOGRAPHIC RESEARCH PROCESS

@iPullRank Or You Can Use
the CDJ YOU CAN USE ANY JOURNEY MODEL THAT YOU’D LIKE

@iPullRank Content Per Need State
DIFFERENT CONTENT TYPES SERVE DIFFERENT USER NEEDS “Multichannel custom publishing.”

@iPullRank Marketers Struggle Here MARKETERS
ARE STILL LEARNING HOW TO ALIGN CONTENT WITH THE JOURNEY

@iPullRank Marketers Think It’s the
Future THEY THINK THIS IS SOMETHING THAT IS FAR OFF FROM NOW

@iPullRank 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/

@iPullRank 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/

@iPullRank Undertand User Needs KEYWORD
RESEARCH WILL DIRECTLY SUPPORT THIS

@iPullRank Align with Touchpoints HOW
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?

@iPullRank User Journey Example HERE’S
THE OUTPUT OF THE DATA THAT WE COLLECT AND TURN INTO A JOURNEY

@iPullRank Find Gaps in Your
Content CONTENT 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

@iPullRank Filling Gaps Assists Conversion
TAKE THE HOLES OUT OF YOUR USER JOURNEY AND GET MORE CONVERSIONS

@iPullRank Sample-based vs. Full Audits
Deciding how much of the site you need to look at

@iPullRank Sample vs. Population POPULATION
SAMPLE YOU DON’T ALWAYS NEED TO LOOK AT THE ENTIRE SITE QUALITATIVELY

@iPullRank Calculating Sample Size A
LOT OF CONTENT STRATEGISTS USE THIS, BUT IT’S NOT THE BEST WAY TO DO IT Total number of pages/pieces Sample 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

@iPullRank Use A Sample Size
Calculator Use 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/

@iPullRank Qualitative vs. Quantitative Analysis
The two different types of analyses that you’ll do

@iPullRank Quantitative Metrics THIS 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

@iPullRank Qualitative Metrics THIS 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

@iPullRank 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?”

@iPullRank Redundancy ‣ “Is this
Content Duplicate or Otherwise Redundant?”

@iPullRank Timeliness ‣ “Is this
Content Outdated?”

@iPullRank Voice and Tone ‣
“Does this content align with the brand style guide?”

@iPullRank Quality ‣ “On a
Scale of 1 – 3, How Good is this Content? ”

@iPullRank Actionability ‣ “On a
Scale of 1 – 3, How Likely is it for a User to Complete a Business Goal?”

@iPullRank Link and Share Worthiness
‣ “Is this Content Link worthy? ‣ Is this Content Share worthy?”

@iPullRank Conversion Notes ‣ “What
are the barriers to conversion for this page? ”

@iPullRank Suggestions / Comments ‣
“What should we do with this content?”

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

@iPullRank Screaming Frog THE OTHER
USE CASE FOR SEO’S FAVORITE SPIDER TOOL - WWW.SCREAMINGFROG.CO.UK/SEO-SPIDER/

@iPullRank SocialCrawlytics A SPIDER FOR
SOCIAL SHARES – WWW.SOCIALCRAWLYTICS.COM

@iPullRank BuzzSumo AN INDEX FOR
CONTENT BY SOCIAL SHARES – WWW.BUZZSUMO.COM

@iPullRank DeepCrawl THE WEAPON’S GRADE
SPIDER FOR HUGE SITES – WWW.DEEPCRAWL.COM

@iPullRank URLProfiler THE PERFECT CRAWLER
FOR CONTENT AUDITS – WWW.URLPROFILER.COM

@iPullRank SEOTools for Excel PLUGIN
FOR EXCEL THAT LETS YOU PULL QUANT METRICS – WWW.SEOTOOLSFOREXCEL.COM

@iPullRank SEOGadget for Excel ANOTHER
PLUGIN FOR PULLING SEO METRICS DIRECTLY IN EXCEL – http://bit.ly/1L5DVq7

@iPullRank Content Audit for Wordpress
FOR WORDPRESS USERS THERE IS OF COURSE A PLUGIN FOR CONTENT AUDITS

@iPullRank Content Audit for Wordpress
https://wordpress.org/plugins/content-audit/screenshots/

@iPullRank Auditor by Kapost LEAD
GEN TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/

@iPullRank Content Auditing Workflow Let’s
bring it all together

@iPullRank Determine Size of Audit
‣ “Am I doing a sample-based audit or a full site audit?”

@iPullRank Start with Screaming Frog
LET ‘ER RIP.

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

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

@iPullRank Color Code Your Quant
Sheet MAKE THE DATA LITTLE LESS DAUNTING

@iPullRank Perform Qualitative Review YOU
SHOULD PROBABLY LOOK AT THE COMPUTER, UNLIKE THIS LADY

@iPullRank Build Your Insights MAKE
A SHEET WITH THE QUANT AND QUAL DATA AND FIGURE OUT THE TRENDS

@iPullRank Fishing for Insights How
to turn all this data into actionable insights

@iPullRank Pivot Charts FTW THE
BEST INSIGHTS COME FROM CROSS-TABULATION

@iPullRank Page Value is the
Best THIS IS POTENTIALLY THE MOST VALUABLE METRIC TO USE

@iPullRank Page Value vs. Readability
IS 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

@iPullRank – @iPullRank “Keep doing
pivots until your data tells a compelling story.”

@iPullRank Combinations I Like SOME
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

@iPullRank Competitive Content Auditing Because
you want to know what to steal.

@iPullRank 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

@iPullRank BuzzSumo is Enough ISOLATE
YOUR COMPETITORS TOP PERFORMING CONTENT

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

@iPullRank Business Cases USING DATA
ON EXISTING CONTENT YOU CAN MAKE CASE FOR NEW CONTENT

@iPullRank Content Planning LEAD GEN
TOOL BY THE KAPOST TEAM https://app.kapost.com/auditor/

@iPullRank Measurement Planning YOUR CONTENT
WILL HELP YOU IDENTIFY HOLES IN YOUR ABILITY TO MEASURE

@iPullRank Conversion Rate Optimization READABILITY
WILL HELP YOU QUICKLY IDENTIFY CONVERSION IMPROVEMENT OPPORTUNITIES

@iPullRank Your Doggie Bag Your
parting gifts

@iPullRank Content Auditing Template GET
YOU SOME MIKE KING TO GO – http://bit.ly/ipr-template

@iPullRank Wrapping Up A word
from my sponsor

@iPullRank We Do This Stuff
IF YOU NEED HELP FEEL FREE TO REACH OUT

@iPullRank Shoutout to Pop Pop
MY GRANDFATHER PASSED AWAY YESTERDAY MORNING. REST IN PEACE, MAN.

@iPullRank – ME, AGAIN “That’s
all I’ve got.”

@iPullRank GAJAH 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-templ

@IPULLRANK
Michael King