Mike King's Authority Rainmaker presentation about how to perform the world's greatest content audit using quantitative and qualitative research techniques.
15. @iPullRank
Audits Show the Money
AUDITING CONTENT HELPS WITH BUSINESS CASES
“Multichannel custom publishing.”
16. @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?”
25. @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
34. @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/
35. @iPullRank
Or Just Use Audience Insights
WITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL
48. @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/
49. @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/
51. @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?
53. @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
57. @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
58. @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/
60. @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
61. @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
62. @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?”
93. @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
95. @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
97. @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