Perfect Starts: How to Get the Right Traffic with a Content Audit

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
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.

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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

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

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Audits Show the Money
AUDITING CONTENT HELPS WITH BUSINESS CASES

@iPullRank
Audits Make for Perfect Starts
CONTENT AUDITS HELP YOU ANSWER THESE THREE QUESTIONS
‣ “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

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Analytics
YOUR CLICKSTREAM DATA

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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

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

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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

@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

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

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Your Doggie Bag
Your parting gifts

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

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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

Perfect Starts: How to Get the Right Traffic with a Content Audit

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Perfect Starts: How to Get the Right Traffic with a Content Audit