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Content auditsHow to use your DAM to identify and optimize your best performing content
June 14, 2017
TODAY’S AGENDA
Overview What we’ll talk about today
● Intro to content audits: What is a content audit? Why do it?
● Using your DAM system for a content audit
● Auditing your DAM system to improve content audit-ability
● Q and A
New ideas for DAM and content managers to manage content
strategically
OUR GOAL TODAY
TO START A CONVERSATION
GETTING STARTED
Intro to content audits
“A content audit is a systematic review of your digital assets.
OUR DEFINITION
CONTENT AUDIT SCALE
The scale of a content audit can vary
Every asset in the DAM
Specific subset of
assets
CONTENT AUDIT LARGE SCALE
CONTENT AUDIT SMALL SCALE
WHY INVEST THE TIME?
Why do a content audit?It sounds like a lot of work
● Content is an investment
● You can’t create it all
● Eliminate bias
CONTENT AUDIT QUESTIONS
Key questions to ask
● Are we meeting the needs of our audience(s)?
● Are we investing in the right content? Right channels?
● Are our teams promoting the right content?
WHAT WE’VE DONE
Our approach to content auditsHow your DAM partner does content
1. Start with clear understanding of your personas
2. Create ideal content framework
3. List key stages of the journey
4. Match key content with personas and stages
5. List supporting content
6. Analyze current content
How to use your DAM for a content audit
THE THREE-STEP PROCESS
Applying DAM for your content audit
1Uncover
2Evaluate
3Improve
THE THREE-STEP PROCESS
Applying DAM for your content audit
UncoverWhat do you have?Who has access?
Where does it land?
EvaluateCentral source?
Organization needed?Lifecycle status?
ImproveMost popular?
Needs improvement?How?
USING DAM FOR CONTENT AUDITS WORKSHEET
Uncover Evaluate Improve
What do you have?By asset type
By category
By specific field
Who has access? Who should?Match roles to asset groups
Where is content extended / integrated?Top referrer URLs?
Any integrations in place?
Is this the central source? Where else?
What is needed?By asset group
By category
By collection
By metadata field
What’s the breakdown by lifecycle phase?UnreleasedReleasedExpiredArchived
Are the most current versions in circulation?How many assets have versions?
What are the most popular assets? (Sort by engagement score)
What needs improvement?(Sort by engagement score)
What is most downloaded?
What embedded assets have the most views?
How are your assets being used?Are intended use values current?
How do you assess the total value?Users / logins (total, % change)
Storage asset count (total, % change)
What do regional insights tell you?
What do search insights tell you?
Use this framework to conduct a content audit for all assets by specific asset groups, teams, or projects under your administration.
#WidenSummitStart with and All Assets Search, then sort and filter to a manageable set
STEP 1
● What do you have?
● Who has access to what? How? Who should?
● Where are your assets extended?
Uncover
STEP 1
Tips to uncover
● Start with All Assets Search and drill down by type, category, meta-filters
● Use advanced search to assess by asset group or specific metadata field(s)
● Do a matching exercise of roles & asset groups
● Run Insights reports for referrer URLs for embedded assets
● Draw out your tech stack to visualize the integrations
USE EMBEDDED ASSETS INSIGHTS
MATCH ROLES & ASSET GROUPS
Asset group 1
Asset group 2
Asset group 3
Asset group 4
Admin Role A
Contributor
Role B
Consumer
Role C
Consumer
Role D
MAP YOUR STACK
WEB CMS
MARKETING
AUTOMATION
ECOMMERCE
CRM
PROJECT
MANAGEMENT
FILE SHARING
CREATIVE
CLOUD
DAM
MAP YOUR STACK
● Is your DAM serving as the central source?
● What is needed by group, category, collection?
● What phase of the content lifecycle?
● Are the most current versions in circulation?
#WidenSummitSort assets within a specific collection to evaluate popularity trends
STEP 2
Evaluate
STEP 2
Tips to evaluate
● Scan your websites, shared drives, poll your peers for your central source
● Search by asset group to gain an overview of assets in each group
● Identify popular search terms to evaluate categories, collections, metadata
● Create and monitor Insights dashboards by lifecycle stage
● Keep your team updated with expired assets notifications
● Run an advanced search for “Number of versions: is greater than 2”
● Asset type
● Campaign
● Localization
● Buyer’s journey phase
● Audience / persona
● Permitted users
● Usage restrictions
#WidenSummitUse content strategy attributes as metadata fields to track
USE CONTENT-BASED METADATA FIELDS
#WidenSummit
WATCH DASHBOARDS BY GROUP AND STATE
View storage (or assets) by lifecycle state to stay on top of admin tasksGet a glimpse of your library by asset group
#WidenSummit
MANAGE VERSIONS AND COMMUNICATE UPDATES
● Most popular? Needs improvement?
● Performance based on specific criteria
● Asset usage
● Total value of your DAM
#WidenSummitUse intended use to improve assets based on historical use
Improve
STEP 3
STEP 3
Tips to improve
● Share most and least downloaded and embedded assets with your teams
● Customize your intended use values to fit your content strategy
● Use regional insights to see where your assets are being consumed
● Use search insights to understand what your users are searching for
● Use your site metrics to justify resource investments
● Assign a financial value to your assets to create a valuation for your DAM
● Marketing
● Sales
● Digital
● Web
● Event
● Partner
#WidenSummitCustomize intended use values to track reason for download.
CUSTOMIZE INTENDED USE VALUES
USE REGIONAL INSIGHTS
APPLY SEARCH INSIGHTS
TRACK SITE METRICS
USING DAM FOR CONTENT AUDITS WORKSHEET
Uncover Evaluate Improve
What do you have?By asset type
By category
By specific field
Who has access? Who should?Match roles to asset groups
Where is content extended / integrated?Top referrer URLs?
Any integrations in place?
Is this the central source? Where else?
What is needed?By asset group
By category
By collection
By metadata field
What’s the breakdown by lifecycle phase?UnreleasedReleasedExpiredArchived
Are the most current versions in circulation?How many assets have versions?
What are the most popular assets? (Sort by engagement score)
What needs improvement?(Sort by engagement score)
What is most downloaded?
What embedded assets have the most views?
How are your assets being used?Are intended use values current?
How do you assess the total value?Users / logins (total, % change)
Storage asset count (total, % change)
What do regional insights tell you?
What do search insights tell you?
Use this framework to conduct a content audit for all assets by specific asset groups, teams, or projects under your administration.
To hone your content pool and deliver the right mix
FREE ADVICE
AUDIT ANNUALLY
Content audit in action
THE THREE-STEP PROCESS IN ACTION
Our current content audit
UncoverIdentified frameworkContent in collectionWebsite & advisors
EvaluateWiden Insights
Content deliveryContent gaps
ImproveUnderperforming
Make updatesMore to come...
Auditing your DAM to improve content strategy
HAVE A GOVERNANCE DOC
Governance doc● Business stakeholders
● Purpose and vision
● Asset maintenance, search, workflows
● Collections management, security
● Training, definitions
● Maintenance and monitoring
Get your governance doc at go.widen.com/DAMgovernance.
TODAY’S AGENDATODAY’S AGENDASITE EVALUATION CHECKLIST
COMMITTING TO A CLEAN DAM
1. Admit there’s a problem!
2. Allocate staff time.
3. Make it official with a deadline. Tell your users!
4. Interview users to ID pain points.
5. Create structure with categories and metadata to help users find what they need.
6. Divide and conquer! Target assets to archive/delete, make a plan, prioritize sets of assets.
7. Clean up permissions. Aim to consolidate, ID restricted assets.
8. Customize site look and feel, system messages, and spotlights.
9. Create / update governance doc with rules and maintenance schedule.
10. Train, then train again with a focus on benefits.
11. Evaluate the change with follow-up user feedback, track insights.
12. Celebrate and share your wins!
The 12-step process to a DAM cleanup
How we can help
WIDEN PROFESSIONAL SERVICES
Help along the way
1. Assess - Conduct site audit and cleanup survey
2. Refresh - Update aesthetics and light review of assets, security, users
3. Overhaul - Complete reorganization of categories, metadata, roles, users, asset groups, content, features, and branding
4. Maintain - Keep up with regular maintenance tasks
Ask your customer experience manager about our Professional Services offerings.
Professional Services
Whether you’re new to content management topics, need project management support, or are looking for long-term system administration, our highly-trained
Professional Services and Customer Experience Management teams can hit the ground running to keep your DAM system moving forward.
Full-service implementationFull-service data migrationSystem integration consultationDAM consultation
OFFERINGProduction servicesManaged servicesWorkflow consultation
RESOURCES
Widen resources
● Content audit worksheet
● Site evaluation checklist
● Governance doc
● How to do a search term report support article
● DAM ROI webinar
RESOURCES
Related resources
● How to Conduct a Content Audit - Marketing Land
● How to Stop Worrying and Love Content Inventories and Audits - Content Marketing Institute
● The Essential Guide to Visual Content Marketing - Widen
● Content Strategy and Process Webinar - August 16 - Widen
HOW ABOUT YOU?
Have you done a content audit?
● What was your approach?
● What were your findings?
● How did you share it with your teams?
● What did you do as a result?
● What changes did you observe / track?
Share your answers with [email protected] to share your story with others.
Register now!October 16-18Monona Terrace - Madison, WI
