You know what a content audit is, in a general sense. You evaluate the performance of your existing content and make decisions based on what to do with that data. But what data is most important? Are you making the right decisions? What’s the best process to actually execute? Are you eliminating usable content? Whether your site is 100 pages or 100,000, conducting a content audit should transcend just what’s ranking and what’s not. We teach you how to think about a piece of content’s potential and show you what might be holding back objectively “good” pages. We’ll also talk in depth about your options for handling content that is under-performing. Content production is one of the biggest (and potentially most lucrative) marketing investments a company can make. Our process shows you how to get the most out of that investment, even if it’s already been made.

1. Content Audit: How to
Put Data at the Heart of
Your Strategy

2. Hey, I’m Matt Schickling
Sr. Content Strategist, From The Future.

3. This is Matt DiMenno
SEO Strategist, From The Future.

4. A content audit is the
diagnosis, and strategy is
the cure.

5. Agenda.
What “Good” Content Looks Like
Why Do A Content Audit?
Using The Right Data
Evaluating Your Options
Examples of Each Directive

6. Content & SEO in 2019
and Beyond

7. We had great content. What Changed?
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8. Building Topical Authority
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9. Building Topical Authority with Topic Clusters
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10. Using Keywords Building Topic Models
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Topic

11. “What Is Bankruptcy” Example
Resource Links:
● Clearscope

12. “The key is to start
thinking in terms of
topics you want to own,
not just keywords”
- Wayne Gretzky
- Michael Scott
- Leigh McKenzie
- Leslie Ye @ Hubspot

13. Before Topic Clusters

14. With Topic Clusters in Action

15. Why Do You Do A
Content Audit?

16. Why Do A Content Audit?
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17. Why Do A Content Audit?
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18. The Stages of Content Performance
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19. You Should Conduct A Content Audit If:
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20. Using The Right
Data

21. The Website Quality Audit (WQA)
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22. Where is the Data
Coming From and
Where Do I put it?

23. Data Sources
Resource Links:
● Ahrefs
● SEMrush

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Step 1: Crawling the Site
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25. Site Crawler Options
Resource Links:
● DeepCrawl
● Sitebulb Website Crawler
● Screaming Frog SEO Spider

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Step 2: Performance Data

27. Data Tools
Resource Links:
● Google Sheets
● Supermetrics
● URL Profiler

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Step 3: Organizing Your Data

29. The Final Product

30. Evaluating Your
Options

31. Your Content Will Fall into Three Buckets

32. Content Audit Directives
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☝
Rewrite
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33. Content Audit Directives

34. Using Shorthand Data To Make These Decisions
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35. Pruning Content
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36. Simplified Content Audit Decision Tree

37. Stomaching The Investment

38. Examples of
Each Directive

39. Leave As Is Example From OnDeck
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40. Optimize Example From OnDeck
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41. Simple Optimization Tips

42. Rewrite Example From OnDeck
Three Effective Sales Tactics
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43. Combine Example From OnDeck
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44. Examples From OnDeck
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45. We Covered A Lot Here Today
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46. From The
Future.

47. Who Are We

48. What We Do

49. Selected Clients

50. Selected Clients

51. Fill out our
Discovery Form
imfromthefuture.com/discovery