Welcome

Marketing @Tableau:

Visualizing our big, messy content audit

# T C 1 8 # T C C o n t e n t Au d i t

Jay Ricciardi

Search Engine Optimization Specialist

Tableau

Agenda

1. Realize when to stop using spreadsheets

2. Tell a better story

3. Make a living audit

4. Q&A

5. Wrap up

Most content audits suck because they’re not

visually friendly

Why

the

hell

aren’t

we

visualizing

our

content audits?

We need to see and understand our content

Spreadsheets will always have a place in audits.

But they have limits.

Good audits already use a visualization best practice

Color!

Discovery at a glance

Color alone dramatically improves an eye-sore audit

Simple vizzes tell stories that spreadsheets can’t

Plug in whatever metrics you’d like to explore

Performing audits frequently is frustrating

and highly silo’d

“Right now, how do our marketers find the best content for their campaigns?”— more than one leader in Marketing

Connect to live data for a single living audit

Here’s how we built it1. ETL site data into a data warehouse

2. Add and include relevant tags

3. Create a governed single source of truth

4. Dashboard the hell out of it

Here’s what it took1. Silo busting & prioritization

2. Unified taxonomy

3. Interviews (internal customer UX/CX)

4. Under-the-hood web ework

Custom tags• Persona• Funnel Stage• Content Type• Target Industry• Language• Gated (Y/N)• Internal Audit Date*

Custom tags• Persona• Funnel Stage• Content Type• Target Industry• Language• Gated (Y/N)• Internal Audit Date*

Tableau Server/Online unlock new interactions

Audits need to facilitate discussion and action

Stakeholders open audit spreadsheet once, scroll

[gif of endless scrolling spreadsheet]

Audits need to facilitate discussion and action

A living content audit can do work for you

Our new priorities• Refine the living audit instead of re-auditing

• Automate action item identification

• Consolidate Q&A and enable discovery

• 100% mission critical adoption

Q&A

Please complete the

session survey from the

Session Details screen

in your TC18 app

Thank you!

#TC18

Email: jricciardi@Tableau.com

LinkedIn: /in/jay-ricciardi/

Twitter: @JayRicciardi