Crouching Stakeholder Hidden Content

Customers

Competitors

Marketing

Sales

Products / Services

Strategy

6 COMPONENTS OF A STAKEHOLDER INTERVIEW

1. Typical buyer?2. Pain points of buyer?3. What content do they need?

CUSTOMERS

4. Top 5 competitors?5. Strengths / weaknesses? 6. Why do they win?7. Why and how do you fail?

COMPETITORS

8. Branding / marketing assets?9. Key messages?10. Opportunities?

MARKETING

11. Process?12. Challenges?13. Sales Cycle?

SALES

14. Pros / Cons?15. Price?16. Key differentiators?

PRODUCTS / SERVICES

17. Projected market shift?18. What does success look like?19. KPIs?

STRATEGY

AUDTING.

AUDTING. CONTENT.

AUDTING. CONTENT. (SUCKS)

axz.mx/scream-frog

axz.mx/g-drives

axz.mx/c-insights

axz.mx/m-ai

Social SharesBacklinksDate PublishedDependenciesTaxonomyOwnerStatus

TRACK ALL THE THINGS

axz.mx/cs-worksheet

1. The Qualitative Content Audit by Content Insights – Link2. How to Perform a Content Audit by Kristina Kledzik – Link3. A Checklist for Content Work by Erin Kissane – Link4. Audit, Plan, Build, Grow: A Methodology for Content Strategy by Erin Kissane – Link5. How to Conduct A Content Audit by Donna Spencer – Link6. Content Audits and Inventories by Creek Content – Link7. The Content Inventory is Your Friend by Kristina Halvorson – Link8. Why Traditional Content Audits Aren’t Enough by Ahava Leibtag – Link9. From Content Audit to Design Insight by Christopher Detzi – Link10. How to Create a Content Strategy (In Only 652 Steps) by Ian Lurie – Link11. Content Inventory by Usability.gov – Link12. Organizing Your Website: Taking Stock of Content by Harvard Web Publishing – Link13. The Rolling Content Inventory by Louis Rosenfeld– Link14. How to Do a Content Inventory and Audit by Erin Everhart – Link15. The Argument for a Content Audit Your Marketing Team Never Made by Adria Saracino – Link16. What Book Reviewing Taught Me About the Content Audit by Frank Marquardt – Link17. A Map-Based Approach to a Content Inventory by Patrick C. Walsh – Link18. Audience Analysis by HowTo.gov – Link19. Super Awesome Content Strategy Worksheet By Steve Floyd – Link

Steve FloydFounder / Principle at AXZM

twitter: @nawlreadyphone: (214) 272-9109

www.axzm.com

For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).