#cataloguing and mining data they’re ok

[ziracona]

I find out you killed the Railroad when you played Fallout 4 and the little green name above my head turns red and I immediately become hostile.

[sempiternalsandpitturtle]

How to conduct an actionable content audit

In content marketing, old habits die hard.

(Normally we’d insert a “Die Hard” .GIF right here, but let’s move along.)

A content audit is the perfect tool for breaking said habits.

Have your performance metrics on conversion landing pages plateaued? Organic results in search generating the same ol’ click-through rate? Can’t win a Featured Snippet to save your life?

Well it’s clear it’s time to shake things up.

Conducting a well-organised content audit with the goal of enhancing specific metrics sheds light into where your content is falling flat and how it can be improved.

Spoiler alert: Content audits are often time-consuming.

But the payoff lies at the end of the journey, when you can cycle all of your findings into your next marketing campaign.

There’s no better feeling than knowing every asset you create is backed by hard data, that you have a concrete blueprint for success laid about before you.

And that’s what a content audit provides you with.

What is a content audit?

A content audit is a systematic health check of your content, its performance, its strengths and its weaknesses.

Content audits can be comprehensive in scope (mining a year or more of inventory) or condensed into asset-specific, short-term investigations.

In practice, content audits should dictate subsequent content strategies, making them the frontline resource for making business decisions.

Quick terms to know

In researching the content audit process and determining a model that can be adapted to your purposes, you’ll likely come across references to a few important terms.

Let’s clear those up now:

Content inventory: A complete list of all content on a website organised by URLs, content type and page hierarchy, often housed in a spreadsheet.

Content strategy: The development, publication and management of content to support marketing and business goals.

Content audit template: A formatted, structured guide to organising and presenting content audit results.

Site audit: An in-depth analysis of all factors related to a website, not just on-page content.

Competitive content audit: A report on how one site’s content compares to that of the competition.

OK, now that’s out of the way.

How often should you conduct a content audit?

Content audits are completely customisable.

Personalise an audit to map to your short- or long-term needs, which can range quite dramatically.

For starters, marketers should conduct audits, at minimum, once a year. These annual examinations tend to be more comprehensive and time-intensive, and the results can be more conclusive and actionable.

On the other end of the spectrum, it’s not uncommon for audits to be ad hoc or focused specifically on a given campaign. You can easily run an audit of your top five best-performing pages in a matter of minutes, if that’s all the information you need at the moment.

Defining the parameters and goals of your content strategy governs how often a content audit may need to take place.

Yes, social media should be included in your audit

Because user behavior signals factor prominently into search engine algorithms, a strong social media presence with high engagement can influence the larger value of your website content.

So it’s not enough to simply conduct a website content audit and believe you have true visibility into your brand’s total search performance. You also need to review the types of posts you publish on each social channel, the level of user engagement you receive and the conversations your content generates outside the parameters of your domain. Here’s a quick snapshot of our social performance last year using BuzzSumo:

Utilising the analytics platforms of LinkedIn, YouTube, Twitter and other social outlets, a social content audit should consider:

Referral traffic.

Audience demographics.

Interactions (shares, likes, comments, etc.).

Reach.

Impressions.

Links.

Engagement.

Tools like Sprout Social, Buffer and Hootsuite can aggregate disparate data from each social channel into one convenient dashboard. Then, by pairing the results of your social audit with findings from Google Analytics, you obtain a more complete picture of your content’s value to your bottom line.

The content audit process: Actionable steps to follow

To ensure you’re creating content of the highest quality, think of audits as an optimisation tool.

Tagging structure not making sense to web crawlers? Content not deep enough to offer more than just surface-level value? Unsure whether you need more images or videos within your copy?

A content audit can answer these questions, empowering you to optimise your marketing assets following a step-by-step guide.

Here’s how today’s top marketers are framing their content audits:

Define your audit goals, timeframe and content type

Step one of any task should be to define the framework of what is to be acted upon and how success will be measured.

For a large-scale audit, it’s likely you’ll want to look at a quarter or year’s worth of data pertaining to all types of content.

Smaller audits may home in on just blog posts spanning Q2 2017, with the goal to optimise high-conversion pages to attract even more leads.

Segment by desktop and mobile versions of content

As a matter of data-gathering, it’s important all stakeholders are clear on the content metrics they’re viewing. Distinguish between desktop and mobile metrics, as there will likely be significant variation in the two.

The vast majority of our clients’ site traffic comes from desktop, and desktop UX and content best practices differ from their mobile counterparts. Thus, we would likely want to first run an audit on desktop versions of content.

Create a spreadsheet to catalogue all crawlable – not just indexable – content

A content audit template is a perfect solution for some of the more tedious aspects of data entry. With a spreadsheet that’s appropriately organised and labelled, you can transfer information into a living document that can be updated and used for future purposes.

Depending on the nature of your audit, you may find it useful to categorise just indexable content, versus content that’s both crawlable and indexable.

Some web pages are not designed to be indexed, yet they have content or intent behind them regardless of whether they appear in SERPs. Web crawlers can still find these pages, and during an audit, you may uncover elements of your crawled (but unindexed) pages that can be more concise or clear.

Conversely, a more common, succinct audit focuses just on content that is actually indexed by Google, as there are clear marketing metrics attached to these pages’ performance.

Gather all sitemaps and URLs and organise by category hierarchy

All content you review should correspond to a designated URL, which will be the primary way you classify and organise your audit. By the way, the URLs you put in your spreadsheet should be live hyperlinks, if possible. This allows you to quickly open each page as you need, rather than inserting URLs manually into a search bar later on.

From there, you need a tiered system of URLs, whether by product category or by existing sitemap structure. Most audits rely on some form of page labeling that catalogs the relationship between parent and child pages.

Here’s a snapshot of landing pages we’re working on and how they’re organised to show corresponding information:

Filter out (or hide) pages that may not be immediately relevant to your audit goals

For the sake of efficiency, hide rows and columns in your spreadsheet that may not be of immediate use, as pages that take up space in your audit template will merely cause unnecessary visual stress.

You can also filter individual columns and rows in Excel or Google Sheets, among others, to create a measurement scale that’s easy to follow.

Run the audit with the tool(s) of your choice

So how do you extract all this data? Where does it come from?

Many site audit tools apply here. Think Screaming Frog, Raven Tools and SEMrush. Web-crawling tools compile all your available URLs into a report and highlight errors and associated metrics.

SEMrush’s crawler allows you to filter by domain sections taken from your XML sitemap, as seen below:

Google Analytics and Search Console also have pertinent value, as they already have your domain- and page-level metrics on hand.

Input content-specific metrics from your audit into corresponding cells in your spreadsheet

The metrics from which you intend to derive patterns are, for the most part, up to you.

However, a content audit traditionally looks at, among others, core performance metrics, such as:

Traffic by channel.

Click-through rate.

Engagement.

Sessions.

Pageviews.

Conversions.

Time on page.

Keyword rankings.

More sophisticated audits may delve into:

Time of publication.

Content length.

Total shares by network.

Total search presence.

Metadata.

Asset diversity.

You must then export these figures into your spreadsheet.

Repeat this process for a small group of core competitors

You can’t evaluate or optimise your content in a vacuum, as all content is relative.

You won’t have analytics access to your primary, secondary or tertiary competitors, but you can still use tools like Searchmetrics, SEMrush and MarketMuse to compare page-by-page performance metrics and link profiles.

This process allows you to identify content gaps, search opportunities and investment priorities.

Format all findings into a competitive content matrix

Grouping the key findings that stand out to you into a matrix provides a visualisation of how your content stacks up against competitors.

Some cases involve a more subjective analysis, as including thoughts on competitors’ UX and branding are important to note but not necessarily rooted in hard data.

Here’s an example of a competitive scorecard:

And here’s an example of how detailed you can break out comparisons however you like:

As you can see, a content audit that’s formatted to prompt actionable next steps is paramount. It enables team members from other departments to quickly grasp the strengths and weaknesses of the company, as well as the business’ perceived online market position.

Identify content performance gaps and opportunities

Based upon the metrics in your audit and the takeaways from your competitor content scorecard, determine what works and what doesn’t.

Where are you losing out to competitors? Is your social presence subpar? Can you ramp up investment into content creation to overtake your regional competitor in search?

We often reach the conclusion of an audit finding that we’re totally whiffing on specific long-tail keywords, or that with a quick optimisation of metadata, we can jump from position 12 to position three in SERPs.

Here’s a content brief we used for an article this year. We optimised an older post by auditing it from top to bottom and then revamping it to hit on these major topics.

Launch your next content marketing strategy

The information gleaned from the content audit process requires a bit of analysis and brainstorming.

If there are certain trends you see, can you build a content strategy to capitalise on them? If the metrics go against your current content strategy, can you tweak your approach to content creation or maybe expand into other asset types, like eBooks, webinars and video testimonials?

These questions should form the initial structure of your next marketing campaign, helping you launch a more targeted, effective strategy with the fewest amount of resources as possible.

Content audit tools to make your life easier

We’ve mentioned several content audit tools already, and you’re going to need them. Several of them.

Here’s a quick rundown of options out there on the market:

Screaming Frog

Raven Tools

Google Analytics

Google Search Console

MarketMuse

SEMrush

Searchmetrics

BuzzSumo

XML Sitemap Generator

Nibbler

Moz Crawl Test

Site Analyzer

Seoptimer

Ahrefs

Optimizely

High-quality content has never been easier to create. Be it something as large as a 3,000-word blog post or as tiny as a 320-character meta description, your content strategy should be nimble enough for your team to quickly audit every asset, optimise it for an immediate boost in organic ranking and fine-tune it in the future as algorithms change.

OK, fine. Here’s a “Die Hard” .GIF.

from http://bit.ly/2PQb2sq

[fmservers]

Transportation Weekly: Didi woes, how Nuro met Softbank, Amazon’s appetite

Welcome back to Transportation Weekly; I’m your host Kirsten Korosec, senior transportation reporter at TechCrunch. This is the second edition and seriously people, what happened this week? Too much. Too much!

Never heard of TechCrunch’s Transportation Weekly? Catch up here. As I’ve written before, consider this a soft launch. Follow me on Twitter @kirstenkorosec to ensure you see it each week. (An email subscription is coming).

Off we go … vroom.

ONM …

There are OEMs in the automotive world. And here, (wait for it) there are ONMs — original news manufacturers. (Cymbal clash!) This is where investigative reporting, enterprise pieces and analysis on transportation lives.

This week, we’ve got some insider info on Didi, China’s largest ride-hailing firm. China-based TechCrunch reporter Rita Liao learned from sources that Didi plans to lay off 15 percent of its employees, or about 2,000 people this year. CEO Cheng Wei made the announcement during an internal meeting Friday morning.

Read about it here.

Didi’s troubles with regulators and its backlash from two high-profile passenger murders last year don’t exist in a vacuum. Their struggles are in line with what is happening in the ride-hailing industry, particularly in more mature markets where the novelty has worn off and cities have woken up.

For companies like Didi, Uber, Lyft and other emerging players, this means more resources (capital and people) spent working with cities as well as looking for ways to diversify their businesses. All the while, they must still plug away at the nagging problems of reducing costs and keeping drivers and riders.

Just look at Uber. As Megan Rose Dickey reports, Uber’s stiff losses continued in the fourth quarter. The upshot: Its losses can be attributed to increased competition and significant investment in bigger bets like micro mobility and Elevate. And apparently legal fees. Uber, The Verge reports, sued NYC on Friday to overturn a law that caps drivers.

Dig In

This week, TechCrunch editor Devin Coldewey digs into the development of a system that can estimate not just where a pedestrian is headed, but their pose and gait too.

The University of Michigan, well known for its efforts in self-driving car tech, has been working on an improved algorithm for predicting the movements of pedestrians.

These algorithms can be as simple as identifying a human and seeing how many pixels move over a few frames, then extrapolating from there. But naturally, human movement is a bit more complex than that. Few companies advertise the exact level of detail with which they resolve human shapes and movement. This level of granularity seems beyond what we’ve seen.

UM’s new system uses LiDar and stereo camera systems to estimate not just the trajectory of a person, but their pose and gait. Pose can indicate whether a person is looking towards or away from the car, or using a cane, or stooped over a phone; gait indicates speed and intention.

Is someone glancing over their shoulder? Maybe they’re going to turn around, or walk into traffic. This additional data helps a system predict motion and makes for a more complete set of navigation plans and contingencies.

Importantly, it performs well with only a handful of frames to work with — perhaps comprising a single step and swing of the arm. That’s enough to make a prediction that beats simpler models handily, a critical measure of performance as one cannot assume that a pedestrian will be visible for any more than a few frames between obstructions.

Not too much can be done with this noisy, little-studied data right now, but perceiving and cataloguing it is the first step to making it an integral part of an AV’s vision system.

— Devin Coldewey

A little bird …

We hear a lot. But we’re not selfish. Let’s share.

Every big funding round has an origin story — that magic moment when planets align and a capitally-flush investor gazes across a room at just the right time and spots the perfect company in need of funds and guidance.

One of this week’s biggest deals — see below — was the $940 million that Softbank Vision Fund invested in autonomous delivery robot Nuro. How (and when) Nuro met Softbank is almost as big a story as the funding round itself. OK, well maybe not AS BIG. But interesting, nonetheless.

It turns out that Cruise, the self-driving unit of GM, was in early talks with Nuro, but the parties couldn’t quite meet in the middle, people familiar with the deal told me. Sources wouldn’t elaborate whether Cruise was seeking to acquire Nuro or take a minority stake in the company.

It all worked out in the end, though. The folks at Cruise introduced Nuro to Softbank. That means Cruise and Nuro now share the same investor. Softbank agreed in May 2018 to invest $2.25 billion in GM Cruise Holdings LLC.

Got a tip or overheard something in the world of transportation? Email me or send a direct message to @kirstenkorosec.

Deal(s) of the week

We have a tie this week, which began with news that Softbank’s Vision Fund invested in autonomous delivery robot Nuro. The week closed with electric automaker Rivian announcing a $700 million funding round led by Amazon.

First Nuro. Michael Ronen, managing partner at SoftBank Investment Advisers, and the same person who was a big part of its investment in Cruise, told TechCrunch that the winners in this market will need to address a diverse mix of technological questions. In his view, that’s Nuro.

“Nuro has built a team of brilliant problem solvers whose combined backgrounds in robotics, machine learning, autonomous driving and consumer electronics give them a compelling advantage,” Ronen said.

Amazon’s investment in Rivian is important, particularly when you step back and take a more holistic and historic view. Consider this: The logistics giant stealthily acquired an urban delivery robot startup called Dispatch in 2017 (a discovery Mark Harris made and reported for us last week). Amazon showed off the fruit of that acquisition — its own delivery robot Scout — in January 2018.

Last week, self-driving vehicle startup Aurora raised more than $530 million in a Series B funding round led by Sequoia and with “significant” investments from Amazon and T. Rowe Price. Now, Amazon is backing Rivian.

Based on the deals that we know about, Amazon’s hands are now deep into autonomous delivery, self-driving vehicle software and electric vehicles. Let that sink in.

Other deals that got our attention this week:

Autonomous truck startup TuSimple hits unicorn status in latest round

AV shuttle company May Mobility raises $22 million: We talked to May’s Alisyn Malek (watch for this)

C2A raises $6.2 million for its in-car cybersecurity platform

Audio tech supplier to Rolls Royce and Xiaomi secures another $13.2 million

BeliMobilGue raises $10M for its used-car sales platform in Indonesia

WiTricity acquired some IP assets from Qualcomm that gives the company more than 1,500 patents and patent applications related to wireless charging. Qualcomm Inc. is now a minority WiTricity shareholder.

Snapshot

Sure, TechCrunch focuses on startups. Why auto loans? Because auto loan data can be one of the canaries in the coal mine that is the automotive industry and on a larger scale, the economy.  And, delinquency rates ripple through the rest of the transportation world, affecting public transit and ride-hailing too.

The New York Federal Reserve this week released a collection of economic data, including auto loans, which have been climbing since 2011. Auto loans increased by $9 billion this year, a figure boosted by historically strong levels of newly originated loans that will put 2018 in the record books. There were $584 billion in new auto loans and leases appearing on credit reports in 2018, the highest level in the 19-year history of the loan origination data.

Why I’m watching this? Because according to the Quarterly Report on Household Debt and Credit:

The flow into 90+ day delinquency for auto loan balances has been slowly trending upward since 2012

Serious delinquency of auto loans held by borrowers under 30 years old between 2014 and 2016 rose (see chart)

Rising overall delinquency rates remain below 2010 peak levels. However, there were more than 7 million Americans with auto loans that were 90 or more days delinquent at the end of 2018

Tiny but mighty micro mobility

It was a bit quiet on the micro-mobility front this week, but here’s what jumped out. Unsurprisingly, San Francisco denied Lime’s appeal to operate electric scooters in the city. This is the same decision the city landed on pertaining to both Uber’s Jump and Ford’s Spin appeals. On the bright side for these companies, there may be hope for them to deploy scooters during phase two of the city’s pilot program, which starts in April.

Also in the SF Bay Area, Lyft donated $700,000 to TransForm, an organization focused on improving access to transportation in underserved areas throughout California. In partnership with Oakland Mayor Libby Schaaf, Lyft and TransForm will invest in a free bike library and community “parklets” in Oakland, Calif.

Meanwhile, over in Tel Aviv, Lime deployed its electric scooters, joining electric scooter startup Bird. Lime also reportedly plans to deploy its scooters throughout the country of Israel. Next up will be cities in the Gush Dan region.

In case you thought e-scooters were a new thing, here's a lady riding one in 1916. Timing is everything.https://t.co/bb6NtmThTC pic.twitter.com/UyzIKapbk3

— David E. Weekly (@dweekly) February 15, 2019

Also in micro mobility …

We read corporate updates to terms of service in our spare time. And this week, Skip sent out an update that included an interesting nugget. It reads:

We’ve updated specific provisions on camera footage. We’ve updated and made more clear that our scooters may be equipped with video camera equipment which we may use to help ensure that our scooters are used properly and in accordance with laws, rules, regulations and policies, to protect against crimes such as theft and vandalism, to help us determine if scooters are being used properly at speeds, locations and on surfaces that are proper and allowed as well as to improve our Services.

In December, Skip unveiled two new scooters — one with a rear-facing camera. The company tested 200 of these scooter in Washington, D.C. (and later rolled out to San Francisco) to monitor whether people were riding on the sidewalk and generally riding safely. At the time, Skip said it wasn’t sure what it would do with the data collected from the cameras.

In other words, Skip’s cameras are on. How they intend to use that data — whether via a warning to the rider, a message after the ride is complete, or remotely slowing the scooter down, isn’t clear.

One startup that is poised to capture this new market of scooter accountability is Fantasmo. The augmented reality mapping startup has a new scooter positioning camera that captures video and then matches that against a map to reliably identify how the scooter is being used. Fantasmo’s camera system is not being used by Skip.

Notable reads

If you’re waiting for the big autonomous vehicle disengagement hot take story from me, you’ll be waiting for awhile. Let me explain.

This week, the California Department of Motor Vehicles released the “disengagement reports” of autonomous vehicle companies with permits to test on public roads in the state. These reports are meant to track each time a self-driving vehicle disengages out of autonomous mode. There are 48 companies that issued reports, which when you combine all the data, drove more than 2 million miles on public roads in autonomous mode between December 2017 and November 2018. That’s a four-fold increase from the year before.

Companies that receive AV testing permits in California, which are issued by the DMV, are required to submit these annually. It’s not that these reports are worthless. They are useful to determine if a company is ramping up its testing on public roads, adding more AVs to its fleet, helpful for spotting trends like ‘why did disengagements suddenly end?’ or to determine if a company is even testing anymore.

And I’ve discovered some interesting information that will become bigger stories or end up as footnotes in the world of AVs. (For instance, Faraday Future says it will begin testing on public roads late this year).

But disengagement reports are not a meaningful way to make comparisons on how companies stack up against each other. Why? Because it’s not an “apples-to-apples” comparison for one, companies report the data in different ways and there is no transparency into the specifics of when and where each disengagement occurred.

Another problem is the miles-per-disengagement figure that we (the media) typically focus on. This data isn’t super useful on its own. This shouldn’t be treated like a report card. As one engineer told me once, you learn only from occasions in which the system does, or wants to do, something different from a good human. The smart AV companies will take the disengagement data and combine it with other information taken from simulation and other forms of offline testing.

The “miles per disengagement” data point doesn’t start to mean anything on its own until a company reaches the validation phase, which is when miles driven are the truest representation of naturalistic driving in the domain and application of interest. How many are at this point? I’m hearing one or two.

Testing and deployments

Much of the talk and marketing materials around flying cars, or eVTOLs, focuses on well-dressed business folks standing on top of skyscrapers, preparing to be whisked away — up and over the terrible traffic below. Other startups have focused on last-mile delivery. But what about long-distance cargo delivery to remote and urban areas?

Elroy Air is one company that is working on this problem. The San Francisco-based startup has been developing an autonomous vertical takeoff and landing cargo transport system that can operate outside of airport infrastructure and carry up to 500 pounds of cargo over 300 miles. Elroy Air just closed a $9.2 million round that included investors Catapult Ventures, Levitate Capital, Lemnos, Precursor Ventures, Haystack, Shasta Ventures, Homebrew, 122West, Amplify Partners, Hemisphere Ventures, the E14 Fund and DiamondStream Partners.

The company said this week it will begin testing its unmanned vertical-takeoff-and-landing drone for commercial deliveries — called the Chaparral — this year and launch a commercial shipping service  in 2020.

These vehicles will be monitored by trained operators at all times during the testing phase, the company said.

On our radar

Let’s not forget that people are using buses and trains everyday. Not in a year. Not in 10. Right now. These transit systems, many of which need expensive upgrades, carry millions of people every day. One of the more interesting examples of the challenges with transit is the L train shutdown in New York.

The Metropolitan Transportation Authority needs to repair a subway tunnel under the East River and initially had planned to shut down the entire tunnel for 15 months, starting in late April. The L train carries 275,000 people between Bedford Avenue in Brooklyn and Eighth Avenue in Manhattan, the effected section, every day.

New York Gov. Andrew Cuomo intervened and now there’s a new plan, which involves running trains through one tunnel tube while repairs are carried out in the other tube. The NYT has the back story.

There’s an upcoming “L Train Shutdown” event this month in Brooklyn that we’re keeping an eye on. URBAN-X, the startup accelerator backed by automotive brand MINI, is hosting a discussion on the future of the L-train and alternative modes of transport. Some interesting folks will be participating, including Lime’s chief program officer Scott Kubly. The event will be held 6:30 pm to 8:30 pm, Feb. 19 at A/D/O, 29 Norman Ave, Brooklyn, NY.

Thanks for reading. There might be content you like or something you hate. Feel free to reach out to me at kirsten.korosec@techcrunch.com to share those thoughts, opinions or tips. 

Nos vemos la próxima vez.

Via Kirsten Korosec https://techcrunch.com