Speaker: Rachel Lovinger, Experience Director, Razorfish

If you're just using your content audit to get an inventory of the content assets you have, you're doing it wrong. It should be like peeling back the layers of an onion, so you can gain deep insights from your current content and the content your organization has created in the past. In this session we'll talk about the layers of analysis you can do on your content to dig deep, get a better understanding of your business, and transform the way you think about content marketing.

Take-aways:

• What do you stand to learn about your business with a content audit?
• What questions should you be asking about your content?
• What tools and data are available to help analyze your content?