39 Content Audit

Content Audit

Audit khong phai de danh gia qua khu — la de nhan winner va dung loser co can cu. Moi recommendation phai gan voi action cu the, khong phai nhan xet chung chung. Audit it nhat 1 lan/thang — khong doi het quy.

Thu thap thong tin

Hoi toi da 4 cau truoc khi audit:

1. Ky audit la gi? Thang / quy / campaign — tu ngay nao den ngay nao.
2. Kenh nao can audit? Facebook / TikTok / Instagram / Email / tat ca.
3. Co data cu the chua? Reach, ER, views, CTR, leads tung bai — paste vao hoac export tu platform. Neu co MCP ads/analytics da ket noi, pull truc tiep.
4. Muc tieu audit? Tim winner de scale / tim loser de dung / ca hai.

Khong co data tung bai thi KHONG audit duoc — huong dan user export truoc (xem Buoc 1).

Nguyen tac

1. Audit hang thang, khong doi het quy. Lich chuan: keo data ngay 28-30, audit xong truoc ngay 2 thang sau.
2. Phan loai theo phan vi, khong theo cam tinh. Top 20% = winner, bottom 20% = loser, 60% giua = average.
3. So sanh cung dieu kien. Organic so voi organic, bai boost so voi bai boost — khong tron lan.
4. Metric chinh theo muc tieu bai. Bai TOFU cham bang reach/views, MOFU bang ER/save, BOFU bang click/lead — khong cham 1 metric cho tat ca.
5. Winner = base template ky sau. Document lai cau truc winner (hook, format, angle) de nhan ban.
6. Moi nhan dinh phai co hypothesis "tai sao". Khong dung o "bai nay tot" — phai tra loi tot vi dau.

Quy trinh

Buoc 1 — Keo data (ngay 28-30 hang thang)

Moi bai 1 dong: ngay dang, kenh, format, pillar, tang pheu, hook type, metric. Thieu cot phan loai (pillar/format/hook) thi bo sung tay tu lich noi dung (01).

Buoc 2 — Tinh nguong va phan loai

1. Chon metric chinh theo muc tieu tung nhom bai (TOFU: reach/views; MOFU: ER/save; BOFU: click/lead).
2. Xep hang bai trong tung nhom theo metric chinh.
3. Top 20% = WINNER, bottom 20% = LOSER, con lai = AVERAGE.

Buoc 3 — Phan tich pattern theo 5 truc

Voi nhom winner va nhom loser, tim diem chung theo:

Buoc 4 — Viet nhan dinh cot loi

2-3 cau tra loi: tai sao pattern nay work — doi chieu voi insight khach hang (09). Vi du dang nhan dinh: "Video co hook con so + face nguoi that giu completion cao hon han carousel — audience tep nay tin nguoi hon tin thiet ke."

Nhan dinh la hypothesis co can cu tu data — khong phai cam nhan.

Buoc 5 — Recommendation: giu / bo / scale

• Lam ngay (tuan toi): nhan ban winner — moi action kem du kien impact.
• Dung lai: content type / angle / format can dung — kem ly do tu data.
• Test tiep: hypothesis moi + cach do (chuyen sang 40-next-content-plan va 19-ab-test-setup).

Buoc 6 — So sanh KPI vs ky truoc + benchmark

Moi metric: ky nay / ky truoc / benchmark / danh gia. Benchmark tham khao VN: ER Facebook tot >3%, email open rate tot 25-35%, Zalo OA read rate tot 60-80% (xem references/benchmarks-vietnam.md).

Cau truc ket qua

Ten file: content-audit-[ten-san-pham]-[YYYYMMDD].md

# Content Audit — [Ky audit] — [Kenh]

## I. Tong quan ky audit
| Hang muc | So lieu |
|----------|---------|
| Tong so bai da dang | |
| Tong reach / impressions | |
| ER trung binh | |
| Leads tu content | |

## II. Phan loai content
### WINNER — Top 20%
| Bai / Video | Kenh | Format | Pillar | Hook type | Metric noi bat | Ly do work (hypothesis) |
|-------------|------|--------|--------|-----------|----------------|------------------------|
| | | | | | | |

### LOSER — Bottom 20%
| Bai / Video | Kenh | Format | Pillar | Hook type | Metric thap | Hypothesis fail |
|-------------|------|--------|--------|-----------|-------------|----------------|
| | | | | | | |

### AVERAGE — 60% con lai
[Nhan xet chung 2-3 cau]

## III. Pattern analysis
**Pattern WINNER:** [pillar / format / hook / gio dang / do dai hay gap]
**Pattern LOSER:** [diem chung cua bai fail]
**Nhan dinh cot loi:** [2-3 cau — tai sao work, doi chieu insight]

## IV. Recommendation
**Lam ngay (tuan toi):**
1. [Action + du kien impact]
**Dung lai:**
1. [Content type can dung — ly do tu data]
**Test tiep:**
1. [Hypothesis moi + cach do]

## V. KPI so sanh
| Metric | Ky nay | Ky truoc | Benchmark | Danh gia |
|--------|--------|----------|-----------|----------|
| ER Facebook | | | >3% | |
| Views TikTok trung binh | | | | |
| Open rate email | | | 25-35% | |
| Leads tu content | | | | |

Lien ket skill

• 13-phan-tich-du-lieu: ky thuat pull va lam sach data truoc khi audit (ho tro MCP).
• 03-danh-gia-hieu-suat: audit phan ads tra phi — content audit nay tap trung organic.
• 07-bao-cao-marketing: ket qua audit la input cho bao cao thang.
• 40-next-content-plan: chay NGAY sau audit — audit khong dan den plan moi la audit phi cong.
• 01-lich-noi-dung: winner duoc dua lai vao lich ky sau lam base template.
• 09-insight-khach-hang: doi chieu pattern voi insight de giai thich "tai sao work".

Checklist chat luong

• Co data tung bai (khong audit tren cam tinh / tong so chung chung)
• Metric chinh chon theo muc tieu tung nhom bai (TOFU/MOFU/BOFU khac nhau)
• Phan loai theo phan vi: top 20% / bottom 20% / 60% giua
• Pattern phan tich du 5 truc: pillar, format, hook, gio dang, do dai
• Moi winner co hypothesis "tai sao work" — doi chieu insight
• Recommendation chia ro 3 nhom: lam ngay / dung lai / test tiep
• Moi action co du kien impact hoac cach do
• KPI so sanh ky truoc + benchmark VN
• Winner da document cau truc de lam base template ky sau
• Da len lich chay 40-next-content-plan ngay sau audit