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39-content-audit

Dung khi cuoi thang can biet bai nao work bai nao khong va TAI SAO — phan loai winner/loser theo phan vi, tim pattern theo pillar, format, hook, gio dang va do dai. Kich hoat khi user nhac 'audit content', 'content nao dang work', 'bai nao hieu qua', 'danh gia noi dung thang', 'tai sao bai nay vieu', 'review content'. Khong dung cho — lap plan ky sau tu ket qua audit thi dung skill 40-next-content-plan; viet bao cao trinh sep thi dung skill 07-bao-cao-marketing.

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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)

KenhNguon dataMetric can lay
Facebook / InstagramMeta Insights (export post-level)Reach, impressions, ER, click, save, share
TikTokTikTok AnalyticsViews, watch time, completion rate, share, follow tu video
EmailPlatform email (Brevo...)Open rate, CTR, unsubscribe
LeadsCRM / form / inboxLead ghi nguon content

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:

TrucCau hoi
PillarWinner don vao pillar nao? Pillar nao khong co winner nao?
FormatVideo / carousel / static / text — format nao thang?
Hook typePain / curiosity / con so / contrarian / ket qua truoc — hook nao giu chan?
Gio dangKhung gio nao ra winner?
Do daiNgan hay dai thang — theo tung kenh?

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

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