How to do a content audit?
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The document outlines the importance and steps of conducting a content audit, including inventorying existing content across various platforms like blogs and social media. It emphasizes measuring performance through metrics such as engagement and leads, and suggests leveraging different teams for additional content. Finally, it encourages taking action based on the audit results to improve content effectiveness.
How to do a content audit?
- 1. Why do a content audit?
- 2. 2 How to do a content audit? 3 steps to perform a content audit
- 3. Inventory check of the ingredients required in the recipe 3 Audit of your existing pieces of content blog website social ebooks video • How frequently do you publish on your blog? • What information about your products do you have here? • What content are you publishing on other social channels? • The mother of all content could just be here • YouTube, Vimeo or other players do you have available here?
- 4. Different teams that you can leverage 4 Audit of your existing pieces of content events pr marketing • Is there events that you are running with your teams? • Any press- releases that your PR team can share with you? • Depending on how structured your marketing teams, there may be product marketers, trade marketers or even vertical marketers who will have material that you can convert into content.
- 5. 5 Measure the performance of the current content Taste test
- 6. 6 Taste test A couple of different measurement options reach nurture engagement leads • New audience, • Return visit • Time on site • Social shares • CTR • Engagement Rate • Leads • Conversions • Sign-ups • Downloads
- 7. 7
- 8. Serve your dish and get feedback from your guest Take action Do you need more content or will the current content work? 8
- 9. 9 Recap of how to do a content audit 1. Audit of your existing content 2. Measure the performance of your current content 3. Take action
Editor's Notes
- #2: To start the cooking process, it is to prep by having your ingredients in front of you before you start cooking.
- #4: Auditing of your current content Audit of the existing content the client have to determine the opportunity. Does the client have content from these source? Frequency that the pillar is updated? Guide of what falls in which pillar Blogs Websites or microsite Social – Twitter, Facebook, LinkedIn. Is an employees publishing on LinkedIn long form? Whitepapers Is there an infographic produced Video Does the client have a YouTube channel? Notes: Remove the pillars that are not relevant
- #5: Auditing of your current content Audit of the existing content the client have to determine the opportunity. Does the client have content from these source? Frequency that the pillar is updated? Guide of what falls in which pillar Blogs Websites or microsite Social – Twitter, Facebook, LinkedIn. Is an employees publishing on LinkedIn long form? Whitepapers Is there an infographic produced Video Does the client have a YouTube channel?
- #6: How is the performance of the content on other channels? Like cooking it is taste testing before you put out the final dish. Learn from the good and bad, like me making my mutton curry. The first time I made it, it went ok. It was a lot of referring to the recipe at every step. I was not confident about what I was doing. Same thing with content marketing. For the content on your repository, how did it perform? For the one’s that worked well, did the content deliver against its KPIs ie drive the leads that it was intended to? Maybe the content was aimed at upper funnel metrics, like awareness. Did your content drive significant engagement for your brand? All these questions is essential to understand the performance of your current content and to help understand the gap from your current content. Going back to cooking, salt is essential – even if you don’t want to have a lot or have a little it is essential in cooking. We never know how much is required until we taste test it. Add: types of measurement
- #7: A couple of different measurement you could look at
- #8: Being very clear about the performance
- #9: 3. Take action.