Hidden Facts About Content Audit For Marketers
A content audit involves assessing the performance of content against set objectives, mapping out learnings and developing a plan to implement content improvements.
- Content performance versus targets: checking how content is working against the targets and objectives you’d set for it
- Setting rolling objectives: reviewing objectives in light of the performance e.g. if the target was over-exceeded, set tougher targets going forward
- Key learnings: identity what worked well and aim to repeat or improve on it, identify content that didn’t work and reduce this type of content
- Improve and optimize: an action plan to put the key learnings into practice
How to conduct a content audit?
- Measure specific moments in time for each audit and keep them consistent – e.g. 1 per quarter
- Refer back to your annual goals or objectives and assess progress towards these goals – adjust goals if needed
- Review the content formats and types over the past period and assess the successes or failures of these
- Be sure to put narrative around your findings and don’t just report stats
- Review your other digital platforms e.g. website/shopping cart and assess the referrals from your content
- Research into the various social media platforms to identify any new innovation to leverage
- Consider the successes or failures of your language/tone with customers
- Review your social listening to determine if there’s anything new to be factored into your content
Why is it important?
Auditing your content regularly will assess if your KPIs are being met and if you’re reaching your business objectives. It also allows for helpful benchmarking on an ongoing basis. This can vary from website performance to positive social content engagement. It’s also beneficial to review the tools you’re using, how you could innovate formats and if the language you’re using with audiences is resonating.
It is recommended to conduct monthly content reports. These would be a much more abridged tracker for you to keep on top of what’s happening in your content efforts month on month and can allow for earlier detection of successes or failures within the content. These are also handy for sharing with other marketing effort stakeholders within a business.
- Key metrics: based on your objectives these could be: audience, reach, engagement, views, clicks, conversions
- Most successful content: again, success here is determined by your objectives e.g. reach would be a good metric for brand awareness
- Least successful content: look at this as an opportunity to trim the fat and eliminate what’s not working from your content plan – be as honest as possible with this
- Learnings: how can next month’s content be better, are you noticing any month on month trends worth highlighting?
- Aligning business activities: what else is happening in your business and how can content marketing further support overarching business goals?
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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