Is your content performing?
Do you use content marketing to reach your audience, build brand awareness and engagement, and drive leads and sales? If you do, are you sure that the time and effort you’re putting into your content is delivering the ROI it should? We can help you understand the impact of your content marketing with our detailed content audit.
Because of the wide scope of content marketing, covering multiple platforms and media, it can be difficult to organise and make it effective. Even if you’re creating consistently high quality content, is it what your audience wants? And is it organised and promoted in a way that will ensure people see it and engage with it? A content audit is the best way to get a clear view of your content marketing efforts and understand its performance and areas that need improving.
A content audit helps you understand your current content, and can inform and shape how you approach content marketing in the future. With a content audit you’ll understand:
- What’s working and what isn’t
- Whether your content is connecting with your audience
- If your content marketing is helping you achieve your objectives
- How your content stacks up against your competitors
- What needs to change to make your content successful
- How to make the necessary changes to your content
What does a content audit tell you?
Think of a content marketing audit as a 360 view of your content. Depending on the scope of the project we may look at your website, offsite activity, your social media channels and anywhere else that you create content online for people to consume.
Simply publishing content regularly isn’t enough to make your content marketing successful. In fact publishing too often may not be helping you. We’ll dig deep on your activity and give you a report that shows you in detail what’s working and what’s not. You’ll also have easy to digest topline information for reporting back to internal stakeholders.
Some of the areas we’ll look at include:
- Publishing frequency – Are you creating the right amount of content for your publishing platforms?
- Content quality – This includes adherence to best practice for specific platforms, but also the overall quality of the content in terms of production quality.
- Content relevance – Are you making the kinds of content your audience actually want?
- Content performance – How is your content performing and what does that look like compared to competitors?
- Impact of paid media – Are you using paid media effectively to ensure your content is seen?
- Gap analysis – Where are the holes in your content currently, and what can be done to fix the problem?
- Sentiment analysis – Are people reacting positively to your brand and its content?
- Content ROI – Can we track the impact your content marketing is having on actual sales, or against other marketing metrics and KPIs? If not, how can we make sure you can measure ROI effectively?
Your content audit will give you a detailed breakdown of all this and more, then offer a roadmap for suggested improvements and further work needed to be carried out to make your content marketing have real impact.