Here at Incognitus, we adopt a marketing philosophy and methodology called Inbound.
Content is essential to the Inbound Approach. However, developing new content is expensive. The best way to start is by identifying your available content and leveraging it to generate return on investment.
A content audit helps you collect and review assets such as videos, blog articles, social media posts, podcasts, events and web pages. Doing a content audit provides you with a clear roadmap for your content strategy. It will help you identify any gaps in the existing content, create a plan to improve performance and discover quick wins.
How do you do a Content Audit?
Before you begin, get the rest of your team onboard. Explain to them what you are doing. Let them know how and why this will be beneficial for your company. A content audit will involve acquiring information from different sources and getting the input of your board, marketing, sales and service teams will be valuable.
1. Identify Assets
Using a content audit checklist, identify your company's content resources. Your online content includes your website copy, newsletters, email and online sales documents. You can look into your printed collateral and proposal templates for offline content. Don't forget to talk to the different departments and teams, as you may not be familiar with all the resources. Remind them to review your website and internal communications for other content pieces.
2. Categorize Content
Now that you know what content is available to you, the next step is to categorize your resources. Here are some guide questions you can use, to help with the classification process:
- What format is it in?
- Who is using it?
- Is it gated content?
- Where does it fit in your Buyer's Journey?
- How old is the content?
- For what purpose was it made?
- Is it still accurate and up to date?
3. Review Content Performance
Content is the backbone of a successful Inbound Campaign. Our goal with this step is to get a holistic view of the different content resources and how they are fairing. Reviewing the current status of your content will allow you to upgrade your assets. This can be done through information updates, changes in format or gating content,
For online assets, you may use tools like Google Analytics, HubSpot, Youtube, other social media platforms, email software and your company's customer relationship management tool or CRM. For offline assets, interview the people in your company and your customers. Find out how they use the content, which resources do they refer to the most and which assets they find most helpful when approaching prospects.
4. Recommend Upgrades
This last step will guide you through identifying the resources which can be revamped quickly to help generate quick wins. Use the questions below to help shape your recommendations:
- Can it be compiled and edited together with other pieces of content?
- What channels are being used to distribute this?
- Is it helping an individual identify a goal or challenge?
- Is it focused on different solutions that can be considered?
- Is it helping them make a purchasing decision?
- Is there someone who can update this content internally?
When you have your recommendations in place, discuss your findings with your team. Ask for their inputs and decide on your next actions towards building your content bank!