Content marketing is not hinged on inspiration. There’s a method to the madness. This means there should be a system in order for it to be managed, monitored, and measured effectively. As with any system, part of what makes it effective is taking the time to evaluate what’s working and what’s not.
The best way to assess whether or not your system is working is by taking an audit. While this can sometimes be a scary word, audits are part of every healthy business. They provide clarity by forcing us to take a different look at our strategy. They help us identify problems or breakdowns in the system. In terms of content, audits help us pinpoint problems and seize opportunities to repurpose latent content. They also help us identify any content gaps between what we’re producing and the questions our audience is asking.
The problem is that when it comes to assessing our content marketing efforts, no one really knows what to do.
What does a content marketing audit look like?
Last week our team released a presentation with a simple look into the seven characteristics of an effective content marketing audit:
When you take the time to evaluate your current content marketing efforts in a way that meets each of these requirements you gain a new perspective. This perspective will give you the clarity to see what’s going well, what needs improvement, and how a brand, business, or cause can get from where you are to where you want to be. If you want to continue to see a positive ROI from your content marketing, it’s important to regularly take time evaluate, adjust, and modify your strategy.
Has your brand, business, or cause ever taken the time to do a content audit? What did you find?