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Have Your Audited Your Content?

You may have heard that content is king and you need to your customers interested in your products and services by creating it – but how do you know that you’re creating content that the customer wants? How do you know how much content and what types you have created, and if there are any holes in your content marketing strategy? Here is where a content audit comes in handy.

According to Christopher Detzi, a comment audit can be used to determine 4 things:

  1. Reveal the true scale of the website’s content (there was less than we thought).
  2. Clarify and refine the project scope (it took on a different focus than we had expected).
  3. Facilitate strategic discussions about design objectives and direction (which were different from what our stakeholders had imagined).
  4. Establish a common language for the team to use throughout the project (which was more complicated than we had anticipated).

Your analysis of your marketing content must be both quantitative and qualitative to be effective – that is, you need to determine how much content you have and what types of content you have. The content audit above is a great place to start when trying to determine the content types. You can further break your content down by what category it falls under (for example, internet marketing content might further be divided into SEO content, PPC content, and social media marketing content). This should help you get a clearer picture of what you already have and key areas you want to focus on that you may have missed, or don’t have a lot of. After your audit, revise your strategy accordingly and don’t forget to track it with your SEO tools to make sure that it’s having the intended effect.
Have any personal tips on creating and curating content? Let us know in the comments.