Kickstart your digital marketing plan
Benchmark your current performance and identify your best opportunities with
our free and easy-to-use template!
Many content audits are limited by just reviewing SEO or making an inventory of existing content. These are both important, but to improve your content to make it more valuable to your business AND your audience, we recommend a complete 360-degree content audit [link] covering all aspects of content effectiveness.
Our content audit is different since it helps you get more value from your content by improving each of these crucial elements of content effectiveness:
Complete our Quick Win on how to successfully do a 360 degree content marketing audit.
If you’re asked these questions or you are defining what YOU need to get out of a content audit, then think about the improvements you’re looking to make across the funnel.
Here are some of the many practical benefits of a content audit grouped by different parts of the marketing funnel of the Smart Insights RACE planning framework.
The insight from the content audit will show you opportunities to:
For a structured business case, you may need more formal benefits. The data and insights from an audit provide a strong business case to internal stakeholders for initial or further investment in content resources. Investment can be difficult to justify particularly as much of the contribution made by content to the sales funnel may not be immediate, particularly in the case B2B, where sales cycles are long and complex. Not presenting a strong enough business case is often cited as the number 1 reason for a lack of content investment and thus the content audit plays a critical part in strengthening the case for content investment Let’s be clear about the business benefits of the content audit:
- Relevant and timely
- Clear and compelling: it tells a story that people understand and
- High Quality: It is interesting, well produced with substance
- Accurate: it is accurate, underpinned by accurate data
- Can we repurpose any of the existing or out of date content? This approach can be hugely valuable for content previously discarded and can immediately add value
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Start the discussion on our community and social networks
Recommended Blog Posts
Create a strategic plan for getting the most out of your content marketing, including the best tools to use With 91% of B2B and 86% B2C marketers currently using content marketing, there is no doubt that content accounts for a …..
These are the exact steps I took to see ROI in 3 weeks, not 18 months Since Bill Gates was (arguably) the first to popularize the phrase “Content is king” in a 1996 essay, the locution has been harped on …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Our compilation of the latest social media statistics of consumer adoption and usage Social networks are now so well established, that there is a core ‘top 5’ social networks that don’t change much from year-to-year. But, as we’ll see in …..
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups …..