How Much Content Do I Need?
Performing a Content Audit is the second step in developing your Content Marketing program. Once you have validated the Content Pillars and you know the topics you want your content to cover, you need to assess what content you already have that can be used to jump start your program. Many companies are pleasantly surprised by how much content they already have that can be repurposed and used to fuel their efforts.
What To Expect
Our Content Audit methodology involves taking an inventory of all of your online assets, including page copy, images, infographics, videos, webinars, newsletters, whitepapers, podcasts, etc., and all offline assets, including advertising, brochures, conference collateral, presentations, press releases, etc. We document where the asset is published (online) or where it was distributed (offline), format, date produced/updated, primary topic(s) covered, and associated metrics (e.g. for online assets we may want to document views or downloads).
Once we have complete view of what content is available, we assign each asset to one of your Content Pillars. In some cases, an asset may cover a broad enough series of topics that it can be associated with more than one Content Pillar. The key here is to determine where you have gaps in your content library. You may have plenty of written assets on a topic but need to create something more visual for a specific distribution channel. For example, we have a furniture restoration client who writes a very popular weekly blog about where she finds her pieces but was able to significantly increase her client base by documenting the restoration process with pictures and video and publishing via Instagram and You Tube.
A Content Audit is a high value exercise because it provides you with insight into your existing content’s strengths and weaknesses, enabling you to determine what content to produce more of if it’s working, or retire if it’s not. A Content Audit also gives you a view of the all content being produced across your entire organization, allowing you to evaluate if your messaging is consistent. At the completion of the auditing process you will have two critical pieces of information. One, what content do you own that you can use immediately, or repurpose with some slight reformatting, to kick off your Content Marketing program. Two, where are the critical gaps in your content library that you need to prioritize and focus on filling in order to meet your audience’s needs.
To learn more about how to Content Marketing can build your business, feel free to contact us with your questions.