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10 reasons why you need a 360 degree Content Marketing Audit

RACE diagram


Increase leads and gross sales through the use of our full vary of beneficial instruments and strategies to audit your content material advertising and marketing effectiveness

Many content material audits are restricted by simply reviewing search engine optimization or making a listing of present content material. These are each vital, however to enhance your content material to make it extra priceless to your small business AND your viewers, we advocate an entire 360-degree content material audit protecting all facets of content material effectiveness.

Our content material audit is completely different because it helps you get extra worth out of your content material by bettering every of those essential components of content material effectiveness:

  • search engine optimization – improve rankings and technical high quality of content material for search engine optimization
  • Content protection – a conventional stock of varieties of content material to establish new content material wanted.
  • Impact of content material on leads and gross sales by integrating Google Analytics knowledge and reviewing UX to make enhancements to calls-to-action.
  • Content mapping to personas by means of the shopper journey.
  • Audience opinions and suggestions on content material.
  • Quality of content material for language, e.g. spelling, readability, and readability.
  • Social media, media interactions and sharing.

Complete our Quick Win on how one can efficiently do a 360-degree content marketing audit.

What’s the advantage of a 360-degree content material audit?

If you’re requested these questions or you’re defining what YOU have to get out of a content material audit, then take into consideration the enhancements you’re seeking to make throughout the funnel.

Here are among the many sensible advantages of a content material audit grouped by completely different components of the advertising and marketing funnel of the Smart Insights RACE planning framework.

RACE diagram

The perception from the content material audit will present you alternatives to:

Reach

  • Boost search engine optimization rating and visits by A. Creating new content material to focus on key phrases and B. Optimizing present content material to enhance rankings or entice visits from a broader vary of key phrases utilizing an SEO keyword gap analysis.
  • Identify alternatives to share widespread and efficient content material through extra acquisition channels, e.g. PR, Social media or paid media.

Act

  • Boost leads from new touchdown pages through the use of content material mapping to establish after which create new touchdown pages and content material to enchantment to completely different personas or completely different levels of the client journey. See how in our Quick Win information to boosting website leads.
  • Optimize present touchdown pages to scale back bounce price and improve lead conversion charges.
  • Improve content material high quality by A. Removing or B. Consolidating / merging content material.
  • Identifying enhancements to User Experience to function content material extra clearly on buyer journeys utilizing higher calls-to-action (CTAs).

Convert

  • Convert extra results in gross sales by figuring out prime content material varieties that affect conversion utilizing the VQVC metrics defined within the Quick Win information.
  • Identifying which content material to advocate to nurture prospects through e mail or on-site personalization.

Engage

  • Identify content material which inspires buyer loyalty and sharing.
  • Improve content material high quality which inspires advocacy and sharing.

Making the enterprise case for funding in content material

For a structured enterprise case, you could want extra formal advantages. The knowledge and insights from an audit present a powerful enterprise case to inside stakeholders for preliminary or additional funding in content material sources. Investment could be troublesome to justify notably as a lot of the contribution made by content material to the gross sales funnel might not be instant, notably within the case B2B, the place gross sales cycles are lengthy and complicated. Not presenting a powerful sufficient enterprise case is commonly cited as the number one purpose for a scarcity of content material funding and thus the content material audit performs a important half in strengthening the case for content material funding  Let’s be clear in regards to the enterprise advantages of the content material audit:

  • The baseline for present content material. An audit serves as a priceless reference level for all present content material throughout the content material administration and improvement course of. In observe, it unifies the content material course of making it simpler to venture handle and ship on the aims
  • The audit can be utilized for managing content material updates sooner or later. It gives a extremely environment friendly central database for managing third-party writers and content material contributors
  • Prioritization priorities could be outlined. The content material audit gives priceless insights on the place it’s worthwhile to prioritize
  • Customer journey evaluation and mapping. It gives a radical evaluation of all of the deeper content material, typically ignored, the place unknown issues within the buyer journey could also be hidden. Well designed and visual prime layers of web site content material could be hiding poor content material deeper under which is obstructing the industrial potential of your content material property and your skill to transform buyer curious about your small business
  • Valuable content material. It gives insights and understanding about which content material is effective and is performing nicely in opposition to the enterprise aims. Valuable content material could be outlined as
  • Useful to your viewers of enterprise colleagues or shoppers. It educates, informs and entertains and in consequence will get learn, shared and is acted upon, notably whether it is:

– Relevant and well timed

– Clear and compelling:  it tells a narrative that individuals perceive and
reply to

– High Quality: It is fascinating, well-produced with substance

– Accurate: it’s correct, underpinned by correct knowledge

– Can we repurpose any of the present or outdated content material? This strategy could be massively priceless for content material beforehand discarded and may instantly add worth.



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