Whether you’ve been using content marketing for quite a while or are just getting started, it’s important to take some time to analyse your efforts to make sure they are paying off. A content audit can help you identify what you are doing well and where you can improve to make your marketing more effective.
While an in-depth content audit should be done periodically, this simple process can give you a quick glimpse into how well your content marketing is performing so you can stay on track for success.
Check your Content Types and Audience’s Needs
First, make a list of all the content types you are currently using. The list could include things like blog posts, articles, infographics, videos, images, ebooks, white papers and any other type of content you currently produce.
Then, with your market’s needs in mind, ask yourself if these kinds of content will serve your audience. Are you able to attract the right people and meet their needs with the kind of content you are using? Make sure you are using the right content for your market’s needs.
Analyse your Topics in Relation to your Market
Now, look closely at the kinds of topics you use for your content. A simple way to do this is to look back at your most recent pieces and make a general list of the topics you have covered. With this list in front of you, check to make sure you are addressing topics your target market would be interested in. This is highly important, as the right topics can help you attract an audience, maintain attention and achieve your marketing goals.
Review your Publishing Platforms
Look at where you are publishing your content. Most businesses rely on things like their blog, industry websites, various social media networks and other third-party websites to help them get their content out there where their market will see it.
It’s essential that your channels match your market if you want your content marketing to work. In other words, if you aren’t publishing your content on channels your market is paying attention to, your efforts won’t bring results. Do some research to find out where your market hangs out online and even do surveys and polls to find out where your customers would like to connect with you so you can find the best platforms for your market.
Consider your Calls to Action
Your content marketing should inspire your audience to do something. In some cases, you may simply be striving to provide value and raise awareness and in other cases you may be asking people to visit your website, make a purchase or complete another action.
Look at your content and identify the calls to action you are using. If you aren’t able to find any, then you need to revisit your strategy and decide what you want your content to encourage people to do. Make sure the calls to action you are using support your overall marketing goals and make changes where necessary.
This quick content audit will help you discover if your content marketing is moving in the right direction. It can help you uncover areas that need improvement and help you decide where you need to make changes to see more success.