CONTENT is the new buzz word, but why is it important?
In short, because current, authoritative and relevant content demonstrates knowledge and authority in a field. It is all about delivering expertise to the world … and branding. It shows others that you ‘know’ your field.
A content audit is a simple way to review the currency, relevance, reach and cut-through of the content you create. It will help you to make better decisions about your content mix.
Let’s look at just some of the steps for performing a basic content audit.
- Information channels - Identify the sources and channels currently used for knowledge and information pooling. Are they still cutting-edge? Are there better channels (traditional and digital) for sourcing information?
- Content selection criteria - Do these correctly filter material relevant to ‘what it is’ you do?
- Content turnaround times - From curation to publication, what is the average turnaround time? Is the material processed efficiently? Is it published in a timely manner?
- The interest test - Is your content compelling? Is it audience-relevant and beneficial?
- Content type bias - Is your material predominately video, written or image based? Is this optimal for your audience?
- Veracity - How correct is your content? What processes do you have in place for fact-checking and corrections?
- Sunset clause - Does material have a use-by date?
Platforms & delivery channels
- Capacity analysis - Identify current platforms, capacities and pathways for content delivery. Are there any gaps?
- Target audiences - Do these channels reach target audiences?
- Delivery integration - Do all of your delivery pathways work to reinforce each other?
- Strategic objectives - Review all of the above in the context of business and marketing objectives.
- Tactics - Do you have a plan? Is it cyclical, or flat? Are the tactics deployed reflective of this?
- Messages - Are your messages in line with these objectives and audience needs?
Analysis and outcomes
- Responses and feedback - What kind of response have you had from you audiences?
- Measuring traffic - Do you have ways to monitor and measure content traffic and response.
- Measuring cut-through - Did the content meet your specific goals – citations, audience increases, business leads or sales?
Keep it simple – audits do not need to be scary things. Nor should they be onerous or even report-based. Sometimes a staff meeting or a simple workshop is enough to better focus your content.