//Simple Tips for Better Use of Your Content Audit

Simple Tips for Better Use of Your Content Audit

 

 

 simple-tips-better-use-of-your-content-audit "width =" 390 "height =" 215 "/> You've made content inventory, but now, follow these tips on what to look for in the data, how to find hidden content gems, and how to use them to guide your content marketing strategy. .</p><p> I will cover the practical steps to put the results of the audit into practice without overloading your team. Let's explore three areas: 1) what to look for, 2) what to follow and 3) what to do with the information you discover, including how to map your content. <br /> <span id=

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To watch for

Keep in mind several important points when evaluating data when checking content:

Do not make assumptions from data on the surface. Certain types of content or topics will produce high commitment volumes, but lower conversions. Evaluate content based on your strategic goals and how content topics and content types contribute to those goals.
Do not make surface assumptions from your #content audit, advise @PegMiller. #intelcontent Click to Tweet
Recognize the bosses. Search important topics for your target client. You may be tired of writing about some basic topics, but if this is where your customer lives, you must make sure to exhaust the subject.
Evaluate content from every angle Think of persona at content type, topics, industry, company size and how content supports your industry. 39, activity or your products. It is important to discuss the pain point and make it as relevant as possible for your desired client's point of view.

Before you can research strategic information it is necessary to define a measurement discipline within your organization. Here are several key areas that I want to measure and do with the information you collect during a content audit.

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What to Follow

Make sure your content audit followed these current statistics :

Overall Content Performance – Evaluates the activity of sessions, conversions, form fills, and so on.

For example, you can see how the traffic generated by the incoming content activity contributes to the completion of forms.

 total-content-conversion-fy18-fy19 "width =" 600 "height =" 368 "/></p><p><strong> Performance by content type – </strong> Follow the same statistics as above by content type (blog, guides, webinars, etc.) and analyze how each type contributes to the overall strategy.</p><p> <img class= Determine what content works well over time. Identify how long the new content needs to "take control" and start winning on the long tail.
Determines how long the new #content should gain on long-tail searches, says @PegMiller. Click to Tweet
Performance by theme – Determining the winning subjects .
Marketing Attribution – Determines how content (by campaign, subject, or type) contributes to pipeline and revenue. Use a marketing attribution tool, such as BrightFunnel (Paying), Bizarre (Paying), Engagio (paid) or LeadsRX paid), to help track the impact on revenues from sources and sources.
Evaluation by stage of purchase, through the characters – Examine the performance of the content in each area of ‚Äč‚Äčintervention. You can examine sales speed (number of days to close) and revenue performance. Here is an example from the Mura Experience Platform, which can be used on the Mura CMS (open source).

 mura's platform-experience "width =" 747 "height =" 520 "/></p><p> <strong> HAND-RELATED CONTENT: </strong></p><h2> What to do</h2><p> Let's discuss several ways to use what you learned during the audit to improve and exploit existing content:</p><p><strong> Promote the best performing content. </strong> Use a permanent approach to <a href= promote your most powerful content. Use intersite and social links to amplify them. Develop a rotation of social marketing schedules, which focuses on your first 50 blog pages, the top 10 "big rock" assets top 10 best-in-demand videos and webinars .
Improve ACTs. Once you understand the most powerful content, use heat maps to find out which calls to action work best in high-performance content and replicate the same CTA in content additional. My team found that, in blogs, online CTAs outperform the right rail CTAs by two to one. You should test this with your market and your audience to check.
Determines how long the new #content should gain on long-tail searches, says @PegMiller. Click to Tweet
Update of CTAs. When launching a large-scale asset, for example, revisit the relevant existing content to update the CTA so that it points to your most wanted and performing assets. With or without new content, it is advisable to review the CTAs every six months or so to make sure you are directing people to your current strategy.
Exploit the best topics. One of the best ways to take advantage of a content audit is to compile unique, high-performing content elements into large assets. On the other hand, you may be able to create derivative assets from long-lived high-yield content .

For example, from your most successful webinars create a guide, an infographic or a series of blogs to correspond with it and amplify the subject. Better yet, make this multi-factor content an integral part of your webinar strategy so that each webinar includes a corresponding blog, guide and infographic. This will help you attract and educate your audience through several form factors to stimulate demand for an integrated campaign and to ensure that you take a strategic approach to content execution. If you can not create this content for each webinar, it may be time to reduce the number of webinars you produce to get more coverage for everyone.

Check and update the backlinks. As you review the audit to see which sites are recovering your content, check for back links . If there are missing backlinks, ask the site to include them. Be specific about the request – include the preferred link and the favorite words that you want to highlight in the link.
While you are reviewing your #content audit, check and update the backlinks, says @PMMiller. #SEO Click to Tweet

It's also a good time to check your internal links . Many marketers have good standard operating procedures for including appropriate cross-site links for newly released content, but do not have a process for reevaluating older content that still works properly and can improve the performance of newer content. .

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Plan your content

Using a content map is one of the most basic but most effective ways to turn your content audit into a workable planning process. A content audit provides a historical view of what your content is running and how it works. A content map lets you take the information you've learned and apply it proactively to your content marketing strategy.

Your content map, which could be incorporated into your editorial calendar is a great way to align product marketing, demand generation and content marketing teams on a common goal and ] market strategy . My team performs content mapping exercises to verify that we support strategic business initiatives such as upscaling, opinion leader positioning or other market-related messages.

When creating a content map for your organization, include these components at a minimum:

Buyer step
Types of content
Description of the content or approach
Inventory Status – Is the content available or should it be created?

It is also important to rank the content according to the results of your audit. The best performing resources should be highlighted in outbound emails, sales enablers, direct mail kits, PPC campaigns, social campaigns, and more.

 rank-content-audit-results "width =" 814 "height =" 508 "/></p><p> From your content map, you can continue your audit with an editorial calendar. (This is also an effective reference in your content planning meetings.) You can plan using a simple spreadsheet or one of the available tools <a href= such as Mintent (free)

Using a tool to help you manage your ongoing content operation, your audit will always be up to date. More importantly, it is essential that your team develops the muscles of content planning based on the directional data found in the audit and inventory. Going through the initial audit allows an organization to know where it is strong or where it needs to deepen certain areas of content. The implementation of the audit is a series of modest but important steps that can be carried out in a systematic way, according to the priorities defined by the data.

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Deepen your knowledge with Peg Miller in her presentation on what to do after content inventory at Content Marketing World. Register today for the event from September 4th to 7th in Cleveland, Ohio. Use code BLOG100 to save $ 100.

Cover image by Joseph Kalinowski / Content Marketing Institute