10 reasons why you need a 360 degree Content Marketing Audit

Increase leads and sales by using our full range of recommended tools and techniques to audit your content marketing effectiveness

Many content audits are limited by just reviewing SEO or making an inventory of existing content. These are both important, but to improve your content to make it more valuable to your business AND your audience, we recommend a complete 360-degree content audit covering all aspects of content effectiveness.

Our content audit is different since it helps you get more value from your content by improving each of these crucial elements of content effectiveness:

Complete our Quick Win on how to successfully do a 360-degree content marketing audit.

360 degree content marketing audit

A content audit is the first crucial stage of improving your content marketing strategy, since you need to baseline the content types, formats and quality to evaluate how they meet your goals.

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

If you’re asked these questions or you are defining what YOU need to get out of a content audit, then think about the improvements you’re looking to make across the funnel.

Here are some of the many practical benefits of a content audit grouped by different parts of the marketing funnel of the Smart Insights RACE planning framework.

The insight from the content audit will show you opportunities to:

Reach

Act

Convert

Engage

Making the business case for investment in content

For a structured business case, you may need more formal benefits. The data and insights from an audit provide a strong business case to internal stakeholders for initial or further investment in content resources. Investment can be difficult to justify particularly as much of the contribution made by content to the sales funnel may not be immediate, particularly in the case B2B, where sales cycles are long and complex. Not presenting a strong enough business case is often cited as the number 1 reason for a lack of content investment and thus the content audit plays a critical part in strengthening the case for content investment  Let’s be clear about the business benefits of the content audit:

– Relevant and timely

– Clear and compelling:  it tells a story that people understand and
respond to

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

– Accurate: it is accurate, underpinned by accurate data

– Can we repurpose any of the existing or out of date content? This approach can be hugely valuable for content previously discarded and can immediately add value.

This content was originally published here.

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