Active listening to your customers is critical to producing better content.
How else will you know if people are really understanding your message?
Are looking for ways to improve the way you do business, content audits help to produce better content and could well be your answer to a better more sustainable business.
You don’t have to keep inventing something new in order grow your business. It might only be a matter of improving what you already have in the way of content and the messages you send out to the marketplace.
Content audits help you to evaluate your content and the effectiveness of its use. It helps you to evaluate the performance of your marketing and communication efforts. You don’t have to be a trailblazer, you just need to do it better than your competitors. You begin by conducting content audits on various aspects of your business.
Your content should focus your messages on whatever channel your potential customers use, (website, social media blogs, seminars, newsletters, etc). The consistency reminds customers why they have been dealing with you and help to provide a more seamless customer experience.
You may be struggling with the fact that there are so many others involved in content marketing. However, none of them can tell your story because your story is yours and it is unique. Your unique content is the very thing that will set you apart from the rest. So it needs to be identified and used well.
“Audit your organisation’s entire marketing content because you need to be sure it speaks to your market segments, otherwise you are wasting your valuable time”. Peter Sergeant
Content audits will help focus each aspect of your business. Content audits take your current content and make assessments of how it aligns with your business objectives and strategies and the buying process of your market segments. It should take into account content that will be used both internally and externally.
It is easy to address the whole content marketing with platitudes limited to your experience and what people are saying in your community. This is why you have to conduct a content audit. But where do you begin?
What are your business and content objectives? Both your business objectives and content objectives are closely interlinked, you can’t have one without the other. Setting the objectives is a good place to start.
What is your content to be used for? An obvious question to this answer is to attract interest from the media. But, have you ever wondered why some businesses seem to be always in the media and others aren’t. It probably seems like an impossible mission. You see competitors in the media and you know for a fact, what they are talking about is wrong, or you could do a better job.
Stop right there and look at where your content will be best used to advantage. How will the content best be placed in the hands of those intended to receive it?
- Social media.
- Education in workshops, seminars and conferences.
- Relationship marketing
- Email marketing.
- Support for customers in the field.
- Internal communications.
- Exciting the media with editorial material.
- Other content marketing methods.
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It is easy to fall into the trap of trying to create content about the next big thing. Leave that until you have had good experience with content and content marketing.
Instead, focus you writing around your customer problems, frustrations, wants and needs. Don’t make assumptions, ask questions and hone in on the real issues.
Authenticity is still the killer differentiator and your content audits should bring this out. How many times have you regretted saying something, or even worse, not saying something at all, about your real thoughts and feelings?