Consumers turned to online sales, to frequent content in short video formats and increase their interaction with brands, to the extent that they became involved in greater scrutiny about the participation of companies in the economy, social problems , and even with the planet. All this is influencing the way in which the consumer behaves.
This means that content and marketing strategies developed a few years ago may no longer be relevant today and need to be reassessed to ensure the business is connecting with its customers in a meaningful and measurable way.
Hence the need to practice a content audit and thus make a methodical inventory of everything that the organization has generated, where the tone and language, data on characteristics and participation are analyzed, and evaluate the data to identify a strategy that target and drive content.
It is important to have a holistic vision in the audit, thinking about the benefit of adopting an omnichannel approach, based on the PESO concept (Payed, Earned, Shared, Owned) to guarantee that there is consistency in all phases of the day with the target audience.
Carrying out a content audit benefits the company in all its areas of interest, going through internal and corporate communication, with investors and of course marketing, since it allows us to understand the breadth of the company’s own content, where it appears and how it works. Organizations can use this information to close gaps and create high-quality, higher-value, and comprehensive experiences.
There are two types of content gaps. The first and fundamental is a misalignment between the content, the customer’s profile and the customer’s journey. This type of gap occurs when a company does not have those profiles well defined or has not updated its audience research. We often see this in website content where a brand tries to attract two or more profiles on a single page.
The other is due to disparities in messaging and tone between channels. This problem often arises when multi-channel teams work in silos, perhaps with separate teams creating content for blog, email, web, and social media, and when a company, for example, fails to collectivize a homogenous view of the customer experience. client transversally throughout the organization.
Content strategy is a big umbrella that incorporates various tactics. You are considering your processes for content creation and content marketing. You are evaluating content performance with Google Analytics. You’re tweaking your content for SEO, looking at user experience and managing backlinks, while not discounting earned media impact and reach.
Investing in content auditing and design ensures that businesses can effectively meet the needs of their target audience. It’s an extremely powerful exercise that provides an opportunity to understand the brand’s personality and level of engagement with its audience, which informs future digital design and outreach strategy.
Striving for quality content is absolutely crucial for user engagement and brand loyalty. Encouraging users to keep coming back for more by offering interesting, relevant, and useful content is paramount. Focus on the interests of your users and create a brand image that seduces and encourages them.
In short, a content audit helps determine which topics, types, and lengths of content your audience engages with the most to inform and determine future content efforts.
Identify gaps; discover opportunities to reposition content; clarify priorities; create optimal pieces that will work better and eliminate outdated content. These insights can be combined to fine-tune your overall content strategy.