How to Do a Content Audit and Extract Actionable Insightsįor the SEO & social media audit, you’ll want to look at: The content audit process is described in detail here: You’ll want to understand how your teams work, so you’ll look into the processes within the:Ĭontent lifecycle processes, including SEO and social media Here, the most important thing is to understand how your customers see you as opposed to how you perceive your company.Ĭontent marketing KPIs & targets (organic traffic conversions - subscriptions, downloads, demos, webinars, deals, revenue CR, CAC, retention rate, CLV, AOV per segment) What content & sales collateral were used In which materials or content types, who uses these materials and in which situation. This assumes you’re working for a SaaS company, but if you’re in a different niche, simply replace Product with Services or whatever applies to your situation.įrom a content perspective, you’ll want to check how the USPs and differentiators are reflected into your website content and sales collateral. Now let’s dive deeper into some of these areas and see not just what you should do, but how to do it. The last 3 weeks of your 90-day plan will be dedicated to implementing the strategy. POC proposal - if you want to do some test campaigns to see what works and what doesn’t The next 3–4 weeks will be dedicated to creating the actual strategy and deciding what areas to focus on. inbound or a combination of these)Ĭompetitor analysis - can be focused on content only, or overall analysis, depending on your scope The ideal customer profile or persona (depending on the strategy that you plan to use, ABM vs. Interviews with the customer support team Interviews with sales reps and (key) account managers Product usage data - to understand what your customers are doing You’ll dive deeper into the areas that are related to content strategy and marketing, in order to get a good understanding of stakeholders and dependencies.Īt the end of this phase, you’ll have a clear understanding of your baseline measurement and the areas that will require more effort and resources.Īudit of CRM data - not the cleanup, this will come later Image: Brand, Marketing and Content Strategy Template Weeks 3–5/6: Analysis
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