If you’re that savvy leader who’s anticipating cuts ahead in the recession, you’re in the right place. Listen, if you need to reduce anything upwards of 20% of your budget over the course of 2023, you’ll need to get real clear on what you already have and how to utilize the sh*t out of it.
And that process begins with an UNs3xy truth.
You will need to audit your content.
Hey this is not a boring, soul sucking compliance audit.
This is an intensive review, a deep dive into all your content. So that you know exactly what documents and systems you have (and might have forgotten), what formats you own, and where you can find the original pieces.
Know your content, know yourself.
Then, and only then, can you begin to edit and distribute over and over. Because I guarantee you that a lot of the content expertise which lives in your intellectual property is EVERGREEN.
In many cases this intensive review takes months and months of emails and adhoc fractured efforts internally to get to a clear repository. Or it can cost you upwards of $25,000 to have a content marketing firm, like us, come in and do it for you.
Luckily, with an eye to the looming recession, we thought it prudent to package our content audit (intensive review) expertise into a workshop, where you will sit your b~tt down in a concentrated period of time, over the course of a morning. And commit to stop wasting content (and executive time) by starting from scratch over and over!
Apply for the Program
When: This session will be held one Thursday a month for the rest of 2022
(please apply below for the details)
Time: 12:00 – 3:30 EST (to accommodate east and west coast)
Cost: CAD 2,000 per person
After this half-day, hands-on intensive review/audit workshop, you will walk away understanding:
- Just how powerful your existing content encyclopedia is. (you say you don’t even know you have a content encyclopedia? No problem. Most don’t. We got you covered)
- What your best and most effective content is and how and when you can use it again.
- How to save gobs of money over the next 18 months by judiciously re-using all parts of your encylopedia.
In order to compile your content encyclopedia, we will work through a 6-step audit framework.
- You’ll begin by collecting links to key content publishing platforms in your organization (think: social, website, internal, emails)
- You’ll then create a mechanism for cataloging your content encyclopedia (heads up, you will literally paste a bunch of links, with notes for more links to paste)
- You’ll work on your matrix to help you categorize your material; and map it to the key messaging of your organization
- And finally you’ll dive into the details of analyzing performance of these categories (and some core pieces) to help you pick what your next actions are for distribution
We will also briefly touch on the principle of anchoring your content; which is breaking down your larger contents pieces (any format) into micro or bite-sized content, and reimagining it, for ongoing distribution. (Steps 5 and 6)
You will leave with a documented repository of all of your core pieces of content from the last 18 months.
You can choose between working with a simple Excel sheet on a more visual Trello project board. (Both templates will be provided)
We begin with an hour of homework, which will be provided a few days ahead of your session.
And we end with you having a follow up assignment to complete your work; and internally begin your process of distribution, and creative updates as needed.
Apply for the Program
This is for you if you are a founder, CMO, or department head in an alternative content creation/management department in your organization, looking to shave dollars from your marketing budget.
The workshop requires a senior stakeholder in your content infrastructure, who is able to review and take decisions on what to prioritize as well as how it links back to your strategic goals.
Content maturity: This will be useful to those who have at least 18 months of content marketing material (100+ pieces across different formats). Think blog articles, emails, videos, podcasts, internal hubs, paid or network-based member-facing content; or any subsets thereof.
- Freshly ‘discover’ up to 50% more content than you’re putting to use right now for your organization
- Gain insight and a framework to cut 10 to 50% of your budgets by playing to your strengths using existing material to cut dollars and stress levels
- Get focussed on 2-3 key content marketing priorities that link directly back to your company’s strategic goals over the next 18 months
Have clear formats and templates (and the right advisory + cohorts) to execute
Apply for the program for CAD 2,000
Fun fact: c+p digital is the inventor of the “Virtual Kanban Content Audit System using Trello” circa 2018. (that’s a lot of buzzwords for a really simple and collaborative system to conduct audits for over 100 pieces of content)
Susan Diaz is the author of “UNboring: Take your content marketing from blah to brilliant”. She co-hosts 2 top-rated podcasts; The 4 am Report - on what keeps marketers up at night, and, ABCDEI- conversations around unlearning bias, one alphabet at a time. She regularly consults with and coaches business audiences and students. Her work on creativity in the B2B space, including intellectual property challenges, has been published across podcasts, digital shows, and writing, including the Toronto Star.
Apply for the program for CAD 2,000
