We believe an honest assessment of the content you have today is where all marketing success begins.
In short, auditing your content will help you to:
Get ranked.
Provide keystone content.
Create better UX.
Auditing your content can take many forms, and is often a custom blend of what works for you. Here are some categories in which we conduct typical audits.
Content Audits
We run small and large-scale content audits, from under a 100 pieces up to over a 1000. Content audits are typically used to organize, catalogue, and analyze all content, regardless of format. This can be done by themes, by sections of a web property, or across the board. Audits can work to simplify updates across multiple pieces, cataloguing everything available to establish the ROI of the content base, and for regulatory updates and digital footprint management. We use a revolutionary agile method called ‘Online Kanban’ to run content audits.
UX Audits
User experience is an underrated improvement science. It’s not a back end thing that ‘the tech people’ deal with. It’s the way you’re leading your user through your digital house – website or social channels. UX is about making a journey intuitive and easy for the user and drawing them further and further down your rabbit hole. We audit large web properties to establish patterns and opportunities for simplification that can bring huge improvements in the time spent on your website.
Performance Baselining
If you are looking to make investments in data analytics, either intellectual or infrastructure, you will need to establish projected ROI. The starting point for this is to figure out where you are today. To establish a performance baseline, start by putting all your content in one place and then catalogue it by results. The patterns will emerge. Or we can show them to you if you hire us!
Digital ROI Model Building
Short pitch: we make the process of measuring things not just a bearable chore, but exciting. The most common question we get asked is ‘how do you show the ROI of B2B content marketing’. If there was a one size fits all answer, we’d give it to you for free and move on to other work. There isn’t. But there is a way in which EVERYONE can measure the impact of their content. We can show you how.
Creating Assessment and Audit Systems
Sometimes the bandwidth needs at hand are to do with creating systems in which to simplify your auditing process. If you know you need an audit, and you have the right resources at hand but need help planning the rest, this type of engagement is for you. We can help understand audit KPIs and delivery advisory on the ‘how’ including setting you up with the right software to meet your auditing needs.
