Content Marketing_Workbook_v2.0 PT1.pdf

Uncover content which has been developed but never

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uncover content which has been developed but never used, or which you can update and re-use. This is especially true if the content is ‘evergreen’, meaning that it never dates, however most content will in some way eventually become out-dated. If potential and existing customers find your organisation using search engines and see that your content is dated, it will reflect poorly on your organisation’s brand. The audit will let you know which content resonates best with your intended audience, which content is no longer serving a purpose, and what return is being generated. It involves an assessment of the content’s performance, by measuring certain web metrics, as well as an evaluation of how aligned the content is with the current (or future) marketing objectives. A content marketing audit is not an exercise that should be completed just once. A strong, adaptable content marketing strategy will incorporate regular audits of all content, to review what worked and what didn’t, and how you and your organisation can learn from this. Another reason to conduct the audit is to assess your search engine optimisation (SEO) performance. This identifies the written content that has the strongest search engine results, and enables you to see which keywords you need to focus on to increase your organic website traffic. Generally, the higher the search rank, the more website traffic will be generated for free. Content marketing improves SEO if the content contains keywords that your target audience often search. Below is a summary of benefits that the audit will bring to your organisation: 1. Identify the best performing content and potential for it to be re-distributed on social media 2. Understand which content topics people enjoy the most, allowing you to prioritise creating content in these areas 3. Identify content ‘gaps’ that are not covered 4. Uncover overlapping content that can be combined and reused
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81 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 5. Brainstorm new content themes and opportunities 6. Remove content that is out-dated 7. Generate more organic search traffic by targeting keywords popular in search engines results Below we outline the steps required to conduct a content marketing audit. Step 1: Create a list of all content The first step of the audit is to compile a list of all existing content that your organisation has on its website, blog, microsites, landing pages or other digital properties. Remember to look at where the content is published and not where the content is distributed. For example, a written article can be published to your blog and then distributed across multiple social media networks such as Facebook and Twitter. Therefore, it is not the Facebook or Twitter post that you are auditing, but the original article uploaded to your blog. Note also that not all content will be housed on your blog. For example, most organisations publish video to
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