Performing a Content Audit is the second step in developing your Content Marketing program. Once you have validated the Content Pillars under which you will publish, you need to assess what content you already have that can be used to jump start your program. Many companies are pleasantly surprised by how much content they already have that can be repurposed and used to fuel their efforts.
Our Content Audit methodology involves taking an inventory of all of your online assets, including page copy, images, infographics, videos, webinars, newsletters, whitepapers, podcasts, etc., and all offline assets, including advertising, brochures, conference collateral, presentations, press releases, etc. We document where the asset is published (online) or where it was distributed (offline), format, date produced/updated, primary topic(s) covered, and associated metrics (e.g. for online assets we may want to document views or downloads). Finally, we assign each asset to one of your Content Pillars. In some cases, an asset may cover a broad enough series of topics that it can be associated with more than one Content Pillar. A Content Audit is a high value exercise because it provides you with insight into your content’s strengths and weaknesses, enabling you to determine what content to produce more of, if it’s working, or retire, if it’s not. A Content Audit also gives you a view of content being produced across your organization that allows you to evaluate if your messaging is consistent and identifies how much content you may already have that can be used in your Content Marketing efforts.