This lesson provides an overview of the course modules, what a content strategy is, why your business needs one, and the benefits of having a clear content strategy.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Hello and welcome to this video course on how to create an effective content strategy for your business.
My name is Martin Aranovitch. I’m a professional content writer and the blog editor of a global software company.
I also run a number of business training websites including ContentManagementCourse.com, where you can learn how to manage your content more effectively for free.
So, why a course on content strategy?
Well, in case you haven’t noticed,
Content is everywhere!
All businesses and websites need content, all content needs management, and all management needs a strategy.
So, whether you are a business or website owner, or someone who creates, promotes, or manages content for a business, or you work in any kind of business that wants to grow using content.
This course will show you how to create a content strategy that will help you produce more targeted content, drive more traffic to your website, generate more leads, and manage your content more effectively!
The aim of this course is to help you develop a sustainable way to grow your business by targeting the right audience, using the right content, at the right time, to get whatever outcome you set as a goal.
This could be buying your products, subscribing to your newsletter, or signing up for a membership.
I designed the lessons in this course to help you create a practical content strategy quickly and easily.
So, if the purpose of having a content strategy is to help your business grow using content, then the first thing we need to do is understand who our target audience is, and set goals for what we want to achieve with our content.
Once we have set our content goals, the next step is to decide which content types and formats will work best to deliver results that will help us achieve our goals.
After we have a clear picture of the content types and formats that our business will create, the next step is to do a content audit of our business.
This will help us assess if any existing content we have fits our strategy and if not, what do we do with it?
The content audit will also help us identify if there are any missing gaps that we need to fill and any content opportunities that we can take advantage of.
Once we have the full picture of the content we will need to create and the resources we have available to work with, the next step is to create a content plan.
We’ll then break down our overall content plan into three key areas and develop a content production plan, a content promotion plan, and a content management plan.
These plans will then be used to execute our content strategy, to put systems in place to measure how our content is performing and to assess and improve the results of our content strategy to make sure that we are meeting our business goals and objectives.
Finally, we will look at troubleshooting any content-related problems to make sure that our content strategy is delivering our expected results to our business.
So that’s the logic behind this video course.
Now, let’s take a brief look at what the lessons in this video series will actually cover:
So this is Module 1, and after this overview, we’ll look at what a content strategy is, why your business needs one, and the benefits of having a clear content strategy.
In module 2, we look at what you need to know and do before you can create an effective content strategy for your business.
And we’ll look at ways and methods to identify the demographics, interests, and pain points of our target audience, create user personas for our business, and understand the buyer’s journey and what type of content will be most relevant and valuable to our audience at each different stage.
In module 4, we’ll use our target audience information to set content goals.
First, we’ll define our business goals, then we’ll align our content strategy with our business goals, and determine what we want to achieve with our content. For example, drive traffic, generate leads, build brand awareness, etc.
We’ll then set SMART goals for our content that are specific, measurable, attainable, relevant, and time-bound.
In module 5, we’ll decide which content types and formats will best help us reach our goals.
We’ll choose the types of content that will be most effective for achieving our goals and resonating with our audience, such as blog posts, videos, infographics, ebooks, podcasts, etc., and consider the format and delivery of our content. For example, digital content delivered online, in-person, in print format, and so on.
This will help us to identify the types of content that our business is currently producing, assess the performance of our existing content, and identify gaps in our current content offerings.
We’ll cover topics like planning out the frequency, topics, and distribution of our content, coordinating with other teams and stakeholders to ensure a consistent and cohesive content plan, deciding which content management tools to use, establishing a content publishing schedule, and assigning tasks and deadlines to team members.
We’ll look at using a variety of sources and methods to generate content ideas such as using keyword research, customer feedback, industry events, etc., developing a workflow process, and how to follow best practices for creating high-quality and engaging content.
We’ll look at ways to identify the channels to distribute our content and create a content distribution plan. Develop a plan to promote our content using a variety of tactics to get the content in front of our target audience. For example, social media, email marketing, paid advertising, and so on, and using analytics and metrics to track the performance of our content, to measure the effectiveness of our content distribution efforts, and determine what is working and what needs improvement.
Here we tie in our goals, audience information, content types, and resources with workflow processes, tools & technologies, content performance and measurement, content documentation, security & storage.
In module 11, we look at troubleshooting and fixing issues with our content, our content strategy, and our content plan.
And in module 12 we’ll bring everything we’ve discussed in the course to a conclusion and discuss the next steps, plus we’ll look at some useful tips and resources.
So, as you can see this is a fairly comprehensive video course.
Now, here’s what I suggest you do to get the most out of this course.
First, go through the entire course and make sure to watch all of the modules and video lessons.
After watching the videos, refer to the online tutorials on ContentManagementCourse.com for more details.
I have spent over a year writing these lessons and tutorials and they are very comprehensive.
I also recommend subscribing to the free email course on the site for additional information related to this course, plus tips, links to useful resources, and updates.
So, that’s an overview of what this course is all about.
A content strategy is a plan for creating, publishing, and distributing valuable, relevant, and consistent content to achieve specific business goals and objectives.
A content strategy helps you define who your target audience is and understand their needs and interests, create the right content to address their needs and speak to their interests, determine the most effective channels for distributing your content — so this could be your website, social media, email marketing, or even offline channels like events or print materials, and track and measure performance so you can continue to improve your results.
So, basically, a content strategy provides an organized and sustainable plan to help your business reach its goals using content.
Now, there are many benefits to having a clear content strategy.
Let’s go through some of these.
So one of the main benefits is consistency. Ensuring consistency in the quality, tone, and style of your content helps to build trust with your audience and establish your brand as a reliable source of information.
Another benefit is improved audience targeting. A content strategy helps to identify your target audience and create content that’s tailored specifically to their needs and interests.
Also, increased brand awareness: Publishing content of a consistently high quality helps to increase awareness of your brand and establish your business as a thought leader in your industry.
Another benefit is greater customer engagement. By providing valuable and relevant content, you can better engage and build relationships with your customers, which can lead to increased loyalty and greater customer retention.
Also, higher search engine rankings. Optimizing your website’s content for search engines leads to higher search rankings and increased organic traffic.
Another benefit is enhanced reputation management. By proactively managing your brand’s reputation, you ensure that all content will align with your brand values and messaging.
Also, increased sales and conversions. By providing valuable and relevant content, you can drive more traffic to your website and convert more visitors into customers.
A content strategy also helps to improve internal communication. Aligning the goals and messaging of different teams within your organization helps to improve internal communication and collaboration.
Also streamlined content creation. A content strategy helps to streamline the content creation process by defining the types of content that will be created, who will create it, and how it will be distributed.
And finally, reduced costs. A content strategy helps you avoid wasting time and resources creating ineffective or redundant content and lets you focus on creating high-quality content that resonates with your target audience.
So, those are some of the key benefits of developing an effective content strategy.
Without a content strategy, your business will just drift aimlessly like a rudderless ship in a vast ocean of digital information.
A content strategy provides the map and the compass that helps you navigate this sea of information and reach your destination.
So, my aim for this course is not just to give you a map and a compass, but a complete GPS content navigation system for your business.
In the next video training module, we’ll look at what you need to know and do before you can create an effective content strategy for your business.
So, thank you for watching and I’ll see you in the next lesson.
Learn how to create an effective content strategy for your business with this free 12-part video course.
How To Create An Effective Content Strategy For Your Business – Free Video Course
Learn how to create an effective content strategy for your business with this free 12-part video course.
Welcome to our free video course on how to create an effective content strategy for your business.
In this course, you will learn the key principles and best practices for creating a successful content strategy that drives results for your business.
Whether you are a small business owner, marketer, or content creator, this course will provide you with the tools and knowledge you need to create and execute a content strategy that is tailored to your business goals.
Content is a critical component of any successful marketing strategy, and an effective content strategy is essential for building brand awareness, engaging your audience, and driving business results.
In this course, you will learn how to develop a content strategy that aligns with your business goals, resonates with your target audience, and drives results.
From defining your target audience and identifying your business goals to creating a content calendar and measuring your success, this course will walk you through the entire process of creating an effective content strategy. You will also learn about the different types of content, how to create and promote content, and how to measure your success.
So, whether you are just starting out or looking to improve your existing content strategy, this course is for you. By the end of this course, you will have the skills and knowledge you need to create an effective content strategy that drives results for your business.
This free and comprehensive video course on how to create an effective content strategy for your business consists of 12 video lessons with links to detailed step-by-step online tutorials for all topics covered in the lessons.
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Video Course Description
Part 1 provides an overview of the course modules, what a content strategy is, why your business needs one, and the benefits of having a clear content strategy.
Part 2 covers what you need to know and do before you can create an effective content strategy for your business. Learn about the challenges of managing content effectively and what you need to put in place first.
Part 3 looks at ways and methods to identify the demographics, interests, and pain points of your target audience, create user personas for your business, and understand the buyer’s journey and what types of content will be most relevant and valuable to your audience at each different stage of their journey.
Part 4 covers how to use your target audience information to set SMART goals for your content, plus defining your business goals, aligning your content strategy with your business goals, and determining what you want to achieve with your content (e.g. drive traffic, generate leads, build brand awareness, etc.)
Part 5 covers deciding which content types and formats will best help your business reach its goals.
Part 6 discusses effective ways and tools to do a content audit to identify the types of content your business is currently producing, assess the performance of your existing content, and identify gaps and opportunities in your current content offerings.
Part 7 covers creating a content plan – what a content plan is, why your business needs one, and how to create a content plan for your business.
Part 8 covers creating a content production plan specifying the strategy and the schedule your business will use to create and publish its content.
Part 9 covers creating a content promotion plan specifying the strategy and tactics your business will use to distribute and promote its content.
Part 10 covers creating a content management plan specifying the processes your business will use to manage and maintain its content.
Part 11 covers troubleshooting and fixing issues with your content, your content strategy, and your content plan.
Part 12 provides a recap of the course, discusses the next steps for implementing a content strategy for your business, and provides useful tips and resources.
Click the links in the gallery below the video to visit lesson pages with the video and a full transcript with screenshots…
This lesson provides a recap of the course, discusses the next steps for implementing a content strategy for your business, and provides useful tips and resources.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 12 and it’s the last lesson in our video series.
In our previous lessons, we covered all the steps we need to develop a strategy that will allow us to create, promote, and manage our content effectively.
We also looked at how to troubleshoot any problems and issues that can affect our content’s performance and results.
In this final lesson, I want to recap what we have covered in this course, talk about the next steps to take after creating a content strategy and provide links to additional information and useful resources.
If your business has done everything that we’ve talked about in this course and put all of the right foundations in place, developed a content strategy, created a sound content plan, and implemented plans to create, promote, and manage your content effectively, then you can expect your content to perform well and deliver your business great results.
And here is why your business can expect this.
Your business is thinking about content strategically. Strategic thinking lets you adapt and respond quickly to changes. You don’t change your destination, you just change the methods and tactics you are using to get there.
You can also expect great results if your business has set clear goals and objectives and you understand your audience’s needs, interests, and pain points, then create the right content, delivered at the right stage of their buyer journey, in the right type and format, and distribute it using the right channels, so that your content production and promotion are fully aligned with your business goals and your audience’s needs.
And you can also expect great results if your business uses documented systems to create, promote, manage, track, measure, and improve its content, and has a methodical approach to troubleshoot and fix issues.
This is what an effective content strategy aims to do. It lets you examine every area of your business that involves using content and make sure that everyone involved is aligned with the right goals and objectives and is working toward achieving these.
Now, I admit that this is not easy to do, especially if your business is already going full steam ahead and hasn’t put in place the systems and processes that we’ve discussed in this course…
…but this is the map that will get your business there and deliver you success using content.
So, now that you know what the purpose of having a content strategy is and how to create one, where do you go from here?
Well, if you plan to start a business or a website and haven’t started yet, then the first thing you need to do is put all the right business foundations in place, develop a content strategy, and create and implement plans to produce, promote, and manage your content effectively, as shown in this course.
And if your business is already going full steam ahead and it hasn’t put in place the systems and processes that we’ve discussed in this course, then that’s what you need to do next.
However poorly you do it, any attempt to develop and implement a content strategy with plans, systems, and documented processes is better than none at all.
The worst thing that can happen if you attempt to develop a content strategy for a business that hasn’t got one is that it will show you why your business actually needs one.
So, once you have this awareness, you can begin to do something about it.
So, regardless of whether you are planning to start a business or trying to manage content for an existing business, here are the practical steps that I recommend taking next…
First, I suggest that you review all of the video course lessons and any accompanying notes that are included with this course.
Next, go through all of the detailed tutorials that expand on these lessons. They are all available for free on ContentManagementCourse.com.
If you haven’t already, I also suggest that you register for the content management course email lessons on the site. It’s also 100% free and it will take you step-by-step through everything you need to know to manage content for your business or website effectively.
I have created another comprehensive email course on how to generate new content ideas for your website, blog, or newsletter. It’s also completely free to subscribe and will help you create an endless content pipeline for your business.
If your business uses WordPress as its content management system, I have created detailed step-by-step tutorials on how to use WordPress that you can access for free at WPTrainingManual.com
And I also run a site that provides thousands of video lessons that will help you develop digital business skills and master using WordPress. This site is not free but there’s a very low subscription price, so it’s extremely affordable.
So, I hope that you have found this video course instructive, useful, and practical.
I’m Martin Aranovitch, thank you for watching, and make sure to review the accompanying notes for ways to stay connected and updated.
Also, make sure to visit ContentManagementCourse.com for additional information and comprehensive tutorials that expand on everything we’ve covered in his course.
This lesson covers troubleshooting and fixing issues with your content, your content strategy, and your content plan.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 11.
In the previous lessons, we looked at creating a content strategy and implementing plans for creating, promoting, and managing your content.
Now, what we want to do is look at what we can do if our content strategy isn’t working as expected, and how we can troubleshoot and find ways to fix any issues related to our content.
So, in this lesson, I’m going to introduce you to a systematic approach for troubleshooting content-related issues.
We’ll look at the general principles of this approach, and then look at how to troubleshoot issues with your content strategy and your content plan.
Everything covered in this lesson is documented in detail in a Content Troubleshooting Guide that you can refer to by visiting the link on your screen.
So here is the simple model we’ll use.
Basically, it’s a drill-down approach. So, when you run into a problem with your content, we start at the top to see if we can address, correct and eliminate the problem at that level, and if we can’t fix it at that level, we then drill down to the next level below it and start diagnosing the issue at that level, and so on.
Now, before we get into this, let me show you what I believe is the most important slide of this entire course.
Ok, this chart looks very simple, but if you really get it and understand what it means, you will realize that it is the key to fixing not only problems related to your content but also most of the problems in your business too!
And I’m not exaggerating here about the importance of understanding this chart. I showed this same chart to someone who was struggling to grow their business many years ago and it completely transformed their business.
Every business has three levels of decision-making and you can’t get away from this. So, even if you are just a one-person business, your business still has these three levels. You’ll just have to wear three different hats when making business decisions.
So let’s go through these.
The executive level is where strategic decisions get made, like defining your business vision and setting targets, goals and objectives.
The managerial level is where decisions get made that affect how your business will achieve the strategic goals and targets set by the executive level.
Now many people think that the managerial level is about managing people, but that’s the wrong approach.
Managerial-level decisions should be about implementing and managing the systems that the business will use to achieve its strategic goals and objectives.
So it’s about managing systems, not people.
And the tactical or technical level is where people do the actual work that will help the business realize its vision and achieve its goals and objectives.
At this level, people should be trained to follow the systems put in place by the management level, to hit the targets and goals set by the strategic level.
So, ideally, the way this works is that the executive level sets a strategic target, like for example “to increase annual sales by 20%”.
The managerial level then figures out which systems the business needs to put in place to achieve that 20% increase in sales.
The managerial level then also implements those systems and makes sure that the people hired to fill the tactical or technical roles have the skills and the training to operate those systems because when they do that, it will help to achieve the vision and goals set at the executive level.
Now, let me show you why understanding this is so important to fixing problems in your business like content-related issues.
So, let’s say that you have a small business and you want to grow your business with content marketing.
So you put together a content team with an editor, a couple of content writers, an illustrator with video-making skills, and a marketer who can do email marketing and social media marketing.
So everything is going well. Your team is publishing regular articles and blog posts, posting social media updates, uploading videos online, sending out newsletters, and so on.
A few months down the track, your manager informs you that the content is not really performing too well in terms of generating new leads, increasing engagement, and improving conversions.
And your content team also tells you that they’ve run out of content ideas and that the content pipeline has run dry.
So now we have a couple of serious problems on our hands.
We’re running out of new content ideas and our existing content isn’t delivering us the results that we need.
This is all costing us time and money so we need to find a solution.
At this point, many businesses kind of get stuck and start looking at short-term solutions.
So you can start running regular brainstorming sessions with your team each week to try and keep your content pipeline going, but if your content is not delivering the results you need, then just creating content for content’s sake isn’t going to fix anything.
It’s also kind of hard to know what to do to improve things like increase traffic from organic search or get more engagement on social media or convert traffic into sales if all you have is lots of data from analytics reports, but no systems or processes in place for turning this data into specific actions.
So what do you do to fix these problems?
Let’s go back to our chart with the three levels of decision-making and let’s map it on top of this scenario, and let’s see if it can help us troubleshoot and fix these problems.
First, if you really understand what this chart is about, you will see straight away why asking your writers to brainstorm new content ideas to create a content pipeline is not going to fix your issues and improve your results.
Why? Because you’re asking people at the tactical level to fix issues that should have been addressed at the strategic and managerial levels.
So you can come up with new content ideas all day long but if the content isn’t helping your business grow, then you’re just wasting valuable time, money, and resources.
But you can’t brainstorm new content ideas unless you first have a clear idea of what you are aiming to achieve, of who your target audience is, what kind of content you should be focusing on, and so on.
All of these questions need to be answered by the managerial level in the form of a content plan spelling out in nitty-gritty detail what kind of content needs to be written, how it should be delivered, and so on.
But the managerial level can’t create an effective content plan if the executive level hasn’t defined a content strategy with realistic and achievable goals and objectives, allocated sufficient budget for resources, tools, and training, and so on.
So the point here is, if your content pipeline runs dry, it’s not the responsibility of people at the tactical level to fix the issue. The responsibility is at the managerial level.
A business owner has the big picture of their business but everyone below that level doesn’t.
So, your editor and your content writers, they don’t have the big picture, which means that putting them in charge of your content strategy is only going to create more problems.
And if your content isn’t performing well, the problem may not even be at the managerial level. It could be at the strategic level, which is the responsibility of the business owners to fix.
This is where many businesses say “well… I’m too busy trying to run other parts of the business to fix content issues and come up with new content ideas – that’s why we hired all these content experts!”
Well, how can you blame the body for following a head that doesn’t know where it’s going?
So this is what this chart is telling you. That the executive level has to know where it’s going and the managerial level has to put the systems in place to help the business get there before your business can start putting people into tactical or technical roles and giving them responsibilities for getting the work done.
Without putting those foundations in place, your business will just keep running into problems.
This is why outsourcing areas of your business like content production, content promotion, or even content management to a digital agency or freelance writers without first putting systems in place to manage the outsourcing process can often lead to poor results.
The chart tells you that an external digital agency is not part of the executive level of the business and so they shouldn’t make executive-level decisions, and that freelance writers won’t build managerial-level systems that will help the business realize its vision, so a lot of the time, what businesses think is outsourcing is really just abdicating their responsibility for making executive and managerial-level decisions.
Once you know which level is responsible for doing what in the business, you can start troubleshooting and fixing issues with your content.
Until this happens, any short-term fixes are really just a game of “passing the buck” where nothing is really going to get fixed in the long run.
So, now that we understand this, let’s apply our content troubleshooting approach and see how we would solve the issues of getting our content pipeline running again and improve our content’s performance.
So we’ll use our simple content troubleshooting model and map our chart of decision-making levels on top of it.
As I mentioned earlier, this is a top-down approach, so we’ll start at the top by making sure that our basic business principles are in place.
This means looking at things like:
Has the business clearly defined its vision, mission, and core values?
Has the business set clear, realistic, and achievable goals and objectives?
Does it have a business plan, marketing strategy, and marketing plan that flow logically from its vision, mission, and core values?
Is there an allocated budget for resources and is it realistic?
Are the business and marketing plans aligned with the goals and objectives of the business?
And more importantly, is all of this documented and accessible to everyone in the business?
If all of the above are not in place, then the business is going to experience problems at the levels of implementation.
Let’s assume, then, that everything checks out at the foundational level, so the next level to look at is your content strategy.
As you can see from this chart, creating a content strategy is an executive-level responsibility.
The managerial and tactical levels can be involved and contribute to the content strategy, but the responsibility for setting the overall strategy for the long-term vision and direction of the content ultimately lies with the executive level.
So let’s look at some of the key areas to assess and review when troubleshooting our content strategy.
I’ve listed here a number of areas that can lead to content issues when certain things aren’t addressed at the content strategy level.
You will notice that many of these areas will also show up at the managerial level, i.e. the content plan, but for different reasons.
For example, if poor search engine optimization is identified as an issue that’s affecting your content performance, the strategic level is responsible for outlining in its content strategy that all content must follow SEO best practices.
The managerial level then has to figure out what these SEO best practices are and put together the SEO systems, guides, and guidelines that the content team should follow to make sure that SEO best practices are being implemented.
Another example is the allocation of resources.
Your content strategy might allocate a budget for content marketing based on their total budget for all business areas, but when the managerial level tries to implement their plans, they might find that their allocated budget is insufficient to cover all of the costs needed to meet the content strategy’s specifications, like hiring or training new content team members, investing in tools and technologies, and covering production costs like creating high-quality videos, and so on.
In this case, either the executive level needs to find and allocated additional funds or re-evaluate their specifications.
So as before, let’s assume that our content strategy has all of these areas covered, but that our content team still has no content pipeline and that our content isn’t performing as well as expected.
So, we have to go down one more level and see if we can try to locate the issues at the level of the content plan.
Here are some of the key areas to look at when troubleshooting your content plan.
What you will find with most of the areas listed here, is that the real time-consuming work of building systems, processes, and procedures to make the content strategy work is the managerial level’s responsibility. The executive and tactical levels can be involved in helping to document the content plan, but it’s not the responsibility of the content team to create it.
So, with areas like no content measuring or evaluating, a content strategy will tell us which metrics are important to track, but setting up the systems, processes, and tools to measure and report on those metrics is a managerial-level responsibility.
A content manager might choose to create and run those systems themselves, or assign it to someone else in the team, or even to outsource the task to experts, but it is their responsibility to create a content plan first that addresses all of these areas.
So the point here is that these are all managerial-level decisions and responsibilities. And if any of these areas is deficient, then your content team will struggle to have an ongoing pipeline and your business will struggle to improve its content performance.
Your business will keep running into problems if managers are trying to manage people instead of putting systems and processes in place for tactical and technical-level roles to follow.
So if the strategic level has clearly outlined the metrics that are important to track in its content strategy and the managerial level has implemented an effective content tracking system as per their content plan, and the same thing has been done for all of the other important areas like understanding the target market, defining content types, setting guidelines for your content, branding, SEO, etc. then you should be able to identify and pinpoint exactly what’s causing the issue with a content pipeline or with your content performance.
You would have all the systems in place for creating, promoting, and managing your content effectively and your content team would know what content topics and themes they should be focusing on.
This is where and when they can help brainstorm new content ideas to keep the content pipeline running.
If everything at the content plan level is fine and there are still issues, then the next step is to drill further down into your content plan and look at the specific components like your content production plan, your content promotion plan, and your content management plan.
Once again, creating these is the responsibility of the managerial level.
So, for example, if having no content pipeline is still an issue, you would look at your content production plan and see if there are any issues or problems like poorly-defined production workflow processes, or a lack of documented procedures, or are people just not following the documented processes and guidelines, or is there no content calendar, or are there unclear roles and responsibilities, or lack of skills or training in using the right tools, and so on.
Now, if your content performance hasn’t improved after reviewing your content plan, then you would look at your content promotion plan and see if there are any issues or problems like whether your team is following the marketing plan, if they have access to analytics data and reports and can understand the metrics, if they are using the right distribution channels and the right tools to track content performance, improve SEO, and so on.
Similarly, if after drilling all the way down there are still issues, then you would go through your content management plan and review whether any areas here are causing issues.
For example, issues at this level may be related to poor organization, poor time management, work overload, blurry roles and responsibilities, or a lack of documentation, or even issues with content tracking and content protection, poor content linking practices, failures to backup content, a lack of knowledge of using management tools, and so on.
So, in summary,
Understanding the three levels of decision-making in a business is very important, as it helps to work out who is responsible for doing what in your business.
Use a top-down approach to diagnose and troubleshoot issues with your content. This is an effective approach because as you address and eliminate issues at the higher levels, your business will experience fewer problems and get better results as time goes on.
Also, keep in mind that most content-related issues are caused by the lack of a well-defined content strategy, so the more you focus on getting your content strategy clear from the outset, the fewer problems you will experience later in other areas of your business.
And finally, keep in mind that your content strategy is really an outline of the work that needs to be done but most of the time-consuming work of implementing the strategy is done at the managerial level, such as documenting system, processes, and guidelines, making sure that the content team is trained to follow systems, guidelines, and procedures, and troubleshooting and fixing issues with your content systems.
Now, as I mentioned earlier, you can refer to the comprehensive Content Troubleshooting Guide and tutorials on ContentManagementCourse.com if you need help with any of these areas.
So, that’s all for this video.
In the next and final lesson, we’ll wrap up this course with a recap and useful tips and suggestions for taking the next steps.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers creating a content management plan specifying the processes your business will use to manage and maintain its content.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 10.
In the previous lesson, we looked at creating a content promotion plan for your business.
In this lesson, we’ll look at creating and implementing a content management plan.
This is the part of the content plan that determines how we’ll manage and maintain all of the content that we create, publish, and promote.
In this lesson, we’ll cover what a content management plan is, why your business needs it, and how to create one for your business.
So, what is a content management plan?
A content management plan is a document that outlines the processes your business will use to manage and maintain all of its content.
It includes your content management goals and objectives, information about your target audience, the types of content and distribution channels that you will manage, and the KPIs that will be used to measure the success of your content management practices.
Now, why does your business need a content management plan?
It needs a content management plan because it helps your business to…
Manage all the content it produces, from initial idea to final publication.
Also, to make roles and responsibilities of team members and stakeholders clear.
Establish a consistent workflow to ensure content is accurate, on-brand, and on time.
It helps you track your content performance over time, ensuring that content goals are being met and that your target audience is being reached.
It also helps to ensure that your content is organized, easily searchable, and retrievable, saving your business time and resources and providing a consistent customer experience.
Also, it helps to avoid duplication of effort and ensures compliance with legal or regulatory requirements.
And it also helps your business to stay consistent and on-brand with your messaging.
So, in short, your content management plan is a strategy for organizing, storing, and maintaining your business content. It helps your business keep its content organized, ensuring that it stays up-to-date and relevant, and making it easily accessible to the people who need it.
So now that we have a basic understanding of what a content management plan is and why your business needs it, let’s look at how to create one.
I’ve outlined here the main steps and suggestions for creating a content management plan.
Like in our previous lessons, I’m only going to touch briefly on these points, because we’ve already covered many of the steps listed here in our Content Plan lesson in module 7.
If you need help with these steps, visit the link on the screen for a detailed tutorial.
So, how do we create a content management plan?
First, we need to define our content management goals. For example, it may be improving your website traffic or increasing customer engagement.
Next, we make an inventory of all of our existing content, including formats, topics, and target audience, and we covered this in Module 6.
To manage your content effectively, you’ll need to develop a content strategy and this is the central focus of our video course. Creating a content strategy includes outlining your content goals, defining your target audience, your content topics, content types and formats, and a whole lot more.
Next, establish a content workflow and document the processes your business will use to create, review, edit, and publish content.
Set up a content calendar with your content publishing schedule.
Document the roles and responsibilities involved in creating, editing, publishing, and promoting your content.
Use a content management system to organize, store, and distribute your content.
Document your SEO Guidelines. Include best SEO practices, links to SEO courses, resources, tutorials, etc.
Use analytics tools to track and analyze your content performance and gather insights for future content.
Review and update to make sure your content stays fresh and relevant.
Collaborate and communicate with your team members and stakeholders to ensure that your content stays aligned with your overall goals and objectives.
Document all of your processes to ensure that anyone can manage your content to the highest quality standards set by your business.
Make regular content backups to keep your content safe and protected and to ensure business continuity, and
Continuously monitor and improve your content management processes.
In terms of choosing a content management system for your business, I recommend that you consider using a platform like WordPress.
WordPress is the most popular content management system platform in the world,
Over one-third of all websites in fact run on WordPress.
WordPress is a free, open-source CMS, which means it’s infinitely expandable with add-ons, which WordPress calls plugins.
WordPress is also actively supported by a community of thousands of web developers, so it’s always being updated with new features and bug fixes, which means that it’s secure.
And you can build any kind of website you can imagine with WordPress. From company websites and blogs to full-featured e-commerce stores, private membership sites, business directories, and so much more!
Plus, WordPress is easy-to-use and requires no coding skills.
You can learn more about using content management systems by following the link on the screen.
More importantly, if your website runs on WordPress, I have created comprehensive and detailed step-by-step tutorials on how to use WordPress.
You can access these tutorials for free at WPTrainingManual.com. Just visit the link on the slide for more details.
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Also, in terms of content organization, you’ll want to implement systems that will improve your efficiency and user experience, that will save you time and money, and that will help your business maximize its resources.
So, see the link on your screen for a detailed tutorial on ways to organize your content.
And regarding documenting, backing up, and protecting your content, I have also written comprehensive tutorials covering each of these areas, so if you need help with any of these areas visit the links on the screen.
So, in summary,
A content management plan specifies the processes for managing and maintaining your content.
It also includes your goals and objectives for managing your content, information about your target audience, the content types and the distribution channels that you will manage, and the KPIs you will use to measure your content.
Follow the steps discussed in this lesson to create and implement a content management plan for your business and if you need help or want to see an example of a content management plan, check out the tutorials listed on the screen.
So, that’s all for this lesson.
In the next lesson, we’ll look at how to troubleshoot and fix issues with your content strategy.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers creating a content promotion plan specifying the strategy and tactics your business will use to distribute and promote its content.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
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Welcome back to our video course on how to create an effective content strategy for your business.
This is module 9.
In the previous lesson, we looked at creating a content production plan for your business.
In this lesson, we’ll look at creating and implementing a content promotion plan.
This is the part of the content plan that determines how we’ll promote and get our content in front of our target audiences.
So in this lesson, we’ll cover what a content promotion plan is, why your business needs it, and how to create one for your business.
So, what is a content promotion plan?
A content promotion plan is a document that outlines the strategy and tactics your business will use to distribute and promote its content.
It includes your content promotion goals and objectives, information about your target audience, the types of content you will produce, the distribution channels that you will use to get your content out there, and the KPIs or key performance indicators that will be used to measure the success of your content promotion activities.
Now, why does your business need a content promotion plan?
Your business needs a content promotion plan because it helps your business to:
Reach and engage your target audience more effectively.
Helps to maximize the impact of the content you produce.
It helps to allocate resources and budgets more efficiently toward content promotion.
It helps to track your content’s performance over time.
It helps to identify & leverage the most effective distribution channels to reach your target audience.
And it helps you to stay consistent and on-brand with your messaging.
So in short, your content promotion plan tells you how to get the word out about your content, increase its visibility and drive engagement and conversions.
So now that we have a basic understanding of what a content promotion plan is and why your business needs it, let’s look at how to create one.
I’ve outlined here the main steps and suggestions for creating a content promotion plan.
Like in our previous lessons, I’m only going to touch briefly on these points, because many of these steps have already been covered in our Content Plan lesson in module 7.
If you need help with these steps, visit the link on the screen for a detailed tutorial.
So, to create a content production plan we’ll need to…
Define our goals for promoting our content, for example, increase website traffic, generate leads, etc.
Identify our target audience: Where are they are most likely to be found?
Create a plan for distributing our content through various channels, for example, social media, email, videos, paid advertising, etc.
Use a promotion calendar or scheduling tool to plan out when and how to promote each published piece of content.
Optimize content for search engines
Share the content on social media platforms and encourage followers to share it.
And you may also want to reach out to influencers in your industry and ask them to share your content with their audience.
Also, you can leverage email and video marketing, so include the content in your email newsletter and send it to your email subscribers.
And upload and share your videos on video-sharing platforms
And also you can consider using paid promotions like Google Ads or Facebook ads, to reach a larger audience.
Additionally, set metrics and use analytics tools to track and analyze your promotions and gather insights for future campaigns.
Repurpose and refresh your content with new information and insights to reach new audiences and keep your existing audiences engaged.
And continuously monitor and improve your promotion strategy based on your results and feedback.
So, in summary…
Your content promotion plan specifies the strategy and schedule for promoting and distributing your content, and it includes your goals and objectives for promoting your content, information about your target audience, the content types that you will create, your distribution channels, and the key performance indicators you will use to measure the success of your content promotion efforts.
Follow the steps presented in this lesson to create and implement a content promotion plan for your business and if you need help or want to see an example of a content promotion plan, check out the tutorials listed on the screen.
So that’s all for this lesson.
In the next lesson, we’ll look at how to create a content management plan for your business.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers creating a content production plan specifying the strategy and the schedule your business will use to create and publish its content.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 8.
In the previous lesson, we looked at creating a content plan so we can start implementing our content strategy.
In this lesson, we’ll look at creating and implementing a content production plan.
This is the part of the content plan that determines how we’ll create and produce all the content in our business.
So in this lesson, we’ll cover what a content production plan is, why your business needs it, and how to create one for your business.
So, what is a content production plan?
A content production plan is a document that outlines the strategy and schedule your business will use to create and publish its content.
It includes your content production goals and objectives, information about your target audience, the types of content you will produce, the distribution channels that you will use, and the KPIs or key performance indicators that will be used to measure the success of your content production efforts.
Ok. Now that we know what a content production plan is, why does your business need one?
Your business needs one because it helps your business to:
Align its content efforts with its overall marketing and business goals.
It also ensures the creation of relevant, valuable, and engaging content for your target audience.
It helps you allocate resources and budget more efficiently towards content creation.
Helps you track content performance over time.
Helps you to identify and fill gaps in your content offerings.
And it helps you stay consistent and on-brand with your messaging.
So in short, a content production plan is a detailed plan that outlines the specific actions and resources that your business will use to create and publish content.
So now that we have a basic understanding of what a content production plan is and why your business needs it, let’s look at how to create one.
I’ve outlined here the main steps to creating a content production plan.
I’m only going to touch briefly on these points here, because many of these steps have already been covered in the Content Plan lesson in module 7.
If you need help, I’ve also written a detailed tutorial covering these steps, just visit the link on the screen.
So to create a content production plan, we need to…
Review our content plan and make sure that we have a clear understanding of our audience, goals, topics, and distribution channels.
We also have to assign roles and responsibilities, which means deciding who will be responsible for each aspect of the content creation process, like who will do the research, writing, editing, design, etc.
We also need a calendar or a scheduling tool to plan out when each piece of content will be created, reviewed, and published.
Another important step is to create a detailed workflow outlining the specific steps that will be taken for each piece of content. This should include research, writing, editing, design, and distribution. We’ll cover this in the next slide.
Also, outline the process for creating each type of content. Identify the tools, resources, and steps required to create different types of content, such as blog posts, videos, podcasts, infographics, etc.
And, finally, review and optimize. Review the content production plan regularly and make adjustments when needed. Use the metrics defined in your content plan to measure the success of your content and to make changes that will help to improve your results over time.
In terms of defining our workflow, we want to outline the processes for creating, reviewing, editing, and publishing content for each different type of content that we will create.
Obviously creating an article for a blog requires a different process than creating a video, so when we outline the workflow for each content type, we need to define things like:
The steps involved
Who is responsible for doing each step and what each step involves doing
How and when should a process move to the next step
What formats, guidelines, and procedures need to be followed to ensure that consistent standards are maintained
How and when to deliver each step, and so on.
For more information about outlining and documenting workflow processes visit the links on the screen.
Another thing to keep in mind when creating your content production plan is to include different methods like content repurposing.
Content repurposing is the process of taking existing content and adapting it for use on different platforms or in different formats.
This can include things like turning a blog post into a video, or republishing an article on a different website or creating an infographic from a research report, and many other forms, such as the examples listed here.
Repurposing content helps you get the most out of the content you have already created, maximizing your resources, and helping you reach new audiences.
The link on this screen has more information about repurposing content.
Coming up with ideas for your content can be a challenging part of the content creation process. But with the right sources, resources, and methods, you can generate a steady stream of ideas to keep your content fresh and engaging.
I recommend visiting ContentManagementCourse.com and signing up for my free and comprehensive email course on how to keep coming up with endless new content ideas for your website articles, blog posts, and newsletters.
So, in summary…
A content production plan specifies the strategy and schedule for creating and publishing your content, and it typically includes the goals and objectives for your content, information about your target audience, the content types that you will create, your distribution channels, and the KPIs that will be used to measure the success of your content production efforts.
Follow the steps discussed in this lesson to create and implement a content production plan for your business and if you need help or want to see an example of a content production plan, check out the tutorials listed on the screen.
Also, make sure to sign up for the free content ideas creation email course so you’ll never run out of content ideas.
So, that’s all for this lesson.
In the next lesson, we’ll look at creating a content promotion plan for your business.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers creating a content plan – what a content plan is, why your business needs one, and how to create a content plan for your business.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 7.
In the previous lesson, we looked at doing a content audit, which is taking an inventory of all of our existing content.
In this lesson, we’ll look at how to create a content plan so we can start implementing our content strategy in our business.
So, this is where we take all of the information we’ve been compiling about our audience, setting content goals, choosing content types, and doing a content audit, and we put it all together into a cohesive and actionable plan.
In this lesson, we are going to cover what a content plan is, why your business needs one, and how to create a content plan that will deliver your business results.
So, what is a content plan?
A content plan is a document that specifies what content your business will create to target your audience at all stages of their buyer journey, and how this content will be created, distributed, and managed.
A content plan also outlines…
who is responsible for creating the content,
what the purpose of the content is, and
how the content impacts your content strategy
The difference between a content plan and a content strategy, is that a content strategy is the overarching plan for creating, publishing, and managing content that aligns with the goals and objectives of your organization.
A content strategy defines the goals for the content, the audience it will target, and the overall tone and style of the content.
A content plan, on the other hand, is the tactical plan for executing your content strategy.
A content plan outlines the specific pieces of content that will be created, the channels through which they will be distributed, and the schedule for publishing and promoting your content. It also includes tasks and responsibilities for creating, editing, and publishing your content.
So, in short, a content strategy tells us the why and what, and a content plan tells us the how and when.
Now, why does your business need a content plan?
Your business needs a content plan to ensure that the right systems and workflow processes are put in place to create the right content, for the right audience, at the right time, using the right distribution channels, to help your business achieve its strategic goals.
So essentially, the goal of the content plan is to deliver the goals of the content strategy.
Now that we have a basic understanding of what a content plan is and why our business needs one, let’s look at how to create a content plan.
Here I’ve outlined 12 steps to creating a content plan and I’m just going to touch on these briefly in this lesson because I’ve written a comprehensive tutorial that covers all of these steps in detail and you can go through each of these at your own pace by visiting the link on the screen.
So in Step 1, we ask the question “what do we want our content to achieve?” Are we looking to increase brand awareness, generate leads, or drive sales? We covered this step in module 4 of this course.
We also covered Step 3 which content types to focus on in module 5, so if you need help in those areas, just go back and review those modules.
So let’s take a brief look, then, at Steps 2, 4, and 5, which is setting the frequency, topics, and distribution of our content.
And these are the questions that we need to ask
How often should we be publishing new content?” This will tell us the frequency.
What content should we be writing or talking about?” This will tell us the topics to write about, and
How should we be getting our content out into the world?” This will tell us the distribution methods.
So let’s look at frequency first.
It’s important to find a sustainable balance between producing enough content to keep your audience engaged, but not so much that it becomes overwhelming or low quality.
It also depends on the type of business you’re in. For example, if you run a news website, you’ll probably need to publish multiple articles a day to keep up with the latest developments. On the other hand, if you’re running a personal blog or a small business, you might only have the capacity to publish once or twice a week or a few times a month.
So, it’s important to consider our audience, our resources, and our goals when determining the frequency of our content. In general, it’s a good idea to find a frequency that we can sustain over the long term. Consistency is key when it comes to content marketing, so it’s better to publish on a regular schedule rather than trying to push out as much content as possible and then burn out.
Next up, are the topics you should be writing or talking about. Again, this will depend on your goals and audience.
If you’re running a business, you’ll want to focus on topics that are relevant to your products or services. For example, if you sell outdoor gear, you might want to write about hiking, camping, and other outdoor activities.
It’s also a good idea to consider what your audience is interested in. You can use social media polls, surveys, and other tools to get a sense of what your followers want to see more of.
Finally, there’s distribution. There are many options to choose from when it comes to getting your content out, including social media, email newsletters, press releases, guest blogging on other websites, and so on.
So it’s important to find the right mix of distribution channels for your business or personal brand. For example, if you’re targeting a younger audience, you might want to focus on social media platforms like Instagram and TikTok. And if you’re targeting a more professional audience, you may want to target channels like LinkedIn.
Another important area of distribution is understanding that there are different types of distribution channels, like owned media, paid media, and earned media.
Owned media is content that you create, own, and have full and complete control over. Like blog posts and articles that you write and publish on your website.
Paid media is where you pay to promote your content. Like taking ads on Google and social media.
And then there’s earned media, which is content that someone else creates, and you don’t pay for it but it benefits your business. Like when someone posts a great review about your business.
You can read more about these distribution channels by visiting the link on the screen.
Our content plan needs to align with our content strategy, so if our content strategy includes paid media, this brings up the next step, which is how to allocate our resources.
So the two main areas we need to focus on here are financial and personnel resources.
Financial resources mostly come down to the budget allocated to create and distribute content and to invest in the right tools.
So, if our content strategy specifies using paid media to distribute our content and there’s no budget for paid media, we’re going to have a problem.
We either have to try and find the budget, or rework our content strategy and content plan to focus more on owned media like blog posts and articles.
Which brings up the issue of personnel resources.
So, what kind of content team can your business afford to put together?
Creating and promoting content involves many different skills and responsibilities.
Whatever talent you have available to create and promote content is going to have a tremendous impact on your content plan.
For example, I run a number of websites on my own and I also work with a team in my full-time job, and both of these have pros and cons.
Working with a content team, for example, requires having really effective communication.
So, to implement a content plan effectively with a team means that we need to establish a central point of contact. This can be a content manager or a designated member of the team.
We also need to set up regular meetings or check-ins with all relevant teams and stakeholders and establish clear guidelines and processes for creating and approving content.
We’ll cover some parts of this step in this lesson, like setting up a content calendar. But in the next lesson, we’ll talk about editorial guidelines and workflow processes for reviewing and approving content.
It’s also very important to choose the right tools to ensure that everyone has access to the latest version of the content plan.
So, this would be like a document management system and also setting up team communication channels so everyone can communicate effectively, especially if your team comprises of people working remotely.
This can be done using tools like Slack and email, plus tools for live meetings, conference calls, and online presentations, like Zoom, Google Meet, Microsoft Teams, Skype, etc.
And we also need to choose our content management tools. These include Project Management Software like for example, Monday.com, or Asana, Jira, or Trello, and a Content Management System like WordPress, Drupal, or Joomla.
Once again, the tools you choose will depend on your budget, your needs, and how you’ve designed your workflow processes.
If you need more information about these tools, visit the links on the screen.
After choosing the tools your team will use to collaborate, communicate, and manage your content, the next step is to set up a content publishing schedule to organize and schedule your content creation and promotion activities.
Typically, this will be a tool that lets you set up and manage a content calendar or an editorial calendar.
Now, these terms are often used interchangeably, but an editorial calendar generally outlines each step of the process, while a content calendar usually covers one aspect, such as when posts are published or shared to social media.
If you’re just starting out, you can use a spreadsheet to track your content publishing schedule, but if keeping track of things starts to become too hard, you might want to use a calendar tool.
Some project management tools and content management systems also include scheduling features, so whichever method you choose, just make sure that everyone in your team can access the tool and that they know how to use it.
For a detailed tutorial on how to set up a content scheduling calendar, visit the link shown on the screen.
Now, we’re almost done setting up our content plan.
We just need to work out how to assign tasks and set deadlines for everyone who is involved in creating and promoting our content.
And here are some things to keep in mind.
First, we want to provide clear and detailed descriptions of the task and ensure that everyone on the team understands the expected outcomes.
So include any necessary resources or instructions.
Also, we want to take each team member’s skills and workload into consideration and make sure that we assign the task to the right person.
It’s also important to set realistic deadlines by learning to estimate accurately how long tasks will take to complete and how complex they are.
We also want to clearly communicate tasks and deadlines to assigned team members.
To do this, we can use team meetings, email, or a project management tool to follow up with team members and make sure they understand the task and have what they need to complete it.
And we also want to check in with our team members periodically to keep track of their progress, offer assistance and support, provide additional resources, and answer any questions they may have.
Finally, it’s important to create guidelines for assigning tasks to members that include all the points we’ve just discussed and add these guidelines to your workflow documentation.
The next step in creating your content plan is to include ways to measure content performance and content ROI, so you can see which parts of the plan are working and which areas will need improvement.
With content performance, we want to set up metrics to measure and analyze our content’s performance in areas like engagement, traffic, lead generation, conversions, bounce rates, and so.
We also want to set up ways to track revenue generated from our content and compare this to the costs of creating and promoting our content to work out our return on investment.
The links on the slide will take you to tutorials on how to set up content metrics, content tracking and a content measurement plan, and lists of tools you can use to measure your content performance.
Now the last step in creating our content plan is to schedule a periodic review of the plan itself to make sure that everything set out in the plan is progressing along, that all strategic goals are being met, and to figure out how to improve things if the goals are not being met.
So, in summary, a content plan tells us how and when to execute our content strategy.
Follow the steps we’ve covered in this lesson to create and implement a content plan for your business, and if you need help in any of these areas refer to the tutorials listed on the screen.
So, that’s all for this lesson.
In the next lesson, we’ll look at how to break our content plan into a content production plan, a content promotion plan, and a content management plan, so we can create, promote and manage our content more effectively.
Thank you for watching and I’ll see you in the next lesson.
This lesson discusses effective ways and tools to do a content audit to identify the types of content your business is currently producing, assess the performance of your existing content, and identify gaps and opportunities in your current content offerings.
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Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is Module 6.
In the previous lesson, we looked at the types of content we’ll need to produce to meet our audience’s needs and the goals we have set.
In this lesson, we’ll look at doing a content audit, which is taking an inventory of our existing content to see how it’s performing and to identify any gaps or opportunities that we may be missing.
Up to this point, the focus has been to get our thinking organized so we know who we are going to be creating content for, what types of content we’ll be creating, and what we want to achieve with our content.
Now, it’s time to take stock of where we are currently at, so we can plan where to go from here.
So.. how do we go about identifying the types of content that our business is currently producing?
The best way is by doing a content audit.
So in this lesson, we are going to look at what a content audit is and why your business needs one.
And we’ll also look at how to perform a content audit and tools that will help make this easier and faster.
So, what is a content audit?
A content audit is the process of systematically analyzing and evaluating our existing content’s performance and effectiveness.
It involves identifying and cataloging all of our content, evaluating its quality and relevance, and determining which content should be kept, updated, consolidated, or removed.
The goal of a content audit is to ensure that our content is aligned with our business goals and objectives and is providing value to our target audience.
So, why does your business need to perform a content audit? What are the benefits?
Well, there are a number of reasons for performing a content audit.
The first reason is to make sure that the content is aligned with your business goals.
By evaluating the relevance and effectiveness of your existing content, we can then identify areas that need to improve to better support the goals of the business.
Another reason is to improve user experience.
A content audit can help to identify content that is confusing, outdated, or irrelevant to users, which can negatively impact their experience.
By removing or updating this content, we can improve the overall experience of our visitors.
Another benefit is that it helps to identify gaps in our content and inform our future content strategy and planning activities.
A content audit also helps to improve SEO: By identifying and removing duplicate or low-quality content, we can improve our content’s search engine rankings and visibility.
And a content audit also provides insights to help evaluate our content performance in terms of engagement and conversions, and identify which content is resonating with our audience and which content isn’t.
So those are some of the reasons for performing a content audit.
Now, how do we actually perform one?
Well, the first step is to set some goals.
So, here are some general goals we’ll want to set.
First, we’ll want to start by identifying the purpose and the main objectives of the audit.
This could be to improve the user experience, increase conversions, or to align our content with the overall goals of our business.
Once we have identified the main objectives of our content audit, the next step is to define the specific goals and steps that will help us achieve those objectives.
For example, if our goal is to improve user experience, a specific goal could be to reduce the bounce rate on our website.
We’ll also want to set measurable targets to track our progress and evaluate the success of our audit.
For example, if our goal is to reduce the bounce rate on our website, then we’ll want to set a target percentage to achieve.
It’s also important to establish a timeline and set a deadline for achieving our goals.
It’s easy to get lost in all the little details and become overwhelmed once we start, so defining a time frame will help us to stay focused and motivated throughout the audit process.
We’ll also want to review and revise our results once the content audit is completed and evaluate whether the goals were met.
If they weren’t, we’ll need to revise our goals and identify any areas that need improvement.
Once we have set goals for our content audit, the next step is to perform an inventory of our existing content.
The aim of the content inventory is to basically take stock of all of our existing content … so, that means making a list of all of our blog posts and articles, videos, podcasts, social media posts, email newsletters, infographics, and any other types of content that we are currently outputting.
There are a number of tools that can help make this process easier and faster, and I’ve listed these in the URL shown on the screen.
After gathering and making an inventory of all our content, the next step is to organize and categorize it.
You can use a spreadsheet to document everything. You can create this spreadsheet from scratch or use a template.
There are content audit templates that you can download and I’ve added links to useful content audit templates in the slide.
In our spreadsheet, we simply create a column for every new category of data that we want to analyze, add each new content item from our inventory into a new row, and then just go across and fill in the information.
The table on the slide lists some of the items that you may want to include in your spreadsheet to categorize content-related, SEO, and performance elements.
And how you choose to organize and categorize your content and how much detail you want to record about each item is completely up to you.
At a minimum, you’ll want to list your content URLs, and add various useful categories, some metadata, and important metrics to track.
It’s also a good idea to categorize the content into different types. For example, written content, video content, social media posts, etc.
Also, if you review your content calendar – which we’ll talk about in another lesson, it will help you identify the types of content that your business is currently producing and planning to create in the near future.
After categorizing our content, we can then start to analyze our data.
Analyzing our content gives us a better understanding of the types of content our business is currently producing.
So we can begin by asking questions like:
Which topics or themes are we mostly focused on writing about?
Which content types are we mostly focused on creating?
How often are we producing this type of content?
What is the purpose of the content (is it to educate, entertain, generate leads, etc.)?
Who is its intended audience?
Which stage of the buyer journey is this content aimed at?
Which types of content perform the best?
Which types of content are most popular with our audience?
Are there any obvious gaps in the content that stand out, which we should be addressing and taking advantage of?
Do this for your web content, your social media channels, your email marketing, etc.
As you analyze your content, you can also record notes about each item to help your team decide what to do with it later on.
For example, you can mark items as having
Missing content. So, are there any topics that the content hasn’t covered which would be of interest to the audience?
Underperforming content. Looking at the numbers, are there any items that aren’t performing as well as they should?
Outdated content. Can the information be refined (or updated or reworked) to remain optimized and relevant to our audience?
Hit Content. This is content that’s performing well, and its metrics and results are meeting or exceeding all targets and expectations. So it can be left alone, as it’s already doing well.
A really useful tip is to use color coding where assigning colors to different categories in your analysis, then highlight the rows with these colors as you work through the spreadsheet.
So, for example, you can highlight items with missing content in a light red color, underperforming content in yellow, or outdated content in blue, and hit content in green.
This way, anyone looking at the spreadsheet will quickly be able to tell which items need attention and filter these for actioning later.
You can also use tools like Google Analytics and social media analytics tools to gather data on how your content is performing.
After analyzing the content, the next step is to classify it.
This step is important if you plan to rank content by priorities or include a timeline for your audit.
So, the goals that we defined earlier will help to prioritize what needs to be executed first.
For example, you may want to prioritize content from 1 to 5, and then define what happens to content assigned to each of these levels.
So, we would first classify all items as 1, 2, 3, 4, or 5.
Then, let’s say that all items ranked 1 are top-converting content and should be given top-priority treatment.
So, we analyze all priority treatment items, that is all items marked 1, further to find ways to do things like
Improve the content, for example, make sections clearer or more detailed, add supporting media like explainer videos, downloadable reports, etc.
Or improve search ranking through different SEO methods, for example, internal linking, more helpful content, etc.
Or improve traffic through social media, email newsletters, paid ads, content repurposing, etc.
So using this process, we can then specify that all items with a score lower than 3 should be transferred to a separate spreadsheet, analyzed in more detail, and assigned different highlight colors to determine whether the content should be updated, rewritten, or trashed.
Now. depending on how much content there is, you may also want to schedule it using a content production tool or your editorial calendar.
And the last step of the content audit process is to take action.
Here we evaluate our content and note what’s working and what isn’t.
Are you seeing desired results from your content like increased website traffic, leads, etc.? If not, what can be improved?
Look for opportunities for improvement and document your findings in your content strategy.
Ultimately, the objective of the content audit is to help you decide whether to keep, discard, refine, or develop content after analyzing each content item that you have inventoried.
So with each item of content, we would use our analysis data and notes to decide if we are going to keep or trash the item.
If we decide to trash the item, there are some things to consider, like whether the item has any kind of traffic or SEO value.
If so, we may want to redirect visitors to another content item before trashing it.
And if we decide to keep the item, does it need to be refined with a quick fix, a longer update, or even a complete rewrite?
Also, the audit may reveal missing gaps and opportunities to develop new content, repurpose existing content, like turning an article into a video or even consolidate a number of articles or blog posts on a similar topic into one authoritative long-form article or guide.
For more information on how to make the most from each of these options, please visit the tutorial listed on the screen.
Let me give you just a couple more tips before we move on…
After performing a content audit, list 5-10 immediate action steps and start getting to work on those right away.
Also, keep in mind that some actions that require little effort can deliver big results (like improving page structure or adding internal links to other content on your site), while other actions need a lot of effort but could deliver poor results (like spending weeks creating a downloadable guide or an eBook).
It’s also important to keep things manageable. As you can imagine, a content audit can turn into a huge and overwhelming task, especially if your business has already published lots of existing content already.
Ideally, performing a complete and thorough audit of your content is best. However, it’s completely up to you to decide which content you will audit, how you will do it, and what goals you are trying to achieve.
So for example if time is a limiting factor, you can break things down into smaller goals and audit only content that falls within a certain period of time (e.g. the previous 6-12 months), or content that meets only certain metrics (like your 50 most popular articles ranked by traffic or conversions), or audit only your website’s blog posts, etc.
Finally, after performing an initial content audit, you will want to schedule regular content reviews (e.g. perform an annual review), as this will continue delivering valuable insights on ways to improve not just your content strategy, but your website and your business too.
Now, let’s talk briefly about taking our content audit further.
A content audit doesn’t have to be limited only to content on your website.
You can also perform audits in areas like…
Offsite content assets. So if you’ve published content on external sites like infographics or slide decks, it’s a good idea to include as much data as you can gather on any external content pieces to help you assess how effective your content marketing efforts are.
There’s also other marketing channels you can look at. As mentioned earlier, you are not restricted only to your web content, you can also look at your social media channels, email marketing, and so on.
For example, if you run email marketing campaigns, is the content in your autoresponders up-to-date? Are there messages with higher open rates than others? Many email services provide analytics and reports that can help you improve the performance of your emails.
You can also audit your social shares. If your site displays share counters on pages, you can measure social shares by looking at the post itself, or by entering the URL of the page or post into various online services. This should provide plenty of actionable data about areas where your competition is outperforming your site.
Also, think about approaching sites that are linking to your competitors with a better piece of content or a guest post idea on the same topic and see if you can persuade them to link to your site instead.
And finally, you can also audit your competitor’s websites. You can use many of the same tools that you used to analyze your own site to perform competitive analysis on your competitors’ sites.
This can help to improve your content performance, especially in areas like SEO or driving more traffic to your site.
While you won’t be able to access certain metrics about their website (such as bounce rate, average time on page, and conversion rate), there are things you can track, like who is ranking higher for the keywords you are targeting, number of backlinks, etc.
So in summary,
If your business has existing content, performing a content audit is key to an effective content strategy.
Taking stock of what we have helps us know how we are doing and where we are going.
A content audit can benefit your business in many ways. It helps to align your content with your goals, improve user experience, identify missing gaps and new opportunities, make better data-driven decisions, and improve your content strategy’s overall performance and results.
And depending on how much content you have, a content audit can be a major task, so use tools to help you. Keep it manageable, but take action. Don’t just let the information sit in a spreadsheet.
After performing an initial content audit, schedule regular content reviews to make sure that there’s continuous improvement and better results in your business and your website.
And finally, remember that you can perform content audits in other areas of your business too, such as external content, other marketing channels, social shares, even audit your competition!
For more detailed information about what we’ve covered in this video, visit the tutorials and lessons listed on your screen.
So that’s all for this lesson.
In the next lesson, we’ll look at how to start implementing our content strategy by creating a content plan for our business.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers deciding which content types and formats will best help your business reach its goals.
***
Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 5.
In the previous lesson, we looked at setting goals for our content.
In this lesson, we’ll look at the different types of content that we’ll include in our content strategy.
You can read about each of these content types, including the challenges of creating each of these types, recommended best practices, and links to useful tutorials, tools, and other helpful resources by visiting the URL on your screen.
I’ve listed them here, but I won’t go into each specific type in this lesson.
Content formats include not only common formats like text, images, video, and audio but also interactive formats, virtual and augmented reality, and live streaming.
What I do want to cover in this lesson are the key things to consider when making decisions about which content types you will use.
So, the first thing to consider is your target audience’s needs.
There are many different kinds of business models and what type of business you’re in will affect which types of content you should create to keep your audience engaged.
For example, if we look at these side-by-side charts of content types for B2B and B2C businesses, we can see that while both types of businesses use articles and videos, with B2B businesses, there’s more emphasis on using content types like webinars, case studies, and whitepapers, whereas B2C businesses focus more on using infographics, charts, and long articles.
So what kind of business are you in? What type of audience will you be creating content for?
The next area is knowing what types of content our audience wants to consume, do they prefer their information delivered in the form of blog posts, webinars, case studies, eBooks, etc.?
As we will see in the next lesson, knowing which types of content we will need to create for different stages of our audience’s buying journey is also important.
Resources are the other important area to consider when choosing content types.
These resources mostly have to do with our budget and what kind of team we have available to work on our content.
For example, if our content strategy requires the regular production of high-quality videos, then we obviously need to make sure that we have the budget to cover this and access to people with video production skills, plus the tools to create and edit video content, and so on.
That’s one of the challenges we talked about in module 2.
An important part of creating our content strategy, then, is working with budgets and knowing what percentage of our total marketing budget will be allocated to areas like content production and marketing activities.
So, to summarize what we have covered in this lesson…
To create an effective content strategy, we not only need to understand our target audience and set content goals, we also need to familiarize ourselves with different content types and formats,
We need to know what kind of business we are in, as different business models need different content types.
We need to understand our audience’s content preferences and which content types work best for different stages of the buyer journey,
We need to assess our resources in terms of the budget and team we have to work with, and then we have to decide which content types we’ll create to meet our audience’s needs within our available resources.
For more information about all of these areas, see the tutorials and lessons listed on the screen.
In the next lesson, we’ll look at doing a content audit, which is taking an inventory of our existing content to see how it’s performing and identify any gaps or opportunities that we may be missing out on.
Thank you for watching and I’ll see you in the next lesson.
This lesson covers how to use your target audience information to set SMART goals for your content, plus defining your business goals, aligning your content strategy with your business goals, and determining what you want to achieve with your content (e.g. drive traffic, generate leads, build brand awareness, etc.).
***
Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 4.
In the previous lesson, we looked at understanding our target audience.
In this lesson, we’ll look at setting content goals for our content strategy.
Setting content goals involves identifying what we want to achieve with our content, and then developing specific, measurable, and actionable targets to help us achieve these objectives.
Here are the general steps to follow when setting content goals:
First, identify our target audience. Understanding their demographics, interests, and pain points will inform the types of content that we should be creating.
Next, define our business objectives. We need to determine how our content will support our overall business objectives, such as driving website traffic, increasing conversions, building brand awareness, and so on.
Next, establish specific, measurable, and actionable goals: For each objective we set, we’ll need to create specific, measurable, and actionable goals that align with our objective. For example, “Increase website traffic by 30% within the next six months.”
Also, we need to prioritize our goals based on importance and feasibility. This will help us focus our resources on the content that creates the most impact.
We also need to regularly review and adjust our goals, because the digital landscape is always changing, and so what worked well before may not work as well now.
So, we need to make sure that our goals are current and feasible.
Another important area is to measure and analyze our content’s performance. Here, we can use analytics tools to track performance and measure the success of our content against our goals. This will then help us identify areas for improvement and allow us to make data-driven decisions instead of guessing.
By following these steps, we can set clear and measurable content goals that will align with our business objectives and that will help us achieve our desired outcomes.
So, let’s explore each of these areas now in a little more detail.
The first step is to identify our target audience.
We’ve already covered this in module 3, so if you need help identifying your target audience, just go back and review that module.
The next step is to identify our business objectives.
Before we can identify our business objectives, however, we should have a clear idea of our business vision, mission, and core values.
If you need help with any of these areas, then visit the URL on this screen for an in-depth tutorial.
The next step is to establish specific, measurable, and actionable goals. For each objective or goal that we specify, we need to create specific, measurable, and actionable goals that will align with our objectives.
For example, our goal might be to increase website traffic by 30% within the next six months.
We can use SMART goals to set specific, measurable, and actionable goals to help us achieve this objective.
At this point, we will also want to define the metrics that we will use to measure our results.
If you need help or more information on content metrics, visit the URL on the screen.
The next step is to prioritize our goals based on importance and feasibility.
This will help focus our resources on the content that will create the most impact.
When prioritizing content goals, it’s important to consider both the importance and the feasibility of each goal.
Importance refers to how closely the goal aligns with our overall objectives, while feasibility takes into account the resources, time, and any other constraints that can impact our ability to achieve the goal.
One way to prioritize content goals is to use a method like the Eisenhower Matrix, which separates goals into four categories based on their importance and feasibility:
So…
Important and feasible are goals that should be prioritized and tackled first, as they will have the greatest impact and can be completed with the resources that we have available.
For example, creating product announcement blog posts when new products are released or existing products are updated would likely fall into this category.
The next category is important but not feasible. These goals are important, but can’t be completed given current constraints, so we might need to put these on hold or reevaluate them later to determine if they can be made more feasible.
An example of a goal that might fall in this category is producing a high-budget video ad campaign when we’ve only been given a very low budget to create our content.
Not important but feasible goals are not critical to our objectives, but could still be achieved within our available resources.
These goals can be completed if time allows but should be given lower priority than more important goals.
For example, translating website pages into another language that isn’t critical for our target audience would probably fall into this category.
And the last category is not important and not feasible, If goals are neither important nor feasible, then just drop them. They are not important and they are not feasible.
When using a method like the Eisenhower Matrix, it’s important to list all of our goals, then evaluate each one, add them into one of these four categories, and make a decision based on the category we’ve selected.
The next step is to continually review and adjust our goals.
As mentioned earlier, the digital landscape is always changing, so what worked well before may not work as well now.
The last step is to track our goals and measure and analyze our content performance using analytics tools. This will help us identify areas for improvement and make data-driven decisions.
So, to summarize what we have covered in this lesson, setting content goals involves steps like:
Identifying our target audience
Defining our business objectives
Establishing SMART goals
Prioritizing our goals according to importance and feasibility
Regularly reviewing and adjusting our goals to make sure they remain aligned with our objectives, and
Measuring and analyzing our content performance against the goals that we have set.
For more information about each of these areas, see the tutorials and lessons that are listed on the screen.
That’s all for this lesson.
In the next lesson, we’ll look at the different types of content to include in our content strategy.
Thank you for watching and I’ll see you in the next lesson.
This lesson looks at ways and methods to identify the demographics, interests, and pain points of your target audience, create user personas for your business, and understand the buyer’s journey and what types of content will be most relevant and valuable to your audience at each different stage of their journey.
***
Watch the video lesson below or refer to the video transcript:
Video Transcript
Hello and welcome back to our video course on how to create an effective content strategy for your business.
So far, we’ve looked at what a content strategy is, why your business needs one, and the benefits and importance of having a clear and defined content strategy in module 1.
We then looked at the main challenges of managing content effectively and what we need to put in place before we can develop an effective content strategy. That was module 2.
This is module 3, and this lesson is all about identifying and understanding our target audience.
Understanding our target audience is essential to develop an effective content strategy that will help our business succeed.
By identifying key characteristics of our target audience such as demographics, their interests, and their pain points, we can then create content that will speak directly to their needs, desires, and motivations.
So, how do we identify our target audience?
First, let’s look at what we are trying to understand about our audience.
Demographics relates to a market or a sector of the population.
Understanding our audience’s demographics lets us tailor our content strategy and content to better meet the specific needs of our customers.
Demographics relates to attributes like age, gender, income, education, occupation, geographical location, maybe even their family structure or lifestyle, if that’s important, and psychographics.
Psychographics is similar to demographics, but it deals with attributes that are harder to observe, such as mental and emotional characteristics and motives, whereas demographics are more visible and easier to determine.
So, things like your audience’s values, beliefs, and attitudes are psychographic attributes, whereas age, income, and occupation are demographics.
Now, the next set of information that we want to identify relates to our target audience’s interests and hobbies.
Understanding our target audience’s interests and hobbies can help us create messaging and advertising content that will fit their preferences and resonate with our audience, keep them engaged longer with our business or website, and create a more personalized approach that will help to increase our chances of attracting new customers and retaining existing ones.
To identify the interests and hobbies of our audience, we need to know things like:
What do they like to do in their free time?
What are they interested in learning more about?
Here are some examples of questions we can ask to uncover these answers:
“What are some of your favorite hobbies or activities outside of work?”
“What are some of the books, movies, or TV shows you enjoy?”
“What are some of the websites or blogs you like to visit?”
“What kind of music do you like to listen to?”
“What kind of events or activities do you like to attend?”
“What kind of sports or fitness activities are you interested in?”
“What kind of hobbies or activities do you enjoy with your family?”
“What are some of your favorite travel destinations or dream vacation spots?”
“What are some of the volunteer or community activities you’re involved in?”
“What are some of the causes or social issues that you care about?”
Another area we want to identify about our target audience are their pain points.
Their challenges, problems, and frustrations.
So what problems are they trying to solve?
And how can your product or service help to address these pain points?
Understanding our audience’s pain points lets us tailor our content to address their specific needs, desires, and concerns.
Now, how do we gather data about our target audience’s demographics, interests, and pain points?
If you visit the page listed on this slide, you will find more detailed information about each of these sources and links to tools and resources that you can use to gather this data.
Another way to identify your target audience is to create user personas for your business.
A user persona is a fictional representation of your ideal customer.
User personas provide a detailed and specific picture of who your target audience is, what their needs and goals are, and how they think and behave.
You create a user persona from the data and research gathered about your target audience.
And these allow you to address your ideal customer when creating your content.
And there are a number of free user persona online generators that you can use to create user personas.
Visit the URL on the screen for a list of free tools.
The other important area that will help you identify your target audience and their needs, is understanding your customer’s buyer journey.
The buyer journey is the process that a potential customer goes through before making a purchase.
The stages of the buyer journey are typically divided into Awareness, Consideration, Decision, and Retention.
In the awareness stage, your potential customer becomes aware of a problem or need that they have.
In the consideration stage, our potential customer is actively searching for a solution to meet their needs and is considering their options.
In the decision stage, potential customers have made a decision to solve their problem, and they are now looking for the best solution, and they are ready to make a purchase.
In the retention stage, the customer has already purchased the product or service and is now using it.
Since they have already purchased, this stage is not typically considered to be part of the customer’s purchasing journey but your content strategy still needs to accommodate this audience group in terms of retaining them and building customer loyalty.
Visit the URL on the screen for more details on understanding your customer’s buyer journey, the types of content you can create for each different stage of their journey, and useful tools and resources that will help you save time.
So, to summarize what we have covered in this lesson, let’s look at the action steps that we need to take to identify our target audience.
One, gather data about their demographics, interests, and pain points. There are various methods you can use to do this,
Two, create user personas. There are free online user persona generator tools that you can use, and
And three, understand the customer’s buyer journey and the best content types to help them at each stage.
For detailed tutorials covering each of these areas and links to tools and resources, just visit the URLs shown on your screen.
In the next lesson, we’ll look at setting content goals to create an effective content strategy.
Thank you for watching this video and I’ll see you in the next lesson.
This lesson covers what you need to know and do before you can create an effective content strategy for your business.
You will also learn about the challenges of managing content effectively and what you need to put in place first.
***
Watch the video lesson below or refer to the video transcript:
Video Transcript
Welcome back to our video course on how to create an effective content strategy for your business.
This is module 2.
In module 1, we introduced you to the course and looked at what a content strategy is, why your business needs one, and the benefits and importance of having a clear content strategy.
In this lesson, we are going to look at what you need to know and do before you can create a content strategy for your business.
Now, there are obvious and not-so-obvious challenges to managing content effectively.
So, let’s look at some of the obvious challenges first.
These include things like:
Having too much content. The more content you have, the more content you have to manage. Without good content management systems, it’s hard to keep your content organized and easy to find, and important information can end up getting lost or overlooked.
It’s also harder to coordinate your content when you have multiple people or teams contributing to it.
Also, having outdated, inaccurate, or obsolete information can be confusing for users and harm your credibility.
Another challenge is adapting to new technologies and platforms. Your business needs to keep up with new technologies, systems, and tools to stay current and manage its content effectively.
Keeping sensitive or confidential content secure and protected from unauthorized access or leaks is another challenge.
And so is tracking and measuring content performance, which is essential for making informed decisions.
Keeping content integrated and aligned with other systems and processes within your organization is also challenging, but important to optimize efficiency and avoid confusion or duplication of effort.
And budget and resources constraints is a challenge for all businesses, especially small businesses.
Now, the not-so-obvious challenges of managing your content effectively don’t become apparent until you actually start trying to manage your content effectively.
Then you discover that effective content management is a Catch-22 situation.
If you are not familiar with this expression, think about the dilemma that most people face when they first try to get a job.
You’ve probably heard people complain that no one will give you a job if you don’t have experience, but how can you get experience if no one will give you a job?
That’s an example of a Catch-22 situation.
Similarly, when it comes to managing your content effectively, you discover that “You can’t plan, produce, promote, and manage your content effectively until you have put in place the right systems and processes to plan, produce, promote, and manage your content effectively.”
But then you are faced with the challenge of do you put content management systems in place first and then start to create and promote your content, or do you start creating and promoting your content first and then worry about putting systems in place later?
As we will see, this has a significant and direct impact on our content strategy.
So, let me explain what I mean.
Your content strategy is part of your content management system, so if we start creating and promoting content before developing our content strategy and putting systems in place to manage our content effectively, then what’s the point of having a content strategy?
Let’s go back to our definition of a Content Strategy from module 1.
A content strategy is…
A plan for creating, publishing, and distributing valuable, relevant, and consistent content to achieve specific business goals and objectives.
A content strategy also helps you:
Define who your target audience is and understand their needs and interests
Create the right content to address their needs and speak to their interests
Determine the most effective channels for distributing your content
And track and measure performance so you can continue to improve your results.
So, without a content strategy, we are just creating content blindly with no real direction or ways to measure and track our content’s performance, so it’s all going to be hit-and-miss and guesswork and assumptions.
As we will see later in this course, eventually your business will end up with a very difficult mess to deal with and many more problems to try and sort out.
So we want to put a content strategy in place before we start creating and promoting our content.
But, this has its own challenges.
The first challenge is that a content strategy involves all areas of our business because content impacts all areas of our business.
Even writing a simple article or blog post for our website has to take into account areas like marketing and research, product development, accounting, legal stuff related to what you can and can’t say in your content, and even different types of technology like servers and different applications that are used by different teams or departments to store and send information, and so on.
You can read more about this challenge by following the link on your screen.
The point is that our content strategy has to take all of this into account.
The next challenge is that creating high-quality content and managing our content effectively requires quite a sizeable team.
There are many different roles involved in the process of planning, creating, promoting, and managing content.
So, whether you’re an individual blogger or part of a larger organization, all of these roles and responsibilities have to be met, so our content strategy also needs to take all this into account.
This leads to the next challenge, which is that it takes significant resources to create high-quality content and manage this content effectively.
You need a sizeable budget and personnel with the right skills and expertise, plus spending time doing content research, content planning, and documenting systems.
All of this is time-consuming and takes resources away from other areas of our business.
Most businesses operate with very limited resources and have very little time to devote to areas like content planning and documenting systems, so that’s a big challenge when it comes to creating a content strategy.
And finally, the last of the “not-so-obvious” challenges only becomes obvious when we try to start putting our content strategy together.
And this challenge is that all of the basic business foundations need to be in place for our content strategy to be truly effective.
Let’s think about what this means.
If the aim of our content strategy is to help our business achieve specific goals and objectives, then our business first needs to define those goals and objectives before we can put a strategy together to achieve these goals and objectives.
But it’s not just setting goals and objectives.
Before we can put an effective content strategy together, we also need to have a clear marketing plan, and this comes from having a clear marketing strategy, which comes from having a clear business plan, which comes from having a clear business strategy, which comes from having clear strategic goals and objectives, which come from having a clearly-stated business vision, mission statement, and core values.
If all of these processes are not clearly defined, then our content strategy will not be as effective.
So, let’s recap what we need to know and do before developing a content strategy for our business.
First, we need to be aware of the challenges of managing content effectively and
Then, we need to make sure that all of the basic business foundations are in place.
I’ve listed a number of articles on this screen that I recommend you read, as these cover in more detail everything that we’ve talked about in this lesson.
So, make sure to visit the website and if you have subscribed to the free email course, you will get additional information on everything that we cover in this video course.
So, that’s the end of this lesson.
In the next video, we’ll cover module 3, which is all about understanding our target audience.
Thank you for watching and I’ll see you in the next lesson.
Learn why businesses need a content audit and how to perform a content audit for your organization.
Content Audit
Learn why businesses need a content audit and how to perform a content audit for your organization.
If your role involves managing content for an organization, it’s important to know what existing content the organization already has.
A content audit provides an excellent planning resource and roadmap for future content creation. It helps businesses develop a content strategy and involves analyzing all of the published material in an organization to determine what is and isn’t working, and uncover gaps to fill.
In this lesson, we’ll cover:
What Is A Content Audit?
Why Perform A Content Audit?
Benefits Of Performing A Content Audit
What Are The Different Types Of Content Audit?
Goals Of A Content Audit
How To Perform A Content Audit
Taking Your Content Audit Further
Before You Begin
Please review the sections below before starting this lesson:
“A content audit is a process of systematically analyzing and evaluating the performance and effectiveness of your existing content.
It involves identifying and cataloging all of your content, evaluating its quality and relevance, and determining which content should be kept, updated, consolidated, or removed.
The goal of a content audit is to ensure that your content is aligned with the goals and objectives of your business, and that it is providing value to your target audience.”
According to Wikipedia,
A content audit is an accounting of all currently published web content and a cornerstone of content strategy.
A content audit is the only way to fully understand the structure and quality of the content on your website.
Prepare content for migration or for the development of a new site’s information architecture or design.
Evaluate content against business goals, editorial style guidelines, and templates.
Establish a common language among team members.
Evaluate content for removal or revision.
Pinpoint gaps in content.
Additionally, a content audit can be performed in different ways, e.g.:
Full Content Audit – a complete and comprehensive accounting of website content.
Partial Content Audit – this focuses on a subcategory of the site, often one among the top site hierarchy.
Content Sampling – this merely examines samples of content.
Rolling Content Audit – this helps to monitor and maintain the initial scan. A content manager may go through the audit process at some agreed-upon time to scan for changes, i.e. weekly, monthly, quarterly, semi-annually, or annually.
A content audit is a qualitative analysis of information assets on a website, while a content inventory is a quantitative analysis of a website.
A content audit answers questions like:
Is the content any good?
What content do we already have
Who is making this content
How do people find it
How is it performing?
Is the content current (accurate) or outdated?
A content inventory, on the other hand, simply logs what is on a website. It answers the question: “What is there?” and can be the start of a website review.
Let’s say that a business has been publishing content regularly for some time as part of its investment in content marketing, but isn’t sure whether all the time spent posting articles on blogs, creating videos, and releasing infographics across multiple channels has paid off.
Also, some of their content may have become old (i.e. outdated, irrelevant, obsolete), aimed at serving an outdated purpose, or it may no longer reflect the brand.
After performing a content audit, the business can decide what to cull, refine, or develop to make sure that when moving forward, everything will be consistent and aligned to its current strategy.
It’s also important to note that while a content audit refers mainly to published content on a website, this can also extend to published content stored outside a website. For example, price lists, catalogs, reports, etc., as the information in these publications may also be outdated or misaligned with the brand and require a review.
Goals Of A Content Audit
Setting goals for your content audit is an important step in ensuring that your audit is focused and effective.
Here are the general goals you’ll want to set for your content audit:
Identify the purpose of the audit: Start by identifying the main objectives of the audit. This could be to improve the user experience, increase conversions, or align the content with the business’s overall goals.
Define specific goals: Once you have identified the main objectives, define specific goals that will help you achieve those objectives. For example, if your goal is to improve the user experience, a specific goal could be to reduce the bounce rate on the website.
Set measurable targets: Make sure that the goals you set are measurable so that you can track your progress and evaluate the success of the audit. For example, if your goal is to reduce the bounce rate, set a target percentage that you want to achieve.
Establish a timeline: Set a deadline for when you want to achieve your goals. This will help you stay focused and motivated throughout the audit process.
Review and revise goals: Once your content audit is complete, review the results and evaluate whether the goals you set were met. If they weren’t, revise the goals and identify any areas where you need to improve.
It’s important to have clear goals that are aligned with your overall business objectives. This will help to ensure that your content audit is focused, effective, and produces the desired outcome.
Benefits Of Performing A Content Audit
Performing a good content audit is time-consuming, but it offers a number of benefits, such as:
Alignment with business goals: A content audit helps ensure that your content aligns with your business’s overall goals and objectives.
Improved user experience: A content audit can identify and remove confusing, outdated, or irrelevant content, which can negatively impact the user experience. It can also help make your website easier for users to navigate.
Identification of gaps in content: A content audit helps to bring your content up-to-date and allows you to identify gaps in your content, which can be used to inform future content strategy and planning.
Improved SEO: By identifying and removing duplicate or low-quality content, your business can improve its search engine rankings and visibility.
Evaluation of content performance: A content audit provides data-driven insights into how well your content is performing in terms of engagement and conversions. It helps identify which content is resonating with your audience and which isn’t, and makes content maintenance easier by giving your business a clearer understanding of what it is offering.
Cost-effective: By identifying the content that is not performing well or is outdated, your business can reallocate resources and focus on creating new, high-performing content.
Consolidation and streamlining: A content audit can help identify and consolidate content that is similar or redundant, areas where multiple content items address the same topic (keyword cannibalization and content topic exhaustion), areas for content repurposing or updating to boost results, and best-performing pieces of content that can be leveraged in marketing materials streamlining the overall user experience.
Better targeting: An audit can help you understand which pages are visited the most and by whom, giving you an idea of the audience that comes to your site, and the information they are looking for.
The more data you look at, the more things you will spot that need doing. You could end up going in so many different directions and drawing so many different conclusions that nothing ends up getting done. It’s important to avoid falling into the analysis paralysis trap.
So, decide before you begin that you will:
Stay focused on what’s most important,
Break larger findings into smaller tasks to be done later, and
Make sure that deadlines are met.
You don’t need to get hung up on getting everything done perfectly. As long as the metrics are being tracked and you’re revisiting the content audit process on a periodic basis, you should see incremental improvements in content performance. This will also help you detect and prevent issues or problems sooner.
What Are The Different Types Of Content Audit?
A content audit can be viewed from several perspectives. You can look at it from a content marketing perspective, an SEO perspective, or a combination of both.
Content Marketing Audit
A content marketing audit aims to determine how the content marketing strategy of the organization is performing across all channels.
A content marketing audit involves asking questions as you analyze each piece of content, such as:
What is the purpose of this piece?
Is it achieving its objective (e.g. prompting users to complete an action, aligning with the brand and tone of voice of the business, generating user traffic and social media shares, driving them towards an eventual conversion, etc.)
How well does this help readers move through the customer journey?
SEO Audit
The goal of an SEO audit is to identify how well the content is performing on search engines.
This involves cataloging content elements like keywords, word counts, optimized images, etc. for each content asset on the site, keeping track of these over time, comparing them to current page rankings, and determining what changes need to be made to improve the site’s natural search performance.
If most of the traffic coming to the site is from organic search, performing an annual SEO audit is recommended, as search engines regularly change their algorithms.
As you analyze each piece of content, consider on-page SEO elements like:
Article length – Content length is more important than keywords. Well-written long-form content tends to be comprehensive, useful, and full of organic keywords and phrases that people are searching for.
Structure -e.g. H1, H2, H3 heading tags
Metadata – post title, meta description
Internal and external linking – look at things like anchor texts and whether links are pointing to broken URLs, error pages, outdated content, etc.
Keywords – What keywords it’s currently ranking for (vs. the keywords you would like it to rank for).
Additionally, it’s good to have an idea of the ranking factors that Google looks for when indexing and ranking content.
Ideally, you would combine both types of audits to make sure that the content is performing optimally. This, however, can be quite an enormous task, especially if the business has been publishing content for a very long time and lacks the resources to perform an extensive analysis of its content.
Content Gap Analysis
Perform a Content Gap Analysis is another valuable tool in addition to the above.
What is Content Gap Analysis?
Content Gap Analysis is a strategic process aimed at identifying and evaluating missing content pieces that align with various stages of the target audience’s buyer’s journey.
It involves auditing existing content and devising a strategy to fill the gaps, ensuring comprehensive coverage across multiple touchpoints.
Why is Content Gap Analysis Important?
Content Gap Analysis is crucial for enhancing content performance, especially in terms of SEO and social engagement. By identifying content gaps beforehand, you can ensure that your content surpasses existing offerings, improving its chances of success upon publication.
Best Practices for Performing Content Gap Analysis
Analyze Google’s First Page
Examine top-ranking content on Google to identify common gaps such as freshness, thoroughness, usability, and the wow factor. This allows you to create content that fills these voids, potentially outranking competitors.
Utilize Tools for Scalability
Tools like SEMRush and Ahrefs can streamline the gap analysis process by pinpointing topics with significant content gaps. By analyzing competitors’ keywords and scrutinizing their top-performing pages, you can uncover opportunities to create superior content.
For example, here’s a video from Ahrefs showing how to use their tool to perform an effective Content Gap Analysis of your competitors’ site:
Ways to Improve Content Using Content Gap Analysis
Audit Your Own Content
Conduct a thorough audit of your existing content to identify areas for improvement. Look for gaps such as outdated information, lack of examples, or difficulty in comprehension. By refining your content based on these insights, you can enhance its relevance and effectiveness.
Optimize Content Elements
Shorten or expand introductions as needed, incorporate more visuals to enhance engagement, and ensure that the content is easy to follow and comprehensive. By addressing these aspects, you can elevate the quality of your content and attract organic traffic.
In summary, Content Gap Analysis is an essential process to optimize your content strategy. By identifying and filling content voids, leveraging tools for efficiency, and refining existing content, you can elevate content performance and better meet the needs of your target audience.
If you need help performing an SEO Audit, we recommend downloading this guide on how to run an SEO audit.
Here is an example of what a content audit for a real estate company might look like:
Inventory: Blog posts, case studies, videos, property listings
Evaluation:
Blog post: Relevance to the audience, effectiveness of the topic, engagement level
Case studies: Relevance to the audience, effectiveness of the topic, engagement level
Videos: Relevance to the audience, effectiveness of the topic, engagement level
Property listings: Relevance to the audience, effectiveness of the topic, engagement level
Identify gaps: Lack of videos on commercial properties, no information on property management services
Organize:
Blog post: grouped by topic
Case studies: grouped by location
Videos: grouped by property type
Property listings: grouped by location
Decide on the next steps:
Keep: Blog post, case studies
Update: Property listings to include more information on property management services
Create: Videos on commercial properties
Plan:
Create a video series on commercial properties
Update all property listings to include information on property management services
Create a blog post on property management tips
By following these steps, the real estate company will be able to identify the areas of their content that are working well and the areas that need improvement. This will help them make more informed decisions about their content strategy and improve the effectiveness of their overall marketing efforts.
Now that you understand what a content audit is, why your business needs one, and what the goals and benefits of doing a content audit are, let’s look at how to perform one.
How To Perform A Content Audit
The steps below show you how to do a content audit.
For links to free and paid tools that will help you with each stage of the process, see this section: Search Optimization Tools.
Auditing content is like opening Pandora’s box. Once you begin analyzing your existing content (especially if there is a lot of published content), it’s very easy to become overwhelmed or distracted by some of the more glaring and obvious things that need fixing, start following different trails and rabbit holes as you gain new insights and end up falling into seemingly endless circular labyrinths, as one article that needs fixing leads to many other articles that also need fixing, and so on.
The best way to avoid becoming trapped in this never-ending process is to start with one or more clearly defined goals in mind. This will also help you to better categorize your audit later
Think about what you want to accomplish. Your goal might be to:
Identify ways to improve organic search performance and determine which pages, articles, blog posts, etc. need to be optimized or improved.
Find which content pieces on the website have performed best (e.g. Top 20, 50, 100 most visited pages) and look for ways to improve these, or increase their visibility (e.g. email newsletter roundups, social media posts, etc.).
Highlight and troubleshoot content pages with high impressions and low conversions.
Determine which content topics audiences seem to prefer.
Discover pages or topics that can be consolidated because of overlapping content.
Make sure that all pages have an effective and compelling CTA (Call To Action) to help increase leads and conversions.
Identify and locate gaps in the existing content for different stages of the sales funnel
Make sure that all content aligns with the corporate culture or a new branding strategy, or has a cohesive voice (especially if the content is created by multiple authors, e.g. freelance or guest contributors), and remove content that no longer reflects the values, goals, or culture of the business.
Select content that the business wants to move/migrate to a new website or section of its website.
Generate ideas for future content pieces.
Also, it’s important to keep in mind higher-level goals such as company goals and objectives, content strategy goals, etc., and align your content audit goals to these.
Once you have defined specific goals for your content audit, the next step is to gather an inventory of the content.
2. Make A Content Inventory
Depending on the size of the website, you may want to start with a spreadsheet and manually add each content item, or use online tools to automate this process for you.
You can use tools to automatically scan your site and generate a list of exportable URLs.
If your website runs on WordPress, you can use a plugin to export the URLs of all the site’s pages, posts, and custom post types to a CSV file, which can then be easily imported into a spreadsheet.
If you plan to perform a more comprehensive content marketing audit that includes analyzing other digital channels (e.g. social media and email), many platforms allow you to download a CSV file of your content and metrics (e.g. you can do this from Facebook’s Settings or MailChimp‘s Reports sections).
Note: You can also analyze printed publications, but you’ll have to collect this information manually (from customer surveys, focus groups, etc.).
If you are collating data from various sources and adding these to different spreadsheets, you can merge your spreadsheets into a master document and use a tool like Power BI or Tableau to analyze the data and look for patterns.
3. Categorize The Content
After making an inventory of your content, the next step is to categorize it on a spreadsheet. These categories will help keep things organized and make the content audit more efficient.
Some online tools can categorize information for you, but it’s just as easy to set up a spreadsheet and add these yourself.
At a minimum, your spreadsheet should list your content URLs, various useful categories, metadata, and metric data.
Add each content item as a new row on your spreadsheet.
Here is a list of suggested column headings and descriptions for your content audit spreadsheet:
Content
Page Title
Page URL
Date of publication
Date last updated
Content summary
Word Count
Type of content
Content owner
Supporting Content(images, videos, or infographics)
Create your own content audit spreadsheet or use a content audit template. Image: GoInflow.com
3. Analyze Your Findings
This step is where you take a critical look at the data to make a true assessment of the content’s performance.
Go through your spreadsheet and start asking questions like:
Which topics or themes are you mostly focused on writing about?
Which content types are you mostly focused on creating?
How often are you producing this type of content?
What is the purpose of the content (e.g. educate, entertain, generate leads, etc.)?
Who is its intended audience?
Which stage of the buyer journey is this content aimed at?
Which types of content perform the best?
Which types of content are most popular with your audience?
Are there any obvious gaps in the content that you are producing?
etc.
For each content item listed on a row, work through each of the columns and record the results of your analysis.
This will provide insights to help you decide if any further action needs to be taken with the content, or if it can be left as is.
As you analyze the data, make a note of the following:
Missing content – Are there any topics that the content hasn’t covered which would be of interest to the audience?
Underperforming content – Looking at the numbers, are there any items that aren’t performing as well as they should?
Outdated content – Can the information be refined (i.e. updated or reworked) to remain optimized and relevant to your audience?
Hit Content – This content is performing well and its metrics and results are meeting or exceeding all targets and expectations.
It’s important to not only analyze the content but also to organize it in the spreadsheet. Having a clear classification system in place to organize all the analyzed content should help make the auditing process actionable (see the next step).
An effective way to do this is to assign colors to different categories in your analysis, then highlight the rows with these colors as you go.
This will help you (and anyone you share the spreadsheet with) understand which category each piece of content is assigned to, and what predominant categories your analyzed content falls into.
The descriptions below may help with your analysis.
Content
Page title
This is the first thing people see when they read your content. Does the page title accurately describe the content? Is it compelling and attention-grabbing (and not clickbait)?
Page URL
It’s best not to change your URL without a good reason (if you have to change the URL, see the tutorial on redirecting links in the Link Managementsection). Check that the URL is well-structured and that there aren’t any spelling mistakes. Generally, a good URL is short and clear – it shouldn’t contain symbols or long strings of numbers.
Date of publication
This helps you decide if the article is too out of date.
Date last updated
This lets you see when the content was last edited or updated.
Content summary
Copy and paste this from the article excerpt or write this information manually. It will tell you whether the content is relevant and up to date.
Word Count
Is the article’s word count consistent with other articles on the site? Keep in mind that longer content improves SEO ranking as it’s usually more comprehensive and helpful.
Type of content
If you’re doing a complete website content inventory, you may want to note down what type of content you’re assessing (e.g. article, blog post, landing page, user documentation, product description, infographic, etc.)
Content owner
Does the website or blog have multiple authors? If so, it may be worth logging who is responsible for writing, editing, or fixing it.
Supporting Content(images, videos, or infographics)
Note down any other content format types present in the content (e.g. images, videos, etc.). Look at content quality. Does the content conform with branding or style guidelines? Has the information dated? Also, check for missed opportunities (e.g. can you add a video, downloadable report, etc.)
Accessibility
Is the content accessible on desktop and mobile devices? Are images and tables responsive on smaller screens and different browsers?
Quality score
Is the content accurate, well written, and well structured? Give the content a quality score (e.g., 1 = poor, 5 = excellent) then use this score to decide whether to keep or discard the content. If the quality score is a 4 or 5, it may be worth keeping. If it’s a 2 or 3, consider improving it with an update or rewrite (depending on how time-consuming it would take to fix it). If the content scores only a 1, consider retiring or trashing it.
SEO Data
Meta title
This is the title that displays on Google searches. It doesn’t have to match the page title. Make sure that it is enticing for readers to click on, and try to keep the character limit under 60 characters to avoid having cut-off titles displayed on Google search results.
Meta description
This is a brief summary of the content. Make sure that the page has a meta description under 160 characters so it displays fully on Google search results. Meta titles and descriptions make users click through from search results to your site, so make sure they are both compelling. Note: Google sometimes chooses to display a different excerpt from the content, so your meta description won’t always show up, but you should still write one.
Internal and external links
Check that all links are working. Broken links are commonly found on older content. Also, make a note of any new or existing website articles that the content could link to internally.
Compare the keywords the content is trying to target with the search terms it is actually ranking for. If these are not the same, make a note to review and optimize the content.
Keywords ranked
Search optimization tools can tell you what search terms are being used to find your content, and where it is ranking on Google SERPS (Search Engine Results Pages). If the content is bringing in decent organic traffic, you might not need to do anything. If there are wild card keywords bringing in significant traffic, however, you may want to look into further optimizing the content for these newer terms.
Calls to action (if any) and where they lead
Does the page have a clear call to action? Is it driving users to its intended destination? Consider updating this if your content strategy has changed or if there is a newer or better resource to promote.
Performance Data
Note: We recommend gathering at least 3 months of data for the items below.
Bounce rate
Your bounce rate represents the number of people who immediately leave after visiting the page. Ideally, you’ll want the bounce rate to be under 40%, although anything up to 70% is often no cause for alarm. If it’s above this, however, consider ways to make the page more readable, attractive, and engaging for users.
Average page views
High page views mean that users are interested in your content. Low page views don’t necessarily mean that the content is bad. It could mean that users are having difficulty finding the content. Look for ways to increase the content’s visibility using different content promotion methods. This could be via using social media or improving SEO for better organic search results.
Average time on page
How long do people spend reading the content? The average time on page across all industries is 54 seconds, so aim for that as a benchmark. If actual time spent on the page is significantly less, look for ways to increase content engagement (e.g. expand the content, add a video, etc.)
Are users interacting well with the content? Comments and shares are sure signs that users are resonating with the content. If a content piece is not getting much traction, try to work out why and identify ways to improve it (e.g. repurpose it for other channels).
Set up conversion events on Google Analytics to track page conversions. A low conversion rate (under about 2%) indicates that users aren’t resonating with your message.
Action Columns
Action
Record here what needs doing with the piece of content.
Notes
Add notes here if required. Use this column to list suggestions and ideas, and to prioritize tasks for the content.
Note: People in organizations come and go all the time, so make sure that everything you record in the spreadsheet is accurate and can be easily understood by any new person hired to make sense of the data.
This step is important if you plan to rank content by priorities or include a timeline for the audit.
Add a priority column to your spreadsheet.
After analyzing results, implement a system to prioritize what needs to be executed first.
You may want to prioritize content from “1-5” or “A-E”, then define what happens to the content in each of these levels. Use the goals defined in Step to help you decide.
For example, if your goal is to improve conversions, your classification system could specify that all items ranked “A” are your top-converting content and should be given top-priority treatment.
“Priority treatment” could then be defined to mean looking for ways to:
Improve the content (e.g. make sections clearer or more detailed, add supporting media like explainer videos, downloadable reports, etc.)
Improve search ranking through different SEO methods (e.g. internal linking, more helpful content, etc.)
Similarly, your classification system may specify that all items with a score lower than “C” (or “3” depending on your rating system) should be transferred to a separate spreadsheet, analyzed in more detail by the marketing and SEO team, and assigned different highlight colors to determine whether to update, rewrite, or trash the content.
See the Content Reviews lesson for an example of using colors to highlight content based on what needs doing.
Ultimately, the objective of the content audit is to decide whether to keep, discard, refine, or develop content based on the analysis of each content item inventoried.
Classifying your content should help you with this step.
Here are the specific action steps you want to take after classifying each inventoried content item:
Keep vs Trash
Discard (if ‘Trash’)
Refine (if ‘Keep’)
Develop
Refer to the flowchart below as we go through each of these briefly.
Content Audit Actions.
1. Keep vs Trash
As you examine each content item, ask yourself questions like:
Is this piece of content well-written?
Is the topic/information still relevant to the audience?
Is it getting good results?
If the answer to the above is mostly “yes”, then you will want to keep the item. However, it doesn’t end there. There are further steps you will want to take, based on a review of the item. (See the ‘Refine’ step further below).
If the answer to the above is mostly “no”, then you will want to discard (i.e. trash) the item. Before trashing the item, however, there are additional criteria we recommend taking (See the ‘Discard’ step below).
2. Discard (If ‘Trash’)
Creating web content requires a significant investment of time and resources, so it can seem counterproductive for an organization to discard any piece of content that it has spent time and effort creating.
Keeping low-quality content alive on a website, however, can have a negative impact on user experience and search rankings.
If a first-time user lands on a piece of content on a website with information that is completely outdated, irrelevant, obsolete, or filled with links to pages that no longer exist, their first impression of the website (and the organization behind it) will probably be negative and they will most likely move on never to return.
Also, if Google deems your content to be unengaging due to factors like little to no visitors or time spent on the page, high bounce rates, etc., it will push the page down in its search results, which can impact the overall performance of the website.
If the content is no longer useful to its intended audience, then consider discarding it.
Before discarding any piece of content, however, we recommend doing an SEO analysis of the item to see whether it has any traffic or backlinks. If the content still has significant traffic and/or backlinks, then it’s probably best to try and redirect users visiting that content to another related article or blog post on your website before trashing it.
3. Refine (If ‘Keep’)
If you decide that the content is well written, performing well (e.g. generates traffic, has significant backlinks, has a reasonable conversion rate), and worth keeping, the next step is to review the item in more detail.
Could the content be improved with additional sections to provide readers with more in-depth information, update facts or statistics, maybe add a video, infographic, or downloadable guide, or just improve general readability or SEO?
If a lot of the work has already been done and you have a solid foundation to work with, then it’s better to preserve and salvage the content with a little bit (or a lot) of editing.
After reviewing each item, the next step is to classify the content into one of the following categories:
Leave As Is – This is the “if it ain’t broken, why fix it?” option. If the content is fine and performing well, you may simply want to leave it as is.
Quick Fix – If most of the content is fine but there are some minor glaring issues (e.g. spelling or grammatical errors, a sentence or paragraph that should be removed or added, links that need to point to different pages, etc.) and it would take no more than 15-30 minutes to fix this, then mark the item as a “quick fix” (or just fix it on the spot).
Update – If sections of the content are outdated, irrelevant, or obsolete and it would take more than an hour or so to fix these, the item may need to be scheduled for an update.
Rewrite – If the topic is worth preserving but the content contains mostly outdated, irrelevant, or obsolete information that would require a complete rewrite to fix, then the item may need to be scheduled for a rewrite.
For a more in-depth tutorial on this section, see the lesson on Content Reviews.
3. Develop
Seeing everything that the business has published makes it easier to identify and prioritize other content areas that the business may have missed.
For example, often, a content audit will help to uncover content that is missing on topics that haven’t been written about or addressed yet.
Another benefit of performing a content audit is that it can help to identify opportunities for content repurposing.
Often, a content audit will also uncover multiple articles covering the same topic. This is not good for SEO as it can lead to keyboard cannibalization. When you uncover a cluster of articles all covering the same topic, a simple check of traffic and backlinks will tell you which of these articles is performing better than the rest. You should then consider consolidating these articles into a single authoritative piece of content, as Google loves useful, long-form articles.
Additional action steps that can result from a content audit include making decisions like:
Assess which content supports different stages of the buyer’s journey (e.g. awareness, consideration, decision).
Implement a new content marketing method (e.g. set a regular schedule to create and publish videos).
Assign team members to review the results and identify patterns in the data that will help to improve areas like content quality, content performance, customer experience, etc.
Reuse the content: Combine different items to create new content or publish it in a different format (slides, ebook, infographics, etc.).
Rewrite the content: Rewrite underperforming articles and blog posts with new examples, tips, step-by-step tutorials, etc.
Expand the content: Look for ways to add more detailed information to the existing content. Research shows that longer articles of 3000+ words get 3x more traffic, 4x more shares, and 3.5x more backlinks than articles of average length.
Refresh the content: The content may simply need updated or relevant information like newer stats, the latest trends, or updated product details.
Structure the content: Make sure the content has a clear and logical structure with relevant H2 and H3 tags. Adding heading tags and a table of contents can help users and search engine bots interpret content better, which can help to boost traffic. Well-structured how-to articles are more likely to rank on featured snippets.
Update CTAs: Review and replace outdated banners on your blog or other web pages with relevant offers. This will help reactivate your content marketing funnel and improve conversion rates.
Add images: Images not only make web pages more attractive and engaging to users, but they can also increase traffic from Google Images. Consider integrating videos and images on web pages to increase the content’s chances of appearing in SERP features.
Optimize metadata: Review your titles, meta descriptions, and sections with SEO tags (h1, h2, h3). Ideally, try to use keywords in a natural and compelling way to make the content more attractive to users and search engines.
Optimize internal linking: Have new articles or blog posts been added to the website since the content was last written or edited? If so, look for related content to link to internally. This can help improve website organization and decrease bounce rates. Internal linking can also be used to optimize the buyer’s journey, sending users down the funnel from top-level content aimed at raising user awareness, through to decision-making content.
Use 301 redirects to avoid users running into “not found” error pages and having poor user experiences when searching for content on pages that have been removed from the website.
After performing a content audit, list 5-10 immediate action steps to be taken based on the results and the content audit goals defined in Step 1 and set a deadline for completing these tasks.
Keep in mind that some actions that require little effort can deliver big results (e.g. improving page structure or adding links), while other actions require a lot of effort but could deliver poor results (e.g. creating a downloadable guide or eBook).
After performing your initial content audit, schedule subsequent content reviews to be done regularly (e.g. annually). This will deliver valuable insights for the continuous improvement of your business, website, and your content marketing strategy.
5. Taking Your Content Audit Further
A content audit doesn’t have to be limited only to content on your website.
You can also perform audits on areas like:
Offsite Content Assets
When assessing the effectiveness of your content marketing efforts it’s a good idea to include as much data as you can gather on any external content pieces you’ve published (e.g. infographics, slide decks, etc.) if these are relevant to your audit goals.
Other Marketing Channels
Do you run email marketing campaigns? Is the content in your autoresponders up-to-date? Are there messages with higher open rates than others? Many email services provide analytics and reports that can help to improve the performance of your emails.
Social Shares
If your site displays share counters on pages, you can measure social shares by looking at the post itself, or by entering the URL of the page or post into various online services. This should provide plenty of actionable data about areas where your competition is currently outperforming your site. Think about approaching sites that are linking to your competitors who could potentially link to your site if you approached them with a better piece of content or guest post idea on that topic.
Competitors’ Websites
You can use many of the same tools used to analyze your own site to perform competitive analysis on your competitors’ sites. This can help to improve your content performance, especially in areas like SEO or driving more traffic to your site.
While you won’t be able to access certain metrics about their website (e.g. bounce rate, average time on page, and conversion rate), there are things you can track, like who is ranking higher for the keywords you are targeting, the number of backlinks, etc.
Here are frequently asked questions about content audits:
What is a content audit?
A content audit is a systematic review of all content on a website to evaluate its strengths, weaknesses, and overall alignment with business goals, leading to decisions on improvements, removals, or changes.
Why should I perform a content audit?
Performing a content audit helps identify what content is performing well, what is outdated or ineffective, and opportunities for new content. It informs content strategy and enhances SEO performance.
How often should a content audit be conducted?
The frequency of content audits can vary based on the size of your website and how frequently you publish content. Generally, it’s recommended to perform a content audit annually or during major website changes.
What are the main steps in a content audit?
Main steps include creating a content inventory, evaluating each piece based on metrics such as traffic, engagement, and relevance, and deciding on actions like updating, deleting, or creating new content.
Which tools can assist in conducting a content audit?
There are several tools available for analyzing performance metrics, creating inventories, and performing competitive analysis. Some stages will also require manual review for qualitative insights.
What should I do with outdated or underperforming content?
Options include updating it with new information, merging it with more relevant content, or deleting it if it no longer meets your business goals or user needs.
How do I analyze the results of a content audit?
Analyze content audit results by comparing current content performance against set KPIs like traffic, conversions, and engagement. This analysis helps identify trends and develop actionable insights for content strategy.
What are the benefits of a content audit?
Benefits include improved SEO, higher user engagement, better content quality, and alignment with business objectives. A content audit also helps in reallocating resources more efficiently towards high-performing content.
Summary
A content audit is a process of reviewing, evaluating, and organizing the existing content of your business in order to understand what is working well and what needs to be improved.
By conducting a content audit, your business can identify gaps in its content strategy, make sure that your content is aligned with your overall marketing goals, and decide which pieces of content to keep, update, or delete.
A content audit of your website content and other marketing channels also gives your business a high-level view of everything it has published and provides an opportunity to realign your content with your current strategy.
Creating an inventory of your existing content can also provide valuable insights into your business and your audience. It lets you assess data and make informed marketing decisions that can help grow your brand, reduce costs, and improve ROI.
A well-executed initial content audit and subsequent content reviews (e.g. done annually) can deliver significant insights into your business, website, and your content marketing strategy.
Action Steps
Use the checklist below when performing a content audit for your business:
Inventory your content: Make a list of all the content your business currently has, including the format, title, and location of each piece. This can include blog posts, videos, podcasts, whitepapers, social media posts, etc.
Evaluate your content: Review each piece of content and assess its effectiveness based on factors such as quality, relevance, engagement, and alignment with your business goals.
Identify gaps: Look for gaps in your content, such as missing topics or underperforming pieces, and make note of them.
Organize your content: Group your content into categories, such as blog posts, videos, podcasts, whitepapers, etc., and create a spreadsheet to keep track of each piece of content and its assessment.
Decide on the next steps: Based on your findings, decide which pieces of content to keep, update, or delete.
Create a plan for improving your content: Use your findings to create a plan for improving your content, including how you will fill gaps, create new pieces of content, and update existing content to better align with your business goals.
Notes:
You don’t need to get everything done in one go. A content audit can be a monumental task, especially if there is a lot of published content to analyze and no prior audit has been done.
Ideally, it’s best to perform a complete audit of your content. However, it’s completely up to you to decide which content you will audit, how you will do it, and what goals you are trying to achieve with it.
If time is a limiting factor, for example, you can break things down into smaller goals and audit only content that falls within a certain period (e.g. the previous 6-12 months), or content that meets only certain metrics (like your 50 most popular articles ranked by traffic or conversions) or auditing only your website’s blog posts.
You also don’t have to undertake the entire audit process by yourself. You can delegate some of the data-gathering steps internally to another employee in the organization or to an outsourced worker.
Resources
Search Optimization Tools – Free and paid tools that will help automate parts of the content auditing research process.
How To Run An SEO Audit – Download this free template, checklist, and 9-step guide on how to run an SEO audit for your organization.
Moz: On-Site SEO – This is a great site to help you learn all the fundamentals of on-page SEO.
Visit our tools and resources section for additional courses, guides, and helpful tools and resources for content managers.
Learn how to create an effective content strategy for your organization.
How To Create A Content Strategy
Learn how to create an effective content strategy for your organization.
Managing content effectively for an organization requires working with a solid content strategy that will guide and drive all the content it creates to achieve its goals.
If your organization already has a well-defined content strategy in place, great! Learn how to work within the existing framework.
If your business doesn’t have a content strategy, however, then you will need to help them create one. Otherwise, all the effort that goes into planning, creating, promoting, and managing content will probably lead to ineffective results and a waste of valuable resources.
This lesson will show you how to create a content strategy for your business if there isn’t one already in place.
Note: Part of the content featured in this lesson was sourced from an excellent tutorial on how to develop a content strategy published by Alexa.com on its blog.
This site, however, shut its service on May 1, 2022. (You can view the original article here).
Fortunately, we have a downloadable copy of their customizable content strategy template and worksheet, which you can access by subscribing to our free email lessons.
Assessing the scope and the extent of all the content that your organization is and will be responsible for creating and managing, then
Understanding the inputs and outputs that will shape its content strategy.
1 – The Scope And Extent Of Your Content
Every area of your business needs content, so the scope of your content strategy extends to all areas of your business.
The deeper you look into your business, the more you will realize that every area of your business needs content, so the scope of your content strategy must extend to all areas of your business and encompass every process from planning to creation to promotion, and management.
It also must take into account the interdependence of all these areas and processes and define how the people in your business will interact with this content.
For example, your products and services need content. There’s content in their names, their descriptions, their packaging, their promotion, etc. Different teams and areas of your business may handle different aspects of these (e.g. Development, Production, Marketing, etc.) yet everything needs to be in complete agreement with respect to the content that is attached to your products and services.
For example, your marketing team may handle the product’s name, description, branding, promotion, etc. but this needs to translate into non-physical processes (e.g. feedback from users back to product developers) and physical processes (e.g. creating labels for packaging) and all of this must be communicated to your content team.
This all requires content management and is part of your content strategy.
Similarly, your business uses technology to store and process content (e.g. a website), and while you may not need to understand how to build a website or look after servers, you (and your content team) need to know how to interact and use this technology to add, edit, and manage all the content being stored and processed via the technology, tools, and solutions used by the business.
Additionally, all of your business’s internal processes utilize content to communicate with and train its staff, partners, vendors, suppliers, etc.
Finally, there is the type of content most of us are familiar with, which is the content used to promote and sell your company’s products and services via content marketing methods and content distribution channels.
2 – Inputs And Outputs
Your content strategy will be shaped by your business goals, the audience it intends to reach, the competitive landscape, resources, tactics, costs, and how results will be measured.
Content strategy inputs
The major inputs that build the foundation of an effective content strategy include:
Goals: What does the business want to accomplish using content?
Audience: Who do you want to reach with content?
Competition: What other content is already available in your industry or niche?
Resources: Which internal assets can the business leverage?
Tactics: What activities will help the business meet its goals?
Investment: What budget is available for content-related activities?
Measurement: How will content results and performance be tracked and measured?
Let’s go through each of the above inputs of a content strategy in a little more detail.
Step 1: Define Your Goals
Developing a solid content strategy begins with defining what the business wants to accomplish using content.
Some things to consider when setting goals for a content strategy include:
Company values, vision, mission, and other considerations affect what the business or brand stands for.
Getting buy-in from all major stakeholders.
Some of the goals that a content strategy may address include:
Growing awareness of your products
Supporting customers
Changing how people think about something
Attracting and retaining employees
Encouraging free trial signups
Nurturing leads into conversions
Building repeat customers and loyalty
It’s also important to build a periodic review of the content strategy into the overall strategic plan, as goals can and do shift as an organization grows and these should remain aligned with the needs of the business.
For example, businesses that are just starting out may want to focus on building brand awareness. As the business becomes more established, it may then shift its attention toward nurturing leads.
In addition to having goals that can shift over time, it’s important to understand that different businesses and organizations adopt different models to set, measure, and achieve goals.
As a content manager, you will need to work with whatever goal model the business uses.
SMART goals are specific, measurable, attainable, relevant, and time-bound.
Here’s what each of these elements means:
Specific: Your goals should be specific and clearly defined. Instead of saying “I want to increase website traffic,” say “I want to increase website traffic by 25% in the next 3 months.”
Measurable: Your goals should be measurable, so you can track your progress and determine whether you’re on track to achieve them. In the example above, “25% increase in website traffic” is a measurable goal.
Attainable: Your goals should be attainable, but still challenging. If your goals are too easy, you won’t be motivated to work toward them. If they’re too difficult, you may become discouraged.
Relevant: Your goals should be relevant to your overall business objectives and audience needs. If your goals don’t align with your business or your audience, you won’t see the desired results.
Time-bound: Your goals should have a specific timeframe for completion. This helps to give you a sense of urgency and helps to keep you on track.
Regardless of the model used to achieve goals, keep in mind that goals often also tend to be aspirational (i.e. they will push the team to try and achieve ambitious outcomes), so some degree of flexibility may be required in this process.
Setting Content Goals
It’s important to align your content goals with your business goals and document these in your content strategy.
Here are the steps you can follow to set goals for your content:
Identify your target audience: Understand the demographics, interests, and needs of your target audience, as this will inform the types of content you should create.
Define your business objectives: Determine how content can support your overall business objectives, such as driving website traffic, increasing conversions, or building brand awareness.
Establish specific, measurable, and actionable goals: For each objective, create specific, measurable, and actionable goals that align with the objective. For example, “Increase website traffic by 30% within the next six months.”
Prioritize your goals: Prioritize your goals based on importance and feasibility. This will help you focus your resources on the most impactful content.
Regularly review and adjust your goals: Continuously review your goals and adjust them as needed. The digital landscape can change, what worked well before may not work as well now. Make sure your goals are current and feasible.
Measure and analyze your performance: Use analytics tools to track your performance and measure the success of your content against your goals. This will help you identify areas for improvement and make data-driven decisions.
By following these steps, you can set clear and measurable content goals that align with your business objectives and help you achieve your desired outcomes.
Prioritizing Content Goals
When prioritizing content goals, it’s important to consider both the importance and feasibility of each goal.
Importance refers to how closely a goal aligns with the overall objectives of the organization or project, while feasibility takes into account the resources, time, and other constraints that may impact the ability to achieve your goal.
Use the Eisenhower Matrix to prioritize your content goals.
One way to prioritize content goals is to use a method such as the Eisenhower Matrix, which separates goals into four categories based on their importance and feasibility:
Important and Feasible: These are the goals that should be prioritized and tackled first, as they will have the greatest impact and can be completed within your available resources. For example, creating product announcement blog posts when new products are released or existing products are updated would likely fall into this category.
Important but Not Feasible: These goals are important, but cannot be completed given your current constraints. These may need to be put on hold or reevaluated to determine if they can be made more feasible. For example, producing a high-budget video ad campaign with a low budget would fall in this category.
Not Important but Feasible: These are goals that are not critical to the organization’s objectives, but could still be achieved with the available resources. These goals can be completed if time allows but should be given lower priority than more important goals. For example, translating website pages into another language that is not critical for your target audience would probably fall into this category.
Not Important and Not Feasible: These are goals that are neither important nor feasible and should not be pursued.
When using a method like the Eisenhower Matrix, list all of your goals, then evaluate each one, add them into one of the four categories, and make a decision based on the category selected.
Keep in mind that the digital landscape is always changing, so what worked well before may not work as well now. Feasibility and importance can change over time, so it’s a good idea to regularly review and re-evaluate your goals and priorities to ensure these remain current, feasible, and aligned with your overall objectives.
Step 2: Know Your Audience
A critical component of developing and implementing a successful content strategy is knowing your audience.
Understanding who your ideal customer is, their needs and wants, their buying patterns, how much they are prepared to spend, how they prefer to consume the information they are looking for, etc. is an in-depth process that requires focused effort and time spent on research.
If you don’t know where to start, begin by spending time talking to everyone in your organization that has insight about your audience, (e.g. CEO, the sales team, product managers, customer service dept., etc.) to glean as much insight as you can about your audience.
Talk to people in your business who know who your audience is.
Identify all the audience groups in the decision-making process that your content needs to reach.
Often, this may include multiple people. For example, with B2B, your audience may include the business owner, buyers, end-users, experts, consultants, etc.
With B2C products or services with less complicated buying cycles, it’s important to find out who makes the purchase and who can help to amplify your content.
Here are some questions that can help you identify your target audience(s):
What does your audience care about?
What are your prospects’ pain points?
What problem(s) does your business help to solve?
How and where does your audience like to consume information? For example, do they mostly watch videos or reviews when searching for information? What are the predominant social media platforms they gravitate towards? Are they likely to subscribe to a newsletter?
The more accurately you can answer questions about your audience, the more accurately you will be able to pinpoint things like:
Which types of media you will need to create to reach them (video, audio, images, long-form blog posts, influencer or celebrity endorsements, etc.),
What topics to address in your content
What stage of the sales process the audience is at (top, middle, or bottom of the funnel)
Which content delivery channels your content strategy should focus on for the best ROI (SEO, social media, paid search ads, email, forums, PR, print, etc.).
You can also gain a better understanding of your audience by creating and adding documented buyer personas and customer journey maps to your content strategy.
Looking at what the competition is doing with their content can tell you a lot about which content strategies are working in your industry.
It can also help you identify gaps that no one else seems to be filling and incorporate these into your content strategy.
See the content research tools section for tools and resources that will help you research competitor data (e.g. where most of their website traffic comes from, paid and organic keywords, backlink profiles, audience interests, etc.)
Step 4: Assess Your Resources
Most businesses have limited resources, so it’s important to review and assess these to determine the capabilities and limitations of the business to implement a content strategy.
It almost goes without saying that the fewer resources a business has, the more resourceful it needs to become.
This step involves evaluating resources like:
People – As covered in earlier lessons, it takes a sizeable team to fill all the roles required to plan, create, promote, and manage content. Who will help to fill all these roles in your organization?
Budget – As we’ll explore further in this lesson, without resources like people or money, there’s very little you can do to successfully implement a content strategy (it can still be done, however…it just takes longer and requires more effort, commitment, desire, and resourcefulness – this site is an example and its content will show you how to get things done with little to no budget and starting with just one person…you!).
Systems – What systems, tools, and applications does the business have in place to help leverage and automate processes and tasks in content-related areas? For example, will you need to implement an editorial calendar and create documentation and training for internal staff and users? This course will show you a number of cost-effective systems and tools you can use to get more things done in less time.
Content – Look at the existing content of the business. How much of it needs updating? Can any of it be repurposed? What new content needs to be created? A content audit can help to identify strengths, weaknesses, and opportunities in this area.
Differentiators – Is there anything your business does better than anyone else in your industry? Does it have a unique perspective or an outspoken founder whose voice you can leverage? Is there a unique point of differentiation that you can use to cut through the noise and the clutter and hook customers in?
Assessing resources will not only tell you what you can do, it will also tell you which constraints you’ll have to overcome or accept to move forward, which opportunities, tactics, and angles aren’t worth pursuing, and the choices and options you will have to narrow your content strategy down to.
Step 5: Explore Tactics
As mentioned earlier, most businesses have limited resources, so it’s important to evaluate the benefits and costs of using different tactics before investing any time, money, or effort in pursuing them.
Before looking at tactics, however, it’s important to understand the difference between strategies and tactics.
Wikipedia defines this difference as follows …
“Strategy is undertaken before the battle. Tactics are implemented during battle. The terms tactic and strategy are often confused: tactics are the actual means used to gain an objective, while strategy is the overall campaign plan, which may involve complex operational patterns, activity, and decision-making that lead to tactical execution.”
Tactics, then, are what you do in the middle of a battle. Your strategy, on the other hand, is how you prepare beforehand to win the war.
Strategies help the business decide on the tactics (i.e. the methods) that it should or shouldn’t use to achieve its objectives.
For example, a content strategy can help the business decide whether to invest its small advertising budget on social media or pay-per-click ads, which product(s) it should promote first, what type of keywords it should target, etc.
Step 6: Estimate Your Investment
According to research done by the Content Marketing Institute, businesses increased their average budget spending on content marketing after the pandemic but the size of their content marketing teams did not increase.
So, businesses are prepared to spend more on content marketing but they also expect their staff to take on more responsibilities in content-related activities.
As a content manager, you will need to become more resourceful and learn to work with whatever budget you’re given.
Start by estimating the cost of your strategy. What areas need more shoring up internally? Which areas need outsourcing? Which areas of content marketing are worth investing more time and money in?
Areas of B2B Content Marketing Investment in 2022. Source: ContentMarketingInstitute.com. Click on the above image to view a larger version.
When assessing costs, keep in mind that content also has a ‘lifespan’ and that there is a cost to maintaining and retiring it.
Before finalizing your strategy, make sure you have considered all the resources you will have at your disposal to make sure you will have the budget to implement it.
Step 7: Plan How You’ll Measure Results
Once goals have been set, it’s important to decide on the metrics and KPIs that will be used to evaluate your content strategy. Here are some common examples.
Examples of Content Marketing Metrics. Source: Alexa.com
It’s important to keep in mind that a content strategy plays out over the long term and will take time to show returns and results. For example, if SEO is part of the strategy, you can measure progress by looking at keyword rankings, backlinks, page views, and leads, but expect at least six months to a year before you begin to see actual results that will allow you to make a decision on its effectiveness.
See the content planning module for more information on how to create a plan to measure the results of your content strategy.
Content Strategy Examples
Businesses with different values and cultures selling different types of products and services in different industries need a customized content strategy that will work for them.
For this reason, some organizations hire content strategists to create, document, and oversee their content strategy. Smaller businesses, however, may need to assign one or more people to create their content strategy internally.
Here are some examples of how a content strategy can work for different types of businesses with different needs.
Retail
The content strategy of a retail business can focus on areas like:
Using content to help the business reach target clientele, overcome the barriers to buying products online, and build loyalty for repeat purchases.
Using a blog and building an audience for distribution via email subscription
Using short copy content for a time-strapped audience.
Using images on its social media, website, and blog to make products more relatable to buyers and convert site visitors
Using videos to demonstrate product uses and features.
Manufacturer
The content strategy of manufacturing businesses can focus on areas like:
Using content to reach buyers at various stages. For example, using a blog and SEO to attract top-of-funnel traffic and leads, educating site visitors with a library of resources, and helping customers and encouraging referrals in an open forum.
Producing detailed content that is easy to consume with engaging images, video, short paragraphs, and clear, simple writing instead of using dry technical copy.
Consumer Service
The content strategy of a consumer service business can focus on areas like:
Using content to gain awareness, build trust, educate, and help show consumers how to use the service.
Connecting with the audience using an empathetic, authentic voice that flows from the business team’s experience and supporting this voice with appropriate images and captions.
Building an extensive library of deep, long-form helpful articles with downloadable worksheets.
Creating partnerships and active contributor placements on industry websites to help build brand awareness and garner backlinks to boost site authority.
Technology Company
The content strategy of a technology company can focus on areas like:
Using content to build awareness for its products and affinity for its culture.
Encouraging free trials among marketers, product managers, and UX designers.
Focusing on purpose-driven content that embraces company values.
Attracting search traffic with deep content organized in a ‘hub and spoke’ structure.
Building its email subscriber list to encourage repeat engagement and nurture leads.
As you can see, there is no “one size fits all” content strategy that will work for every business. Every business has its own unique needs and, therefore, needs its own unique content strategy.
Content Strategy Checklist
Define content strategy goals: Clearly define the goals for the content strategy, such as increasing brand awareness or driving website traffic.
Audience research: Conduct research to understand the demographics, interests, and pain points of your target audience.
Competitive research: Analyze the content of your competitors to understand what topics and formats are resonating with your target audience and how you can differentiate your content.
Define content themes: Define the themes that align with your business goals and audience interests.
Create a content calendar: Create a content calendar that outlines the topics, formats, and publishing schedule for your content.
Establish a content workflow: Establish a content workflow that outlines the process for creating, reviewing, editing, and publishing content.
Set metrics and KPIs: Set metrics and key performance indicators (KPIs) to measure the success of the content strategy.
Optimize for SEO: Optimize the content for search engines by including relevant keywords, meta descriptions, and alt tags.
Collaborate and communicate: Collaborate and communicate with other teams and stakeholders to ensure the content aligns with the overall company goals and objectives.
A content strategy is essential for any organization that intends to grow using content, as it will guide and drive all the content it creates and set the business on the path to success.
A content strategy will also show the business how to do more with less, when to embrace a new idea (and when to say no), and determine when the strategy should be periodically revisited to achieve its goals.
Developing a content strategy looks at inputs and outputs to the company that will shape its strategy and includes defining goals, understanding the audience it intends to reach, analyzing the competitive landscape, reviewing its resources, evaluating tactics, budgeting costs, and deciding how results will be measured.
There’s no one size fits all solution and building a successful content strategy won’t happen overnight. Online content is at an all-time high, and the only way to get ahead of the competition is by developing winning strategies. And, while there’s no one size fits all solution, identifying and including the three key elements — brand focus, user experience, and content distribution — will help develop a plan for business’ success. Remember, messaging should be unique and always on-topic. Content must meet customers’ needs at different stages of the sales funnel. And, effective distribution is essential for exposure to high-quality content.
Action Steps
If you need help creating a content strategy for your organization, check out the resources and references below.
To access and download a customizable template and worksheet that will help you with your content strategy, allow you to collaborate with your team, and record your content research, make sure to subscribe to our free email lessons.
Content Strategy Playbook – Useful downloadable templates to help you build your content strategy, including personas, journey maps, content calendars, governance, messaging, and more.
HubSpot Blog – Go here for practical articles on content strategy and content marketing.
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This is Part 1 of our free How To Create An Effective Content Strategy For Your Business video course.
So that’s all for this lesson.
Content formats include not only common formats like text, images, video, and audio but also interactive formats, virtual and augmented reality, and live streaming.
What I do want to cover in this lesson are the key things to consider when making decisions about which content types you will use.
In the next lesson, we’ll look at doing a 
By identifying key characteristics of our target audience such as demographics, their interests, and their pain points, we can then create content that will speak directly to their needs, desires, and motivations.
In the next lesson, we’ll look at setting content goals to create an effective content strategy.
Now, there are obvious and not-so-obvious challenges to managing content effectively.
Now, the not-so-obvious challenges of managing your content effectively don’t become apparent until you actually start trying to manage your content effectively.
Your content strategy is part of your content management system, so if we start creating and promoting content before developing our content strategy and putting systems in place to manage our content effectively, then what’s the point of having a content strategy?
Let’s go back to our definition of a Content Strategy from module 1.
So, without a content strategy, we are just creating content blindly with no real direction or ways to measure and track our content’s performance, so it’s all going to be hit-and-miss and guesswork and assumptions.
The first challenge is that a content strategy involves all areas of our business because content impacts all areas of our business.
The next challenge is that creating high-quality content and managing our content effectively requires quite a sizeable team.
This leads to the next challenge, which is that it takes significant resources to create high-quality content and manage this content effectively.
And finally, the last of the “not-so-obvious” challenges only becomes obvious when we try to start putting our content strategy together.
So, let’s recap what we need to know and do before developing a content strategy for our business.
So, that’s the end of this lesson.
If your role involves managing content for an organization, it’s important to know what existing content the organization already has.
Managing content effectively for an organization requires working with a solid 
