What are the key elements of a content strategy and how can you use them to improve your content audit?

Organize goals by priority. ... Use the SMART framework to define goals. ... Collect data and analyze it to find patterns. ... Use your research to refine buyer personas. ... Find topic and formatting gaps. ... Review content for quality and relevance. ... Look for repurposing opportunities. ... Create a content workflow.

Firstly, we have the 'Audience Understanding'. It's all about knowing who your content is for. In a content audit, dig deeper into the demographics and psychographics of your audience. What engages them? Next up, 'Content Goals'. Define what your content aims to achieve. In a content audit, align your content with your business goals. Is it driving traffic, generating leads, or something else? Then, there's 'Content Creation'. It's not about churning out content for the sake of it. During a content audit, assess whether your content is informative, entertaining, or inspiring. Finally, we have 'Distribution & Analysis'. It's crucial to understand where and how to share your content. Equally important is measuring its performance.

Your content strategy is essential for creating, managing, and improving content. When you conduct a content audit, you can use the elements of the content strategy to enhance the process. I have listed the key features of a content audit: - Goals and objectives - Target audience - Content inventory - Content analysis - Competitive analysis - Keyword research - Content governance - Content calendar - Distribution - Content updates - Content creation - Measurement and analytics - Feedback and iteration Integrating these elements into your content audit ensures that the audit is a strategic tool for ongoing content improvement. It helps you align your content with goals and your audience while optimising for performance and relevance.

I think the RACE/AIDA or marketing funnel framework can really help in setting SMART content goals and metrics. Every stage should have clear and focused goals and metrics as these help move customers along the funnel.

In my experience, defining clear goals and metrics is the foundation of an effective content strategy. For instance, when working on a campaign for a tech startup, our goal was to increase product sign-ups. To measure success, we focused on metrics like conversion rate, click-through rate, and user engagement. By setting these specific, measurable goals, we could tailor our content to drive user actions. Over time, we saw an impressive increase in sign-ups, proving the importance of aligning goals with metrics in content strategy.

Based on my experiences, understanding your audience and creating personas is essential for content strategy. When working on a project for a fitness brand, we realized that our audience ranged from fitness enthusiasts to beginners. By creating personas for each group, we tailored our content to address their specific needs. For enthusiasts, we focused on advanced workouts and nutrition tips, while for beginners, we provided beginner-friendly exercises and meal plans. This approach significantly improved engagement and conversions, highlighting the importance of knowing your audience intimately in content strategy.

1. Define your goal. What's your aim for developing a content marketing plan? Why do you want to produce content and create a content marketing plan? It may seem obvious, but these questions are the core of a useful content strategy. Look at high-level business goals, notes from meetings, and notes from your team, then do some solo research to make sure your goals have staying power. Organize goals by priority. Once you have a list of goals, rank them from most to least important. This can help you decide which parts of your strategy are an immediate need and which are for long-term action. This step can also help with resource questions later in the process.

The more you understand your audience the better. The first step is to identify your ICP, as well as the Ideal Client Audience and Ideal Client Circumstances. Once you have identified these you will need to write down every actual and perceived problem your target audience may face and offer a solution to each. Don't forget to also identify ICA ( Ideal Client Audience ) as this group influences your ICP's decisions.

Psychometrics is the key metric here .. then other demographics come into play because there are many 50yo's who now behave like (demographics), and resonate better with, the typical 30yo persona ... this is where knowing your audience intimately is super important. Psychomentrics has numerous components, so with a psych and mental health background, this gives me deeper insights when delving into content creation process. Then it's testing and measuring that response with deeper analytics and insights ... not just the vanity metrics.

Perhaps start by thinking about content as creative, not just a placeholder of info. With a stellar creative brief, your team can effectively reach your clients goals in a creative selling approach. We want to be sold not just informed.

Again, you cannot be everything for everyone. Same goes for content types and formats. What content types and formats serve the best your message and your target audience? Where is your target audience? What types are most suitable and supportive for your content? What offers the most value for your audience? Know you audience and create value content for them.

You wouldn't go hunting for eagles where turkeys hang out! Choose the platforms where your target market is, i.e. If you're in the B2B market, these connections and relationships happen on LinkedIn... typically short form text or images, that leads to a long form newsletter that can be read over lunch. If you're selling to new mum's short form video or images on facebook or tiktok is more inline.

It's useful also to consider which content pieces can be easily re-worked into other types of content. For example, a webinar can easily be reworked into a blog post and an infographic. In addition, each type of content enables you to drive different types of actions for your business, beyond simply consumption. For example, a podcast might enable you to get invited to more conversations, deepen existing relationships and also expand your reach. Depending on your goals and content gaps, this result may be more useful than investing in a case study or report.

Content is your weapon, and strategy is your battle plan. Choosing your content types and formats is not a casual stroll; it's a deliberate march towards conquest. Blogs, videos, podcasts—these aren't just options; they're artillery in your content arsenal. But beware, not all content is created equal. A blog might be your knight in shining armor, while an infographic is the stealthy assassin. Don't just spray content bullets; target with precision. Know what resonates, what converts, what captivates. Your content isn't just a showcase; it's a calculated strike. Choose your weapons wisely, and let the content war begin.

From my experience, choosing the right content types and formats is crucial. While working on a software company's content strategy, we found that our audience preferred visual content like explainer videos and infographics to understand complex concepts. We shifted our strategy to include more of these formats, resulting in increased engagement and shares. It's essential to adapt your content types and formats to your audience's preferences for better content performance.

Consider content channels and platforms as the highways and vehicles for your content delivery. Your choice of these channels and platforms plays a pivotal role in how well your content reaches and engages your audience. During a content audit, think of them as checkpoints to ensure your content travels smoothly and consistently across these digital routes.

Based on my experience, selecting the right content channels and platforms requires research and testing. For a B2B client, we initially focused on LinkedIn and email marketing to reach professionals. However, after analyzing data, we discovered that our audience was also active on industry-specific forums. We expanded our strategy to include these forums, resulting in higher engagement and lead generation. It's essential to adapt your content distribution channels based on where your audience is most active and responsive.

Make sure you understand the important metrics on your content channels. If might feel great if you have 10x more followers on Instagram than you do on LinkedIn, but that number doesn't matter if you're getting 10x more INCOME on LinkedIn than you do on Instagram. Go where the people are, but also go where your paying clients hang out.

Note that the best performing content channels and platforms vary depending on the countries in which you work. Work in close cooperation with your representatives in the countries to define the best mix for each locale.

Understand your audience habits; if they prefer visuals, prioritize platforms like Instagram and YouTube. For B2B, LinkedIn and industry-specific forums work well. Consistency is key; maintain your brand voice across all platforms for a unified presence. Leverage analytics tools like Google Analytics, social media insights, and email marketing analytics to measure engagement and adjust your strategy accordingly. Don’t hesitate to explore emerging platforms; your audience might be early adopters. Stay adaptable and refine your approach based on real-time data.

Regularly update your content to keep it relevant; outdated information can harm your credibility. Implement a content calendar to schedule posts, ensuring consistency. Assign clear roles - writers, editors, approvers - streamlining the process. Foster collaboration between teams for diverse perspectives. Monitor content performance; track engagement, bounce rates, and social shares. User feedback is invaluable; use it to refine your approach, ensuring your content remains resonant and impactful.

Revise your content strategy and plan regularly and do not be afraid to make change. However, marketing takes time so do not change it too often to see the effects clearly. Weeks and months can be very different with similar content and it might take some time for new target audience to find you.

In international organizations, involve your teams in the countries in the process of regular reviews and updates in the localized content. Ensure that your brand guidelines and best practices are leveraged globally throughout the organization.

This is the most challenging to keep up and running in the long term. I always recommend mastering a single channel first. Become the best on that platform. Be consistent. Always give away value on that platform. Once you (or your team) are in that flow, work on adding a second channel and try and move your audience from the initial location to the second one. I have found that taking a staggered approach helps workflows run smoothly (rather than easily slipping into the "start-n-stop" that happens all too often).

A well-defined content governance and workflow can help to streamline the content creation process, making it more efficient and cost-effective. If an organization has specific compliance requirements for its content, such as those related to data protection or health and safety, content governance and workflow can help to ensure that these requirements are met.

Always make data-driven decisions. It can be tempting to play it by ear when something 'feels' right or wrong, but in the world of marketing, data is your best friend. The numbers simply don't lie.

Regular content audits are key to consistent growth. Identifying which content performs well and which doesn't helps you identify ?? areas for improvement. You can concentrate your efforts on creating more of what works and refining or ??? eliminating what doesn't. Comprehensive content audits can also help you identify opportunities for ?? content repurposing. High-performing content can be adapted into different formats (e.g., turning a blog post into a video) or updated to remain relevant. ?

Use the data available and make decision based on data analysises and facts, not by guts. What works and what does not? Collect enough data before jumping into conclusions.

Utilize tools like Google Analytics and SEO software for in-depth analysis. Assess content relevance to current trends and audience needs. Identify high-performing content and understand why it succeeds. Recognize gaps and update outdated material. Quality trumps quantity; ensure every piece aligns with your goals and audience interests. Stay updated with industry trends and incorporate fresh ideas. Regular audits guarantee your content strategy remains dynamic, driving continual success.

During a content audit we also look at how current the content is, when it was created and how relevant it is to our goals today - we list the pages that have had no traffic for the last 6 months and see what we should do with them so we can delete, redirect, rewrite. It is surprisingly useful for an older site to remove the unnecessary content ballast and refresh the rest.

After you have done that you will need to create content based on the buyer's journey. The stages are: Awareness Consideration Purchase Defining your customer journey stages is the first step. You can envision it as the top, middle and bottom of the funnel. Or as the awareness, the consideration and the purchase stage. Each stage is important and customers may be at one on a different period.

In my experience, content strategy is an evolving process. Don't consider it a one-time task; instead, regularly review and adapt your strategy. Analyze performance metrics, gather feedback, and stay updated with industry trends. Content that worked well last year may need adjustments to remain effective. Also, encourage collaboration between your content and SEO teams, as aligning these efforts can significantly boost your online visibility and organic traffic. Remember, the digital landscape is dynamic, so be prepared to pivot when necessary.

Here's what else to consider! Note that key elements of a content strategy include defining goals, target audience, content types, distribution channels, and a content calendar; these elements help guide content creation and distribution. To enhance your content audit, consider incorporating these insights into the evaluation process, ensuring that existing content aligns with your strategy's objectives, resonates with your audience, and is effectively distributed through chosen channels; this holistic approach can lead to more focused and impactful content improvements.

In a robust content strategy, crucial elements encompass understanding your target audience, setting clear objectives, maintaining a content calendar, and selecting fitting content formats. To optimize your content audit, continuously monitor competitors to glean industry insights and stay one step ahead. Equally important is a laser focus on the type of content your audience currently engages with and desires in the future. By aligning with these preferences and tracking performance metrics, you ensure that your content remains relevant and impactful in the dynamic realm of digital marketing collaboration.

To create an effective content strategy, keep in mind the constantly evolving digital landscape. Update your audience personas regularly, embrace new content forms, and monitor platform algorithms. Engagement analytics provide valuable insights into audience sentiments, so use them to personalize your content. Foster a culture of continuous learning and iteration within your team to ensure your content remains impactful and relevant.