How can you conduct a content analysis for a brand?

1 Define your objectives

Before you start analyzing your content, you need to have a clear idea of what you want to achieve with it. What are your brand's mission, vision, values, and personality? What are your content goals and key performance indicators (KPIs)? How do you want your content to influence your audience's perception, behavior, and loyalty? Write down your objectives and use them as a guide for your content analysis.

2 Identify your content inventory

Your content inventory is a comprehensive list of all the content assets that your brand owns and publishes across different channels and platforms. It includes your website, blog, social media, email, video, podcast, ebook, infographic, and any other format or medium that you use to communicate with your audience. To create your content inventory, you can use tools like Screaming Frog, Google Analytics, or Content Analysis Tool (CAT) to crawl and extract data from your content sources.

3 Evaluate your content quality

Your content quality refers to how well your content meets the standards of accuracy, clarity, readability, relevance, usefulness, and originality. To evaluate your content quality, you can use tools like Hemingway, Grammarly, Yoast, or CoSchedule Headline Analyzer to check and improve your content's writing style, grammar, spelling, SEO, and headline. You can also use tools like BuzzSumo, Social Animal, or Socialbakers to measure and compare your content's performance, engagement, and shareability.

4 Assess your content alignment

Your content alignment refers to how well your content matches your brand identity, goals, audience, and competitors. To assess your content alignment, you need to conduct a brand audit, a content gap analysis, a persona analysis, and a competitor analysis. A brand audit helps you review and refine your brand's elements, such as your logo, colors, fonts, tone of voice, and value proposition. A content gap analysis helps you identify and fill the missing or weak areas in your content strategy. A persona analysis helps you understand and segment your target audience's needs, preferences, challenges, and motivations. A competitor analysis helps you benchmark and differentiate your content from your rivals.

5 Organize your content architecture

Your content architecture refers to how you structure, categorize, label, and link your content to make it easy to find, access, and navigate. To organize your content architecture, you need to create a content map, a content hierarchy, and a content taxonomy. A content map helps you visualize and plan your content flow and layout across different channels and platforms. A content hierarchy helps you prioritize and order your content according to its importance and relevance. A content taxonomy helps you classify and tag your content based on its attributes and characteristics.

6 Implement your content recommendations

After you have analyzed your content, you need to implement your content recommendations to optimize and enhance your content. Your content recommendations may include creating, updating, deleting, consolidating, repurposing, or redistributing your content to achieve your objectives. You also need to monitor and measure your content's performance and impact using tools like Google Analytics, Google Search Console, or HubSpot to track and analyze your content's traffic, conversions, retention, and revenue.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?