How do you find and fix gaps in your buyer's journey?

1 What is a content marketing audit?

A content marketing audit is a systematic review of existing content assets such as blog posts, ebooks, videos, and webinars. The purpose of such an audit is to gauge the quality, performance, and relevance of content, and to identify any strengths, weaknesses, opportunities, and threats. Through a content marketing audit, you can answer questions such as where is your content located? Is it aligned with buyer personas and their pain points? Is it mapped to each stage of the buyer's journey? Is it optimized for search engines and social media? Is it engaging and converting your audience? And what are the content gaps or overlaps that need to be filled or eliminated?

2 How to conduct a content marketing audit?

Conducting a content marketing audit is a simple four-step process. First, create a spreadsheet or use a tool to list all your content assets and their metadata, such as title, URL, format, topic, keywords, buyer persona, buyer's journey stage, publish date, etc. This will give you an overview of what content you have and where it is located. Second, use data from analytics tools and qualitative feedback from your audience to measure the performance of your content assets and assess its quality and relevance. Third, compare the inventory and analysis with your content strategy and goals to identify any gaps or overlaps in your content. Fourth, create an action plan to improve your content marketing. This may include creating new content to fill the gaps, updating or repurposing existing content to enhance the value, deleting or archiving old or irrelevant content to reduce the clutter, and optimizing your content for SEO and social media to increase the visibility. Doing this will help you align your content with your buyer's journey and achieve your content marketing goals.

3 Why is a content marketing audit important?

Conducting a content marketing audit is essential because it can help you enhance the quality and relevance of your content, improve your content performance and ROI, as well as optimize your content efficiency and effectiveness. Through the audit, you can review your content from the perspective of your buyer personas and their journey to ensure that it is addressing their needs. You can also measure your content performance and compare it with your goals to identify what is working and what is not. Additionally, you can leverage existing content assets and repurpose them for different formats, channels, or stages to maximize your content impact and reach. Ultimately, a content marketing audit can help you avoid wasting time and resources on creating content that is not aligned with your strategy or audience.

4 How often should you do a content marketing audit?

There is no definitive answer to how often you should do a content marketing audit, as it depends on various factors, such as the size, scope, and goals of your content marketing program, the frequency and volume of your content creation, and the changes and trends in your industry and audience. However, as a general rule of thumb, you should do a content marketing audit at least once a year, or whenever you have a major change in your content strategy, buyer personas, or buyer's journey. You can also do a mini-audit every quarter or every month, to monitor and adjust your content performance and relevance.

5 How to get started with a content marketing audit?

Conducting a content marketing audit may seem intimidating and time-consuming, but it doesn't have to be. To get started, you should define a clear goal and scope for the audit, such as a specific buyer persona, buyer's journey stage, topic, or channel. Additionally, select the appropriate tools and resources to automate or simplify your audit process. Furthermore, involve your team and stakeholders in the audit process by assigning roles and responsibilities and gathering feedback. This will help you gain an in-depth understanding of your content and its impact.