When your brand can own the narrative.
We created an online hub of original, interactive content that connected Newark element14 with a wider audience of engineers and makers.
Read the Case Study
Over the years, companies accrue massive amounts of content. Every so often, it's a good idea to inventory and assess what you've got, so you can determine where your content gaps are and whether your existing content needs updating.
A Walker Sands Content Audit takes a look at your existing content and evaluates it against a number of important criteria:
You may have other things you want us to look at during the Content Audit. For example, you might want us to assess whether each of your content deserves a "Yes" for any of these questions: Does It Inform? Does it educate? Does it inspire?
It's your Content Audit, so we tailor it based on the questions you're trying to answer and the problems you're trying to solve.
Creating this Content Audit spreadsheet is a simple exercise that pays big dividends.
Envision a big spreadsheet that inventories all of your content with one row per content asset. Across the top of the spreadsheet, you've got the criteria attributes we've mentioned above.
With that content inventory data in hand -- we create it for you as part of the Content Audit project -- there are a number of questions that can be answered (we answer them for you -- don't worry):
There are dozens of other analyses we can do with this Content Audit data -- many more important questions we can answer.
Think about it. Let's say, for example, that you have 4 target audiences each with 3 distinct pain points. That's 12 (3x4) sets of content you need. But it gets more complicated. You've also got 4 marketing funnel stages to cover -- Awareness, Interest, Desire and Action. As a result, you've really got 48 distinct areas that each should have content that informs, educates, compels and motivates. The Content Audit lets you know which of these 48 you've adequately addressed and where your content gaps are.
These are great insights that can drive your content marketing programs and all of your digital marketing initiatives. You'll be amazed at what you can learn from the Content Audit.
A remarkably useful and surprisingly affordable program, a Content Audit is an investment worth making. If you like the concept and want expert assistance in performing a content audit for your organization, give us a call at (312) 267-0066.