Here’s the situation – you have money left in your budget, and your content needs help. How do you prioritize your spend?
If your answer is based more on gut instinct than actual knowledge of your content inventory and gaps, then a content audit could be extremely beneficial to you.
According to a Sirius Decisions B2B Content Study, 60-70% of B2B content goes unused. This means that 7 out of the 10 content pieces that you’re slaving over right now are never seen by the outside world.
The top reasons why:
- Topic is irrelevant
- Lack of awareness or the content can’t be found
- Low-quality content.
This means that you’re likely misusing your content budget. To prevent this from happening you need to produce content that serves a purpose.
You don’t need to reinvent the wheel – start with the content you have. Perform an objective audit across multiple dimensions, including place in customer journey, metrics, format, purpose, etc. The audit will give you a quantifiable result that you can share with your team instead of sitting around the table arguing which pieces should get done.
When the audit is complete, you’ll have a better understanding of what pieces you have that are actually worth sharing with prospects or customers, and you’ll know what purpose each piece serves.
You’ll also know which pieces just need a minor update, which need a major overhaul and which pieces should never see the light of day again.
Don’t be surprised or offended if you realize that much of your existing content should be shown the door. We’ve conducted audits for several clients and found that anywhere between 30-50% of the content they give us to evaluate either needs a face-lift, needs reconstructive surgery or simply needs to go.
To help you overcome the content challenge, we’re offering a free content audit template for you to download. This is the same template we use for our own clients. It’s ideal for Product Marketers, Demand Gen Marketers or Content Marketers who need to get a much better handle on their content inventory and need to justify their content requirements.
You’ll feel an immense sense of relief when you’re done, because for the first time in a long time, you’ll have a much better understanding of the content you have in your arsenal. You’ll be a much better position to leverage it for the variety of demand gen, lead nurturing and/or sales enablement programs you’re on the hook for. Most importantly, you and your stakeholders will be much more confident on how your content budget should be spent.
If you have any questions about using the template or if you would like to discuss having us conduct the content audit for you, simply click here and send us a note. We’re happy to help.