News & Insights

13/01/2020

The 5 R’s of your new year content marketing audit: retain, refresh, retire, relaunch and repurposeby Craig Morris



The beginning of any new year provides the opportunity to invest the time to undertake a content marketing audit. You’ve already spent a lot of time creating numerous pieces of content and now is an opportunity to step back and look at the big picture.

The Honner infographic Turning Content Marketing into Conversations details the key steps to executing a winning content marketing program. The content audit represents the last stage of this continuous process and provides the opportunity to retire old content, relaunch some of your best content and identify gaps in your overall content marketing efforts.

The idea of a content audit might sound onerous. But you need to remember how much effort it often takes to write one new piece of content. Investing time in a content audit not only provides an opportunity to improve your future content marketing efforts but can also provide the opportunity to relaunch existing quality content pieces with minimal effort.

Here are some simple steps to follow when conducting a content marketing audit:

First - gather all the data in your content audit spreadsheet

The first step is to set up a simple content spreadsheet. This allows you filter all the content by topic, target audience, date published, format (blog, video, infographic, e-book, image etc), customer journey stage (i.e. awareness, decision) etc. This should also allow you to rank all of your content based on performance metrics or customer engagement.
 
Free Content Marketing Audit Spreadsheet: If you would like a free copy of Honner’s Content Marketing Audit Template contact Craig Morris.

Second - allocate your existing content into one of these five buckets

Once you’ve got all your content in the spreadsheet, start to allocate each content piece into one of these five categories.
  • Bucket 1 = Retain: Identify your evergreen content that still has long-lasting value.
  • Bucket 2 = Refresh: Uncover outdated content and update it. 
  • Bucket 3 = Retire: Look for content that has limited engagement or is just plain  irrelevant now - and retire it
  • Bucket 4 = Relaunch: Discover the star content and promote it again. Assess your content metrics and identify your top 10 pieces based on customer engagement. Consider updating these content pieces and relaunching the piece again. 
  • Bucket 5 = Repurpose: You can also take your star content and package it into different formats. You also might want to consider turning these content pieces into videos or infographics or even a podcast. Also consider taking a series of content pieces or blogs and packaging them together into an eBook that could launched and promoted via paid media.
Additional communication strategies to consider during the audit process
  1. Look for content gaps in your content spreadsheet. The reviews should not only provide you with a view of what you have – but also what you don’t have. Are there areas of strategic importance to the business that have been neglected during the content marketing process?
  2. Publish a blog on your most read pieces of the year. This will drive more traffic to these key pieces and highlight the strength of your content marketing efforts.
  3. Identify technical flaws and find broken links that may be impacting your customer experience.
  4. Boost SEO: Find ways to improve some SEO such as ensuring you are using the right keywords or proper sub-headings tags.
  5. Spy on your competitors: Also consider tracking the performance of your competitors’ content for additional fresh ideas. Look at how they optimise their content and how many keywords they used.
  6. Use the insights to inform your future content strategy: Capture all the insights from this audit process, taking into account your successes and failures. It is probably true that 20% of your content is generating 80% of the results. It makes sense to learn what is performing and feed these insights into your strategic content plan.

 Want help conducting a Content Marketing Audit? If you would like help or support conducting Content Marketing Audit please contact Honner’s Head of Marketing, Craig Morris on craig@honner.com.au
 

Stay Connected

If you wish to stay connected to Honner and receive future blogs, simply enter your email address below.

Subscribe
Filter by :

Latest News And Insights

Honner Blog 28/03/2017

CMSF 2017: An industry in interesting, if not extraordinary times

Honner was on the ground to hear first-hand the issues that are front of mind for Australia’s superannuation industry at the CMSF last week.

READ MORE   >

Honner Blog 24/03/2017

Who cares about fake news? You do!

It’s nothing new, but the phenomenon of fake news is increasingly becoming a concern. But here’s what you can do about it. 

READ MORE   >

Honner Blog 7/03/2017

Australia’s financial services industry - bold or behind when it comes to gender equality?

To mark International Women’s Day, Honner’s Susie Bell assesses the current state of gender equality in financial services 

READ MORE   >

Honner Blog 2/03/2017

Lessons from the media: a Q&A

We sat down with some of our friends in the trade media to ask what they are looking for from us in 2017 and asked them to share some insights into the importance of their industry. 

READ MORE   >

Honner Blog 1/03/2017

AltFi Australasia: online lenders a growth driver for the fintech sector

The AltFi Australasia 2017 summit outlined a path through a turbulent alternative finance space, identifying the pitfalls and opportunities for both platforms and investors. Read Honner’s take outs from it, as we were present to support our client OnDeck.

READ MORE   >

Honner Blog 24/02/2017

‘Loveable and Liveable’ are retail property’s future: Property Council of Australia Retail Outlook Breakfast

Loveable, liveable, and sustainable buildings are the future of retail property development. That was the view of Barrie Barton, Founder at Right Angle, who delivered the key note speech at the Property Council of Australia’s Retail Outlook Breakfast in Sydney last week. 

READ MORE   >

Honner Blog 17/02/2017

Avoiding PR fails: How to win friends and influence journalists

A few weeks ago we came across a blogpost by Fairfax journalist Larry Schlesinger. It resonated a lot with what we believe in. So we asked Larry if we could republish on the Honner blog. This piece is "a journalist’s top tips for dealing with…journalists." 

READ MORE   >

Honner Blog 8/02/2017

Disintermediation: what is it and why is it transforming communications?

Disintermediation is a big word with a popular following. In a world of disruptors, removing the middleman from a transaction is an effective way to put downward pressure on prices, or bring customers closer to the businesses they deal with. 

READ MORE   >

Honner Blog 2/02/2017

Goodbye Monkey. Hello Rooster! What’s ahead for China-Australia relations in 2017

China’s impact on Australia is rising, so what are the opportunities in the Year of the Rooster? 

READ MORE   >

Honner Blog 1/02/2017

Honner announces key senior appointments

Specialist financial communications firm Honner today announced a number of senior team updates, reinforcing its position as the leading provider of communications advice to Australia’s dynamic financial services sector.

READ MORE   >

Displaying results 71-80 (of 125)
 4 5 6 7 8 9 10 11 12 13