In today's digital landscape, content is king. But with multiple audiences, competing interests, and an ever-growing volume of material, how can marketers make sure their content delivers value to both their brand and business? At Grady Britton, we believe the answer can be found in a robust, analytical approach to content strategy.
The Content Conundrum
As marketers, we're all too familiar with the challenges:
- Balancing multiple audiences and competing interests
- Mapping content for effectiveness
- Managing an overwhelming amount of content with numerous goals
These obstacles can make it difficult to determine if our content is truly moving the needle, and that's where the power of auditing comes into play. While many aspects of content strategy are crucial, we've found that the analytical component is the key to unlocking effectiveness. By pulling apart what you've created, you can gain valuable insights into what's working and where there are opportunities for improvement.
The Goal of Content
At its core, the goal of content is simple: move your audience along their journey while engaging them with your brand. However, common approaches to measurement often fall short of demonstrating this movement.
Two Game-Changing Opportunities
We recommend focusing on two key areas to elevate your content strategy:
- Better understanding and optimization of your content
- Demonstrating bottom-line value more effectively
Let's dive into each of these.
Understanding and Optimizing Content
Step 1: Conduct a Content Audit
Begin by cataloging all content created within a specific timeframe. Include details such as title, format, channel, audience, message, goal, call-to-action, and performance metrics.
Step 2: Consider the Audience Journey
Map your cataloged content across each stage of the audience journey, from awareness to engagement. This process will reveal gaps, challenge areas, and areas for improvement.
Step 3: Assess and Optimize
Use a "stop, start, continue" model to determine which content to cease, which to maintain, and where new initiatives are needed.
To get started, check out our Auditing Tool.
Demonstrating Bottom-line Value
To showcase the true impact of your content, look beyond isolated metrics. Instead, focus on connecting content performance to business objectives. This can be achieved through two approaches:
- Direct Correlation: For organizations with shorter paths to purchase, directly link content performance to sales or other business metrics.
- Journey Influence: For businesses with a longer sales cycle, demonstrate how content influences each stage of the customer journey towards key objectives.
The Power of Auditing
Regular content audits (annually, if not quarterly) provide many benefits:
- Reveal gaps in your content strategy
- Optimize resource allocation by identifying underperforming content
- Align content creation with audience needs and business goals
- Provide data and insights for strategic decision-making
At Grady Britton, we've experienced firsthand how this analytical approach to content strategy can transform marketing efforts. Remember, great content isn't about doing everything, everywhere, all at once. It's about creating an ecosystem that works together to move your audience along their journey. By embracing the value of auditing, you can ensure that your content is being measured meaningfully and driving real results for your brand and business.