Success in today’s digital landscape hinges on your ability to craft a compelling story throughout your funnel that leads prospects from awareness to conversion. At Flikli, we understand the intricacies of this process and the role of auditing to identify content gaps. Here’s our guide to help you succeed.
Understanding the Importance of Content Audits
A content audit involves evaluating all the content your organization produces to understand your full content ecosystem. It enables you to identify gaps, discover opportunities, and ultimately, tell a more effective story. It is important to conduct a content audit across themes, business verticals, even key motivators, etc. However you categorize your marketing efforts signifies another axis by which you can evaluate your content. By doing this foundational work, you make it easier to move quickly on strategy, apply messaging to new tactics, and even test your messaging and assumptions about your market more effectively.
Steps to Conduct a Successful Content Audit:
To get started, we’ve included a content audit template. You can use this as a framework to get started.
Inventory Your Content: Start by listing all your existing content. Include blogs, videos, social media posts, whitepapers, webinars, landing pages, and more. Listing out everything that touches your prospects and customers will give you the most clear insight into your content ecosystem. This step may take the longest, but it’s worth being thorough.
Categorize Your Content: Review each content piece and identify where it sits within your addressable market. Do you organize your content by industry vertical? Is it by prospect role? Maybe it’s buying motivator? Whatever your categories are, distribute your content under each and gaps will begin to emerge. Using the audit template, you can list these categories along the left hand side.
Align Content with Buyer’s Journey: Each content piece should map to a stage in the buyer’s journey—awareness, consideration, evaluation, and loyalty. We have these listed along the top of the template. Outline all of the content you have for each stage across each category. Now your gaps will begin to emerge.
Identify Gaps: Look for stages in the buyer’s journey that are lacking sufficient content. Also, check if you’re adequately addressing your audience’s pain points and questions. This part may seem overwhelming, but it’s the easiest way to get your content development priority list.
Plan New Content: With the gaps identified, plan new content that addresses these areas. Consider different formats and channels to engage your audience.
BONUS: Evaluate Your Content: Assess each content piece against metrics that matter to your business. This could be views, shares, conversions, bounce rates, or SEO rankings. Do you need to rework any content once you have these metrics identified? Maybe your messaging is correct, but the channel isn’t as effective for your market. Test away!
What Does Your Brand Story Have to do With the Funnel?
A compelling story guides prospects from being vaguely interested to becoming paying customers. It provides answers to their questions, and solutions to their problems, and builds trust along the way. Moreover, it differentiates you from your competitors and helps prospects connect through a (hopefully) shared goal.
Content gaps can disrupt this journey, causing prospects to drop off and miss the opportunity to share your business’s mission. By identifying and filling these gaps, you ensure your funnel story is as compelling and effective as possible, driving conversions and boosting your business’s success.
At Flikli, we’re here to help you tell compelling funnel stories with our expertly crafted video content. Let us assist you in creating a robust content strategy that drives results.
Get in touch with Flikli to learn more.