Time is currency for busy marketing or brand managers. And as it’s easy to fall into the trap of continuously looking forward to the next campaign or content drive, it’s important to stop and look at what you’ve already produced. Unbiased analysis of the performance of your content is key to pinpoint what has worked best and help fine-tune future communication.
Here are five tips from Whispr Group’s expert analysts on how a Content Audit can give you the edge needed to stand out among competitors.
Everybody ultimately wants their marketing output to be as engaging as possible, and an experienced insights partner can make that pursuit more scientific and actionable. A thorough data-based content audit can ensure you have the full picture of what has been communicated, how different content has performed, and most importantly, why you are seeing these particular performances and response from your audience. Ultimately, the audit will shine a light on the best next steps moving forward based on data driven insights.
There is always an explanation for why content is performing poorly, but it’s important to decide what you define as poor performance in the first place. A content audit makes this clearer by helping to ensure that content that has performed best with regards to conversion metrics for instance, such as CTR and CPC, will be measured against those KPIs and used for that same purpose in future communication.
An insights partner who takes a granular approach with a content audit can highlight the topics that perform best with your audience, inspire them most, and are most likely to fulfill your goals. A clear example was a previous Whispr Group audit which revealed that an international brand’s more local content had almost double the engagement rate of its global focused content, along with a significantly lower CPC, showing an opportunity for them to prioritize more local topics for future success.
The audit can also nail down white space opportunities competitors are failing to capitalise on that you could exploit in your marketing activities in order to get an edge. The most important detail is often not what your competition is doing, but what they’re failing to do and how you can fill that gap.
There is more to intelligent use of visuals than simply following your brand guidelines. An audit of your visual content provides data-based knowledge on which kind of imagery to pursue further. It will also flag any visual formats that are not cost effective and should be minimised in your paid output.
Things change quickly in the world of social media. An audit that’s done well takes that into account and provides direction on the specific strengths or weaknesses of visuals on different platforms, according to the latest algorithmic information.
For brands operating in multiple markets with multiple marketing teams creating their own output, it is easy to end up in silos where the good work being done by one team isn’t fully harnessed to produce key learnings for others. Content audits help you gather the details of output by all relevant internal stakeholders, analyse them, and learn how to reproduce their successes, as well as avoid their errors.
The audit is also a powerful way to ensure that your company’s overall core brand messaging is being fully and equally represented across different markets, avoiding confusing mixed messaging that varies depending on the local team.
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