An effective content audit will accelerate your inbound marketing results by identifying existing content gems and aligning them to both personas and buying stages.
An inbound content audit differs from a website content audit in that its aim is to identify existing pieces of content that can occupy positions in the inbound lead generation methodology. You are looking for resources that can be used to help attract, convert, close and delight prospects, ideally in their current form or with minimal effort.
The objective therefore of your content audit is to, once content has been compiled, identify how each piece fits within your inbound strategy, i.e: which persona will it appeal to and at what buying stage? What form should the content take and what will it link to, both up and down the funnel?
Here's how to go about it:
Although various methods for performing content audits may differ dramatically, on this point all agree - compile your content before you try to audit it. How do you compile content? Go hunting. Where potentially valuable content is to be found and what form it takes will differ for every organisation.
Have an open mind and look in every corner of your organisation for articles, press releases, whitepapers, presentations, templates and tools that might be adapted to the inbound cause. Look on shared servers, in shared storage (like Dropbox and Google drive), and in knowledge management tools if you have them. Email sales people and get them to send you presentations they have developed and given at customer meetings. Review your website for content that could be used more effectively.
Using a spreadsheet, or our simple B2B content audit template, note down the current name of each piece of content you are auditing. Then, for each, decide the following and note down the results:
Performing this audit will give you all the information you need to make best use of your existing content and fast track your way toward the compounding returns that an inbound marketing strategy makes possible.