This week we look at several resources that can be used to help examine your content marketing strategy. First up, this piece by an executive with Athena Health talks about how the company took the time to look at how their site visitors were reacting to their posted content and adjusted accordingly. It also discusses the importance of storytelling as a component of content marketing. There are great tips here on how to improve your content portfolio.
Last month, GlaxoSmithKline introduced a brand incubator that is used for internal audits of all aspects of its marketing and messaging. While your company may not have the resources to do this on a full-time basis, reading this post on MarketingWeek could help inform your own thinking about how you can accomplish rebranding and using content specifically for this task.
Paul shares his thoughts about how small teams can be useful for this effort, particularly since they aren’t direct stakeholders. This could be a way to innovate and fail fast. He also refers to a presentation that he has put together about content audits. You can download this slide deck from one of Paul’s presentations here.
He suggests that you think across what he calls the content cube, as shown here. Each cell of the cube classifies the type, delivery vehicle and stage in marketing funnel for a particular content asset. Finally, we offer another content auditing worksheet from Hilary Marsh here.