It’s Time To Audit Your Content Marketing: Edge MD Dan King

It’s Time To Audit Your Content Marketing: Edge MD Dan King
SHARE
THIS



Dan King, Melbourne MD of content marketing agency Edge explains how with the explosion of content, companies should be taking a step back and investing in content audits as part of their content marketing planning.

In an age where we have seen the expansion and growth of content creation at such a rapid rate, too often, websites and social channels are launched and subsequently forgotten in the rush to create more content than we can actually keep track of.

In Australia, many major brands have hundreds of live websites with some larger websites having up to or more than 1,000,000 indexed pages. Furthermore, from 2010 to 2016 there has been a global fivefold increase in websites from 200 million to over a billion.

Between 2004 and 2010, our dominant social channels emerged, allowing brands to reach and engage audiences by becoming brand publishers.

According to Netbase, Australian brands including Telstra, Qantas, Woolworths, and our big banks are the most loved in social media.

These brands are positively reaching and engaging with part of the 15 million Australians on Facebook, 14 million on YouTube, five million monthly users on Instagram, four million daily users on Snapchat, and the 3.6 million on LinkedIn.

So it’s fair to say that branded content is growing at an exponential rate. Some branded content is well organised and effective, but for some brands their content is out of control.

Since around 2010, the concept of content auditing became mainstream, yet very few brands have undertaken a recent content audit, or have undertaken a content audit at all.

There are many causes and reasons for content expansion beyond what is manageable. Often, larger brands with internal marketing teams will create content that targets the same audience through different messages under the one brand umbrella, or create content that doesn’t have a clear audience and is not properly managed after conception.

Policies, procedures and changing responsibilities are all adding to the confusion about content management. A lack of maintenance across channels and user journeys means this may go unnoticed and, in turn, clear content governance is lost.

For brands with large numbers of websites and social channels, management of these content assets may be spread over a range of departments – IT, digital, or marketing.

With channels handled in this way, knowing who is ultimately responsible and how the content is going to be created, managed, reviewed, and removed inevitably becomes unclear.

Through the evolution of hardware, software and consumer-driven technology, brands and content creators continually see a need to change IT infrastructure and marketing strategies to keep in line with consumer trends in changing devices, social platforms and ways of communicating with each other and brands.

With this in mind, it’s more important than ever to regain control over your content, and to do this, you’ll need to carry out a content audit.

To start, you’ll need a content inventory, but content auditing isn’t the listing content inventory that explains ‘what’ you have. A content audit is a detailed analytical process that identifies if your content is good enough; if it’s driving brand and sales results, and if it’s meeting your customers’ needs and expectations.

Content auditing will allow you to most accurately uncover what content assets you have, and whether they are working for you and/or your customer.

Once you have a clear overall picture of the content assets you’re dealing with in a content inventory, you’re then able to start to assess who makes the content, if people find it and engage with it, if it’s current or outdated, if it’s on brand and if it achieves the expected objective.

Once you’ve completed the audit, then you can make a content plan to clean up the seeming mess of content in the form of websites and social channels that may have unravelled, expired, been duplicated or are deemed to be ineffective, and then restructure your content for success.

The idea of content auditing is to enable a brand to streamline its approach to any brand management and future marketing efforts, and this will impact all aspects of that brand – its social and web channels, its staff and structure, content creation, technology and consolidation.

In streamlining the processes in each of these areas, web and social channels are not left unmanaged, staff will have visibility across different departments, as well as a clear and unified goal when creating content.

Over the past two years, Edge has been auditing clients’ content using a bespoke process and proprietary tech and, invariably, it has had a fundamental impact on future content planning for the brand.  

These audits enable clients to rein back control over their extensive digital and printed materials. The audits identify high-performing content both online and offline, which will in turn guide future content development, and also assess the gaps in content that impact the customer journey.

As a result, the content audit typically follows with recommendations on quality assurance/accuracy, a consolidation of content including recommendations for relocation or retirement of certain content, improved visibility, recommendations on style and tone, an assessment of common user journeys, identification of content duplication, and guidance on what the appropriate content media split should be.

There are a myriad of Australian brands with large numbers of websites, some with websites that have up to or more than a million web pages, and many, many social media channels that would greatly benefit from an in-depth content audit. The benefits of reining in brand content would impact customer satisfaction, improve brand reach, preference and choice, deliver marketing cost savings and regain organisational control.  

In an age where content is king, it’s all the more important to ensure that the content that’s out there is doing the most efficient job for you.

Please login with linkedin to comment

dan king Flavour Favour

Latest News

Claudia McInerney To Step Down From MD Role At whiteGREY Melbourne
  • Advertising

Claudia McInerney To Step Down From MD Role At whiteGREY Melbourne

WPP-owned creative and digital agency whiteGREY has confirmed that Claudia McInerney has resigned from her role as managing director of its Melbourne office. McInerney will be returning to Sydney for family reasons, and will finish with the agency at the end of the year. She has been the MD of whiteGREY since May 2017. Prior […]

by B&T Magazine

B&T Magazine
Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

Business development to success and growing growth concept, Businessman pointing arrow graph corporate future growth plan
  • Marketing
  • Media

Report: Five Habits Of Highly Effective CX Professionals Revealed

There are five key habits that successful CX professionals have in common, according to the newly published State of Customer Experience 2018 report. The study, one of the most comprehensive global surveys of CX practitioners, was carried out by Confirmit in partnership with Engage Business Media. The result, the State of Customer Experience report, analyses […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]