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That means it had better be good.
Taking Stock of What You Have
The question then becomes, “How do I conduct a content audit?” Fortunately, it’s relatively simple. You’ll need to gather and review all of the content you’ve generated in the past year or so. Be sure to include all forms of content, including blog posts, videos, podcasts, etc. Each piece should be logged into a spreadsheet and then labeled according to the content’s format, topic, covered buyer persona, and the number of leads created from it.
Ultimately, the goal of a content audit is to see where your existing strengths and weaknesses lay. Taking a look at the big picture will open your eyes to the types of content that you need to create more of, the subjects that have been the most appealing, and any buyer personas that may need more attention. It will enable you to set worthy goals that will push your business forward through amazing content.
Fitting Content Into the Buyer Cycle
Your job as a marketer is to be aware of the types of content and mediums that are best suited for each stage. Perhaps you’ll find that those in the awareness stage are most interested in videos, whereas those in the research and comparison stages prefer ebooks and webinars. Whatever the case may be, you need to pay attention to what’s working best at each stage in order to keep your readers moving through the cycle.
Step 1: Create a Google Calendar or Spreadsheet
It’s wise to use a format that you are comfortable working with, and that will enable you to create editorial plans that extend at least three months into the future, if not more.
Step 2: Work Backwards From Your Marketing Goals
Keep your goals regarding traffic, leads, and converted customers at the forefront of your mind. From here, analyze previous marketing efforts to figure out how many individual pieces of content were historically required to reach those goals.
Step 3: Fill Calendar Dates with Specific Publishing Tasks
Based on your goal-related publishing needs, fill in your calendar dates that indicate when blogs or social media accounts must be updated, videos should be uploaded, webinars should be hosted, or podcasts should be recorded and shared. For each date, you should also list the topic and title of the piece, as well as the targeted persona.
Step 4: Fill in the Details
Don’t forget to make note of the SEO keywords you plan to use, the stage of the buyer cycle you are targeting, the CTA, and any other applicable details that need to be addressed during creation and publishing.
Step 5: Add Relevant Holiday and Event Dates
Are there specific holidays, seasonal events, sales, etc. that could create good hooks for specific marketing topics? Make note of these so that you can customize content to cater to these opportunities.
Step 6: Spread the Love Where Possible
Do you have content that could be spread out or repurposed over an extended period of time? Take advantage of this time-saving technique.
Step 7: Keep Tabs On Things
Organize the types of content you publish by creating tabs. This will enable you to see how much of each type you have posted so that you meet all of your goals.
Voila! It’s really as simple as that. Upon completing these seven steps, you’ll see that the majority of your calendar is filled up with detailed outlines for content creation and posting. Never again will you come into work wondering what needs to be published in order to achieve your marketing objectives. With a full monthly view of the types of content that need to be generated and shared with your audience, you’ll always know what should be done and what to expect. Your calendar will also enable you to look back on the types of content that you’ve already covered so that you don’t post too-similar topics close together, or forget to follow up on a popular or relevant blog article.