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Why an Annual Content Audit is so Important to Your Digital Marketing Strategy

Category: digital marketing strategy content audit

Written by: Leisa Redmon

Posted on: June 11, 2019

You’ve heard it time and time again, content is king. But, it’s worth remembering content isn’t just words and catchy phrases. When found within the umbrella of your brand, content is found in photographs, videos, graphics, fonts, tone, and more. Essentially, your content is how you communicate your particular message to your particular tribe.

Yet, years have passed since you last evaluated your message.

  • Are the right people still finding you? Is your website segmented correctly to cater to the buyer’s journey?
  • How’s your site speed doing?
  • Do you have content on your site that no longer serves a purpose?

When you don’t take the initiative to perform an annual audit, you risk falling flat in your digital marketing strategy. Without quality content, your business goes silent, the conversation ceases to progress, and you expose your company to the following scenarios.  

Brand (In)consistency

Familiarity breeds trust. Patterns, sequencing, themes, and consistency all provide the consumer with a sense of warmth and trust within your brand. Once trust is built, the framework is set for consumers to become devoted followers, word-of-mouth marketers, and advocates for your brand. Sounds marvelous, right?

However, most digital marketing teams are equipped with an army of creatives – not one, solitary individual – working to tell their company’s story. In light of this, it’s important to not turn the other cheek when team members begin to embed microdoses of personal opinions and characterizations into their work. Acknowledging inconsistencies in the quality, tone, voice and messaging of your content is proven to either make or break the credibility and influence your business has on your consumers.

Missed OpportunitiesMissed-Opportunities

Is your content slowing your site down? Are you losing conversions because of that slick new sales gif? With 70% of consumers saying page load speed directly impacts their decision to purchase, and given that more than half of consumers leave a page if they have to wait more than 3 seconds for it to load, it’s about time your company makes your website and upload speed a priority.

Still not convinced the road to higher traffic and conversion is found in milliseconds? In 2006 Marisa Meyer of Google presented evidence of a 20% drop in traffic when the load speed of a given page was extended by...0.5 seconds! Amazon furthered corroborated this research with its own set of A/B tests when it delayed its site speed in 100-millisecond increments. Furthermore, just last year Google announced mobile page speed will be a direct factor in site rankings.

  • Are your videos slowing your page down?
  • Are your innovative multimedia graphics necessary to your company’s storyline?
  • Are you losing conversions?

Wasted Resources

Perhaps one of the most obvious reasons to conduct an audit is to identify what you have in your arsenal so you can repurpose it within your digital marketing strategy. You might have email templates, white papers, blogs, and multimedia at your disposal but are they all filtered through the same lens? By taking a more calculated approach towards identifying and organizing your content, you can set yourself up to be able to capitalize on what you already have.

What would happen if you took old content and revived it with a new buyer persona? Instead of constantly attempting to reinvent the wheel, your business can expand on the quality content you’ve laid down as your baseline.

An audit isn’t short, it isn’t sweet, and it isn’t a walk in the park. It IS, however, intentional, effective and worth every minute, or millisecond, of time and more. Gaps and loopholes exist simply because no digital marketing strategy is perfect, but an audit allows for checks and balances to occur in order to ensure your content follows the guidelines initially set forth by your initial business objectives.

Interested in pushing the needle forward with your Digital Marketing Strategy? Click on the banner below to schedule a FREE site audit with Primitive Social.

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