How to Run a Quick and Simple Digital Content Assessment
Okay, there’s really no such thing as a quick digital content assessment. But there is a way to make your analysis as painless as possible. Look at it this way — it’s much simpler than a competitive audit, which can be intense and time consuming.
At their core, digital content evaluations answer two questions: 1. What are you doing, and 2. What can improve? And like all strategy-focused questions, they’re simple to ask but kind of hard to answer. Here’s the easiest way to organize your content and prime your strategy for improvement.
Gather what’s needed
1. Figure out what changed.
This step is kind of a no-brainer, but it’s important to grab all your digital content from the previous 12 months and categorize them by type (e.g. blog, infographic, ebook). Then, sort them into three tiers based on the KPIs (key performance indicators) that matter to your team:
- Needs Improvement
Keep in mind that different teams with different content mixes are going to have different KPIs.
2. Grab your content outreach calendars
Day-to-day calendars are ideal, especially if you’ve documented your performance across different social media channels, or the frequency with which you’ve shared third-party content. Otherwise, top-level or month-to-month overviews can work in a pinch.
Bonus: Retrieve your content and calendars from the previous 24 months
If you have the time, year-over-year analyses are instrumental to projecting growth. The previous year’s data is a valuable component that can add much-needed context, especially when you need to explain how your digital presence has grown.
Simply assess your data
1. Figure out what changed.
Look at how your content has qualitatively changed, and describe any patterns you see. After all, content strategies can change without any conscious effort — you might notice that you’ve started to prefer listicles to ebooks, or maybe the tone on social media has changed. Sometimes it’s just a matter of changing resources and skillsets, or maybe a subconscious shift based on improving metrics. Just make sure to document it. Is it okay that it changed? Not all change is bad.
2. Identify what needs fixing.
Based on your findings and KPI analysis, identify gaps in your content along three axes: topic, type (e.g. infographic, video, blog post) and channel. And just as important as looking ahead, figure out what can be updated and edited in retrospect.
3. Fix it.
Blog posts are always up for edits, especially if their tone is off-brand or they just don’t abide by blogging best practices. And looking forward, you can always diversify your content and mediums depending on your team’s expertise.
The point of content marketing is to educate customers and leads (thereby establishing your brand as a subject-matter expert), and contribute to the overall SEO and digital footprint of your brand. As long as you’re doing that, you’ll be in a good spot.