What Do You Look for in a Content Audit
** NOTE: THIS IS A WORKING ARTICLE **
People often say to me they can’t write and ask me how I do it. So, I thought, this article is the perfect opportunity to share my process.
I have no idea how long and in-depth I want to make this. I haven’t done any external research yet. I have no idea what others have said. We’re winging this.
My Process:
1. Brain dump – Mostly this involves me walking in circles around my neighborhood with a pen and notebook in hand, brainstorming. For this piece, it started out me thinking about my approach and experiences. Rather than using my formal content audit guides and forms, at this point, I really just want something more informal. I want to let my mind be in diffuse mode to allow for past key and stand-out moments to surface.
- Do you have a cohesive brand story?
When your graphics, content, messaging, and delivery all sync, there’s a seamless storyline that runs through each user touch point. The proper aligning of all those elements creates this wonderful elegance that breathes the brand to life.
- Does your voice stand out? Is it memorable?
Life is so busy, and there is so much to distract and entertain. Your voice—how and what you talk about—need to be cohesive and memorable enough to make an impression on someone. More importantly, that impression needs to get them to want to come back. Repeatedly, ideally.
How do you communicate in a way that makes it worth their while?
- Where are there areas to bolster the storytelling potential?
I like the house metaphor for this. You can have the foundation of your brand story designed and presented in a functional and structural way. It does the job, well enough. However, there are always many opportunities to continue the story in another direction or make small, finishing touches—a even just the tweak of word or CTA phrase. All your decisions can make the difference between a 1940s bungalow or a seaside Victorian in Cape May. The key, though, is that your audience should feel the difference.
- Does your content effort provide cohesive flow and journey—one based on a considered sales funnel?
Several things here, but at this point, I’m really looking at to whom you’re speaking and what you’re saying, and if you’re successful at creating rapport while getting your point across. I look to find out if you understand your buyer journeys ahead of time, and if so, look to ensure that aligns and makes sense overarchingly. More or less.
- Are you adding value?
Should be the most important rule in content, but the work needs to offer something valuable. Be informative, entertaining, helpful, or funny, but make the person on the other side of your message glad to be there.
Enter quote that makes total sense for the article.
Awesome content that has a reason to be here.
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