Step 01: Inventory

The inventory process is about taking stock of the content that you currently have and identifying the purpose that it serves. Make an inventory of every piece of content you currently have.

Functional Content

• What do we have?
• Why do we have it?
• What does the content discuss?
• Who is the content aimed at?

Engaging Content

• What ‘engaging’, non-functional content do we have?
• Why do we have this?

Step 02: Assessment

In this section, you need to assess the effectiveness of your content inventory. How you assess this content will depend very much on your brand objectives and challenges, but the process falls into three key categories.

Commerce

What to check:

• Presence of calls to action.
• Quality of product / service content.
• Relevancy / accuracy of product content.
• Up-sell opportunities

How to measure

• Conversion rates
• Lead generation
• Order numbers
• Order value & average basket size

SEO

What to check:

• Technical elements (H1, H2 tags, meta data etc).
• Keyword relevancy.
• Site structure.
• Internal linking.

How to measure

• Organic search rankings.
• Organic web traffic.
• Backlinks.
• Unique keyword discovery.
• Indexed pages

Engagement

What to check:

• Relevance of content to the audience.
• Ability of the content to illicit positive reaction.
• Share-ability / virility of the content.

How to measure

• Bounce rates
• Time on page / time on site
• Exit rates
• Social shares & engagement
• User generated content

Step 03: Action

In this stage, you make judgements and decisions to address the challenges facing your brand, which should have been reflected in the assessment stage.

Content Actions

Content relevancy

• Refresh out-of-date content.
• Remove content that is irrelevant or adds little value.
• Make your most relevant and engaging content more prominent.
• Reformat content for multiple platforms.

Content planning

• Plan new content based on user behaviour.
• Plan new content based on emerging or under-targeted keywords.
• Plan new content based on emerging challenges
• Plan new content based on changes to audience demographics, secondary and tertiary audiences.