Why it’s time for a content audit — and how to do it
The strategies you developed a few years ago may not still be relevant. Here’s how to know.
After a few years of shopping online, engaging with more short-form video content, and fretting over everything from the economy to the social issues their favorite brands support, companies should expect the 2022 consumer to shop very differently from the 2019 or even 2020 consumer. According to Forrester’s 2022 Predictions, high consumer expectations for digital experiences in the wake of COVID-19 is one of the most critical business trends to watch this year.
This means that content and marketing strategies developed a few years ago may not be relevant to today’s consumer and should be re-evaluated to ensure the company is connecting with its customers in a meaningful and measurable way.
What is a content audit?
A content audit is a process of methodically taking inventory of all your digital content, analyzing data about features and engagement, and assessing the data to identify a go-forward approach to improve your organization’s content strategy.
While content audits are typically conducted to evaluate website content exclusively, companies will benefit from taking an omni-channel approach to ensure there is consistency across all phases of the customer journey.
Why do content audits matter?
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