Que faites-vous si vos efforts de marketing de contenu ont besoin d’être évalués ?

Auditing content is crucial in content marketing to evaluate the performance and effectiveness of existing content. Here's how to conduct a content audit: 1. Compile all content assets- blog posts, articles, videos, infographics, social media posts, etc. 2. Determine the objectives of your content audit, such as identifying high-performing content, assessing content gaps, improving SEO, or optimizing content for conversions. 3. Check content alignment with brand and strategy. 4. Identify topics or areas where your content is lacking or could be improved to better address your audience's needs and interests 5. Analyze content performance. 6. Make optimization recommendations. 7. Create an action plan 8. Monitor and iterate based on results.

When it's time to evaluate your content marketing efforts, a structured approach helps you understand performance, identify areas for improvement, and refine your strategy for better results. Conducting a comprehensive audit of your content is the first step in the evaluation process. 🕵️♂️ Examine your content across various platforms for consistency, quality, and alignment with your brand’s objectives. ✅ Assess which pieces perform best in terms of engagement, traffic, and conversions to identify what resonates with your audience.

Audit content would be the first step towards the social media evaluation. Analysis of insights should be done and the content format and topic that works best should be repeated more often with different hooks and designs. Set the baseline of your content and make sure it aligns with your goals.

To audit your content effectively, start by conducting a thorough inventory of all existing content across your platforms. Categorize content based on type, format, and performance metrics. Evaluate each piece for relevance, accuracy, and alignment with brand messaging. Identify top-performing content and areas for improvement. Analyze engagement metrics such as likes, shares, comments, and click-through rates to determine what resonates with your audience. Use tools like Google Analytics or social media insights to gather data on content performance. Based on your findings, create a plan to update, repurpose, or remove outdated or underperforming content.

Metrics play an important role in the growth of social media. Learn to calculate and analyze the KPIs to understand the likes and dislikes of your audience. Create content that your audience wants, not what you like to share. Metrics would play the role as a roadmap to reach a step forward.

Analyzing key performance metrics provides insights into the effectiveness of your content marketing strategy. 📊 Use analytics tools to measure metrics such as page views, bounce rates, engagement rates, and conversion rates. 🔍 Compare current performance against past data and set benchmarks to gauge progress and identify trends.

Before analyzing the metrics, you should set KPI's - otherwise it would be hectic to assess where you are, what you have done etc. Which metrics are critical, what is the main objective and what should be the main KPI's to reach the goal.

To analyze metrics effectively, start by identifying key performance indicators (KPIs) that align with your content goals. Track metrics such as page views, bounce rates, time on page, social shares, and conversion rates to gauge the effectiveness of your content. Use tools like Google Analytics or social media insights to gather data on these metrics. Analyze trends over time to identify patterns and areas for improvement. Look for correlations between different metrics to gain deeper insights into audience behavior. For example, high bounce rates coupled with low time on page may indicate that your content is not engaging enough.

Make sure that the metrics you're analysing are right for the platform, content and business goals. Remember, that even Meta say that 'clicks' aren't a correlation for brand metrics and effectiveness. Understand that metrics that move the needle for your purposes.

Evaluating your competitors’ content can offer new ideas and show gaps in your own content. Look at their most successful pieces and channels. It's not about copying what they do but rather understanding what works for your shared audience. Personally, I’ve found tools like BuzzSumo and Ahrefs invaluable for uncovering competitor content strategies and identifying areas where I can differentiate my content.

Conducting a competitor review can offer valuable insights into your content marketing positioning and potential areas for improvement. 🧐 Analyze your competitors’ content strategies to understand their strengths and weaknesses and identify gaps in your own strategy. 💡 Look for innovative approaches, topics, or formats that could be adapted to enhance your content’s appeal and differentiation.

Compare your competitors' content with your own to identify gaps and opportunities. Look for patterns in the type of content that performs well for them, such as videos, infographics, or blog posts. Take note of any unique strategies or campaigns they are implementing that could be adapted for your own brand.

Really handy to know what gaps there are but be wary of spending too much time here. If you're constantly reacting to what your competitors are doing then you're always behind.

Gathering audience feedback is crucial to understand the impact of your content from the perspective of those it’s intended for. 📬 Use surveys, social media interactions, and comment sections to collect feedback on your content’s relevance, quality, and value. 🔄 Engage directly with your audience to gain qualitative insights that can guide content adjustments.

Direct feedback from your audience is gold. Use surveys, social media polls, or comments to gather opinions about your content. Asking for feedback via email newsletters can also yield useful insights. From personal experience, engaging with commenters on social media and blog posts not only provides direct feedback but also helps build a community around your brand.

A much easier way to get audience feedback (you don't need to ask them directly) → Check your stats Linkedin posts ⤷ check engagement levels. what's performing best? Blog posts ⤷ Check Analytics. What's the time spent on page? Double down on what works. Edit and re-post what didn't.

Jump on a quick call with those in your audience and ask them some question that will provide you valuable feedback. Market research should be done as much as we can. But planning out calls to get the voice direct is a great way to get engagement faster.

Testing changes in your content strategy allows you to experiment with new ideas and measure their impact. 🚀 Implement A/B testing for different content formats, headlines, and calls-to-action to see what generates better engagement and conversions. 📈 Monitor the results of these tests closely to determine which changes positively affect your content marketing performance.

Adjusting your content marketing strategy based on the insights gained from audits, analysis, and testing ensures ongoing improvement. 🛠️ Use the data and feedback gathered to refine your content creation, distribution, and promotion strategies. 🔄 Be prepared to pivot your approach based on evolving audience preferences, industry trends, and performance data.

Have a look at top performing posts/articles from creators and companies in your industry. What's getting them the most engagement? These are signals that the topics they are covering are great. Include them in your strategy too. Don't worry too much about content format, in the early phases. Go where your audience is and deliver value. You'll have time later to focus on length, medium etc.

Some crucial points to consider when evaluating your content marketing efforts: 🌐 Stay updated on content marketing trends and best practices to ensure your strategy remains current and competitive. 🔗 Collaborate with other departments (such as sales, customer service, and product development) to integrate diverse insights into your content strategy. 📚 Invest in continuous learning for your content team to develop their skills in analytics, SEO, storytelling, and audience engagement.