We'll show you the basic steps of a content audit here. If you're looking for a deeper dive, check out this guide from Distilled and this more SEO-focused one from Everett Sizemore. In addition, Michael King has a great presentation that takes a deep dive into the use of personas in content audits with a solid look at some helpful tools, and Inflow has a helpful chart to focus your auditing efforts.


And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
Please, please, please don’t neglect to incorporate visuals into your content strategy. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital -- but when it comes to your written content, don’t afraid to use visuals there, as well. After all, articles with an image once every 75-100 words got double the number of social shares than articles with fewer images.
If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).

The Nike team did everything in its power to ensure that the feat was successful. They picked the perfect place – Italy’s Monza F1 track – for its ideal altitude, facility, and weather conditions. The athletes never had to stop for water; instead, perfectly measured amounts of optimal runner juice were distributed to them on the go. An electric car and a team of 30 pacers were on hand to ensure they maintained just the right speed. Oh, and each runner wore a pair of Nike’s specially engineered Zoom Vaporfly Elite racing shoe.

“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.


“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.
Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)."[19] The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
I’ve been super impressed by GoDaddy’s recent content marketing campaign up here in Canada with Toronto Raptor’s player Jonas Valanciunas. They’ve been running great and funny TV ads pointing consumers to https://ittybittyballers.ca where they’ve set up a fictitious business and GoDaddy-powered eComm site with all proceeds going to charity. Brilliant!

By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
We don’t consider marketing campaigns, even if multi-channel and customer-centric, with lots of content as content marketing either as 1) they have existed forever and are not an indication of content marketing maturity and 2) content marketing is an ongoing effort. An example of why this makes sense: we often notice that brands winning content marketing awards for campaigns have websites – their predominant online presence – that don’t even respect the basics of offering the relevant content potential and existing customers in the broadest sense HAVE to be able to find. Again, this doesn’t mean that good marketing campaigns aren’t characterized by the right content, among others.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Last year, IKEA also made a foray into the AMSR world with a 25-minute video that showed a woman decorating a dorm room with IKEA products. (AMSR, or autonomous sensory meridian response, is the pleasant, tingling feeling some people get while hearing soothing sounds like whispering – or, in the case of the IKEA video, bed sheets being smoothed.) The video has been viewed more than 1.4 million times on YouTube.
Zoom-Zoom Magazine has a clean, modern layout that feels like a consumer publication. Recent stories include a behind-the-scenes look at Mazda's test chambers, a writer's challenge to see how many states he could drive through in 24 hours, and a short profile of an engineer who worked at Mazda for nearly 50 years. Every story includes large, gorgeous images, and some even include the option to download them as wallpaper.
If there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started.
“I’ve always liked to share with others what I have learned. That’s why I wrote my first book, to correct what I saw as an incomplete understanding of what was possible with concrete as a design element. Everything I’ve done has been a product of not trying to start a business, but just trying to improve the design environment. The whole motivation was not to make money. Just the opposite.” 
Now that you understand your main audience, place yourself in their shoes. What are they searching for when they need your product or service? Make a list of basic keywords surrounding your brand, as well as any variations (‘New York painters’ and ‘New York painting,’ for example.) You know your niche well, so draw from all possible terms used for what you have to offer. Once you have these keywords, integrate them into your content. There are a few reasons why:
What do your audiences need to know from you? Use search and social media, plus conversations with customers and your internal personnel (sales and customer service, especially) to better understand the information and persuasive requirements of your customers. Then, organize those needs by persona and funnel stage to create a map of necessary content.
It’s important that every piece of content has a Call-to-Action (CTA) that’s direct and brand-focused – otherwise, your content isn’t really likely to generate leads. The cool part about social marketing, however, is that you can get creative with this. Instead of just saying, “Buy this product,” for example, you can offer a free e-book or trial offer to let users have access and decide for themselves whether or not your product or service is valuable.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. It’s how it keeps people coming back for more, by consistently providing something new to look forward to and actively engage in. With close-up videos of instructors – many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.
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