Submit your final spreadsheet with the three Content categories (Owned, Earned and Paid Media) as well as your Content Marketing analysis recommendations (may be recorded on the spreadsheet in the end column). use the other 3 attachments to complete the spreadsheet as you see fit.
Purpose
In Content Marketing, a Content Audit is completed at least once a year, sometimes more frequently, in order to take inventory of all existing content and catalog it in order to determine what pieces are working, not working, what should be reused or even retired. The purpose of conducting a “mini” Content Audit is to practice that work that is done in a real Content Marketing role in order to prepare you for your Team project as well as for a real job in Content Marketing.
Skills
Conducting a Content Audit will allow you to gain these skills:
Identify and catalog content pieces
Evaluate the content for quality and value in reaching audiences
Understand the connection between content quality, volume and measurement of audience reach
Practice using an Audit template that is used in real Content Marketing audits
Tasks
Conduct a Content Audit on Your Brand – for this project you will utilize a provided Content Audit template to evaluate the current Content Marketing efforts for your brand. Your evaluation will include reviewing Owned Media, Earned Media, Paid Media. You will conclude your audit with a recommendation for what your brand could do to improve its use of content to connect with target audiences. (Content Audit Template posted in Canvas – Earned, Owned, Paid) – 3 pieces each category.
For each content piece, you need to evaluate and record the following:
What and where – what is the content and where did you find it?
Main message – does it track with what you believe about the brand messaging?
Target audience – is the content designed to connect with the right audience and in the right place?
Call to action – is there some kind of directive in the content?
Further steps – what other further steps are within the content piece?
Metric used for measurement – what metrics do you think are being used to monitor effectiveness?
