Content Marketing: Audit Your Assets

The Content Marketing Institute just released its fifth annual B2B Content Marketing Benchmarks, Budgets and Trends — North America report. While 70% of marketers said they are creating more content than they did last year, they also said that “creating engaging content” and “producing content consistently” were their top two challenges.

EMA builds content marketing strategies for many of our B2B clients. One of the first things we recommend is an internal discovery to help us understand what’s available to create engaging, consistent content. These three steps can help get the ball rolling.

1. What’s your story? Gather key staff members to discuss your company’s strengths and how you can use them to strengthen the customer experience. Jot down the key themes that emerge and let them guide your content topics. A few good open-ended questions to get the conversation going are:

    • What strengths can we highlight through content?
    • What topics do our customers find compelling?
    • What questions come up in the buying cycle?
    • What are our audience’s pain points?

2. Do a hardcore content audit. This is a time to push up your sleeves and start digging up all of your marketing assets from the past 12 months — white papers, videos, articles, webinars, brochures, news releases, case studies, newsletters, emarketing and photos. Gather everything your sales team uses to engage prospects and customers.

3. Create an inventory. Databases aren’t the sexiest part of content marketing, but you’ll thank yourself later. This is the place where you’ll catalog all of your existing assets. Be sure to note what old content could be updated and weed out anything that’s irrelevant.

EMA created a customizable content spreadsheet for our clients. It makes it easy to keep your content organized by noting title, asset type, description, location and date released.

One of the key takeaways from the Content Marketing Institute’s report is that B2B marketers need a strategy in order to be effective at content marketing. In our experience, understanding what content you currently have — and where the opportunities are to create more — will help you put your best foot forward.

Get more steps on how to launch a content marketing program from EMA’s free ebook, 7 Steps to Top-Notch Content Marketing.