How to approach content auditing?
Odyssiant is a buyer journey content management platform that allows you to capture, visualise and act upon a content audit.
Users can upload all content into the Odyssiant content library, capturing all core details, including any URL links. As part of this upload, users can place the content on a journey map, specify audience personas and tag all customer needs.
This allows users to see the gaps in the buyer’s journey. Users can take the visualisation to the next level with detailed analytic dashboards that show content need spread, content needs by step, and content by persona.
The easy-to-use Odyssiant content briefing process then allows users to specify what content should then fill the gaps in the journey, persona mix and to meet identified customer needs.
“The benefits were immediate. As soon as our content was audited, it was obvious what was missing – a massive help for me. Very excited about using Odyssiant.” Elliot Trussell, Industry Marketing Manager, IFS
By using Odyssiant as your content auditing tool, you will gain access to exceptionally valuable insights. This insight will inform and improve your content planning, delivering greater value from your content programme for your business.
Here are five of the top insights you will gain from using Odyssiant for content auditing:
1. Total content by step
Here, you can see how much content exists for each step of the journey. In this example, it’s clear that the user has a considerable amount of upfront content for the early marketing stages of the journey. For example, thought leadership content on blogs and white papers. There is then a dearth of content in the middle of the journey. And then a considerable amount towards the end of the journey when the company is looking to sell to the customer.
Of course, completing a journey does not mean having equal amounts of content for each step. Far from it, sometimes a single piece of content can achieve an enormous amount – it could even cover multiple steps. This graph allows the content strategist to look at those columns that are underserved, assess that content and decide whether the content is sufficient.
Content auditing allows the content strategist to think carefully when briefing in content, whether too much content is being produced for some steps. This can help constructively challenge the planning and briefing process to produce content that engages through every step of the customer’s journey.
2. Total content by personas
Similar to the above, understanding how much content you have for each customer persona helps the planner understand whether the priority personas are being correctly served. Of course, if your business treats all person types with the same priority, the lack of balance would be telling.
3. Total content by persona by step
Combining the output of the above two diagrams, it’s now possible to dig into the detail of the content to see where the planning opportunities truly lie. In this graph, you can see how two personas barely have enough content to be served through their end-to-end buying journey.
4. Customer needs by step
Another key capability of Odyssiant is to tag each content item by customer need, this makes our content auditing capability unique. By doing so, you can ensure the content is contextually relevant for the customer and therefore far more likely to be engaging. While customer needs can change through the journey, by ensuring the customer needs are being covered by content, you can enable the customer to find their own personal way from initial engagement through to sale.
By building a ‘needs cloud’ around the customer (as Odyssiant does), it is then possible to serve up contextually relevant content which will take the customer forward on their own personal journey.
5. Customer needs by persona
In this final graph, you can see how the customer needs relate to each persona type.
* The above images show graphs that are drawn from Odyssiant’s content audit dashboards.