By utilising Odyssiant as your content auditing tool, you obtain access to incredibly valuable insights that will inform and enhance your content planning, resulting in increased value from your content programme for your business.
“When we audited our content, the benefits were immediate. It was obvious what was missing – a massive help for me.” Elliot Trussell – Industry Marketing Manager, IFS
To see how well your content is serving your audience the content view has 3 charts that cover how much content exists for each step of the journey, how well each Persona is supported throughout the journey with the heat map in the middle, and what needs are covered by each step in the heat map on the right. (Double clicking on a bar will show you all the content for the step, per the call out.)
In this example, it’s clear that the user doesn’t have much content for the early marketing steps of the journey. There is then there is a spike of content towards the end of the journey and then it drops right down into the sales step. The sales content in the final step is likely to be low so this is ok, but the step just before the sale (7), is where a lot of sales are lost if there is not the right content to support the customer through this part of the journey.
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 possibly even cover multiple steps. However, what this graph allows the content strategist to do is to look at those columns that are underserved, assess that content, and decide whether the content that is there is sufficient.
It also allows the content strategist to think carefully when briefing in content as to whether too much content is being produced for steps of the journey that are already very well served by content. This can help constructively challenge the planning and briefing process to produce content that engages through every step of the customer’s journey.
Once the content strategist fills the gaps by creating content briefs, they can use the brief’s view to see an overview of all the briefs and how they are supporting the journey, personas, and needs.
The stacked view will show the content strategist what the journey would look like if all the briefs became content – essentially showing how the gaps are filled.
Personas & Needs
These last two charts illustrate to the content strategist the distribution of needs throughout the stages of the journey and the distribution of needs by persona. Both perspectives assist in identifying gaps and opportunities to cater to the brand’s audience.