Over the past couple of years I’ve spent a lot of time working with B2B software-as-a-service companies, developing and executing content strategies aiming to increase website traffic, leads and contacts. I’ve worked with companies of different sizes and at different stages in their journey, but despite these differences there are several common elements I’ve identified that are key to a high-performing content strategy.
1) Content Audit
When you start creating content for an organisation, it’s extremely unlikely you’ll be going in to a completely blank slate. So the best place to start is running a content audit. Not only does this let you identify opportunities for improvement, but it also helps you familiarise yourself with the company, its products and its customers.
A content audit typically comprises two parts:
- Inventory – pulling together a complete list of all your company’s content – everything from blog posts and eguides, to website copy and social media accounts. This will enable you to get an overview of key topics and areas of focus, and to identify any obvious content gaps.
- Analysis – this is where you dive in and assess the performance of the current content. Are any channels performing particularly well? Do blog posts on a particular topic drive twice as much traffic as posts on something different?