Reviewing historic content topic concentration can also
Posted: Wed Jan 29, 2025 3:59 am
You may be able to gain some insights from the site owner, but it is extremely rare that you get the full picture. A content audit can help you piece together some additional information. The call-to-action on the page, for example, will show what the previous content manager was hoping to achieve. Where the content is placed on the site will also give you some information: Top-level pages will rarely be end-funnel pieces Product pages will often be sales-orientated Blog posts with internal links will show what pages your predecessor was trying to strengthen.
Etc. guide you on which product type china gambling data or services were the most important to either the previous manager or the business owner. This can help you ascertain whether it’s a focus worth continued investment, or if you should move on to something else entirely. 2. Ascertaining at which point content is picked up and becomes successful It’s easy to write-off (see what I did there?) a content project as failed if you don’t see success in the first few weeks or months of publication.
However, as with PR, you may find that a piece that wasn’t considered successful at the time of publishing gets picked up later down the line. Understanding how long pieces take to become “successful” by your standard of measurement will help guide future strategies and prevent current frustrations growing. 3. Guiding current/future strategies Understanding what worked well previously offers a fantastic insight into what your target audience is looking for. Are there specific trends that you can glean and utilize within your current strategy? Does your target audience respond more to a particular structure or topic? From the analysis, you will be able to gauge quick wins, whether it's reworking pieces that you believe can perform better, utilizing other marketing methods to promote certain pieces, or scrapping something entirely and starting again.
Likewise, you can determine topics to stay away from if necessary. You can also highlight topic gaps in the current content and discuss these with your client. Perhaps there are certain angles they don't want you to take but forgot to mention. Or your client may give you the go-ahead to create new content to fill these gaps and measure the impact. It's worth mentioning that you should carefully consider the metrics you’re using to evaluate content performance.
Etc. guide you on which product type china gambling data or services were the most important to either the previous manager or the business owner. This can help you ascertain whether it’s a focus worth continued investment, or if you should move on to something else entirely. 2. Ascertaining at which point content is picked up and becomes successful It’s easy to write-off (see what I did there?) a content project as failed if you don’t see success in the first few weeks or months of publication.
However, as with PR, you may find that a piece that wasn’t considered successful at the time of publishing gets picked up later down the line. Understanding how long pieces take to become “successful” by your standard of measurement will help guide future strategies and prevent current frustrations growing. 3. Guiding current/future strategies Understanding what worked well previously offers a fantastic insight into what your target audience is looking for. Are there specific trends that you can glean and utilize within your current strategy? Does your target audience respond more to a particular structure or topic? From the analysis, you will be able to gauge quick wins, whether it's reworking pieces that you believe can perform better, utilizing other marketing methods to promote certain pieces, or scrapping something entirely and starting again.
Likewise, you can determine topics to stay away from if necessary. You can also highlight topic gaps in the current content and discuss these with your client. Perhaps there are certain angles they don't want you to take but forgot to mention. Or your client may give you the go-ahead to create new content to fill these gaps and measure the impact. It's worth mentioning that you should carefully consider the metrics you’re using to evaluate content performance.