Gartner Research

Improve Content Performance With a Content Audit

Published: 13 October 2017

ID: G00337444

Analyst(s): Stephen R. Wellman

Summary

Marketing content is the glue that binds brands to customers, but marketing leaders struggle to link content to business results. Before strategizing, audit existing content to determine what performs best among high-value audiences. Here's how to scope, plan and execute a successful content audit.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Define the Scope of the Audit
  • Select the Criteria and Order of the Audit
    • Score the Content With a Customer Focus
    • Analyze and Look for Patterns in Your Content
  • Make Recommendations for All Audited Content

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