Importance of B2B Content Audits

Remember, 71% of your B2B buyers will conduct online research about your industry and products or services before making a purchase decision. Make sure you have the correct content at the right time that satisfies their needs.

The most beneficial part of a B2B content audit is meticulously and manually combing through your existing content and mapping it to a specific keyword target, specific stage of your target buyer’s decision making journey, and figuring out how to to connect the dots with underperforming content.

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Our Process

The most important aspect of any audit or analysis process is the system and strategy used to uncover the opportunities. It’s not enough to throw some urls into a sheet, with any metrics you feel like at the time, and guess as to what to fix.

There are many considerations to make before you even start the process. These will ultimately guide the success of the process.

Focus On Factors That Map To Business Objectives

When you evaluate your content, and when we begin our evaluation, the key is to focus on how your content assets will help your business. Many B2B companies look at resources, blogs, and landing pages as an annoying “nice to have, but not necessary” component of their marketing. The reason for this is because their content was likely created as an afterthought with no strategy.

Great content that is laser targeted to solve your target prospect’s needs and helps move them into a purchase decision with you is anything but trivial. It’s absolutely crucial to today’s B2B buyer landscape. That’s why we work with you to identify what metrics should be tracked to identify content performance and which metrics should be evaluated during the audit.

Manual and Meticulous Analysis

There are some things in the world of digital marketing that are best left for tools and software to solve, and some need a human brain. This is a situation for a mix of both. In order to gather intelligence on how your content is performing we use a variety of different tools to understand how your content assets are performing.

However, at the end of the day, there is no tool on the market that can tell you how well a piece of content answers the intent of a CMO at your list of top 10 prospective companies. Only through working closely with you and your firm can we identify core objectives, and scrutinize each content asset through that lense. Our analysis process is manual because we know what to look out for above and beyond what a tool (however clever and helpful) can tell you. It’s that 5-10% different in specific quality and relevance that separates good content from great.

Recommendation & Implementation

So what happens after we identify the gaps and the analysis is complete? Well, we do what all agencies worth their salt do, we get to work on fixing what’s broken. Methodically, and in order of importance. It’s one thing to “consult” on recommendations, pass along some information to you, and then go on our merry way. Anyone can do that.

It’s another thing to do the research, analyze the facts, make recommendations, implement the changes, and then analyze your own work for effectiveness over time. That’s what elite content marketing agencies do, and it’s the only way we know how to deliver.

"Our company has been utilizing web marketing for years now, it is our growth life blood like many other small business’s today. Partnering with Ken and his company was a very good decision that has helped us get to the next level and stop wasting our time and resources with digital marketing services and techniques that are either outdated or not on point. If you are a business that needs help maximizing your digital marketing investment, I HIGHLY recommend Ken and his team."

Robert W.

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