Consolidate your content
Posted: Wed Jan 29, 2025 4:32 am
If you speak to members of other departments, you may be shocked to find most team members outside the marketing department have no idea what you do.
Even worse, team members in your department may not know what resides in your content library.
The typical reasons for this are a lack of organization and the disruption of turnover.
Without a centralized, easy-to-access hub that all team members know and participate in, content will fall through the cracks from quarter to quarter.
Content leads may know that you have written X content slovenia mobile numbers list pieces on a particular topic and unpublished or stored Y of them for any number of reasons, but that content lead will not be in that role forever.
What happens if they get promoted or leave for their next opportunity? Who will know where all the content lives?
Another issue is shifting priorities. Because any content marketing strategy takes time to see ROI, many marketing leaders are under pressure from the higher-ups to provide positive metrics, which results in new priorities and goals every quarter.
This results in half-finished or never-started content projects that sink into the ether, never to be seen again.
Your first job is to make sense of this mess. Consolidate, consolidate, consolidate!
steps of a content audit
Image source
Make a list of places to look for content floating around company-wide. Send out a memo asking for any content assets other departments have created that you may not know about (Customer Success and Sales Teams in particular).
Even worse, team members in your department may not know what resides in your content library.
The typical reasons for this are a lack of organization and the disruption of turnover.
Without a centralized, easy-to-access hub that all team members know and participate in, content will fall through the cracks from quarter to quarter.
Content leads may know that you have written X content slovenia mobile numbers list pieces on a particular topic and unpublished or stored Y of them for any number of reasons, but that content lead will not be in that role forever.
What happens if they get promoted or leave for their next opportunity? Who will know where all the content lives?
Another issue is shifting priorities. Because any content marketing strategy takes time to see ROI, many marketing leaders are under pressure from the higher-ups to provide positive metrics, which results in new priorities and goals every quarter.
This results in half-finished or never-started content projects that sink into the ether, never to be seen again.
Your first job is to make sense of this mess. Consolidate, consolidate, consolidate!
steps of a content audit
Image source
Make a list of places to look for content floating around company-wide. Send out a memo asking for any content assets other departments have created that you may not know about (Customer Success and Sales Teams in particular).