Home > Marketing > Identify Content Gaps with an Audit

Identify Content Gaps with an Audit

Prospects want something tangible to read or view as well as content they can share with others in their organization.  A B2B technology sales team needs content to sell the company’s products and services.  Lawyers need content that will attract prospects to their firm for legal services.  A non-profit organization needs content so that people will be interested in making donations.  Marketing needs to create this informational and engaging content.  The best content is created with the target buyer persona in mind.


Content is anything that helps move a prospect through the process of becoming a client and examples include:

  • product data sheets / brochures
  • services data sheets / brochures
  • company overviews
  • sales presentation PowerPoints
  • web content
  • white papers
  • eBooks
  • case studies
  • blog posts
  • testimonial videos
  • product videos
  • recorded webinars

An audit of your existing marketing content will help you assess what content you have and where you may need to focus your future marketing efforts.  A comprehensive audit will also organize the process for brainstorming marketing content ideas.

Audit process consists of the following:

  1. Build an Audit Spreadsheet
    You need to know what you have currently and therefore you need a spreadsheet with the following columns:
    – date updated
    – content piece name
    – content piece type (case study, video, eBook, brochure, data sheet, blog post, etc.)
    – where content exists (website, blog, intranet, etc.)
    – buyer persona
    – status (existing, need to update, need to eliminate)
    – priority (high, medium, low)
    – funnel (TOF, MOF, BOF)
    – create date
  2. Fill in Spreadsheet with Content
    Gather your content from the following sources and enter them onto the spreadsheet:
    website (most of your final marketing content should be on your website)
    blog (make sure all blog posts are put on the content spreadsheet including the ones in production)
    social media (probably mostly consisting of YouTube videos)
    shared drive (go thru your shared drives and look for any unfinished marketing content pieces)
    intranet (go thru your intranet site and look for any internal marketing content)
    sales team (ask your sales team what content they use and don’t be surprised when you find content that you did not know existed)
    This update spreadsheet project could be a great intern project
  3. Align Content with Personas
    Buyer personas are critical to the success of any marketing strategy.  If you have not taken the steps to fully develop the personas then make them a priority.  They are critical to delivering the right content to the right people at the right time.  Once the personas are done do the audit and identify what content goes to what personas.
  4. Identify Content Gaps
    Review your audit spreadsheet as this will help you quickly identify where you need to focus your marketing efforts.  Are you heavy on content for a particular buyer persona?  Is there missing content for a particular part of the funnel (top of funnel, middle of funnel, bottom of funnel?  Do you have too much of one type of collateral such as case studies?  Identify what needs to be done first and get them on your task list.
  5. Empower You Sales Team
    After your audit is complete, take the time to educate the sales team and others in your organization on what was done, where content is located, how requests for content can be made and what is going to be done to fill in the content gaps.  Hold regular meetings with the sales team at their internal meetings to make sure marketing is aligned with the sales team on their challenges and goals.  At these meetings make sure you notify them of any new marketing content.
  6. Perform Recurring Audits
    You need to keep reviewing your content library and continue with audits on a regular basis.  To stay on top of keeping marketing content relevant, schedule recurring audits.  At least once a year but twice a year is preferred.  Recurring audits will be less time consuming than the first audit.

You want to provide the right content to the right people at the right time.  You need to know what you have and what gaps you have in your content library.  To do this you need to perform a marketing content audit.  An audit is an essential step in your whole content strategy.

Hope this post helps complete your content library.  Let me know about how you fill in your gaps.



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