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    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    10 Changes Your Organization Must Make To Succeed This Year

    10 Changes Your Organization Must Make To Succeed This Year

    Do Pay Transparency Laws Actually Matter

    Do Pay Transparency Laws Actually Matter?

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Establish An Effective Hybrid Work Environment In 6 Steps

    Establish An Effective Hybrid Work Environment In 6 Steps

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    IWG Selling The Crown Jewels? You Would Think So Judging By The Asking Price

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    The Million Dollar-Mistake Businesses In California Cannot Afford To Make: Compliance Deadline Approaching!

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    How Africa’s Economy will Harness Digital Tech in the Future of Work

  • Work-life
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    Astonishing Deficit in Hybrid Work Protocol Confirmed by Recent Studies

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    Driving Sustainable Change: Advice for Facilities Managers

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    How To Strengthen Your Workforce: Cultivate Growth Opportunities For Women

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    Build The Best Work Playlist: 8 Songs To Avoid And 10 To Blast

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    Escape The Lingering Cold In These 7 Countries Perfect For Remote Work

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    Say Goodbye Comfy Pants – 9 in 10 Companies Planning RTO This Year

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    Remote Work Is Just E-Commerce Déjà Vu All Over Again

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    Four Days Is Enough

    The CDC’s Vision For The Future Of Worker Health

    The CDC’s Vision For The Future Of Worker Health

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    What Every Business Needs to Know About Managed Development Services

    What Every Business Needs to Know About Managed Development Services

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Paving the Way for the Future of the Workplace With the Metaverse

    Paving the Way for the Future of the Workplace With the Metaverse

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    What You Need To Know About Web3 And Finding Great Developers

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    The Price Of Remote Work? Your Privacy

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    3 Steps To Build A Three-Dimensional Hybrid Workplace

    3 Steps To Build A Three-Dimensional Hybrid Workplace

    PETER MISCOVICH

    Peter Miscovich JLL Global Future Of Work Leader | The Hybrid Workplace Evolution: Unlocking The Future Of Work

  • Design
    How to Design for Behavior To Create a New In-Person Working Environment

    How to Design for Behavior To Create a New In-Person Working Environment

    People-Driven Alternate Workspaces

    People-Driven Alternate Workspaces

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    Resimercial Design Balances Comfort and Sustainability in the Office

    Resimercial Design Balances Comfort and Sustainability in the Office

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

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    Repurposing Furniture: Realizing the Environmental, Economic, and Design Benefits

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    Goodbye Burnout, Hello Balance: The Power of Meditation Spaces in Modern Workplaces

    Goodbye Burnout, Hello Balance: The Power of Meditation Spaces in Modern Workplaces

  • Workforce

    5 Steps To Master The Hybrid Work Model

    Unmasking the Corporate Return-to-Work Fallacy A Genuine Approach to Junior Staff Development

    Unmasking the Corporate Return-to-Work Fallacy: A Genuine Approach to Junior Staff Development

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    Diplomas and Dilemmas: How 2023 Graduates Can Navigate Job Market Chaos

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    Want To Stop Employees From Walking Out The Door? Build Them A Career Ladder

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    Unveiling the Hidden Potentials of Remote Work Productivity

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    Side Hustles or Survival Jobs? Overemployment Spikes Among Remote Workers

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    Strategies For Success In Senior HR Roles In The Future Of Work

  • Coworking
    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

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    All Good Work Partners with JLL To Support Nonprofit Organizations

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    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

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  • Marketing
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  • CRE
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    The Office Space Sector Is Projected To See A Strong Fourth Quarter In 2022

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    The Future Of Our Offices And Our Planet Hinges On The Real Estate Industry Priorities

    The Future Of Our Offices — And Our Planet — Hinges On The Real Estate Industry’s Priorities

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    JLL’s New Future Of Work Survey: The Next Few Years Are Crucial For Commercial Real Estate

    What Is The Impact Of Hybrid Working On Space Optimization

    What Is The Impact Of Hybrid Working On Space Optimization?

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How To Clean Up Your Content Marketing Strategy With An Audit

byAllwork.Space - Press
May 9, 2017
in Marketing
Reading Time: 5 mins read
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This post was written by Terry Van Horne from Telsec Business Centres

So ‘Content Marketing’ keeps popping up to your left and right.

Truth is, content marketing has been around for as long as I’ve been promoting websites and products on the Internet. Since day one, content marketing was an integral part of SEO because, well, you needed to create content in order to rank decently in search engine SERPs.

This was before Google decided to include links and link buildings as a measurable element in their ranking algorithm. Though this eventually made content marketing ‘harder’, it also made it better, as it forced marketers to create valuable content that could be used on other sites as referral traffic. In other words, unique and well-crafted content became a leverage to rank higher.

Today, I want to talk to you about using content marketing in a way that will benefit you, going beyond the simple claim of creating unique content (you already know this). Today I’m going to introduce you to Content Auditing.

Content Audit

For me, the most important part of any content marketing strategy is the content audit. This audit will reveal:

  1. All the content related to the product/service on your site
  2. The types of content related to the product/service on your site
  3. If the site has content suitable for all levels of the sales funnel
  4. If the content answers users’ most frequently asked questions.

Once you’re done with your ‘internal audit’, the next step is to access the content already available in other websites (you don’t want to put out anything on a subject that’s been covered and published one too many a time). I like to use a few tools to access the top websites in any given industry:

  1. Link Prospector: to identify top-ranking sites
  2. Majestic: to identify content that has drawn a lot of links from authority sites.

This ‘external audit’ help identify the top competitors and the type of content that ranks the best and gains the most valuable links. With both the internal and the external audit findings, I am able to build a final strategy.

Before I go any further, let me give you another piece of advice:

Salespeople and customer service representatives are your best option when it comes to finding out about what types of questions customers are asking and what content could best help solve these queries. Involving your sales and customer service team in the content marketing process will provide you with:

  1. information to counter objections to a salesperson
  2. information that aids the customer service representative
  3. questions that, if answered on the site, would impact sales or make the job easier for the customer service rep.

Sometimes salespeople encounter objections and questions that can be better answered via content on your site. Creating this content will allow the sales team to direct and refer clients to your website for a thorough answer. This will aid the sales and customer service team, but it will also create more visibility for your overall brand.

An added perk is that, if your team is getting asked these questions, there is a good chance that people are asking the same questions on search engines–by providing answers to them on your site you will have the ability to gain visibility and rank better in search results.

Implementing the Content Audit

The content strategy implementation that I am about to describe was started around 18 months ago, after a review of our services indicated that, by far, the most underutilized services at our workspace center were the seminar and training rooms.

Following this review, it didn’t take too long for us to figure out that the market for these particular offerings was far more competitive than any other workspace service we offer.

First things first. Our center is located in downtown Toronto; there is an abundance of hotels and venues for seminars and training purposes in the area. Our location, which is minutes from Union Station and two major highways (it’s all about location, really!), is without a doubt a competitive advantage; but marketing our offerings proved to be a challenged that required extra thought and resources.

Back to the topic at hand: our content audit.

Our audit showed that one of the biggest barriers hindering the sales of seminar and training rooms was the lack of content supporting and explaining these particular services and the benefits they offer. Hence, the first step we took was to remedy this lack of content issue.

Our second challenge was coming up with the right content that would attract readers and convert them into clients. We found that there was a shortage of information about how to create, market, and put on a seminar or training event; so we decided to create the category Seminar and Training Rooms on our blog to make it easy for visitors to find the content they are looking for.

Once we decided that we needed to create content and publish it in a place where people can easily access it, we realized we needed to diversify said content. Our audit showed that we, to this date, have no video or audiovisual content on the subject. Though we haven’t gotten to the video yet, this is part of our short-term goals.

Last but not least, we realized that we were missing a big opportunity by not marketing our customers’ seminars or events. Professionals are constantly looking for events, seminars, or workshops that can provide new insights and knowledge; our plan is to send a newsletter to current customers informing them of upcoming events open to the public in general.

Conclusion

A content audit is a great way to review how well you are supporting your services or products in your own website. When done right a content audit can help bring in stronger links to your site, as well as provide staff members with a tool that can help them better answers questions and sell your services/products.

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