Blog / How To Do A Content Audit – Part 2

How To Do A Content Audit – Part 2

Content audits should be done frequently to ensure your readers have the latest information. Now that you have reviewed all your content across different channels, in part 2 of this series, we look at how to prepare a content plan as well as a few idea generation tips to make the process easier.

Content Audit Guide – Part 2

You wouldn’t dream about starting a business without a plan and it’s the same when it comes to content. Your success rate greatly increases when you have a well-researched, thought-out document to guide you. We provide our clients with content plans on a regular basis – here is what to consider when planning for your own business.

Company Values

Review your company values, mission and vision. Be clear on how content can help customers buy into your philosophy. While content may appear tactical in its execution, it’s important to think strategically. The right content is not a short-term, quick-win solution. It takes time to build up a relationship with the audience, and consistency is key in creating that trust – both in terms of consistent posting and consistent messaging.

TOP TIP: Make your company values, mission, and vision visually prominent in your organisation to serve as a constant reminder to employees.


Defining your goals will help show you if the content you’re creating will be effective or not. There are a variety of objectives, depending on the requirements of the company. While the majority have one overarching goal in common – to drive more sales – metrics such as increasing your website visits, increasing the number of newsletter or blog subscriptions, number of downloads of an e-book, and number of sales enquiries are all good indicators.

TOP TIP: If you’re already producing content, don’t forget to review your results regularly and update your strategy accordingly.

Target Audience

You can have the best content ideas in the world but if it doesn’t appeal to your target audience, your efforts will be wasted. Go as deep as you can to describe your ideal reader and ask yourself the following:

  • Where do they live?
  • Are they male or female?
  • What is their approximate age?
  • What are their business challenges?
  • What digital channels do they use?

In an ideal world, market research is a great tool to help define your audience, but otherwise, interview your sales team and your customers, review your databases, create a survey, engage in desktop research, and use social media – all these techniques can be a cost-effective way of building a customer profile.

TOP TIP: If you have multiple types of target audience, be sure to create separate profiles as each may require different content.

Idea Generation

With a solid understanding of who you’re writing for and the key messages to be included, you can now start brainstorming different ideas in line with your goals. Here are some questions to drive inspiration:

  • Ensure the content is time-relevant by making a list of key dates, holidays, events and seasons. How can you help the reader leverage these periods?
  • What are some of the challenges the reader may face that you can advise on?
  • What are the future trends?
  • What are the current hot topics and can you provide a different angle?
  • What lists or documents could you share with the reader that may be useful?
  • What special offers do you have coming up that you can include?
  • Are there any experts in your industry who you could interview?
  • Are there any upcoming relevant events you could share?

TOP TIP: Once you have a bank of ideas, list them down to include the following:

  • Title
  • Sub Title
  • Call To Action
  • Publishing Date
  • Channel for sharing content

This overview will help you get a basic plan in place. If you would like to talk about content and how it can help your business, free feel to contact us on 050 1582958.

RELATED READING: 10 Things to Do Before and After Posting Your Blog and How To Do A Content Audit – Part 1

Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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