Conduct a content audit

     Now that you’ve constructed buyer personas and developed a better understanding of your audience, don’t rush to create new content for them. Instead, take stock of your previous efforts by conducting a formal content audit.

     Content audits are a great way to see how well you’re covering the topics that are important to your audience, and whether you’re maintaining a good mix of content types. Auditing your existing content also helps you find holes that you can fill with new content pieces, or identify great pieces of content that can be repurposed into other formats to reach even more prospects.

     To conduct an audit, collect and examine all the content you’ve created in the past year or more – everything from blog posts and podcasts to ebooks, videos and webinars. Create a spreadsheet that lists all these items by their title and label them according to:

• Type of content
• Topic covered
• Buyer persona
• Date created
• Leads / customers

     Next, study your spreadsheet for patterns: Are you light on non-text content, such as videos or webinars? Are there certain topics you are writing about too frequently or infrequently? Have you developed tons of content for one buyer persona while neglecting others? Which topics generate the best results for certain types of content (i.e., are there topics that work better for webinars than for ebooks?)

     Conducting a content audit and analyzing your results should help you draw up a list of goals and guidelines for future content creation, such as increasing video production, developing more content for certain personas, or identifying a list of future topics for future webinars or ebooks.

     Source: A practical guide to killer marketing content (HubSpot) e-book