Is your content falling flat, not getting viewed and you're missing out on sales? Time to call in the Content Cops! Have an expert audit your content to see what’s working, what isn’t and how you can turn the tables to drive winning content, every time.
Know where to start
First, establish where your business information lives - your website, social media business platforms, YouTube channel, LinkedIn account, or listings on business directories. Now, take a look at your key brand messages and unique selling proposition.
Writing down your goals
Okay, so you’ve probably got several ideas about what you want to achieve in business and we understand that putting them down on paper isn't always easy. Spend time on this or have a marketing expert help you, as this will ensure your content stays in top shape. By focusing on your goals, you'll be able to talk more clearly about your business and communicate your brand’s point of difference to your target audience.
Putting your website under the microscope
Once you’re clear on your brand messaging and your goals, set aside some time to examine your website. You want to make sure it’s getting the best results possible - like attracting the right customers and generating enquiries. The best way to do this is to think like your prospective customers. Find out what questions they're asking, what their problems are and if your website clearly addresses those. The entire user experience of your website needs to be carefully planned and must take customers on a clear path.
Rewriting the customer experience
Once you’ve assessed what works and what doesn’t, get a second opinion and start rewriting it. You could either tweak it or completely overhaul the current content. Keep in mind SEO techniques (Search Engine Optimisation) and use clear brand messages throughout. Don’t forget to include a strong call to action, your brand colours, logo, imagery and theme.
Extending from your website to beyond
If you’re short on time, the best place to start your audit is your website. But copywriting and brand updates shouldn’t stop there. Make sure you also audit your social media pages, your e-newsletters and emails. The aim is to keep all forms of communications consistent and speak the same language across all marketing material. This helps develop your unique voice in the market and as you build brand loyalty.