Content Strategy – Step I: The Content Audit & Inventory

This is the process of determining what content already exists and its condition. Is it out-of-date, can it be refreshed, does it need to be rewritten, or is it easier to just junk it and start over?

Step 1

Start by answering some basic questions.

To accurately assess existing resources, you’ll need to start by answering these basic questions:

  • Has our company or organization changed?
  • Has our product or service changed?
  • Has the market and/or competition changed?
  • Has our target audience and/or its needs changed?

You may come up with additional questions of your own, based on your specific industry, application and marketplace.

Keep in mind that content is more than just the information you put into your website. Content includes ALL material used to promote your company, products, and services – including printed sales literature, PowerPoint and other presentations, trade show graphics, photographic files, and technical support literature such as white papers. Even if your primary objective is developing a new website or simply revising an existing one, all of these “analog” ancillary materials are informational resources that can be used to create digital web content.

Jim Schakenbach

Jim Schakenbach partners with inConcert Web Solutions to provide writing services for website pages and blog articles. He has over 25 years of writing and marketing communications experience in broadcast and the advertising industry. With a degree in journalism from Washington & Lee University and a career as a journalist, copywriter, and ad agency principal, Jim brings both real life experience and a depth and breadth of knowledge that enables him to write effectively and confidently about a wide range of subjects and industries.

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