Iteration and improvement are quite possibly the biggest tools we have as digital marketers. So take a break from churning out the content for a moment, and consider what you already have in your archives.
I've written before about making sure that you regularly revisit old blogs and update them, but what if taking the time to audit your archives could lead to halving the time spent on a new content offer?
Now we're talking.
A post you wrote a year ago, plus the new knowledge highlighted in one which got lots of engagement last week could together form a great base for a new piece of content. Blog posts capture our opinions and thoughts of something at that time, with newer ones showing how far our thoughts have developed since those older ones. It makes that reverse engineering content by gathering together pieces from an audit could have great results.
All of us could be ebook authors in no time (if that's what your personas want, of course)!
The content audit takes your inventory a step further and analyzes which content is working (and which isn’t) so you can create more of what works. The audit may surface patterns that lead to opportunities (for example, “We’ve published a dozen articles on a single topic; let’s assemble those into a more comprehensive guide.”)