Here’s a free ten-step process for reviewing copy and content – ideal if the current shutdown has created time to look again at your organisation’s marketing content.
In October 2018 I launched my ‘Copy and content audit tool’ eBook. Now, with so many marketers reshaping their activity as a result of the COVID-19 shutdown, I am serialising it in its entirety here for the first time.
If you are using the changed business environment as an opportunity to review your content, this is for you. It’s a powerful tool that will help you bring your copy and content into better shape for – hopefully – a successful future once the global situation improves.
Introduction to the copy and content audit tool
Is your content still fit for purpose? Scary question, right? Most people involved in marketing know that too much of their copy or content isn’t as good as they’d like.
If an organisation has been around for a while there could potentially be hundreds of pieces of content available to readers. Lots of it may no longer represent the business the way it should. But the task of going back through content to assess its quality and suitability can be daunting.
You wouldn’t expect doctors to work without a system for diagnosis. That’s why I developed this ten-point ‘diagnostic tool’ for assessing the suitability and quality of existing content, be it printed or online.
As a bonus, the tool can also be used to assess new content while it’s still in the draft stage, helping you to strive for a better finished piece.
What’s covered in the audit tool?
Here are the ten factors covered by the tool, each of which will be the subject of a blog in the next couple of weeks:
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Context. NOW AVAILABLE HERE
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Clarity. NOW AVAILABLE HERE
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Comprehensive. NOW AVAILABLE HERE
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Customers. NOW AVAILABLE HERE
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Clickable. NOW AVAILABLE HERE
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Credibility. NOW AVAILABLE HERE
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Creative. NOW AVAILABLE HERE
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Call to action. NOW AVAILABLE HERE
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Competition.
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Correct.
You’ll find explanations and examples for each of the ten points, along with hints and tips for easy fixes for the most common problems.
You can instead contact me now and I’ll send you the complete eBook, which also includes a scorecard and action plan that you can use to keep track of your audit.
Please note: although I have kept search engine optimisation in mind while writing this audit tool, SEO is not its focus. Please take professional advice if you need help to assess your site’s SEO performance. I can wholeheartedly recommend Gary Cottam at Doublespark (www.doublespark.co.uk) if you need help in this area.
Start now with part 1: ‘Context’. Or contact me if you would like the complete ten-part ‘Copy and content audit tool’ eBook as a pdf, or a free 50-minute coaching call to help you apply the tool in your business.