What is a content marketing inventory?

What is a content marketing inventory?

It’s a fact – we all want great content and we want to share it on a regular basis, right? Yes, of course, you do. Well, you’re not alone. Every single business out there or anyone who has an online presence wants and needs to create, share and encourage engagement with their digital content.

To do this you’ll need to create a content marketing inventory, as content marketing as we know it has completely changed and has become the very centre of effective marketing strategy. Nowadays it’s simply not enough to create unique, top-quality content and share this content as part of your digital marketing strategy.  The continual upgrading of digital content marketing makes it vital for you to ensure that regular great content part of your overall business marketing plan.

It’s highly advisable to complete a digital marketing course so that you’re equipped with the digital content marketing techniques needed so that your content is well-received, shared and revered as top quality content.

What’s the point of a content marketing inventory?

So, you’ve mastered creating captivating content, including visual imagery, interesting and informative text and perhaps even top-quality video content.  Yet, you’re failing to achieve the engagement and the results you expected – sound familiar?

Content marketers can so easily get caught up in creating great content that it’s often necessary to conduct a marketing content inventory audit.  What, you’ve never performed a marketing content inventory audit?  

It’s all about getting back to basics.  Making time to audit your online marketing content is a useful exercise that will benefit your brand and digital marketing in the long run.  Now, of course, doing an audit like this isn’t as glamorous or as interesting as creating content, yet it’s just as important.

Repetitive marketing content can be as damaging as creating no content at all.  On average, people are spending more and more time online and such precious time can’t be wasted reading repetitive posts.  A marketing content inventory can help you avoid this.  Basically, it’s a comprehensive list of all your digital content including, images, text, audio, video, whitepapers and PDF’s etc..  

Steps to conducting a content marketing inventory 

So, you’re ready to get stuck in and conduct a content marketing inventory.  Where do you start?  And what are your objectives for completing this exercise?

Before you start, it’s a good idea to do a little research on your competitor’s content.  Compare your existing content to theirs to give you some insight into where you can improve.  Once you’ve completed your audit, sit back and go through your content thoroughly, consider your competitors content once again and this should give you some great ideas for developing new content.

Now that you’ve evaluated your marketing content and of course your competitors, you’ll need to carefully categorise and catalogue your existing content.  This can be done manually by detailing all your content or there are a few online tools that are available to help you do this.

The importance of analysing content performance data

The audit doesn’t end by categorising and cataloguing your marketing content.  Now is when the real work of your content marketing audit begins.  It’s time to start collating analytical data that is available on your content’s performance.  This is a great exercise to identify exactly what type of content is a definite hit and what is being rejected.

Here are a few types of metrics that need evaluating:

  • Backlinks
  • Shares
  • Search engine rankings
  • Social media interaction
  • Traffic
  • Bounce rate
  • Conversion rate

Putting your content marketing inventory together

A good place to start putting your inventory together is with an Excel spreadsheet.  There are tools that are available online however security of data could pose an issue.  So, to be on the safe side, knock up a basic sheet and make sure to include enough columns to cover your headings, such as content title, publish date, publishing platform and social media posts etc.

You’re almost there.  Next is the final step of this worthwhile exercise, which is developing a future strategy for your digital marketing content.  Remember to plan ahead by using an editorial calendar so that your content is streamlined and there are no duplications or clashes of topics.