So much of marketing focuses on the creation of great content. Create, publish, repeat. But while great content is important, it is also important to keep track of where it is going and what impact it is having. This is why everyone involved in marketing should schedule an inventory day, when you can take stock of what you have produced and how effective it has been.
Why you need to take stock of your assets
The idea of taking stock of your assets will generally cause feeling of panic or boredom. However, by taking an inventory of your assets, you can build a clear picture of what you are offering, what works, and what needs a change of approach. This will allow you to be more efficient with the resources you have, which in turn will make your marketing more effective and efficient
How to Carry out an Inventory of your Assets
Taking an inventory of your assets involves more than just counting up how many blog post, ebooks, or tweets you have created over the past 12 months. A true inventory will delve deeper, looking at how the content is leveraged, shared and consumed.
Look at your content and your themes. No doubt you have dozens of quality blog posts. Is there a theme, could a group of blog posts be reworked into an ebook?
Looking at how various content has performed will enable you to make informed decisions about what you are doing right and what needs work. If you find a particular blog post has performed really well, you could consider turning it into a longer form piece or producing a follow up post. Which older blogs or ebooks performed well and could be updated and re-purposed?
Look for Gaps in Your Strategy
As well as using the inventory to think about what you are doing, it is also a tool to examine what you are not doing. It is possible that you are producing great content without even realising or sharing it. For example:
- If you company has presented its product or service at an industry conference it is possible that PowerPoint presentations and other material could be repurposed and used as marketing content.
- Your customers can be a great source of content. It is likely you are receiving feedback about how they use your products and services. Use this feedback to work with your customers to create testimonials and customer case studies.
It is recommended that a major content audit be carried out every 12 months with smaller, less details audits scheduled for every 3 months, to enable you to adjust and control your marketing strategy.
Once you’ve taken the time to review all your marketing assets it may be time to consider a presence audit—an outsiders review of your entire company’s presence.