You should establish where each content asset belongs in the customer journey and how effective it is in pushing prospects farther down your funnel for each content asset you have, whether it's a blog post, case study, web page, video, white paper, or something else.
Every interaction you have with a potential consumer is driven by content. Content is product descriptions. Photos, blog entries, podcasts, your company's "About Us" page, those 40 ludicrous links at the bottom of your home page, and any other scrap of material you put—everywhere—are all subject to this rule.
There are three goals to a content strategy:
Declare your objectives, how you'll achieve them, and the KPIs you'll use to track your progress.
Create a "profile" of particularly effective content types that others can use in the future.
Persuade the reader—your client/boss—to believe you, to stop spouting keyword essays on their website, and to become a valuable resource for future consumers.
Content marketing is how you achieve those objectives.
The organization's two or three guiding ideas, converted into primary themes for every piece of material you publish. This is one of the crucial components that, if done correctly, allows the remainder of the audit to fall into place.
