Communication planning 2019: Content audit as an important basis

Which topics had high reach but low engagement? Which topics that had below-average reach triggered discussions, ratings, and shares?

The crucial point: a content audit answers these and many other questions across all platforms. If a company's communication is still divided into different responsibilities (website, Facebook, LinkedIn, Twitter), all these channels are measured against the same key figures - uniform KPIs. Until now, it was often only possible to create rankings on topic and campaign successes within a channel. With the Content Audit from .companion data silos are torn down and replaced by a structured and comprehensible data map. A Facebook story thus becomes comparable to a Twitter post. Without this neutral view of the data, similarities in the success or failure of topics and budget deployments can hardly be recognized.

The "thousand-contact price" (CPM) across all digital channels often leads to quite unexpected analysis results. An apparent traffic success on LinkedIn is put into perspective when the CPM is found to be a fabulous 63.80 EUR. Of course, there may be internal strategic communication reasons for the respective customer to pay this very high CPM, but this should be the exception.

How many posts trigger how many engagements or even conversions?

The perhaps sobering realization that a click to download an expensively produced, professionally competent white paper is made by just up to 0.3% of 1,000 Internet visitors reached cannot be spared customers, nor should it be. It is a clear reason to take a closer look at communication successes and failures, especially in the annual review - on a clean and comparable data basis.

Analyses that are actually helpful become counterproductive if too many resources are tied up at the customer for the preparation or for the process itself. Therefore, a content audit can only work if the implementation is "minimally invasive".

THE CUSTOMER ONLY HAS TO PLAN HIS OWN RESOURCES IN THREE PLACES:

  • Technical provision of access to communication channels
  • Determination of the evaluation criteria via video or telephone conference
  • Presentation of results at the customer (half-day)

That the communication results for all social channels are made comparable, based on identical key performance indicators ("KPI"), is even possible backwards to the beginning of the year 2018, which is still ongoing.

Retrospectively, the question can be answered whether a communication measure on Instagram was really more successful than the one on Facebook, whether the paid post on LinkedIn was a more sensible use of budget than the one on Twitter. Actually indispensable for planning the 2019 communication strategy. You can find out more details about content audits from us at any time.

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