Digital Health Marketing: How to Conduct a Content Audit

The first step in creating killer content that attracts prospects to your digital health products and services is to know who your buyers are, understand the problems they’re trying to solve, and determine where they go to find solutions to their problems.

Once you have a clear focus on your buyer personas, now it’s time to create content to educate them and attract them to your digital health solutions.

Now you can make creating content hard and painful, or you can take a smart approach to creating content.

You’re probably already sitting on a goldmine of digital health marketing content that you don’t even realize you have available.

So, why not make your content marketing easy?

Before you jump in and start creating all kinds of content from scratch, take an inventory of content you already have that you can use to market your digital health products and services.

4 Steps to Conducting a Digital Health Content Audit

Conduct a content audit to uncover how well you’re covering the topics your buyer personas care about and determine if you have the right mix of content to keep things interesting for your prospective buyers.

Here’s how you do a Content Audit:

1. Gather all the content you’ve created in the past year- blog posts, podcasts, webinars, sales sheets, product and services descriptions, proposals to prospects, even take a look at email communications with prospects.

2. Create a spreadsheet and list all this content by title.

3. Add labels to each title: Topic covered, buyer persona addressed, type of content, leads generated, date produced, who produced, resources used to produce, etc.

4. Analyze the spreadsheet to find the patterns and pinpoint content you can easily re-purpose and use in your current content marketing efforts.

Ask yourself these questions:

Is the content mostly test based- blog posts and white papers, or is multi-media- podcasts, webinars, video?
Heavy on some topics, yet light on others?
Which topics seem to attract the most interest?
Which topics and content formats appear to generate leads?
What content motivates prospects to become buyers?

Today content marketing is essential to educating your prospects, creating relationships with them, and moving them from prospects to buyers. Buyers today are looking for solutions for their problems. They ignore, block, or are numb to interruption advertising.

Consistently creating educational and motivating content is difficult for lots of digital health marketers. You can make content marketing hard, or be smart and invest some time to do a content audit. A content audit is a great way to jump-start your digital health marketing efforts.