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How to Run A Content Audit in 2022

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How to Run A Content Audit in 2022

As a marketer, how often do you run content audits? How do you keep track of how content is performing? Do you use those metrics to improve future campaigns?

If you’re missing this kind of organization for your company, consider investing in a content audit. They are an excellent planning resource and roadmap for future content creation. They also help you organize your analytics so you can refer back to high-performing posts if needed.

Download Now: Free Content Marketing Planning Templates

In this post, learn how you can perform a content audit for your own business, and discover high-quality tools to help you streamline the process. Keep reading, or use one of the links below to jump ahead to the section you’re looking for:

Content Audit Goals

Running a content audit for your website can boost your traffic and improve the experience of your readers.

First, content audits help you take note of the areas on your website that aren’t properly optimized for search engine rank. For example, you might add meta descriptions to your blog posts as part of your current strategy, but if that always wasn’t the case, a content audit helps you locate which posts need to be updated.

Content audits also help you find new SEO opportunities for your website. For example, did you know that adding keywords to the headings on your site gives search engines more clues about what your web page is about?

If search engines have as much knowledge as possible about the content on your website, they’ll be able to suggest your web pages to browsers more accurately.

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Running an audit is a chance for you to update the content on your website to improve the comprehension of your site by readers. For example, you might not know the links on one of your product pages are broken, but a content audit provides you with a reminder to update those links. Let’s discuss some additional benefits below.

Benefits of Content Audits

Your content audit should help you bring your content up-to-date, improve the rank of your web pages, and make the website you present to readers easy to navigate and free of error. In addition, content audits:

  • Give data-driven insight into the performance of your content, helping you make informed decisions based on factual information rather than just assumptions.
  • Identify areas for content repurposing or updating where numbers are lower than desired.
  • Highlight pieces of content that perform best that you can leverage in marketing materials.
  • Understand more about what your audience likes and dislikes.
  • Content maintenance becomes easier when you have an understanding of what you’re offering.

To make sure your website content audit is valuable, carve out enough time to complete it. However, you don’t have to be in it alone — there are plenty of templates to guide you through a content audit if you’re unsure of where to start.

Content Audit Template

To show you how a template can speed up the content audit process, let’s walk through HubSpot’s SEO Audit kit. It includes three useful tools:

  • How to Run an SEO Audit guide
  • On-page SEO template
  • SEO audit checklist

The guide is a comprehensive overview of SEO audit principles and factors. It’s a great resource for both beginners and experienced content marketers looking for a refresher.

Next, to begin your content audit, open the on-page SEO template. This template guides you through checking the on-page SEO of your website.

The template has 16 sections, with instructions for each section.

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Under each section, the template helps you understand what to look for and why it matters for on-page optimization. For example, if you note that you have multiple similar pages, the canonical tags section will help you make sure they’re grouped together.

Below, we’ll talk about the sections of the template.

Page Type

Content audit template example: Page type

In the first column, you’ll specify your page type for each page you’re auditing. It works for many page types, like a home page, landing page, blog post, or even a form page.

URL

Content audit template example: URL

Then, you’ll fill in the URL.

Canonical Tags

Content audit template example: Canonical Tags

Next, note any canonical tags your site may have. Remember, you can find canonical tags in your page’s source code.

Pagination

Content audit template example: Pagination

After that, you’ll note if your page is a part of a sequence of pages to ensure that your code is properly formatted for sequencing.

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Page Title

Content audit template example: Page Title

Next up, you’ll fill in some details about the page’s copy. For instance, the page title. If I included a blog post similar to this one in the audit, for example, I would put “How to Run an SEO Content Audit” in this section.

This section makes sure you’ll have keywords in your page title, boosting SERP rank.

Page Purpose

Content audit template example: Page Purpose

In this section, you’ll define the goal of each page.

So, for this blog post, I would define the purpose of this post in a short and descriptive sentence. For example, “Educating readers about how to do a content audit.”

Focus Keywords

Content audit template example: Focus Keywords

Then I’d note the focus keywords of that page. My keywords for this post would be something akin to “On-Page SEO,” and “Content Audits.”

Headlines

Content audit template example: Headlines

After that, you’ll note the headlines or title tags on your page. A good rule of thumb is to make sure at least one keyword appears in an H2 to help your rank.

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Meta Descriptions

Content audit template example: Meta Descriptions

Take the same approach with meta descriptions. Add a short, concise description of your content. It should also contain a keyword to improve rank.

Images

Content audit template example: Images

Once you outline your headings and include your meta description, then you’ll focus on images. First, include the file name of your image and note the alt text. Recall that alt text tells Google what your image is about, so if your images don’t have any, this is a good reminder to add them.

Internal and Outbound Links

Content audit template example: Internal Links

Next, you’re going to focus on links: internal and outbound. Remove broken internal links, and make sure your page has at least two or three. Remember, internal links help you to boost the traffic of other pages.

Page Speed

Content audit template example: Page Speed

Following your link optimization, note the page speed. If your page takes longer than two seconds to load, it might not keep the reader’s attention.

Social Sharing

Content audit template example: Social Sharing

Next, make sure your page is available for sharing on social media.

Content

Content audit template example: Content

Review the contents of your page, paying special attention to the length of your copy and where and how you’re using keywords. This is also a chance to check for duplicate or similar content.

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Mobile-friendly

Content audit template example: Mobile-friendly

Finally, check your page on mobile devices. This can help improve the accessibility of your webpage.

Once you’ve entered these details in your template, you’ll get a clear picture of what you can do to optimize your page. As you add more pages to the template, you may start to notice issues that come up repeatedly or holes in your content strategy.

For example, the “Images” section above shows that several posts are missing images and alt text. For those that have alt text, the copy isn’t optimized for some focus keywords.

This content audit data can help you form a data-driven foundation for strategy updates and recommendations.

Content Audit Spreadsheet

The SEO audit kit also offers a spreadsheet checklist. The SEO Audit Checklist helps you make sure the content of your website is fully optimized and up-to-date.

So, the template helps you update the on-page SEO of your website, while the checklist gives you an in-depth reference for running the audit.

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Content audit spreadsheet example: HubSpot SEO audit checklist

This sheet will cue you on what to look for as you audit your site. It includes the following sections:

  • Crawling and indexing audit
  • On-page elements
  • Ranking factors
  • Content evaluation
  • Link structure
  • Status codes
  • Scripts and coding
  • Internationalization

These sections can help you understand what to look for as you audit your site. To use these checklists, you’ll simply mark “Yes” or “No” for each task, and add any notes to inform your action items.

How to Run a Content Audit

While a template can be extremely useful when auditing your content, each audit is unique, and many will use templates as a guide to create a more personalized process over time. The steps below can help you create a custom process to reach your content goals.

1. Think of your goals.

First, think about what you want to accomplish. When you have your goals in mind, you will have a better idea of how to categorize your audit later.

For example, if your goal is to increase brand awareness, you might audit your content with the goal of increasing branded keywords. Other goals to consider could be figuring out which pages need to be SEO-optimized or finding the best-performing website content to place on your homepage or in your email newsletters.

Ultimately, a content audit identifies engaging content for your audience. It can also include information on SEO and conversion rates. This process will help you see the strengths and weaknesses of your content and workflow.

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Leading with company goals will ensure your content audit is useful for tracking and updating your strategy with improved tactics. After this is complete, then it’s time to collect your content.

2. Gather your content and create an inventory.

Which content are you going to audit? Content audits might include product descriptions, blog posts, video media, or online publications. Decide which content you want to audit and gather the backlog of that content.

Pulling your content together in an organized spreadsheet will create a content inventory. This will make it easier to track changes and goals for your content.

To start, collect URLs and other page information for the web pages you’ve chosen to audit. Page details you may want to collect to begin your audit include:

  • Page title
  • Content type
  • Content format
  • Word count
  • Date last modified
  • Linked CTAs

A content audit template can help you quickly pull together a content inventory to begin your audit. There are also online tools to help you collect this data, like SEMrush, Screaming Frog, and HubSpot.

Some tools will provide this information based on your sitemap. A site map is a file that has all your website’s information. You can usually create your sitemap for free online. For more information on this, check out this sitemaps guide.

3. Categorize your content.

After you gather your content, categorize it on the spreadsheet. Tracking every metric for every piece of content can get overwhelming quickly. So, use your goals to guide the categories you track for your audit.

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Think of categories that offer useful insights from different pieces of content. For example, an SEO audit focuses on metrics like keywords, page speed, and backlinks. But if you’re running a content conversion audit, you may want to focus on traffic, click rate, and different types of conversions.

Some online tools will include metrics in audit data as well. Tools like Google Analytics can help you pull this data. Metrics can add value and context to your analysis.

Some online tools can categorize the information for you, but it’s often helpful to do it yourself. Adding relevant categories will keep you organized so your content audit meets your needs.

It can be tempting to add and remove categories throughout the process, but this can give you more data than you’re able to analyze. It’s also easy to start analyzing data before you’ve finished categorizing.

But these habits can also make the process more complex and time-consuming. They can also lead to hasty and incorrect analysis. If you notice interesting or surprising data, take a quick note, but keep categorizing before you start your analysis.

In this step, your goal is to complete a spreadsheet with the categories of data that you need to audit your content toward a specific goal.

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4. Analyze your data.

Now, it’s time to look at your data critically. This is the step that will give you a good measure of the state of your content. When analyzing your data, here are some things to take note of:

  • Content that’s missing — What is your audience interested in that you haven’t covered?
  • Content that’s underperforming — Which pieces of content aren’t getting the numbers you want?
  • Outdated content — If you have old content, can you update or rework it for optimization?
  • Top content — Content that has performed extremely well.

Based on the results of this analysis, organize them in the spreadsheet. A way to do this is to assign different colors based on what you’re analyzing. Then, highlight the rows with those colors so you have an idea of which category is which. This can help you see which content takes up the largest part of your content library.

It’s also a good idea to scan your results for patterns, trends, and connections that can be hard to see when you’re looking at standard reports.

  • Are there outlier posts whose performance exceeds expectations?
  • Are there new topics that are getting more attention than they did a few months ago?
  • Have organic backlinks spiked for specific content?

This information can help you recognize some of the happy accidents that are impacting your content performance. You can use this data to expand these ideas into your content strategy and tactics.

5. Create action items.

In this step, you will finalize and clean up your audit. You now know what to focus on based on the analysis and can go from there. Think about the posts to delete, update, re-write, or re-structure.

To organize these action items, add one last column to the spreadsheet — one that’s close to the front so you can keep tabs on it. This column will let you know the action to take on a specific URL. For example, are you going to keep, update, delete, or re-write that blog post?

If you plan on ranking by priority or including a timeline for this audit, now would be the time to include that. Some organizations use editorial calendars, while others choose a more casual approach.

To make a priority timeline that fits best with your content audit, think back to your initial goals and rank the items you want to execute first.

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Keep this list of action items top of mind. That way your next content audit will show clear progress toward your goals, based on the data you found during your audit.

Content Audit Checklist

The graphic below is a checklist you can use to make sure you’re on the right track when performing your content audit.

Content audit checklist graphic

Now, let’s go over some content audit tools you can use to further automate your content audit process.

While not a requirement, choosing a content auditing tool can help you with your process. Rather than gathering URLs manually, the tool can automatically aggregate the content you’re looking for and display metrics for you to see.

But the most significant value of content audit tools is that they are fast, helping you save a considerable amount of time.

SEO Tools

1. Screaming Frog

Price: First 500 links free, unlimited for $209/year

Content audit tools: Screaming Frog

Screaming Frog is a website crawler. It collects URLs from your sitemap and creates an SEO audit list for you. If you have a smaller site, Screaming Frog can audit up to 500 URLs for free.

The desktop Screaming Frog website is great because it provides a ton of analysis about your website and categorizes it for you.

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2. Ahrefs

Price: Pricing for this tool starts at $99/month and they offer Lite, Standard, Advanced, and Enterprise plans.

Content audit tools: Ahrefs

Ahrefs makes it simple to track your SEO site performance. It also offers powerful tools for keyword research, competitor analysis, and backlink tracking. You can export specific reports or track URLs, SEO performance, or groups of keywords with this useful audit tool.

3. SEMrush

Price: Free trial, then $120-$450/month

Content audit tools: SEMrush

In three steps, users of SEMrush can receive a robust audit. By putting in the desired domain, you’ll get a customized report that shows you where you can improve your site:

From there, you can connect an analytics tool account, like Google Analytics. This can help if you want to see more information about your sitemap, like posts that are the most engaging for your audience. You can use this information when developing a strategy. It can help you find content that performs well for your audience.

4. Google Search Console

Price: Free

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Content audit tools: Google Search Console

This tool makes it easy to track and analyze your website and search data. You can manually confirm that each page of your site is indexed and track URLs for useful data. The mobile usability issues features are also helpful during a content audit. You can also connect this tool to Google Analytics for more SEO insights.

Learn more about how to use Google Search Console with this useful post.

5. Google Analytics

Price: Free, with paid premium options

Content audit tools: Google Analytics

Google Analytics doesn’t give you a traditional audit, but it provides good information to help formulate your audit. It lets you know who is visiting your website, and from where. It also gives a rundown on the behaviors of your visitors:

Google is sunsetting Universal Analytics in 2023. The new version of this tool, called G4, uses data to predict user behavior and give you a clearer picture of your buyer journey.

It’s also important to know that Google Analytics creates reports with samples of your data, not exact data. This means that numbers on this tool may not match the numbers you may see in other content auditing tools.

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Note: Another free Google tool, PageSpeed Insights, is a great way to track page speed on mobile and desktop devices.

6. WooRank

Price: Pricing for this tool starts at $80/month and they offer Pro, Premium, and Enterprise plans.

Content audit tools: WooRank

WooRank has two amazing features for content auditing: SEO monitoring and Site Crawler. SEO Monitoring from WooRank lets you know the performance of your landing pages. It also lets you know if your website ever goes down and how that’s affecting SEO. This is another metric to import if you’re tracking web page metrics in your audit.

The Site Crawl feature lets you know how Google sees your site and interprets the information for search engines. This information is great knowledge to make audits more effective when you’re coming up with action items for the future.

Content Organization Tools

7. Google Sheets

Price: Free

Content audit tools: Google Sheets

If you’re not used to spreadsheets, this useful online tool makes it easy to organize your content audit. This tool can help you:

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  • Tie together different data points from your content audit
  • Let team members collaborate and comment on data
  • Offers formulas and other tools to update critical metrics

If you’re not sure how to make the most of this tool, this guide to Google Sheets can help you get started.

Content Media Tools

8. Casted

Price: Contact sales for pricing on the Starter, Pro, and Enterprise plans.

Content audit tools: Casted

Content audits aren’t just for blogs and web pages. Casted helps you understand how contacts are engaging with your podcast content. This can help you make actionable business decisions to drive engagement.

HubSpot customers: Casted integrates with Marketing Hub. You can use CRM tools to create lead capture forms to draw in your listeners for further nurturing.

9. Vidyard

Pricing: Free, with paid Pro and Business options

Content audit tools: Vidyard

According to HubSpot research, 54% of companies plan to invest more in videos for TikTok this year, and another 56% are investing more in Instagram videos.

But no matter where you publish your videos, auditing your video content is essential, especially when trying to show ROI. Vidyard offers a comprehensive insights dashboard with visual analytics that you can use to audit your video content.

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If you’re looking for more useful tools, this list of content marketing tools can help you organize and improve your content.

How to Do a Content Audit That Makes an Impact

You have the knowledge you need to perform content audits. You know how to create them, where to source them, and essentials to include. You’re fully prepared to use these audits in your organization for better content strategy and results. Give it a try, and use these tips to elevate your next campaign. Happy auditing!

Editor’s note: This post was originally published in September 2021 and has been updated for comprehensiveness.

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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MARKETING

Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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