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.
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:
What is a content audit?
A content audit describes the process of collecting and analyzing assets on a website, such as landing pages or blog posts. Content audits keep an inventory of a website and provide insight into which content to create, update, re-write, or delete.
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.
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.
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
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
Then, you’ll fill in the URL.
Canonical Tags
Next, note any canonical tags your site may have. Remember, you can find canonical tags in your page’s source code.
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.
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
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.”
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
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.
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
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
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
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
Next, make sure your page is available for sharing on social media.
Innehåll
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.
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.
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.
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:
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.
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.
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.
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.
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.
Now, let’s go over some content audit tools you can use to further automate your content audit process.
Content Audit Tools
Skrikande groda
Ahrefs
SEMrush
Google Search Console
Google Analytics
WooRank
Google Kalkylark
Casted
Vidyard
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.
Pris: First 500 links free, unlimited for $209/year
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.
Pris: Pricing for this tool starts at $99/month and they offer Lite, Standard, Advanced, and Enterprise plans.
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.
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.
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.
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.
Note: Another free Google tool, PageSpeed Insights, is a great way to track page speed on mobile and desktop devices.
Pris: Pricing for this tool starts at $80/month and they offer Pro, Premium, and Enterprise plans.
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.
Pris: Contact sales for pricing on the Starter, Pro, and Enterprise plans.
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.
Enligt 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 publicera 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.
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.
OK, you get it. Artificial intelligence is kind of a big deal. It’s a huge buzzword in the marketing community, with people talking daily about how it’ll change the world. And you can’t throw a rock without hitting a company with AI in the name these days.
Salesforce’s summer release delivers a series of enhancements to improve the user experience and saving time through efficiency. After all, what good is a tool if it’s challenging to use and takes up a bunch of time that none of us have?
Highlights covered in this edition include admin and CRM enhancements, Account Engagement (formerly Pardot), and feature upgrades for Commerce.
Admin and CRM enhancements
Whether you’re a seasoned pro or a first-time user of Salesforce, these admin and CRM enhancement enable you to customize the experience and find things faster.
Layout. Imagine trying to read a book, but the words are all jumbled together, making it nearly impossible to understand. Before the latest layout updates, that’s how Salesforce used to feel for many users — especially first-timers. The updated layout includes consolidated address fields, phone numbers, and well-spaced elements to improve readability and navigability. In addition, you can now align fields horizontally for user adoption and data visibility.
Optimized app pages. Users can customize and optimize app pages, making information more accessible and digestible for users. Maximizing and minimizing sections of pages will help you and your team find what you’re looking for faster, which means less time spent scrolling.
Gender-neutral salutations. The importance of honoring all of your customers cannot be overstated. Salesforce has adopted gender-neutral salutations so you can better reflect the diversity of your customers. An “Mx.” salutation is now available, which is a significant step towards making everyone feel seen and valued.
Customizable dashboards. The dashboard, which has been a significant source of frustration, is now customizable and can be tailored to your customers with the ability to add custom images and text. Plus, you can add up to five filters and focus your dashboard. All this is to say that you can set your workspace to suit your needs and preferences, making it more efficient and narrowly tailored for your target audience.
Updated calendar. The last important update in this section is that the calendar feature has been revamped to include a drag-and-drop capability to move events around easily. Plus, there are now overlapping event tiles and color-coded events for better usability. Updates to calendar functions have been a longtime request by Salesforce users, and the upgrades are exciting because they lead to increased productivity.
Salesforce’s Account Engagement, formerly known as Pardot, has received several significant updates to improve efficiency and effectiveness.
Completed actions + external actions. Trigger partner completion actions with external actions in the same setup. Previously, external actions had to be triggered via Engagement Studio, but you can use your Account Engagement platform and third-party tools to automatically create a multi-touch experience while also creating operational efficiencies between marketing systems. Let’s say you have a user fill out a form on your site. You can now automatically register them via your webinar tool. You can also create an automatic second touch by sending them a text message after the form completion.
Optimizer tool. The new optimizer tool for Account Engagement allows users to see how the tool and your business unit(s) are operating at any time. This includes identifying areas to improve your overall performance, which in turn creates more efficient touchpoints for your customer. A great example of the tool at work is identifying the overuse of automation rules that can slow overall operational processes ‘behind the scenes’ (which can delay critical communications to your customers!). In digital, every second counts; Optimizer’s ability to surface risks to Account Engagement users means you’ll be spending time fixing automations rather than manually auditing your tool.
Data Cloud. Account Engagement now works with Salesforce Data Cloud (formerly Salesforce CDP) to connect data from multiple sources and unify that data into unified customer profiles. Once unified profiles are available, Account Engagement users can segment and personalize their customer communications, driving increased engagement and revenue.
Guest check-out upgrade among Commerce enhancements
Several significant updates that enhance customer experience were included in this release: upgrades to guest checkout, a self-service reorder portal, a Pay Now feature, and saved payment methods.
Guest check-out feature. Allows customers to browse and check out anonymously, making the shopping experience faster and less intrusive.
Self-service reorder portal. Simplifies the process of placing repeat orders, saving time and effort.
Pay Now: Makes it easier to process payments without going through the checkout process by letting businesses send a URL or a page to a customer so they can make a payment immediately. Think of it as skipping the line and going straight to the cashier.
Saved payment methods. Also enables quicker checkouts by eliminating the need to re-enter payment information each time. This feature mimics a digital wallet, only you don’t need to dig around to find your credit card.
Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.
If you are reading this article, chances are that you know something about Ryan Deiss and his Customer Value Journey. Ryan literally built a marketing education empire on the concept of this framework.
It’s so important to the DigitalMarketer community that he even has the original napkin version framed like a relic to be viewed like the Mona Lisa.
My name is James Bullis. I am a Marketing Technologist / Webmaster with over 25 years in the industry. I remember when I first learned about this concept around 15 years ago.
It was originally called Customer Value Optimization and had an entirely different structure. I’m a web designer and when I started working in this industry I started out in marketing.
When I became a web designer, I didn’t understand that a business web design is a part of a business’ marketing plan. After learning more about marketing, I realized how I could put these concepts into the website and use them to create a better website experience for my customers’ website visitors.
Then the along came the Customer Value Journey (CVJ) which was a fundamental upgrade and made the entire foundational framework make more sense. It essentially closed the loop and created an endless flywheel of customers if applied correctly.
It really played well in helping to understand how a business website should be laid out so that the traffic could be funneled through the Customer Value Journey.
The CVJ is not the only part of this foundational framework. It is usually accompanied by an Ideal Client Avatar and the Before & After exercise. Essentially, you need to understand who you want to help and be able to empathize with them to discover how you can bring value by easing their pain.
But there is a real problem when it comes to the CVJ that I have noticed over the years. It seems to me that no one will sit down and do it.
Do I know this for a fact? No. But, I can guess with some authority that most people who have learned this framework skip over it in practice.
This became obvious to me some years ago inside of DigitalMarketer Engage – the Facebook group of people who have spent some time and money with DigitalMarketer to engage with other members to talk about the frameworks, get advice, and learn from each other.
You could always tell when a fresh wave of members would join because the same questions were asked repeatedly.
These were questions that could simply be answered if they took the time to go through the process of completing these exercises for each new campaign or business that they started to work on as marketers.
I don’t know why people skip over these foundational steps. The framework itself along with the worksheets probably make the concept seem simple and insignificant but it is a powerful exercise that will save you a ton of time, money, and resources.
Years ago, DigitalMarketer invited people to a conference in Austin to learn some amazing new concepts that were going to change the way we thought about digital marketing.
I was excited. I packed up. Headed to Texas. Arrived at the event. Sat down. Excited to learn something new when the guys came out and began talking about…the CVJ. The avatar. The before and after exercise.
I was a bit dumbfounded and a little bit angry at myself when I realized that this framework…was the secret. And I realized that I was not taking the time to do these exercises.
I realized that I wanted to spend my time learning about these frameworks and exercises but I myself was not implementing them. I did something drastic when I left that event. I went home and disconnected myself from everything DigitalMarketer and I decided that I wouldn’t invest in learning any new concepts until I started with these fundamentals.
For years, I worked on numerous projects, and I took a stand to make sure that we sat down and did the work. This is what I discovered.
Why the Customer Value Journey Is STILL Essential
The CVJ is essential because it answers the most important questions that everyone who works with a business needs to know:
Who Do You Help?
How Do You Help?
Why Does It Matter?
It’s also important because it puts this information in a format that can be shared with anyone who works on a business including sales, marketing, and technology. If my clients already had a CVJ for their business when I started designing and building a new website for them, it would be so much easier to create a website that actually gets results.
If the information that is contained in a CVJ were given to a graphic designer, marketing contractor, customer service rep, sales rep, consultant, anyone…this would make working the clients and ensuring their success so much easier. We call it greasing the skids because it makes it outlines everything that needs to be done in a simple to understand and comprehend format.
After using this framework on any new projects, I don’t know how I could realistically provide value to my clients if I didn’t help them create their CVJ.
The CVJ Is an Experiment in Marketing
Everything that we do in marketing is an experiment. Every little decision we make is a series of experiments that lead us to always be optimizing. No matter how far we’ve come, we can always do it better. For that reason, the CVJ is more of a living document that changes over time as the campaigns that you work on. A business can have multiple CVJs.
Think about it. You can get this process wrong because chances are you and your customer are just guessing about what will work. The more you do it, the easier it will be for you to ensure your customer’s success, but chances are, if you are creating a CVJ for a customer, they probably never completed one before and these concepts are new.
You can get it wrong. In fact, you can get it wrong and waste time, money, and resources by targeting the wrong people. Last year, I did a session with a client where we went through the process of mapping out their Ideal Customer Avatar, Before & After Exercise, and CVJ.
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For months we created content, updated the website, and ran social media campaign. It wasn’t until we expanded on these exercises with AI that we realized that we were targeting the wrong prospect. Now we can avoid that.
The CVJ Is Easier To Create Than Ever with AI
Om jag skulle fråga en grupp marknadsförare varför de inte använde ett ramverk för att bedriva sin marknadsföring, skulle jag föreställa mig att huvudkonsensus skulle vara att handlingen att sitta ner med sin klient och få en fullständig förståelse för dessa begrepp inte är något som du eller din kund verkligen vill göra.
I klientens sinne bör du bara känna till denna information (genom något mirakel). Verkligheten är att alla företag är olika och även om du kanske kan upprepa begreppen i dessa övningar, kommer övningarna att slutföras och dokumenteras att spara dig mycket tid och hjärtesorg i det långa loppet.
Jag älskar citatet från Lincoln som säger: "Om jag fick sex timmar på mig att hugga ner ett träd skulle jag ägna de första fyra åt att slipa min yxa."
Det här konceptet är sant i så många aspekter av affärer, men som jag sa tidigare, om du tar dig tid att dokumentera CVJ, ICA och före och efter träning kommer du att vara så långt på väg att du kommer att göra ditt liv mycket enklare .
Nåväl, nu har vi det här som heter AI. Och vad jag har upptäckt om AI är att den verkligen är lämpad för att hjälpa till att lösa det här problemet. Faktum är att nu när jag har börjat använda AI för att skapa den här grunden kan jag inte låta bli att generera koncepten, expandera på dem och göra något av det mest fokuserade innehållet som talar direkt till potentiella kunder.
CVJ-ramverket är avgörande för framgång som marknadsförare. Nu med hjälp av AI-verktyg kan du ta vilken ram som helst och injicera den med steroider för att skapa en omfattande marknadsföringsbas som bokstavligen kan förändra dina marknadsföringskampanjer.
Du kan inte bara skapa utökade versioner av dessa grundläggande ramverk, utan du kan nu använda dem som referens när du skapar innehåll för att skapa medvetenhet och öka engagemanget hos din publik.
AI:s gryning inom digital marknadsföring är spännande och erbjuder gränslösa möjligheter att stärka och effektivisera de strategier vi använder. Genom att utnyttja AI-kapaciteten kan skapandet och tillämpningen av grundläggande ramverk som Customer Value Journey (CVJ), Ideal Client Avatar (ICA) och övningen Före och efter förstärkas avsevärt.
Förbi är de dagar då marknadsförare försummar dessa kritiska steg på grund av deras tidskrävande karaktär eller den upplevda komplexiteten. Med AI kan vi förbättra dessa processer, minska marginalen för fel och i slutändan leverera mer riktat och slagkraftigt innehåll.
Under min personliga resa som webbdesigner som blev marknadsföringsteknolog har jag sett värdet av dessa verktyg till bordet, men också bevittnat deras försummelse. Genom att använda AI kan vi förändra denna trend och se till att dessa värdefulla resurser används till sin fulla potential.
Genom att ta oss tid att implementera dessa verktyg på rätt sätt ger vi inte bara ett enormt värde till våra kunder utan skapar också en bättre upplevelse för slutanvändaren, vilket leder till mer framgångsrika marknadsföringskampanjer.
Som digitala marknadsförare har vi en spännande väg framför oss. Beväpnade med den transformativa kraften hos AI kan vi ta visdomen som är inkapslad i CVJ och andra ramverk och släppa lös den i en större skala än någonsin tidigare.
I en tid där varje affärsbeslut blir datadrivet, säkerställer tillkomsten av AI att nyanserna av mänsklig insikt förblir centrala i våra marknadsföringsstrategier.
Det gör att vi kan balansera skalorna mellan data och empati, mellan effektivitet och effektivitet och i slutändan mellan verksamheten och kunden. Så när vi går in i framtiden för digital marknadsföring, låt oss komma ihåg att föra dessa värdefulla lärdomar framåt och ta till oss verktygen som AI tillhandahåller för att förstärka vår resa.
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