Skills

Conducting a Content Audit will allow you to gain these skills:

· Identify and catalog content pieces

· Evaluate the content for quality and value in reaching audiences

· Understand the connection between content quality, volume and measurement of audience reach

· Practice using an Audit template that is used in real Content Marketing audits

Tasks

Conduct a Content Audit on Gucci – for this assignment you will utilize a provided Content Audit template to evaluate the current Content Marketing efforts for your brand. Your evaluation will include reviewing Owned Media, Earned Media, Paid Media, and User-generated content. You will conclude your audit with a recommendation for what your brand could do to improve its use of content to connect with target audiences. (Content Audit Template Excel – Earned, Owned, Paid, User) - 3 to 5 pieces each category. Type Under User-Generated

For each content piece, you need to evaluate and record the following:

· What and where – what is the content and where did you find it?

· Main message – does it track with what you believe about the brand messaging?

· Target audience – is the content designed to connect with the right audience and in the right place?

· Call to action – is there some kind of directive in the content?

· Further steps – what other further steps are within the content piece?

· Metric used for measurement – what metrics do you think are being used to monitor effectiveness?

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