Best Practice Report

Conducting A B2B Content Audit For Customer Advocacy Assets

December 18th, 2020

Summary

Customer advocacy assets are produced, activated, and managed by different parts of a B2B organization, potentially creating inefficiency and content waste. Conducting a content audit helps customer advocacy teams understand the current state of their content and informs future investment and efforts. A standardized, collaborative audit enables teams to deliver customer advocacy content that is more findable, measurable, and effective.

Customer advocacy teams often experience frustration with an abundance of advocacy assets such as case studies, videos, reference webinars, and event presentations. While duplicative and outdated content sprawls across the B2B organization, content gaps leave audience needs unmet. In this report, we outline a nine-step approach for conducting a content audit that enables transparency and governance for customer advocacy assets (see Figure 1).

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