The other thing that the audit does in terms of the evergreen score, or shelf life, is that if you don’t already have one it allows you to establish a content review process. You know if you need to develop a lot of timely content, you need to review it more often. So maybe you want to look at it every six months versus something that’s more evergreen and you might want to evaluate that content every 12 to 24 months.
Using that criteria as part of your audit, you can establish review timeframes for your team to pick up on those efforts moving forward. There’s so much to do, it’s almost limitless.
Brenda Caine, VP of Content Strategy: It helps if you have an outside auditor and that auditor provides recommendations for you. What does it mean if you have a certain percentage of content that’s aged out? What does it mean if you have a certain amount of content that’s all targeting one persona?
If you have the analysis that goes with it and the recommendations, that objective outside voice gives you credibility when you want to make the business case: Here’s why we need to develop this new content, and here’s why we need to make the investment in content, because we have these gaps or we’re not putting out the message that we really need right now because we have this new messaging, new campaign.
