How content revision can take your company to the next level
Being heard is tough in our busy world. And if you are heard, you need to make sure you deliver the right message to the right audience in the right tone. Content revision can help you do just that.
What is content revision?
Content revision lets you renew and/or improve all the communications content of your company. You can do this after a content audit, in which you inventory and analyze your content. During the content audit, you can see whether your communication is in line with both what you want to say and with the needs of your target group(s). With content revision, you can ensure that the improvement points from the content audit are put into practice.
In some cases, you will revise the content you already have, while in others, you need to create new content. Or, it can mean deleting some content and adding new resources or channels. For example, you could:
- replace the (paper) product leaflets with a digital catalogue
- expand your website with a webshop or a second site
- add Instagram to your social media plan
How do you know which content revisions are needed?
If you think that your content needs to be revised – whether on your website, your social media or in all your communications – then, it’s best to start with a content audit. It shows where the strengths and weaknesses lie, and what you need to do to improve – and why that’s important.
In addition, an SEO analysis can play a role in your content revision. SEO is short for Search Engine Optimization. In an SEO analysis, you map out which keywords your customers use on search engines to find your company. Through this, you can make sure that the relevant keywords are clearly in your content so that you are more findable to your audience. If you use an SEO analysis, it could mean, for example, that you’re going to integrate a list of keywords into your texts.
How do you choose the scope of a content revision?
With content revision, you can choose to overhaul all your communications content. Or, you could focus on the most important parts of your communications, such as your website. You can decide the scope in advance, perhaps by talking with the external party who will carry out the revision for or with you. This choice is related to:
- the quantity and range of communications content you have
- its complexity
- the amount of time and money available
Everything your company communicates influences how the outside world sees you. If you opt for a full content revision, you will map out all of the communications from your organization, including your:
- social media
- employees’ LinkedIn profiles
- executives’ tweets
- exhibition stand
- annual report
- job advertisements
When does it work?
There are many scenarios in which content revision can work. For example, if you:
- want to develop a new content strategy and map out what’s already there
- find that your organization’s image doesn’t match what you want
- see that your organization has grown or changed, and your communications content needs a clean-up. If that’s the case, start with a content audit and then go through to content revision.
Why is content revision important?
Revising your content often is important because both your organization and your market and audiences are constantly on the move. That means that the content that was perfect yesterday, might not work tomorrow. Many companies revise their content regularly, often once a year or every two years. This gives them more certainty that everything they convey is correct, complete, and relevant.
What can content revision do for you
Content revision ensures that your content successfully:
- conveys the message of your organization (the inside-out story)
- responds to your audience’s needs (the outside-in story)
You set general quality goals, such as correctness, completeness, consistency, and relevance. But also strategic goals, such as more brand awareness and followers, more traffic on the website, a higher conversion rate, or higher marketing efficiency.
A standard revision based on general criteria will clearly improve your content. But if you want to go further, there are many options for specific, or strategic, criteria. If you connect your content to clear strategic goals, you can measure the results and adjust them in follow-up revisions.
What does the content revision process look like?
The process of a content revision often looks like this:
- Finding areas of improvement following a content audit, whether or not with extra content creation
A) Inside-out (from your company’s point of view)
B) Outside-in (from the audience’s point of view)
- Plan and budget
- Revise the content!
How can rebelieve help with content revision?
Are you looking for a partner who wants to revise your organization’s content with you? Feel free to contact our agency, rebelieve:
- Communication specialists with extensive experience
- A broad perspective
- Strong in both B2B and B2C communications
- Internationally oriented: Dutch and native English
- Fast turnaround
- Effective problem solvers
- A fun and creative team to work with