How to do a 1-hour brand audit as a small business
And just like that, it's Q4. Extremely rude of time to march on like that. Here's the one big thing I always do to get ready for an end-of-the-year push: 📈 audit my highest-performing content.
The start of Q4 is the perfect time to audit your highest-performing content and make sure the information is correct & on-brand.
Even a small business owner with basically no time has time to try this one-hour brand audit, promise!
Why you should do a brand audit
We all create awesome evergreen content (AKA timeless content that stays fresh for your audience), whether it be an informative article, a service you always offer, or a product page on your online shop.
Still, even evergreen content needs updating! Maybe you used an old logo or still have an old pricing system or you have better, updated content you want to add. If you have a high-traffic page, taking a quick look to make sure it’s still as fresh and tidy as when you first made it can really help conversions.
How to do a brand audit as a small business
Consider these three things:
Is the information still relevant?
Evergreen posts are cool but things still change, especially if your content is viewed for many years. As above, consider the visuals, copy, and technical information to make sure it’s right. (Don’t get caught with an un-updated page that reflects old pricing!! 😬)
Are all the links working?
There's nothing worse than great content with a broken link leading to nowhere. You should also consider what sorts of new content you or others have created since you first wrote the post — adding fresher links makes your content even more worthwhile!
Is everything pushing toward your current goal?
Last year's goals may be different from this year's. For example, last year you might have been selling a one-hour session while now you want to promote your course. That’ll inform how your post is written & formatted.
Make sure your audience has a clear & simple next step to head down the marketing funnel after they stop by your online stomping grounds!