A recent article by Ruth Stevens in Biznology on B2B Content Audits reminded me of the necessity of doing the basics right and learning from the results - and something that can be equally applied to B2C marketing.

Stevens underlined the importance of having the right content to cause the right actions at the right time.

Essentially, she lays out a strategic 3 point plan, discussed in detail in her article "How To Create a B2B Content Audit" :

1. Identify the content on hand
2. Categorise the content
3. Identify the gaps

All very simple, but it's often the simple things that make the biggest difference, at least initially. And the "devil" certainly is in the detail you collect, especially if you want to get the most out of your content in terms of strategy and amplification.

In addition to Steven's suggestions we'd also suggest adding cost of production and any effectiveness metrics we can identify. 

Online measuring is usually fairly easy; offline sometimes not so accurate but attribution is critical if marketers are to test, measure and craft their messaging appropriately.