Adidas Report Template for Content Marketing Audit Project-Fall2023
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Report Template for Content Marketing Audit Project (MKTG3810) Your Name Madison Goodart
Company Adidas
Platform Instagram Report # 4
Content covered From 9/1 to 9/30
Report finished day October 1, 2023
Part 1 Content Summary [In this section, you will be summarizing the content posted during the specified period. Your task is to
describe the following details for each content type: •
Number of posts made •
Day of the week (e.g., Monday, Tuesday, Friday) •
Posting time For each type of content, provide a clear and concise summary of the above information to give a
comprehensive overview of the company's content posting habits during the given timeframe. This
exercise will help you analyze the company's content distribution strategy and understand the diversity of
content types they use for engagement. Have fun with the summarization!] Content # of posting Monday-Sunday (if available) Time (if available) Short text Pictures 3 pictures in one post thread Videos 7 videos
Memes Infographics Other
Part 2 Audit Content by Performance [In this section, you will be evaluating the performance of the content from the last two weeks and
assigning scores to understand how the company should proceed with this content. Please follow the
guidelines below and fill out the content performance form accordingly: Evaluate the content based on the following criteria: •
Traffic •
Keywords •
Internal links •
Engagement/Following experience Use the scoring system below to categorize the content: •
Underperforming: 1-4 •
Moderate: 5-7 •
Good: 8-10 "Good" Content: Assign a score of 8-10 if the content meets the following criteria: •
Contains at least five high-ranking keywords •
Includes at least three internal links •
Receives 1000 impressions or more •
Drives a notable increase in traffic to the page •
Is fun, interactive, or engaging, and you are satisfied with its overall quality. "Underperforming" Content: Assign a score of 1-4 if the content meets one or more of the following
criteria: •
Has no relevant keywords •
Lacks internal links •
Receives very few impressions or fails to increase traffic significantly •
Contains a lot of irrelevant or useless information •
Is found to be confusing or boring, and you are dissatisfied with its quality. "Moderate" Content: Assign a score of 5-7 to content that falls in between "Good" and
"Underperforming" based on the specified criteria. Please carefully evaluate each content piece and fill out the content performance form below, providing a
numerical score (1-10) for each category ("Good," "Moderate," or "Underperforming"). This exercise will
help you gain valuable insights into content performance analysis, aiding in making informed decisions
about content strategy. Good luck! Element\Criteria Good (8-10) Moderate (5-7) Underperforming (1-4) # of high-ranking keywords (9) keywords relate to the hashtag used in Adidas bio #impossibleIsNothing I noticed 5 high ranked keywords in posts
# of internal links (10) contains a linktr.ee in bio with 10 internal links # of impressions, views (10) views on videos are in the millions, likes
are unavailable to see
Page Traffic (10) after reviewing the number of views on videos at different given times they are constantly increasing Comments/Engagement (5) comments are seemingly low in comparison to the views and followers the page has
Content experience Fun Content Part 3 Audit Content Based on Actionable Next Steps In this section, you'll be focusing on actionable next steps related to the content within the audit. Please
carefully choose one from the three types of Next Steps: "Do Nothing," "Re-Optimize," and "Recreate,"
based on the performance category of the content. Here's what each option entails: •
"Do Nothing": Select this option if the content falls into the "Good" performance category. In
your explanation, justify why no further action is required for this content. •
"Re-Optimize": If the content falls into the "Moderate" performance category, consider
reoptimizing the page to enhance its organic visibility and increase traffic. In your explanation,
outline the steps you would take to achieve these improvements. •
"Recreate": In case the content is categorized as "Underperforming," you have the option to either
"Re-Optimize" the existing page or choose to "Recreate" new content altogether. In your
explanation, provide a detailed plan for either improving the existing content or creating new,
more effective content. Remember to be thorough and precise in your explanations, demonstrating your understanding of the
content audit's objectives and the rationale behind your chosen next step. This exercise will help you
develop valuable skills in content strategy and optimization. Best of luck! Next Steps (
choose one
) Your Recommendation (use the textbook information to support your arguments) Do nothing
Your preview ends here
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