2025 is coming to an end, and before you know it, 2026 will soon be here, and with the arrival of a new year, also appears the excitement regarding new promotional campaigns for your brand. But before you get to that, how about a quick content audit for 2025 to check the results of your content efforts from this year?
There’s no better way to start a new campaign than based on the results of an SEO content audit data because, from all the experiments you ran throughout the year, you’ll be able to replicate the strategies that worked and eliminate the ones that didn’t.
There’s no single score that can tell you whether your efforts were fruitful or not, this is why a search engine optimization audit uses various content audittools (like SemRush’s content audit tool, Ahref’s, MOZ, etc.) to analyze the whole campaign and help you eventually improve the quality of your content which will lead to improved traffic.
So, this article will simplify it for you and leave you with a better understanding of the whole purpose of a content audit and why it’s important, especially now.
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Content Audit Definition and Why Is a Content Audit Useful
In very simple terms, it’s the process of tracking down all content produced by your campaign or company, or brand and organizing it to find out what worked and what failed. A much deeper content audit definition would be the process of obtaining a detailed overview of all content, following a comprehensive analysis using performance metrics from a variety of sources to determine which one is going to be improved, removed, or retained as is.
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Generally, it’s the only way to discover the options that will improve the overall quality of your site and in turn improve rankings and conversion rates. It also gives a boost to your SEO and content marketing efforts.
Here are 4 main reasons why you need an SEO content audit:
1. Identify What’s Working and What’s Not
As you already know, not all your content gets the same response, some will be a huge hit and others will just fill the space. So, how will you know which content thrived and which one was missed? By going through each of them, if you don’t do this, you might end up wasting so much time, effort, and money on dysfunctional content and campaign strategies.
2. Goals and Objectives
How good is your content from the point of view of achieving its objectives? Are you raking up any ROI? A content audit is the only way to track your content’s performance in terms of lead generation and conversions.
3. Update! Update! Update!
As time goes on, many changes impact the tech and marketing world. So, yesterday’s data and insights might not be useful today. And that’s valid for content as well: facts and data need accuracy and these changes very often lately. Running an audit ensures your content is updated and as relevant as possible to your audience.
4. Website Performance
Another key thing is to measure how friendly your website is to search engines and gauge how smooth it is for your users to navigate through it and its speed. The UX content audit has to be done to check the robustness of your website’s technical framework and infrastructure. A good starting point is to test your site with a tool like PageSpeed Insights or GTMetrix, to have a clear overview of all aspects that impact your site’s performance.
Who Should Do a Content Audit?
Generally, the age and size of your site determine whether you need a content audit and how detailed it should be. A fairly new site may not require a content audit yet. However, if your site has been around for some time and has some old or outdated content, you may want to re-evaluate it to see whether it still aligns with the current status of your business.
Having established all the above information, the next question appears:
How Do You Go About Conducting a Content Audit?
Check the image below to find some Content Audit Strategies valid for the most common cases:
The process of a website content audit starts by registering all your content available for indexation in search engines. It is then analyzed through a variety of metrics. The actions taken after this analysis differs depending on your strategy or site.
The process can be divided into the following phases;
Content Inventory and Content Audit
Analysis and recommendations
Summary and reporting
A. Content Inventory and Content Audit
This phase starts by crawling your site and listing in a file all its content and all related metrics. Here are the metrics you’ll want to track for your content audits:
The whole idea of any content is to organically gain traffic, but this isn’t always the case. And therefore, it is of utmost importance to check your content strategy, your distribution channels, and the content itself.
Evaluating the organic traffic for each piece of content will offer you valuable information on your audience’s preference and which topics are of interest to her. And also, you will have the chance to identify which pieces of content do not perform and find out the proper explanation for this. Check your Google Analytics and Google Search Console reports to gather the necessary insights.
Backlinks
Backlinks are great to reinforce your domain authority, but some of them can be hazardous. Through auditing your content regularly, you will manage to identify and get rid of the dangerous ones that can affect your rankings. You can check on your backlinks with a free tool like Ahref’s Backlink checker.
Ideally, your content should lead a user from a search engine to your site where they will get more information as they navigate to the rest of your website, but if this isn’t the case, then it’s an indicator that there’s something wrong with your content.
Time Spent on Page
Depending on the type of your content, whether long or short form, by looking at the average time spent you will know if your content is right for your audience or not. For instance, if you have a long blog post of about 2500 words but the average time spent is 30 seconds, then this shows something is not right.
Pages Views Per Session
It’s also important to find what pages the users visited while they were on your website. This can offer you ideas and insights on how to improve your content in the future.
New and Returning Users
A returning user probably means you did something right, if they’re not a customer yet, they’re near to becoming one. But a new user is also a great thing! Therefore, your primary purpose should be to retain as many as possible of existing customers and gain more and more new ones.
Your Main Sources of Traffic
Pinpoint your main sources of traffic. If for instance, your largest flow of traffic is from Pinterest, then it will require you to post there more.
In general, the above metrics will give you insights into user behavior, engagement, SEO, and sales.
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Steps of the Content Audit Process:
1. Collect the URLs and Their Meta Descriptions
So, first, you need to collect all the URLs of the pages of your site you want to audit and list them all in a content audit spreadsheet. To make it easier for you, you can use a content audit tool from a plethora of tools available such as Ahrefs, Google Analytics, SEMRush, and many more.
These tools will easily audit your content based on your site map data and also list for you the web pages that are important to you. In case you don’t have a sitemap, you can use a sitemap generator tool like XML Sitemaps generator to create one for your website. Having a sitemap goes beyond facilitating a content audit, it enables search engines to understand the organization of your website and brings up all the important pages.
2. Categorize Your Content
After you’ve collected your URLs, you now need to categorize them into the following categories:
Author (if the case – when you have more authors or more teams creating content)
Content type e.g. web pages, landing pages, blog posts, ebooks, etc.
Meta description
Date of publication or last editing (helps identify stale data)
After categorizing all your content, organize all the information in a dashboard that can automatically generate a list of URLs using a tool like Screaming Frog, or create columns (using content audit spreadsheets) with your metrics to gather data for each web page. And before the very next stage of analysis, save yourself some headaches by removing any unwanted data, these may include:
Blank columns
Single value columns
Duplicate columns
Meta-keywords
B. Analysis and Recommendations
This is the second phase and here is the place you start to make sense of all the hard work you have been putting in. The goal of this entire procedure is to identify gaps and weak points, as well as the strengths of your content in order to build on them and improve on the weaknesses.
The content issues to evaluate in this phase can be put into these categories:
Relevance – Very old content that’s no longer valid.
Quality – Awfully written articles e.g. keyword bloated articles or simply inaccurate data.
Duplication – Internally repeated on other pages or externally e.g. through Review comparisons.
Remember the metrics discussed earlier? Well, this is where they come into play. Here they will help you evaluate the data and define a clear course of action with respect to what your content audit says.
The easiest way to start your analysis is by creating two columns next to each URL. One column is for labelling the actions and the next column is to list notes.
Here are some guidelines:
New Content
Leave this out because it needs some time to gain traction and make some sense.
Impressions
If you get a high rate of impressions from GSC, perhaps the metadata (title tag & meta description) and content should be improved. Label it “improve”
Page Views
Use your most valuable metric to filter your data, for instance: traffic or time on the page. You could start focusing on pages with fewer than 70 views.
Status Codes
Let the URLs that you’re looking through have a status code of at least 200.
Social Shares
Exclude URLs with a large number of social shares.
Objective Completions
Consider the number of objectives that are completed by each page and leave out any pages that are converting.
Backlinks
Redirect any backlinks or referring domains to similar pages and label that action as “Redirect” then note that under the notes list in your column.
Keywords
If you have articles with a big number of keywords from the analysis, label this as “improve”
Thin Content
You may have several pages with very thin or similar content; you can merge these together and then label them “consolidate”. You can also consolidate pages with similar topics or duplicate content.
Rewrite
Rewrite important pages such as the home page or the page with top products, pages with good links and social metrics, and pages with good traffic. Label “Rewrite/Update”
Remove
Now if there’s anything else left after this, label it as “remove”.
With your analysis completed, your next steps of action should be to carry out your action plans based on your objectives or goals. It should include how you intend to recreate your best-performing content as well as improve all underperforming content to be able to meet up expectations and your targets.
Here are a few actionable tips that you can follow:
Update your Calls to Action; Replace your old campaign content with something fresh and relevant to reignite your content marketing funnel that will eventually improve your conversion.
Re-use your content; recreate your pieces of content and try publishing them in different formats for a change.
Add images and videos; Videos can drive up to 200% organic traffic to your site. Therefore, make your content more captivating by integrating videos and images and you will see the traffic soaring.
Optimize your internal links; reduce bounce rates by adding internal links to new and relevant content.
Generally, align your website by avoiding common SEO mistakes and thus give your users a smooth experience. You can also take advantage of Google Search Console to update Google about your newest content.
Having gotten to this point, you’re now able to see whether your content is hitting the target or absolutely missing it.
For the high-performing content, make note of the content details audit, consider what the topic was, who produced it and the time it was published.
Replicating your success strategy can definitely help you create similar high-performing content. But for the ones that don’t make a hit, consider also noting the channels used, at times it’s not the content that is the problem, but rather a blend of issues such as the producer of the content, time of publishing, or the content type.
Final Thoughts
Going forward, the content audit doesn’t just stop here, a deliberate effort of keeping low-quality content away from Google’s index must be a continuous process.
There’s also no one-fits-all strategy or content audit template that you must follow always or that works for everyone; rather, audits can vary in type, size, scope, or approach. The key thing is how relevant is it to your goals and how it helps you improve your results
It is recommended to stay creative and logical while conducting your audit and come up with the most appropriate solutions that will improve your overall content strategy.
Ranking the highest possible in search engine results is a fierce battle. An interminable ever-changing list of on-page SEO steps and off-page SEO factors impact these results.
The main purpose of on-page SEO techniques is to naturally optimize a piece of content for search engines, in such a manner that it is easily found and listed in front of targeted visitors.
Most experts consider that the title of the post is the most important on-page SEO factor. Their argument is that if the title is not attractive and engaging enough to click through, or not optimized, the content will never appear in front of the user.
Others, like MOZ, consider the title tag as the second most important on-page SEO factor after content.
For best performances, your titles should follow the subsequent rules:
– Optimal length under 60 characters for proper display on the search results
– Use your keyword in the title once, out of the question to stuff a title just with keywords
– Keyword should be among the first words of the title, the first if possible.
Whenever possible include modifiers in the title. Words such as 2023, “guide”, “best” help improve rankings for long tail keywords.
In my view, the title of your post is paramount in the hierarchy of on-page SEO steps. The headline will make or break the success of your post.
2. On page SEO Step 2: Assign H1 Tag to the Title of the Article
The H1 tag is very important for SEO, so verify if your CMS properly added it to your title.
H1 tag should be used only once on a page and include the target keyword.
3. High Quality 1000+ Words Content
There is a huge debate about what that high-quality content means. As a consequence there is a myriad of indirect methods that in a certain way can measure the quality of the content: the number of visitors, repeat visitors, time on site, shares, comments, etc.
Useless to say that unique content is the norm. Avoid publishing duplicate content, for example for a guest post, because you have real chances of getting penalized by search engines.
High-quality content is easy to digest and attractive as designed. Organize the content in short paragraphs, emphasize keywords with a bold format, and use bullets to break blocks of text.
Nowadays the trend is to write long-form content as it was established that it ranks higher and is perceived as providing more value. Writing 2000+ words or even 3000+ words posts becomes the standard.
4. On-Page SEO Step 4: Enrich your content with visuals
Besides high-quality content, formatting that content is of out-most importance. Insert charts, videos, and entertaining images to retain attention, increase time spent on that piece of content and shrink the bounce rate.
Visuals improve the quality of content, making it more informative and attractive, thus boosting user interaction. Search engines highly appreciate that.
5. On-Page SEO Steps: Absolutely Include Images Optimization
Image name and image Alt Text should include target keywords. At least one of the images should include the keyword you run for. Again, this is a detail that helps search engines determine the subject of your post and it’s an on-page SEO technique that you should not ignore.
6. Insert Target Keyword within the First 100 Words
The first 100 words of your article should include the target keyword to help search engines identify the subject of your content.
Most probably this comes naturally, but just in case don’t skip it.
Concerning the keyword density in your post, there is no magic formula, but don’t overuse them, it’s subject to downgrading in search results. Use one keyword in the beginning and within the post where it makes sense, including semantic variations.
Here is what Matt Cutts from Google says relative to keywords density:
7. On-Page SEO Steps: Exploit the Power of Latent Semantic Indexing Keywords
Latent Semantic Indexing Keywords are related words or synonyms used by search engines to score the relevance of a page. Use a couple of them within your post.
8. Assign H2 Tags to Subheadings
Subheadings should also have tags, H2, H3, H4. The target keyword is to be inserted in at least one subheading.
Like in the example below:
9. Updated Content
Search engines are more interested in fresh content. As such updating content, especially for time-sensitive content is decisive.
Google, for example, displays the date of the last update.
The dimensions of the modifications made to a certain post are important too, removing irrelevant parts, and adding more content surpass just changing a few words. Update your post frequently and boost your rankings.
10. Insert External Links in Your Content
This seems to be a common mistake in not using outbound links. But it is a simple, easy SEO strategy to increase traffic. Its major advantage is that improves the quality of your content and helps search engines establish the topic of the respective page. External Links do not miss any on-page SEO checklist 2023.
It’s important to pay attention to the sites you link to and aim for those with high authority. Renowned sites like Forbes.com or Entrepreneur.com, or major actors in your niche, like HubSpot.com for Inbound Marketing, are more than reliable and trustful, as they provide quality content that your readers will highly appreciate.
And even more, your site will gain credibility.
11. Insert Internal Links in Your Content
If external links are very important, inbound links are also important. Interlinking is a strategy to keep the reader more time on your site while passing from one page to another. Inbound links prove that you are also offering supplementary information besides your page content.
Drop 2-4 links among your posts. And use as anchor text the corresponding keywords. Place them just since and when they are necessary and pertinent.
12. Insert Social Sharing Buttons
Social sharing is not actually a ranking factor but has an indirect role. Social media buttons help expand the audience that arrives on your site.
13. On-Page SEO steps: URLs Should Be SEO Friendly
It is well known that the first 3-5 words that appear in a URL bear higher importance.
Consequently, the permalinks should be short, relevant, and include the target keyword.
Loading speed is an SEO ranking factor and a compulsory on-page SEO technique. User experience is highly impacted by the site’s loading speed. Statistics say that users would not come back to a site that loads in more than 4 seconds.
When trying to put in place a content strategy, even if you have a pretty good idea of what you need to do, an already completed content strategy example would be very helpful.
To give you a hand, I have created such an example using my simplified content strategy template.
By the end of this article, you will be able to create the content strategy for your business with little or no help.
The foundation for the content strategy exemplified will be my content strategy framework which includes all the details for a results-driven strategy.
Click here to download the strategy template or complete the form below.
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Now that you already have the skeleton – the strategy template, let’s put some “clothes” on.
The content strategy is practically a framework that comprises processes, topics, and standards to support your business in planning, executing, and publishing your content.
It’s a blueprint that organizes and manages the teams involved in content marketing activities: content managers, SEO specialists, writers, designers, editors, video producers, analysts, project managers, etc.
Content strategy’s main purpose is to have all the stakeholders on the same page and working toward the same goal.
Your strategy has to be adaptable and your team flexible and agile. In our laser speed era, changes appear in a cascade and it happens often that the situation foretold this month will have very little connection with reality within a couple of months.
No need to reinstate why you need a strategy content. It’s vital if you want to reach your goals in an efficient manner.
When looking to arrive from place A to place B, you use a GPS app. The same situation applies to your business. To reach your goals a clear path is needed, and that’s the strategy.
If still in doubt, check on statistics, organized marketers have higher chances to reach success – by far – like 674% more chances.
Let’s build an example of content strategy for the following business – you are a content marketing agency and you want to create a content strategy for your business. You provide your clients with content strategy services, SEO services, and social media services.
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Content Strategy Example: Create Your Mission Statement
The template starts with the basics: the mission of your company, tailored for the content needs.
The mission is the engagement your company assumes in front of its audience and clients.
From this statement, you can establish the starting point of your content strategy.
The statement might look like this:
[Company] has the principal mission to deliver for our clients [service/product 1] and [service/product 2] via [task one] and [task two].
Example:
Caribbean Experiences exists to provide its customers, passionate travelers, with stellar accommodations and Caribbean-flavored experiences through a network of great beach properties and organized tours.
Define the Components of Your Content Marketing Team and the Associated Tasks
The starting point in the content strategy process is to create a team that will work to define, implement and accomplish it. Who will work and what exactly will execute?
In general, each team accomplishes more or less similar roles, and these are:
Content Manager/Strategist: brainstorms, plans, and decides the content to be created.
Writers: using their writing abilities they create the content.
Proofreaders/Editors: verify and copyedit content to ensure accuracy.
Designers: design visuals (photos, graphics, infographics) according to standards required by the brand.
Distribution Manager: promotes content on established channels.
SEO Specialists: optimize content to rank higher in SERPs and attract more readers and leads.
Content Analysts: analyze content performance and identify which content brings expected results and which does not.
Take into consideration that a person may have multiple roles, or a team member may perform tasks that do not match exactly with their title.
I don’t want to see you running quicker than Usain Bolt from this task, so see below the task completed.
Content marketing is a complex process that needs a handful of tools to keep things organized.
What kind of tools do you need?
Application for Analytics
Using an analytics platform is a must, as you need to measure your content performance and promotion efforts and adjust accordingly.
Some popular options are:
Google Analytics
Matomo
Open Web Analytics.
Editorial Calendar for Content Marketing
Having a reliable editorial calendar to help you plan, schedule for publishing in advance, and publish according to deadlines can make a difference.
There are multiple options to choose from, some of the most popular:
CoSchedule
Google Calendar
Trello
Basecamp
Social Media Management Solutions
Social media is a significant part of any marketing strategy and, as such, of a content strategy. And is also a very time-consuming activity, that’s why using tools that help you automate part of the process is very convenient.
There are many options for social media schedulers, so you have to choose one that best suits your needs. Prominent solutions are:
To help your content rank in search engines and be found, you also need some SEO tools to identify the most reliable keywords, audit your site, measure performance, research competition, etc.
Some of the best tools for SEO today are:
Ahrefs
Semrush
Moz
Marketing Project Management Tools
Managing a content marketing team can be an overwhelming task. And project management tools help to put the order in “chaos”.
Relevant options are:
• Asana • Trello • Wrike • Slack
Content Strategy Example: Content Audit
If your business is not new and has some content marketing activities done, before creating a content strategy for the following period, a content audit is needed.
• Make an inventory of the existing content. What content is already published, where, and what is its format? Create a list with data like the permalink of the article, author, date of publication, number of words, last update, main keyword, page, views, impressions, authority, place in SERPs, etc.
• Audit your content from a qualitative point of view. Answer questions like What articles are the most performant as traffic generators? What is their bounce rate? How about dwell time? Is the published content converting as per the established targets? Investigate and find the answers to such questions.
• Identify content gaps and topics not yet covered.
• Competitors analysis. Check on what content marketing activities develops your competition and what results it gets.
Content Marketing Goals
The guiding line of your content strategy is the goals that your business needs to achieve via its marketing activities. Such business goals are established by the business owners, shareholders, or top management of the organization.
Examples of such goals are:
• Create/increase brand awareness.
• Raise the traffic of your website by x%. Either via SEO – organic traffic and results will take a bit longer to appear. Or via ads – paid traffic, results appear quicker but need a higher budget.
• Boost conversions by x% for your offers.
• Establish your business as a leader/expert in your niche.
Based on these general business goals, the goals for content marketing will be established.
Be aware to define S.M.A.R.T. goals:
Specific: Indicate exactly and clearly what you need to accomplish.
Measurable: an exact level, number, or milestone to define them
Attainable: realistic and approachable
Relevant: goals to be meaningful for your business
Timely: exact deadline in time
Example of SMART goals:
The [company]’s team responsible for X activity will attain [metric] by [interval].
Eagle Advertising’s team responsible for content marketing will attain 6.000 monthly visitors to our website by April 30, 2023
Audience Research and Buyer Persona Creation
Who do you want to reach? Who’s your ideal customer?
Your content marketing efficiency is expressed by the audience, leads, and sales it attracts. If your content generates thousands of views, but only a very small fraction are potential leads who buy your product/services, your content’s efficiency needs heavy improvements.
Identifying your target audience will enable your content strategists to nail what topics, subtopics, and keywords should be covered by your strategy. What your audience wants to know and what are her challenges/problems?
Correctly identify the characteristics of your target audience:
Demographics: gender, age, income, job title, geolocation, etc.
Psychographics: interests, hobbies, beliefs, habits, etc.
Problems: What is the issue that would determine them to look for a product/service like yours?
Pain points: What issues are resolved by your product/services? What is the cause of your audience’s problems?
Where are they scouring for data and information?
What’s their favorite type of content?
In what ways can your content be beneficial to them?
You might have multiple buyer persona profiles, therefore, modify the template as per your needs.
To obtain these details regarding your buyer persona, you can:
• Refer to your Audience section in Google Analytics if you have an existing audience.
• Conduct a survey using tools such as Survey Monkey or Google Forms to gather relevant data.
Content Strategy Example: Identify the Content Pillars and the Associated Topics
This is the foundation of your content creation efforts. The content that you produce must pertain to the products or services you offer and address the inquiries, requirements, challenges, and difficulties of your audience in relation to them.
For our content marketing agency example, for its SEO services, the content pillars may be:
– SEO audit
– Off-Page SEO
– On-Page SEO
– Increasing traffic
– Technical audit
– Ranking Algorithms
Each pillar will have topics and types of content assigned.
For example, a pillar called “Off-Page SEO” may include topics like:
– Outreach strategies to get backlinks
– How to guest post with maximum success
– Skyscraper strategy
– How to create infographics
What Type of Content to Create?
There are numerous forms of content that you can utilize to captivate your audience.
Content marketing is a vast field that extends beyond conventional blog posts, despite being its cornerstone.
What are the most common types of content?
Articles/Blog Posts
Case Studies
Videos
Infographics
eBooks
Reports
Webinars
Guides
Social Media Content
White Papers
Newsletters
Identify your audience’s preferences and choose the right types of content to create accordingly.
Choose Which Will Be the Voice and Tone of Your Brand
Defining the voice and tone that will be used throughout all your content marketing is important for consistency and coherence.
The voice of your brand is an expression of the personality outlined by your brand. Your brand’s tone represents the manner that you use to express things, to speak.
To profile your voice, choose a couple of adjectives to outline your brand personality.
You could choose: humorous, laid back, original or intelligent, influential, respectable. It’s up to you to decide according to your preferences and purposes.
Also, include writing guidelines. Your online content should be formatted for readability, skimmable, with short paragraphs, headings, bullet points, and visuals.
Create Design Standards
It is essential to establish design principles and standards to provide guidance to your designers when developing visual content for your brand.
Listed below are the fundamental visual design elements that the marketing team should take note of:
Choice of typography
Brand color palette
Logo specifications
Image styles and guidelines
Layout and composition rules
Iconography and graphics standards
Key Pillars of Content
The pillars of content indicated above are to be organized and scheduled based on the corresponding campaigns that are scheduled for that period.
Content creation flow example
Generally, the content creation process encompasses all stages until the content is handed over to editors and designers.
The content execution process involves the creation and editorial processes, with a clear delineation of roles and responsibilities, order of tasks, and deadlines. The people involved in this phase may include content managers, writers, editors, designers, and SEO specialists.
Example of content creation flow:
Topic brainstorming – 2-3 days
Setting the publication date and populating the publishing calendar – 1 day
Researching resources on the topic – 1 day
Conducting interviews or gathering data – 3-7 days
Researching and determining the Latent Semantic Indexing (LSI) keywords to be used for the topic – 1 day
Creating the content structure – outline – 2 days
Reviewing and approving the outline – 1 day
Producing the initial draft of the content – 2-3 days, depending on the length
Revising, editing, and proofreading the draft – 1-4 days, depending on the type of content
Consider the duration of this process when setting the start date for writing each piece of content based on the publication date.
After the content is created, it proceeds through the editorial process.
The editorial process involves organizing the steps involved in preparing the content for publication, the publishing itself, and analyzing the results.
Editorial process flow example
Content editing: 1-4 days
Requesting revisions from writers (if necessary): 1-2 days
Content design and graphics: 1-5 days
Approving the design: 1 day
SEO optimizing the content: 2-4 days
Publishing the content: 1 day
Setting up the promotion campaign: 2-4 days
Approving and executing the promotion campaign according to the strategy
Analyzing the post-publication results.
Make sure to factor in the length of this process when scheduling the writing process for each piece of content based on the publication date.
Publishing Cadence
Now that you have the content execution process established, the next obvious step is to organize the publishing cadence and schedule. Meaning what type of content gets published, when, and how often.
The publishing cadence might be something like this:
1 article/blog post a week – 2000 words +
a case study monthly
1 infographic monthly
an ebook each 4 months
one lead magnet each quarter
Editorial Calendar
Once your content is published, the content execution process is complete. Content calendars are crucial for organizing tasks efficiently among team members.
Your content calendar should include the following details for each content type you plan to create:
Title of the piece of content/article
Scheduled publication date
Content pillar it belongs to
Stage of the buyer journey
Content format
Distribution channels – where the content will be promoted.
Determining the appropriate channels to promote your content is a crucial task. It is essential to consider being present on the same social platforms as your target audience.
Your primary channel should be your website, which serves as your primary platform and asset.
The second important channel is your email list. It is often emphasized that the email list is the most valuable asset of a business in today’s rapidly changing digital landscape.
Social media is a collection of platforms where you should have a presence and promote your content. Select and concentrate only on social media networks where your ideal customer is active.
Choose wisely, based on analytics. I recommend focusing on no more than 2-3 channels to maintain a strong presence.
Identify additional channels to bolster your outreach strategy, such as guest posting. Develop a roster of influencers in your industry or related industries to approach about guest posting on their websites.
Once the social media channels are decided, the following step is to create a plan and schedule to promote your content.
Each piece of content will religiously respect this schedule.
Free Distribution Plan
For the free distribution of your content, you need to complete:
the promotional channels where your content will be published, aka Facebook, Instagram, Twitter, etc
frequency of publishing
the objective of the page, where appropriate
who is the targeted buyer persona
what do you want your reader to do – for instance, subscribe to a webinar, download a freebie, etc
select the performance indicators that will indicate your results.
A promotion schedule on social media channels might look like this:
Day of publishing:
One Pin on Pinterest
One Facebook post
1 Instagram post
Three Twitter posts
One week after publishing:
1 LinkedIn repost
Two Twits three days a week
One Medium repost
One Pin daily on group boards
Following weeks till one month after publishing:
One LinkedIn repost after one month of publishing
Two Tweets three days of a week, four weeks after publishing
1 repost weekly on Facebook
One Pin daily for one month in group boards and own relevant boards
Paid Distribution Plan
Similar to your free distribution plan you should have a paid distribution plan.
For your paid distribution you might take into consideration:
Native advertising
Influencer marketing
Paid social media promotion
Measure KPIs and Results
Measuring the success and effectiveness of marketing content is a significant challenge for marketers.
It is important to not only identify the appropriate metrics but also interpret them correctly. For instance, the impact of the bounce rate on the success of your content and whether page views are a significant indicator of success are subject to debate.
Below are some metrics that marketers should consider when measuring the success of their content:
Pageviews: A high number of page views suggests that the right audience has been attracted to the content and products.
Time on page: The longer a visitor spends on a page, the more useful they found the content.
Social shares: The more a piece of content is shared on social media, the more successful it is perceived to be.
Bounce rate: A low bounce rate indicates that the audience is interested in the content, whereas a high bounce rate suggests that the audience was not engaged.
Once the appropriate metrics have been selected, marketers need to determine how frequently they will generate reports and create templates for these reports.
Key Performance Indicators (KPIs)
To measure your progress and success you need to establish some indicators to guide you on whether you are on the right path or not. These are specific metrics relevant to your goals.
KPIs are different for each business, depending on the services or products they provide and on their targeted goals.
The most common KPIs are:
Number of new customers or users for the planned period
Total revenue
Unique or total views/impressions
Number of subscribers to the newsletter
Number of content shares
Remember your KPIs should match your goals.
Metrics and Content Analytics
After deciding on KPIs, it’s time to establish the metrics that are relevant for you and that you need to constantly review. To avoid any confusion, keep in mind that all KPIs are metrics, but not all metrics are considered KPIs. Meaning a metric that is considered KPI for one business for one might be irrelevant.
At this point, you should simply translate the goals you set, into measurable metrics related to your KPIs:
Reach X views per month on the blog.
Generate $X in revenue.
Gain X new followers on X social media channels.
Add X new subscribers to the email list each month.
Reach X number of shares per post per month.
Always keep an eye on the performance of your content.
Check regularly Google Analytics or Analytics sections of social media channels to observe the evolution of your content results. Optimize and adjust accordingly.
You are just about to complete your content marketing strategy. The final step is the budget!
To correctly forecast the costs of producing and distributing your content (except the tools that you pay monthly or yearly) check the offers you have from the contractors you work with or the hourly rate for your in-house employees.
For content writing, take the editorial calendar and see how many words you need to create monthly, and then multiply the result by the cost per word.
Let’s say you need the first month of 12,500 words written for all the content types, you have an average cost of $0.3 per word, which would be $3,750 total cost with content writing for the respective month. Add the cost for each month and you obtain the total cost for the year.
Finally, after following the content strategy example you have your content strategy created and documented. If you feel you still need help with your content strategy framework, consider hiring an expert.
FAQs
How do you document a content strategy?
To document a content strategy you have to write down and follow all the following steps of a content strategy: * Define your mission, * Establish your team, * Decide your marketing toolbox, * Audit your content, * Set your content marketing goals, * Define your buyer persona * Determine your pillars of content and topics * Create an editorial calendar and flow * Decide on content distribution channels and craft a distribution plan * Establish KPIs and measure the results * Set a content strategy budget
What is the content strategy process?
The content strategy process is the concert activity of documenting a content strategy with all its components: strategy goals, content audit, buyer personas, pillars of content, editorial calendar and flow, content distribution plan, KPIs and results measurement, budget, content marketing team, and toolbox.
What is a website content strategy?
A website content strategy is the part of the content strategy that refers strictly to the website of a company. Taking into consideration that all the content created via a strategy will be first published on the website, this is its core part. It refers in principal to the pillars of content and topics published. And may include blogs, articles, how-tos, infographics, case studies, videos, and white papers, among others.
Developing a content strategy is a complex process that involves several stages and the creation of solid content strategy deliverables that will propel the business further.
It has to start with an in-depth audience and market research. Marketers need to set specific, actionable, and attainable goals. A strategy should provide content creators with effective tactics for brand positioning. Finally, a good content strategy has to include actionable guidelines for creating, distributing, and managing content.
Undoubtedly, doing these things is a complex task. And doing it right necessitates a data-driven, tactical approach. Ideally, that approach allows businesses to achieve their content goals.
When building a content marketing strategy, marketers have to supplement it with key content strategy deliverables. These documents help guide creators and collaborators through the content production process. And they allow them to enforce a plan that is fully outcome-oriented.
This article will help you understand content strategy deliverables. It will cover different types of documents and their function in your marketing plan. Lastly, it will provide tips on incorporating these outputs into your system.
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What’s the worst thing you can do when planning your content marketing approach? It’s allowing yourself to take shots in the dark.
Yes, intuition can be powerful. However, a successful content plan requires a highly focused approach. Ideally, one that allows you to track and measure outcomes on multiple plains.
That’s where deliverables come in.
The concept of deliverables refers to any tangible or intangible output produced during a project. In the context of content marketing, these documents:
Guide teams through the production and distribution process.
Set KPIs for measuring success.
Ensure that each content marketing activity aligns with your brand’s business goals.
Types of Content Strategy Deliverables
Like any other strategic guideline, a content strategy deliverable must be:
Specific.
Measurable.
Relevant.
So, if it is to serve your business, it needs to tie in with the different elements of your marketing plan.
With this in mind, you need to produce several types of content strategy deliverables to ensure a seamless marketing process.
Existing Content Audit Report
The number one priority for brands developing content strategies — especially those that have already produced and distributed resources as parts of their marketing tactics — is to conduct and compose an in-depth content audit report.
Study your existing content and its performance in key areas. This can help identify what your business has been doing right (or wrong) in its content strategy. More importantly, it can uncover valuable opportunities to allow your content to go from average to exceptional with just a few tweaks.
Here’s what to include in your content audit report:
Inventory
Creating a comprehensive list of all existing content on your website is an excellent way to gauge quantity, quality, and performance. Moreover, it’s an effective way to determine whether your resources need updates or your website’s content section needs restructuring to better align with the buyer’s journey.
Furthermore, conducting a content inventory is a great way to identify outdated, duplicate, or irrelevant pieces on your website. It should be a crucial document during the later stages of your content strategy, particularly when determining what pieces to include in your content calendar.
Traffic Data and SEO Performance
Knowing how many people are interacting with your resources (as well as where they’re coming from and how they’re discovering your pieces) is essential info for developing a highly successful content strategy. It’s also a great place to start if you want to invest in content marketing to boost brand and product awareness.
If you decide to hire an SEO consultant to grow your startup, expect to receive this deliverable as part of their service.
User Intent Alignment
Developing a content strategy that drives results requires that you invest in resources for each stage of the buyer’s journey. By studying how your existing content aligns with user intent, you can check how blog posts and content pages relate to your audience’s intended outcomes.
For example, the FAQ section of the Invest page on CapitalPad is perfectly optimized to align with the needs of prospects populating the lowest stages of the sales funnel.
On the other hand, something similar to Jetboil’sHow to Make Camping Coffeewill be more suited for building product awareness. That’s because it aligns with the informational search intent of people populating the topmost stages of the marketing funnel.
Audience Personas
Any content marketing strategy — especially a successful one — necessitates an in-depth audience understanding. After all, the only way to ensure your content aligns with your target audience’s needs and aspirations is to comprehend those needs and aspirations in the first place.
For this reason, use deliverables to identify and describe your brand’s audience personas. Then, invest in high-quality content that aligns with each target group’s priorities to ensure maximum engagement and conversion rates.
Generally, there are a few key customer persona characteristics to include in your documentation:
Demographic Data
Define each audience personas’ age, gender, income level, occupation, and geographic location. This will allow you to tailor marketing messages in a way that will be relevant to these potential customers and prevent you from spending your budget on campaigns with poor performance.
Online Behavior
Most consumer groups have varying tendencies in online behavior. For example, different age groups populate different social networks. They prefer different content formats. And some generations even have specific preferences regarding how they want to interact with branded content.
Gen Z, for instance, prefers community-driven marketing content. That’s why many businesses vying for their attention heavily invest in sourcing user-generated content that is effective at building brand-consumer relationships.
Psychographic Information
Today’s consumers base their shopping behavior on their interests, beliefs, and values. For example, more than 80% of people are willing to pay more for sustainable products.
Identifying and understanding these sets of beliefs can be hugely beneficial in allowing you to develop a successful content marketing strategy. Plus, it can benefit your product development process — especially when trying to break into new or competitive markets.
This tactic makes it possible to produce tailored content. This is essential, as 71% of consumers expect personalization, and 76% become frustrated when brands fail to deliver it.
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If there’s one irreplaceable document you need in your content strategy, it has got to be a content calendar.
As an organizational method that ensures you’re publishing resources consistently and in a logical order, an editorial calendar can hugely contribute to positive content marketing outcomes.
Even more, when combined with audience insights, a content calendar can reveal ideal distribution channels, posting times, and content formats, helping you get the biggest bang for your buck from your marketing efforts.
Another benefit of having a content calendar to consult during the production and distribution process is that it can help you predict and keep up with seasonal trends.
For instance, when publishing blog posts that get seasonal upticks in consumer interest — like the Best Gifts for Dads from Men’s Health — it’s not just important that they’re online when that uptick in interest happens. Even more importantly, it’s essential that they target the right search terms and even show publication and update dates so that readers know they’re relevant at the time of reading.
A content calendar can help you predict these periods of intensified consumer interest and give you enough time (along with some guidelines) to prepare in the best way possible.
Visual Style, Brand Voice, and Tone Guides
Consistency is key in content marketing. If you want to invest in content that can boost brand awareness, elevate trust, and build relationships with your prospects, you need to ensure your content adheres to a predetermined set of guidelines.
On the one hand, these guidelines need to align with your branding strategy. However, it’s also important that they resonate with your target audience’s preferences and reflect your brand’s unique value proposition.
Style guides are a content strategy deliverable that can make it easy for your team to remain true to your brand’s visual identity, voice, and tone.
Furthermore, if your business outsources any aspect of its digital marketing activity — from content creation to video editing to social media management — this document will be one of the keys to staying true to your brand messaging.
It’s also worth noting that this document will be irreplaceable during the editorial process. It will provide your marketing team with a set of rules on how to format for accessibility and readability.
Moreover, you can include any necessary distribution channel protocols in this deliverable — especially if your brand does something similar to Wendy’s. This brand clearly uses different approaches on Instagram vs. X, with the former being more commonly used to publish commercial messaging, while the latter serves the purpose of community building and sparking conversations.
Key Performance Indicators
Lastly, a well-developed content marketing strategy requires a well-thought-out system that makes it possible to measure and analyze performance.
By defining and including relevant metrics (like engagement rates, traffic, and conversion rates) in your deliverables, as well as specifying what tools you use to study content performance, you can collect data on your digital marketing activity’s effectiveness and make informed decisions for optimizing performance.
Final Thoughts: Utilizing Content Strategy Deliverables to Achieve Your Business Goals
Although you might be confident in your content marketing plan and don’t feel like you need to produce any deliverables, the time may come when these make or break your attempts to boost brand awareness or engage your target audience.
Even more importantly, these documents are crucial for teams that involve multiple content creators or editors. And they’re an irreplaceable part of a cohesive content strategy for brands that publish guest posts on their blogs.
Finally, if your business goals include expansion or a sale exit, you will need these deliverables to guarantee a smooth transition.
Producing (and regularly updating) these documents may not be your top priority — especially if you’re performing multiple jobs within your small business.
Nonetheless, having them on hand is the best way to guarantee a cohesive marketing plan. It’s also a great way to elevate your content’s quality and to make it easier to bring on collaborators once the moment is right.
A direct comparison of content strategy vs. content plan is necessary to clearly understand what is the scope of each of them and how to obtain maximum benefits from using them correctly.
What Is a Content Strategy?
Content strategy refers to the strategic approach and framework employed by businesses in developing and managing their content assets. It involves the careful planning, creation, distribution, and analysis of content to meet specific business goals.
Each content strategy takes into account factors such as target audience, brand positioning, and market research to ensure that the content resonates with the buyer persona and achieves desired outcomes.
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A content plan is a tactical roadmap that outlines the specific actions and steps required to execute a content strategy effectively. It provides a detailed schedule and action plan for content creation, distribution, and promotion. The content plan is the core part of a content strategy.
Typically it includes elements such as a content calendar, content types and formats, distribution channels, and strategies for amplifying content reach. It serves as a blueprint for businesses to implement their content strategy in a structured and organized manner.
Importance of Content Strategy vs Content Plan in Digital Marketing
Content strategy:
Provides clear direction, goals, and guidelines
Identifies target audience and tailors content accordingly
Increases brand awareness, engagement, and conversions
Content plan:
Translates strategy into actionable steps
Streamlines content creation and maintains consistency
Content strategy: Considers overall brand messaging and integration across various channels
Content plan: Focuses on channel-specific details and content distribution tactics
Complementary nature of content strategy and content plan
The content strategy and content plan work hand in hand to achieve overall content objectives.
Content strategy sets the foundation and strategic direction, while the content plan translates strategy into actionable steps.
The content strategy is the foundation on which the content plan is built, guiding decisions on the target audience, content themes, and messaging.
Effective execution of the content strategy is the main task of the content plan, providing structure and organization.
Content strategy and content plan are interdependent and mutually reinforcing, with the strategy driving the plan and the plan implementing the strategy.
The Content Strategy Process
Overview of the content strategy process
Research and analysis
Conduct market research, competitor analysis, and audience insights
Identify content gaps, trends, and opportunities
Goal setting and objective definition
Define specific (SMART) goals aligned with overall business objectives
Identify target audience demographics, behaviors, and preferences
Segment the audience based on relevant criteria
Content ideation and creation
Generate creative ideas for content that resonate with the target audience
Develop high-quality, engaging, and valuable content pieces
Content distribution and promotion
Determine the appropriate channels and platforms for content distribution
Plan and execute content promotion strategies to maximize reach and engagement
Measurement and analysis
Track key metrics and performance indicators to assess the effectiveness of the content strategy
Analyze data to gain insights, identify areas for improvement, and make data-driven decisions
Case Study/Example of a Successful Content Strategy Implementation:
Company X, a fashion retailer, executed a content strategy with clear actions and measurable outcomes:
Research and analysis:
Action: Conducted market research and analyzed three direct competitors.
Result: Identified content gaps and emerging trends in the fashion industry.
Goal setting and objective definition:
Goals: Increase brand visibility by 30%, increase organic traffic by 20%, and boost conversion rates by 15% in the next year.
Action: Defined these objectives aligned with overall business goals.
Audience identification and segmentation:
Segments: Fashion enthusiasts and trend-conscious individuals.
Action: Identified and segmented the target audience based on demographics and behaviors.
Content ideation and creation:
Action: Developed a mix of content types, including 50 blog articles, 20 style guides, and 100 social media visuals.
Result: Created engaging and relevant content tailored to the target audience’s preferences.
Content distribution and promotion:
Action: Leveraged social media platforms (Instagram, Pinterest, TikTok), collaborated with influencers, and implemented targeted email marketing campaigns.
Result: Reached the target audience effectively through multiple channels.
Measurement and analysis:
Metrics tracked: Website traffic, social media engagement, and sales data.
Action: Monitored the impact of the content strategy and made adjustments based on insights gathered.
Result: Achieved significant growth in brand visibility, increased organic traffic by 35%, and improved sales conversions by 15%.
The comprehensive content strategy process played a pivotal role in guiding the planning, execution, and measurement of Company X’s content initiatives. Through their strategic approach, they achieved measurable success, including substantial brand visibility growth, increased organic traffic, and improved sales conversions.
The Content Plan Development Process
A step-by-step guide to creating a content plan:
Aligning with content strategy objectives
Ensure that the content plan is in line with the goals and objectives defined in the content strategy.
Reflect the strategic direction and messaging of the overall content strategy.
Defining content themes and topics
Identify key themes and topics that align with the target audience’s interests and needs.
Research industry trends and audience preferences to inform content selection.
Mapping content to target audience personas
Understand the different segments within the target audience.
Create content tailored to each persona, addressing their specific pain points and motivations.
Creating a content calendar
Develop a schedule outlining when content will be created, published, and promoted.
Consider factors such as seasonality, events, and campaign launches.
Selecting appropriate content formats
Determine the most effective formats for delivering the content.
Consider the preferences and behaviors of the target audience.
Choosing relevant distribution channels
Identify the channels where the target audience is most active.
Select platforms that align with the content strategy and optimize content reach.
Planning content promotion and amplification strategies
Define strategies for promoting and amplifying the content through various channels.
Explore partnerships, influencer collaborations, and paid advertising opportunities.
Case Study – Example of a Well-Executed Content Plan:
Company Y, an e-commerce platform, successfully implemented a content plan that resulted in significant improvements in engagement and conversions. Here are the clear actions and numbers involved:
Aligned with content strategy objectives:
Objective: Increase user engagement by 25% and drive sales with a 20% conversion rate boost.
Action: Aligned the content plan with these objectives.
Defined content themes and topics:
Identified themes: Product reviews, buying guides, and user-generated content.
Action: Selected these themes to provide value and encourage interaction.
Mapped content to target audience personas:
Segments: Beginners and experienced users.
Action: Developed tailored content addressing their unique needs.
Created a content calendar:
Action: Established a consistent publishing schedule with three blog posts, two videos, and ten social media posts per week.
Result: Maintained audience engagement and met marketing objectives.
Selected appropriate content formats:
Formats used: Blog posts, videos, and social media visuals.
Action: Utilized this mix to cater to diverse audience preferences.
Chose relevant distribution channels:
Platforms targeted: Social media platforms (Facebook, Instagram, Pinterest) and relevant online communities.
Action: Focused on these platforms to reach the active target audience.
Planned content promotion and amplification strategies:
Strategies implemented: Targeted social media advertising with a budget of $18,000 per month, influencer collaborations, and encouraged user-generated content.
Action: Executed these strategies to amplify reach and engagement.
Through this well-executed content plan, Company Y achieved good results:
Increased engagement by 30% with higher interaction rates on social media platforms.
Boosted sales with a conversion rate increase of 15%.
Maintained a consistent publishing schedule resulting in improved brand visibility.
Utilized diverse content formats to cater to audience preferences effectively.
Targeted active distribution channels for maximum reach.
Amplified reach and engagement through strategic promotion tactics.
Integration and Optimization
Importance of integrating content strategy vs. content plan
Aligns efforts towards a unified vision and objectives.
Ensures consistency in messaging and brand positioning.
Maximizes the effectiveness of content initiatives.
Continuous optimization of content strategy and content plan
Monitoring and analyzing content performance
Regularly track key metrics such as engagement, conversions, and audience feedback.
Evaluate the success of content initiatives based on predefined goals.
Making data-driven adjustments
Identify areas for improvement based on performance data and analytics.
Optimize content elements, such as headlines, visuals, and calls-to-action, to enhance effectiveness.
Staying up-to-date with industry trends and changes
Keep abreast of evolving industry trends, consumer behavior, and platform algorithms.
Adapt content strategy and content plan accordingly to remain relevant and competitive.
The role of content strategy and content plan in achieving business goals
Content strategy sets the overarching direction and goals, providing a roadmap for success.
Content plan outlines the specific actions and tactics required to execute the strategy effectively.
Together, they enable businesses to attract and engage their target audience, build brand authority, drive conversions, and ultimately achieve their desired business outcomes.
The integration of content strategy and content plan ensures synergy and coherence in content efforts, while continuous optimization allows for data-driven improvements and staying ahead of industry trends. Ultimately, the combined role of content strategy and content plan is crucial in aligning content initiatives with business goals, driving growth, and fostering long-term success.
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