What type of content should you create to get leads through content marketing? 🧐 Widespread question! SaaS companies without a content strategy have a high customer acquisition cost as they rely on cold outreach, sales pitches, or word of mouth. 😫 Without a clear strategy 🎯 or content calendar 🗓, a common mistake leaders make is creating content randomly 🔀 (or just for Google) rather than by its traffic, engagement potential, and buyer interest. As part of my marketing services, I always create a content audit 📲. Something I found helpful is creating a content plan based on clusters and JBTD if you are in B2C and one based on client interviews and a map of informational needs if you are in B2B. ➡Here are the eight steps and questions a content audit should answer: ⬅ 🎯 Are you targeting the right audience?  ➡ In the SaaS business, your audience is decision-makers, those well-connected leaders who work within your industry but not only. There are other types of people you need to connect with, co-pilots, influencers, and, please guess! 🎯 What stage of the marketing funnel drives more engagement and conversations? ➡ If all the engagement comes from the top of the funnel, it is time to develop the strength in inactivating conversation by understanding your audience's intent. 🎯 What is people's search intent to coming across our content? ➡ To understand the intent, we should create a framework for our audience's intention to engage with our content. This intent can be learning, obtaining information on SaaS products, comparing, seeing product functions, being inspired, etc. 🎯 What can our conversation rate tell us about our content?  ➡ Based on our audience's intent, we must understand our audience's purpose when creating conversations. This can be to learn more, discuss, get examples, share experiences, and get service practices. 🎯 What are the knowledge level and languages that create higher engagement?  ➡ Is our audience's knowledge basic, or are they professionals in their field? Analyze how the knowledge level change in Content view vs. conversation rate. 🎯 Where is the highest exit rate in the Conversation stage?  ➡ If your content gets high traffic and creates poor conversations. We must understand at what stage of the marketing funnel users are disinterested. The aim is to increase the content topic where the conversation rate is lower. 🎯 How can we align our content audit to our marketing strategy?  ➡ Based on our content view, engagement, and conversation rates. There must be an alignment toward our marketing goals. Goals can be to establish a network for word-of-mouth, create sales, bring brand awareness, etc. 🎯 How do different targeting strategies influence our audience?  ➡ Analyze the structure and the quality of strong-performance content vs. the worst performing. This will provide direction to create our content strategy. Does your business need a content audit? How about an Ideal Client Profile audit?