From the friendly caves of Pixie Hollow.

 

Ok so as promised last Saturday:

 

The Content Asset Valuation Tool (CAVT) is supremely useful. How do I use it, with my clients? And why?

 

To understand the place of the CAVT you've got to know the usual pattern of a content audit.

 

A content "audit" is really just an epic listing exercise:

 

The key aspect that is missing is what financial value does each content asset contribute?

 

Here's where the CAVT comes in.

 

Most organisations, probably even yours, have many thousands of content assets. You keep creating them. The content machine is a hungry, hungry beast. So at what point do you know that you're getting a financial return from all of this creation?

 

Marketing tends to claim that it's impossible.

 

I proclaim the opposite.

 

With the correct tracking in place, and a clear buyer pathway, the audit will show where the content fits into that pathway.

 

Then, the CAVT will show you exactly whether those assets are profitable or not.

 

The CAVT is a critical point in a content audit. Without it, you're just wanking and your expensive audit will never yield genuine financial returns.

 

If you're a content pro or a marketer and you're rolling your eyes right now about profit, then here's a rude shock for you. EVERYTHING is about profit. No profit, no business. No business, no job. I am merciless about this because most content pros are wagies and do not understand the critical path of finance. They've never had to! Is it any wonder they do audits that are ultimately pointless?

 

As a company director and certified systems Auditor myself, it seemed utter MADNESS to me that "content audits" were expensive undertakings that could not demonstrate intrinsic value. Unless you're a SaaS company or in eCommerce, a website is not critical path for either sales or business.

 

In order to define that value, you have to be able to tie the undertaking to either money or safety or client outcomes, in a material, concrete way.

 

That's why I developed this tool.

 

And this is why I use it.

 

Get your FREE CAVT download by going to https://brutalpixie.aweb.page/p/11f96463-8a71-4861-b850-15c9d7ae8c83

 

Xx Leticia "make that money sing!" Mooney

 

Please let me know what I can do for you.
 
Leticia Mooney is a consultant with decades of experience writing with and for people like you. Her company Brutal Pixie casts the the kind of spells your customers love. It consults to businesses in content strategy, content writing, ghostwriting, content operations, communication strategy, audits, investigations, training and coaching. Leticia is also the mother of an intelligent, engaging, and curious boy, who is named after a character created by J.R.R Tolkien. You can learn more about her at https://biodagar.com/about, and her business at https://brutalpixie.com.
 
Leticia Mooney
PO Box 1190
Pasadena SA 5042
Australia
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