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How Liberal White America Turned Its Back on James Baldwin in the 1960s – Yahoo News

Author James Baldwin

Novelist and essayist James Baldwin. Credit - Ted ThaiThe LIFE Picture Collection/Getty Images

In discussions about race relations today, the works of James Baldwin continue to speak to the present, even decades after they were written. So it is worth remembering that, at the very height of his influence, Baldwin experienced the same frustration that some Black activists, particularly on campus, feel about white liberals today: their refusal to acknowledge their complicity in the regime of white supremacy. In Baldwins case, the liberal backlash was widespread, and effectively marginalized him for a time.

The very first piece on the front page of the very first issue of The New York Review of Books, Feb. 1, 1963, was a review of Baldwins The Fire Next Time by F. W. Dupee of the Columbia English department. Dupee (a former Communist Party organizer) took exception to Baldwins apocalyptic tone. Do I really want to be integrated into a burning house? Baldwin had written. The answer, Dupee wrote, is that [s]ince you have no other, yes; and the better-disposed firemen will welcome your assistance.

Baldwin had abandoned criticism for prophecy and prescription for provocation, Dupee said. He was goading white racists, who were in a better position to cause trouble than Black people were, and it is unclear to me how The Fire Next Time, in its madder moments, can do nothing except inflame the former and confuse the latter. The point was repeated by Kenneth Rexroth in the San Francisco Examiner. The Fire Next Time, he wrote, is designed to make white liberals feel terribly guilty and to scare white reactionaries into running and barking fits.

At the end of the year, Baldwin participated in a Commentary symposium, Liberalism and the Negro. Baldwins fellow symposiasts were Gunnar Myrdal, Nathan Glazer and Sidney Hook, the epitome of liberal integrationist opinion. It became a war almost from the start, and Baldwins most persistent antagonist was Glazer. This was not surprising. Unlike the others, Glazer had worked in the American government. He served in the Housing and Home Finance Agency, precursor to the Department of Housing and Urban Development (HUD), when Kennedy was president, and he had just published, with Daniel Patrick Moynihan, Beyond the Melting Pot. Glazer had written most of the book, which was based on research into the conditions of ethnic groups in New York City. He must have felt entitled to believe that he had a better grasp of government programs and of the facts on the ground than Baldwin did.

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The argument of Beyond the Melting Pot is that many Americans retain their ethnic identities regardless of the degree of their assimilation in other respects, and from this it followed that Black Americans should do the samethat is, they should become like other ethnic groups. The trouble, Glazer said, is that the Negro insists that the white world deal with his problems because, since he is so much the product of America, they are not his problems, but everyones. But once he becomes willing to accept that he is a member of a group, he will be able to take responsibility for himself and other members of his community.

Baldwin knew what he was in for, and he set the stakes early on. [T]o my mind, you see, he said, before one can really talk about the Negro problem in this country, one has got to talk about the white peoples problem . . . There is a sense, he went on, in which one can say that the history of this country was built on my back. To the suggestion that he become a member of one of the ethnic groups competing for their share of the pie, his answer was: What pie are you talking about? From my own point of view, my personal point of view, there is much in that American pie that isnt worth eating.

Glazer responded that its not prejudice that slows racial progress as much as ignorance, incompetence, and bureaucratic inefficiency. [T]he problems are a product of the kind of unwieldy institutions we have, he told Baldwin, the kind of feudal country we have, the kind of recalcitrant special interests that have developedamong them Negro interests. And so we all fight it out.

To this kind of argument Baldwins response was if you dont know what Ray Charles is singing about, then it is entirely possible that you cant help me. It is a good bet that none of the white men sitting around the table had ever willingly listened to Ray Charles. But they all wanted to help Black people, and they were being told that this was the reason they probably couldnt.

White liberals who identified with the Kennedy Administration resented being told they were not getting it. But even white liberals who may have considered themselves politically purer of heart expressed impatience. With Baldwin, Susan Sontag wrote in The New York Review of Books, passion seemed to transmute itself too readily into stately language, into an inexhaustible self-perpetuating oratory.

The Commentary symposium was published in March, 1964. In August, Esquire ran a profile of Baldwin that had been commissioned by the magazines editor, Harold Hayes, who thought that Baldwins war on white liberals was absurd. The writer, Marvin Elkoff, dutifully portrayed Baldwin as mercurial and high-strung, and quoted him calling the white liberal blinder, more innocent and ignorant than the segregationist, and saying things like: If you dont realize that the same people who killed Kennedy also killed Medgar Evers, then you dont understand what is going on in the world. In the end, Elkoff concluded, everybody was playing his [Baldwins] game, and of course not nearly as well . . . At bottom he is disaffiliated, a medium of emotion.

At Christmastime, Baldwin published a deluxe boxed coffee table book of photographs with his high school friend Richard Avedon, now a successful fashion photographer. Baldwins essay is a cri de coeur on the banality of American life. It begins with despairing reflections on the artificiality of actors in television commercials and descends into musings like: When a civilization treats its poets with the disdain with which we treat ours, it cannot be far from disaster; it cannot be far from the slaughter of the innocents.

There is a way in which this boutique item, which does not present itself as a book about race, brings the precariousness of Baldwins position into focus. When he said things like the history of this country was built on my back or, in a widely publicized debate with William F. Buckley at the Cambridge Union, I picked cotton, I carried it to the market, I built the railroads under someone elses whip, he was using an established conceit of group autobiography (as Malcolm X did in his autobiography, published in 1965.) The understanding is that if these things did not happen to the author, they happened to somebody like the author. The I stands for the group.

White people dont write group autobiographies, however. It was not that people did not believe that when Baldwin lived in the United States, he had encountered racism and discrimination. It was that professionally, he had suffered no more, and arguably less, from efforts to censor him than, for instance, Norman Mailer or Henry Miller had. From the very beginning, he had been supported and promoted by powerful writers and editors, Black and white. He had written bestsellers: the only book that sold more copies than Another Country in 1963 was William Goldings Lord of the Flies. He wrote for Partisan Review and The New Yorker. He had been on the cover of TIME. He hung around with celebrities; he was rich; he had an entourage. And on top of all that, he had been living in Paris for eight years, and when the Montgomery bus boycott turned out to be a success, he turned up on the scene, in 1957, and started telling everyone what it was like to be Black in America.

The New York Review of Books was ready for Nothing Personal. The headline was Everybody Knows My Name, and the reviewer was Robert Brustein, who was soon to become dean of the Yale School of Drama: Now comes Richard Avedon, high-fashion photographer for Harpers Bazaar, to join these other outrage exploiters, giving the suburban clubwoman a titillating peek into the obscene and ugly faces of the mad, the dispossessed, and the great and neargreat [sic]with James Baldwin interrupting from time to time, like a punchy and pugnacious drunk awakening from a boozy doze during a stag movie, to introduce his garrulous, irrelevant, and by now predictable comments on how to live, how to love, and how to build Jerusalem.

[L]ending himself to such an enterprise, Brustein concluded, Baldwin reveals that he is now part and parcel of the very things he is criticizing. Baldwin was one of a handful of Black writers who had a white audience in 1963, and he lost it. He had set the bar higher than many white liberals were willing to jump.

This essay is adapted from Menands new book, The Free World: Art and Thought in the Cold War, published by Farrar, Straus & Giroux.

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How Liberal White America Turned Its Back on James Baldwin in the 1960s - Yahoo News

Global Content Creation and Social Marketing Tools Market 2021 Future Scope, Industry Insight, Key players, Revenue Analysis and Forecast to 2026 …

An analysis report published by MarketsandResearch.biz titled Global Content Creation and Social Marketing Tools Market 2021 by Company, Regions, Type and Application, Forecast to 2026 delivers an in-depth study and detailed information regarding the market size. Its a new research report to our mega database of research studies which serves an exhaustive analysis of the current market, including an overview, products segmentation, market restraints and drivers, and major geographical segments. The global Content Creation and Social Marketing Tools market estimations are given based on historical data analysis. The report presents a robust assessment of the market to understand the current trend of the market and deduces the expected market trend for the market for the forecast period from 2021 to 2026.

The report provides granular information & analysis of the size, share, growth, patterns, segment, and forecast of the global Content Creation and Social Marketing Tools market. The major players in this market are enlisted along with key strategies and plans prepared by them to ensure their presence intact in the global competition. The key estimations provided in the report help consumers to provide quantified details for the current market review. It is a comprehensive and technical study that focuses on primary and secondary drivers, market share, leading segments, and regional analysis. Key actors, major alliances, mergers & acquisitions, and upcoming and trending innovation are pointed out.

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The major companies covered in this report are:

Market segment by applications that take consumption growth rate and market share into consideration:

The major type of market covered:

By regions, the report captures:

The report keeps a close view to a holistic market view where the market components such as product types and end-users are described in detail. The report explains components expected to expand significantly and regions emerging as the key potential destination of the global Content Creation and Social Marketing Tools market. Then, the research provides a critical assessment of the emerging competitive landscape of the manufacturers. The major industry players are outlined combined with their business strategies, policies, financial aspects, and current market developments.

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Global Content Creation and Social Marketing Tools Market 2021 Future Scope, Industry Insight, Key players, Revenue Analysis and Forecast to 2026 ...

USDA, RESTORE Council to Invest $31 Million for Priority Restoration Work in Gulf States Impacted by the Deepwater Horizon Oil Spill – Sierra Sun…

April 30, 2021 - WASHINGTON -The U.S. Department of Agriculture (USDA) on Thursday announced $31 million in funding to advance restoration work and improve water quality in the Gulf Coast states impacted by theDeepwater Horizonoil spill. The funds will support three priority programs and related project work approved by theGulf Coast Ecosystem Restoration (RESTORE) Councilas part of a multi-year process of collaborative planning and public engagement throughout the Gulf.

USDAs Forest Service and Natural Resources Conservation Service (NRCS), along with state forestry agencies in Alabama, Florida and Mississippi will leverage the funds to restore forest health, improve coastal ecosystems and provide technical and financial assistance to private landowners.

For more than a decade, the Forest Service and NRCS have worked side-by-side with private landowners and state agencies to support Gulf recovery efforts through an all-lands approach, said Forest Service Chief Vicki Christiansen. Our continued support in these collaborative projects will help to generate lasting ecosystem improvements and ensure clean water for millions of Americans downstream.

Most of the land in the Gulf Coast is privately owned, so working lands are pivotal to restoring habitat and improving water quality, said Acting NRCS Chief Terry Cosby. Working side-by-side with farmers, ranchers and forest landowners to improve their operations enables us to take better care of our natural resources, including our coastal ecosystems.

Healthy forests improve water quality and quantity by refilling groundwater aquifers and filtering rainfall and flowing water, said Joe Fox President of the National Association of State Foresters and Arkansas State Forester. Nationwide, and in the Gulf states, forested land is primarily owned by private landowners who are most likely to manage their forests with technical and financial assistance provided by state forestry agencies. To enhance the health of the Gulf watershed, the Alabama, Florida, and Mississippi forestry agencies will use proven social marketing techniques to double their outreach to private landowners, who will in turn, implement best management practices that sustain healthy forests for decades to come.

The investment in these priority projects is part of theFunded Priorities List (FPL) #3bannounced Thursday by the RESTORE Council.

The USDA funded activities through FPL #3b include:

Background

The RESTORE Council was established in 2012 by theRESTORE Act, a federal law enacted in response to theDeepwater Horizonoil spill. The RESTORE Council consists of the governors of five Gulf Coast states (Alabama, Florida, Louisiana, Mississippi, and Texas) and the cabinet heads of six federal agencies (the U.S. Departments of Agriculture, the Army, Commerce, Homeland Security, Interior, and the U.S. Environmental Protection Agency). Additional information on the projects and programs included in FPL 3b as well as prior FPL activities can be found on theRESTORE Councils website.

USDA touches the lives of all Americans each day in so many positive ways. In the Biden-Harris Administration, USDA is transforming Americas food system with a greater focus on more resilient local and regional food production, fairer markets for all producers, ensuring access to safe, healthy and nutritious food in all communities, building new markets and streams of income for farmers and producers using climate smart food and forestry practices, making historic investments in infrastructure and clean energy capabilities in rural America, and committing to equity across the Department by removing systemic barriers and building a workforce more representative of America. To learn more, visitwww.usda.gov.Source: USDA

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USDA, RESTORE Council to Invest $31 Million for Priority Restoration Work in Gulf States Impacted by the Deepwater Horizon Oil Spill - Sierra Sun...

Brands join football’s boycott to protest ‘toxic abuse’ on social – Marketing Week

What started out as a football-wide boycott of social media this weekend, in protest at the racial abuse players and staff are regularly subjected to on platforms like Twitter, Facebook and Instagram, has quickly gained momentum over the past few days.

Other sports, notably rugby union, tennis and cricket, have come on board to show their support and, gradually, brands are getting involved as well, including many with strong footballing connections like Nike, Adidas, Puma, Barclays and Cazoo.

The boycott, which begins at 3pm today and will last until 11.59pm on Monday (3 May) was announced earlier this month. Kick It Out, which campaigns for greater equality and inclusion within football, was one of the organisers of the blackout, alongside the FA, Football League and various media partners, notably Sky and BT Sport, in calling on social media companies to do more to tackle racist abuse and online discrimination.

Cazoo, which signed deals with Premier League clubs Everton and Aston Villa last year, was among the first batch of big-name brands to confirm they would be shutting down their social media accounts this weekend.

Talking to Marketing Week, Cazoo founder and CEO Alex Chesterman says: We strongly condemn the abuse that has been growing on these platforms and are happy to put our money where our mouth is to do the right thing whenever possible.

Businesses have a responsibility to the wider community and society as a whole.

Showing solidarity with its partners has meant some disruption to plans however, with the May Day bank holiday usually a busy time for brands on social, and even more so this year given the recent liftings of Covid restrictions.

This weekend sees something of a Cazoo derby, with Everton and Villa facing off on Saturday night. Chesterman says the company had a number of plans for its social platforms around the game, but is happy to sacrifice these for such an important cause.

While Chesterman wouldnt be drawn on whether more brands should be backing the boycott, he did stress that businesses have a responsibility to the wider community and society as a whole, and where and when possible should try to do their part for the greater interest.

Other brands to join the boycott include Cadbury, which confirmed its intention to pause social, with a post saying We believe racist behaviour of any form is unacceptable and therefore, in solidarity with our football partners and the wider football community, our social media platforms will be silent.

Meanwhile, Adidas posted its support this morning. We stand in solidarity with the football community. More must be done to prevent racist, discriminatory, and threatening abuse online.

The brand added that it has halted paid advertising across its UK social platforms and will be instead donating the money it would have spent and will redirect the funds to expand our support for the Stephen Lawrence Day Foundation.

Rival footwear brand Puma issued a series of tweets stating its support of the action, including one directed at Instagram, Twitter and Facebook, calling on them to take on responsibility to do more to stop abuse.

The Guardians sports desk joined a growing list of sports media brands joining the boycott. We generally arent in favour of boycotts or blackouts and believe news and robust comment are essential, Guardian News and Medias head of sport Will Woodward explained in a statement. But the relentless abuse must stop. Its important to take a stand.

Manchester United highlighted the extent of the problem, after its research revealed a 350% increase in abuse of its players, with 86% of these posts being of a racist nature, and 8% homophobic or transphobic.

The club, which has 25.2 million followers on Twitter and 40.2 million on Instagram, analysed online activity from September 2019 to February 2021, filtering through abusive posts directed at its players.

Fans of the team were also subject to similar insulting posts, 43% of which were racist, 7% homophobic or transphobic.

The Manchester United report stops short of demanding social media companies be more accountable, but Kick It Out chair Sanjay Bhandari says that such platforms have become a regular vessel for toxic abuse and that the boycott is a symbolic gesture to those with power. We need you to act. We need you to create change, he adds.

A decent chunk of social media will go quiet over the next few days, taking away much of the joy of watching sports for fans that are still unable to attend games in person.

However, the power of such a large-scale protest, not just against the repugnant behaviour of some social users but, crucially, the platforms that continue, indirectly or otherwise, to facilitate it, cant be denied.

As yet, none of the big tech social platforms have made any public acknowledgement of the boycott. How, or perhaps more pointedly if, they react to this weekends blackout remains very much to be seen.

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Brands join football's boycott to protest 'toxic abuse' on social - Marketing Week

How to Conduct a Content Audit and Why You Should – G2

Content audits are a valuable process to help you identify weaknesses and opportunities in your existing library of content assets and your overall content strategy.

For example, a content audit can help you identify content assets that can be improved or repurposed. Conducting content audits also allows you to keep track of your content and relevant content analytics over time and plan and organize your content strategy more effectively.

Following key steps and best practices streamlines the content audit process, making it more efficient while also providing you with clear, actionable insights to inform your content strategy.

A content audit is a process for identifying, organizing, and analyzing your website content. Content audits are used to determine if your content is meeting your business objectives and discover opportunities to leverage content to meet your goals.

A content audit isnt the same as a content inventory, although a content inventory is a crucial step in the content audit process. While a content inventory documents all your existing content assets, a content audit takes it further to uncover content gaps and opportunities for improvement. A content audit helps you plan your content strategy.

A content audit is a strategic process for identifying and evaluating your website content. It involves analyzing your content to identify gaps and opportunities to drive your content and SEO strategy.

There are several reasons to conduct a content audit. You might want to determine if your content is aligned with your audiences needs, for instance. You can also conduct a content audit to eliminate wasteful spending and fine-tune your content marketing or SEO strategy. A content audit also is a good way to identify content assets that you can improve or repurpose to get more traction from your previous efforts.

Through a content audit, you can create an organized view of your content and related content and SEO analytics to monitor your results and track your overall effectiveness or the effectiveness of distinct content assets. A content audit helps you establish a baseline so that you can make continuous improvements to your content marketing or SEO content strategy over time and measure the impact.

Content audits are generally categorized in one of two ways: by the extensiveness of the audit or based on your goals.

A full content audit is the process of taking a complete content asset inventory, organizing your content assets, and analyzing all types of content on your website.

A partial content audit typically focuses on organizing and analyzing a specific type of content, such as blog content, social media content, or content related to a specific niche or topic. A partial content audit may also focus on content created or published during a specific time period, such as in the last six months or in a calendar year.

A content sample organizes and analyzes a selection of example content rather than your full content asset library. This type of content audit can include example assets across all categories and types or, similar to a partial content audit, can focus on a subset of content. The key difference between a partial content audit and a content sample is that even if its focused on a subset of content, only a selection of example assets is evaluated.

Its meant as a less-intensive content audit that can provide some insights into the performance of your content strategy as a whole. If a content sample audit identifies shortcomings, you might progress to a full content audit for more detailed insights.

Content audits can also be described based on your goals. In this case, there are two primary types of content audits: content marketing audits and SEO content audits.

A content marketing audit involves cataloging all existing content assets and related data such as content type, location, word count, page visits, the time visitors spend on-page reading each asset, and social media engagement metrics. This type of audit helps you identify the topics that resonate with your audience so you can dedicate more resources to creating additional assets targeting these preferences.

Screenshot via Alexa

For instance, if your content marketing audit reveals that your audience spends more time reading long-form blog posts than other types of content, you can identify topics that you havent covered in this format and create new assets in the format your audience engages with most.

If your niche is marketing and your audit reveals that content focused on Instagram marketing gets more engagement than other topics, you can allocate resources to creating additional assets focused on Instagram.

You can also allocate resources to improving your existing content assets based on the results of your content marketing audit. For example, if you find that your audience spends more time reading long-form blog posts, you can identify related short-form blog posts that can be combined to create long-form assets or expand your short-form content to create long-form content that provides more value to your audience.

In short, a content marketing audit helps you determine what content topics, types, and lengths your audience engage with most to inform future content efforts. These insights can be combined to fine-tune your content marketing strategy.

Building on the Instagram example above, you might discover that your audience engages with Instagram marketing-related content more than other topics, but they also prefer long-form blog content over short-form posts and more technical content such as white papers. In this case, you can focus on creating more long-form content on Instagram marketing to cater precisely to your audiences preferences.

An SEO content audit involves cataloging not only your content assets but their associated keywords, where each post ranks in the search engine results pages (SERPs) for target keywords, backlinks, bounce rate, time spent on page, traffic sources, conversions, and other SEO metrics.

There are dozens of metrics you could gather and monitor for an SEO content audit, so the set of metrics you focus on may vary depending on your specific goals. For instance, if youre aiming to build backlinks, you might primarily focus on metrics like traffic sources and existing backlinks.

An SEO content audit helps you determine where to make changes to improve rankings for target keywords. Your audit may reveal that youre not ranking in the first five pages of the SERPs for one of your brands primary target keywords, allowing you to identify content gaps and allocate resources to creating new assets (or improving existing assets) to better target those target keywords.

If your audit reveals that you have existing assets targeting those keywords but those assets have few backlinks, you might decide to improve those existing assets and conduct an outreach campaign to build more backlinks to those content assets.

In some cases, you might find that a certain type of content asset ranks better than other content types, so you can repurpose existing content or create new assets in that format to improve your brands visibility in the SERPs.

For the purposes of an initial SEO content audit, its helpful to gather as much data as you can, as your goals may change over time. While building backlinks might be your main focus today, next year you might be focusing on improving conversions. Youll thank yourself later for taking the time to document all the essential SEO metrics about your content assets so you can compare your data against this comprehensive baseline in the future.

There are several steps involved in conducting a content audit. While some of these steps are time-consuming, conducting a content audit isnt difficult when youre armed with the right tools.

The first step in conducting a content audit is to catalog your existing content assets by locating and documenting every piece of content. Basically, youre creating an inventory of your content. Gathering this information in a spreadsheet is one of the most commonly used methods, and a spreadsheet can prove useful later in the process as well.

If you dont want to reinvent the wheel, there are content audit templates you can use or customize to facilitate the cataloging process. There are also a number of tools that can help you find URLs for all your content quickly. These tools, such as Screaming Frog and URL Profiler, are especially useful if you have many assets to catalog.

Now that you have a list of content assets and their associated URLs, its time to start documenting other important data about each asset. If youre conducting a content marketing audit, youll want to document information such as:

If youre conducting an SEO content audit, youll probably want to include all the details outlined above as well as additional metrics such as:

Given the number of data points you can potentially gather for each content asset, its easy to see why this is often the most time-consuming step in the process. While the data points you collect depend on the goals of your audit, as mentioned above, the more data you collect now, the more comprehensive your baseline to monitor your progress over time.

If youre using a spreadsheet to gather your data, consider adding columns to document your decisions about each asset (such as whether to keep, discard, or update each asset), set dates to revisit an asset, or designate a team member responsible for taking the next action for each asset.

Youre armed with loads of data about every one of your content assets, and now comes the fun part: analyzing your content. At this stage, you want to assess the data for each asset and compare your assets to derive some insights you can act on.

Determine whether you want to keep, update, improve, expand, or discard each asset. You can create a column for this status in your spreadsheet with a drop-down menu to select a designation.

Consider discarding content assets focused on topics that arent central to your business and arent getting much engagement or converting. Data-focused assets that are a few years old or otherwise may contain outdated data should be designated for an update, while assets that focus on topics central to your business but arent ranking for your target keywords should be designated for expansion or improvement.

Decide what assets can be repurposed into different formats. For instance, if you have a long-form post that contains many statistics and data points, you can repurpose that content as an infographic.

You can also designate assets to combine, such as multiple shorter assets related to a central topic that you can combine to create a single larger asset. One thing to consider is combining multiple assets that target the same focus keyword into a single, comprehensive asset, which can be more likely to rank for your focus keyword compared to several less-valuable assets that target the same term.

If you have a set of assets focused on various aspects of a broader central topic, you have whats known as a topic cluster. Designate those assets for improvement and make a note to ensure that those assets all link to each other. If you have many such cases, you might want to consider creating a specific designation for interlinking topic clusters in your spreadsheet. Its also helpful to have a column to note which topic cluster each asset belongs to if you have multiple clusters.

In this step, youll also want to identify information gaps in your content. It may be helpful to conduct a competitive analysis here to discover any content topics that your competitors are covering (and getting results from, based on the available data) that your existing content doesnt address or doesnt address thoroughly.

Look for top-performing topics that generate significant engagement for your competitors that youre not targeting well with your existing content, and identify assets to improve, expand, or repurpose that can help to fill those gaps. Identifying content gaps will also be helpful in the next step.

After deciding what to do with each asset next, you can take a deeper look at your data to inform your content strategy. If you conducted a competitive analysis to identify content gaps in the last step, you can leverage those insights to develop a plan for building new content assets that fill those gaps.

Youll also want to analyze factors such as what types of content get the most engagement, tend to rank best, or convert more than others. For instance, if you find that your video content gets more social shares and youre looking to enhance your social media visibility, dedicate more resources to producing video content related to your top-performing topics. If your data reveals that long-form assets produce the most conversions, you can combine lower-performing shorter content and repurpose it as a long-form asset.

Want to build more backlinks? Take a look at the types of content that earn the most backlinks. Then identify the topics that tend to resonate most with your audience, and create new content assets on those topics that format. Conduct an outreach campaign to generate more backlinks and amplify your results.

Want to rank higher in the SERPs? Take a look at the content formats that tend to rank better than others. What did you do differently for your top-ranking assets? Research the SERPs for your target keywords and determine what types of content are ranking on the first page. Use these insights to develop a targeted content strategy to improve your SEO.

There are countless ways to evaluate your content audit data to inform your content strategy. Follow the data, research the SERPs, and analyze your competitors to build an effective content strategy that meets your audiences needs while simultaneously meeting your business objectives.

Now that youve determined the next action for every existing content asset and evaluated your data to inform your content strategy, its time to develop a clear plan of action. Prioritize existing content assets or planned topics so that youre focusing on the highest-priority assets and topics first. To do this, you might add a column to your spreadsheet to designate a priority status for each asset or planned topic.

Once youve determined the priority level for each asset and planned topic, create a timeline and assign team members to each task. You can add columns to your spreadsheet designating the team member responsible for handling each task and another column for due dates.

Set goals for your content strategy and develop a schedule. For instance, you might want to create one new content asset and two repurposed assets each week. Youll also want to task team members with removing your lowest-performing assets and combining or repurposing other content, creating new assets in specific formats that perform best, new assets on higher-performing topics, or new content assets to address information gaps.

Create a plan of action for each asset with defined steps, such as:

While content audits can be time-consuming, there are a variety of tools at your disposal that can help streamline various steps in the process. Spreadsheets are one of the most commonly used tools to document your content assets and related data.

Screenshot via Screaming Frog

If you have multiple team members gathering data, Google Sheets is particularly useful as multiple people can add data to a shared spreadsheet at the same time. There are many spreadsheet templates for content audits that you can use or customize to meet your needs, whether youre using Excel or Google Sheets.

An alternative to the spreadsheet method is to use a complete content audit tool, such as the My Site Audit plugin, which is a good option if you have a WordPress website. There are also tools that can automatically gather all your content URLs, such as Screaming Frog and URL Profiler.

Youll also want to leverage a website or content analytics tool such as Google Analytics or Semrush for on-page and on-site data such as bounce rate, time spent on page. If you have goals configured in your Google Analytics account, you can even use it for conversion data. SEO analytics tools are helpful for gathering data on search rankings and backlink analysis.

Third-party SEO scoring tools, such as the Rank Math WordPress plugin, provide a third-party SEO score to aid your content analysis. These types of scoring tools are useful if youre focused on the SEO value of your content and want an objective, quantifiable method for assessing and comparing the SEO value of your content assets.

Finally, social media analytics tools provide useful insights such as engagement, social shares, and comments. Many leading social media platforms offer built-in analytics tools for business accounts, and there also are many third-party social media analytics tools that offer analytics across multiple social networks.

There are many free content audit templates available. Often, these are customizable spreadsheet templates that you can modify to suit your needs by adding or removing columns to reflect the data that you need to focus on.

We've created an easy-to-use content audit template to help you get started:

If you want to create your own content audit template, heres a more comprehensive list of columns you might want to include:

For an SEO content audit, you might also want to include the following columns:

Content audits involve collecting and analyzing data about your content assets. It can be a time-consuming process, depending on the tools you leverage at each step in the process, but its not difficult when you follow the steps outlined above.

A content audit can help you make continuous improvements to your content, stay ahead of the competition, increase engagement, and rank higher in the SERPs for your target keywords. Content audits are a powerful tool for fine-tuning your content marketing and SEO strategies for better results.

Read this article:
How to Conduct a Content Audit and Why You Should - G2