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Conducting an Online and Offline Business Content Audit

Whatever business you are in, sometimes you need some quick wins. It amazes me just how many businesses sit on a goldmine of information which they can re-use, re-purpose and re-develop into brand new, valuable information for clients and prospects. Of course, the amount of information varies, and to a certain extent it depends on how long you’ve been in business, but invariably there will be information available.

To help you think through what you have that could be re-purposed; I’ve come up with a list of items to get you started. I hope you’ll find the details of use and they help provide you with some quick wins to help your business grow.

Let’s look at this as a Business Information Audit and go by business function to see what we can find and re-purpose.


There’s generally loads of information in your files, on your laptop or even dare I say it – on your website that could be re-used.

Leaflets, brochures, direct mail letters, emails, PDFs and more
Take a look around at the wealth of information, bring it all together, in effect complete a content audit and think about what could be re-used, re-purposed, re-invigorated or simply updated. Are there documents that could be broken down into smaller manageable items that could become useful download white papers or e-books on your website? Is there useful information that can be added to your website after review? I defy anyone in marketing not to be able to find something. Of course, all this information could be used for social media updates and blogs too.

Your website
Check out Google Analytics and identify what content is driving traffic to your website. What blogs are people most interested in? What blogs generate enquiries? Consider how you might develop these blogs or look to develop similar content to target other relevant search terms. Check out Google’s Keyword Planner to find more relevant keywords or use an SEO tool like Moz to help find more search terms to target.

Whilst looking at your website, consider that it should be your lead generation hub. Let’s do a quick check:

  • Does your home page say what you do and why you’re different?
  • Does it include client testimonials?
  • Does it include items that visitors could download?
  • Does your website encourage people to provide their contact details?

Your website needs to work for your business and encourage all visitors to your website to either leave their details with you or contact you.


The importance of data and contact information on customers, previous customers and prospects cannot be underestimated. You may have data in various spreadsheets or email systems from activity you’ve undertaken. Consolidate it, segment it and use it to help you generate leads and sales with email marketing. Of course, make sure it’s GDPR compliant.

Case studies
Now, let’s consider the case study. A powerful tool, I’m sure you would agree. So why not re-purpose what you have already. “What?” I hear you say – turn them into press releases, use quotes in your case studies as standalone testimonials, include testimonials on your social media posts and more. Consider every new contract won as a PR/news opportunity, every contract completed as a PR opportunity as well as every project completed successfully as an opportunity to learn and develop benefit statements and solution information for future use.

I don’t think anyone would disagree with this statement; ‘your best advocates are your current customers’, so make sure you get written testimonials from your clients, we encourage clients to add testimonials to our Google My Business listing or Facebook page. And video testimonials are even better. There is really nothing better than a glowing testimonial to move a prospect to a customer.

Sales & Customer Service

Your colleagues in sales and customer service are talking to customers and prospects all day, every day. They really are the eyes and the ears of your company. The information they have and the information you could collate is potentially the most powerful information of all. Seriously, they are so close to customers and prospects that they get firsthand all the questions, queries and glowing comments that your colleagues, team and potential clients would love to hear about.

Customer and prospect questions
OK, here you are in a client meeting or prospect meeting and you are asked a difficult question or an interesting question or maybe even a question you cannot answer immediately. Whatever the question is, note it down and like any good sales or customer service person, you’ll get back to them if you can’t answer it or you’ll answer it there and then.

After your meeting or telephone conversation, stop, think and ask yourself the question – “Would other customers and prospects have the same question?” If the answer is yes, it isn’t just a reply to that customer or prospect that is required, it is the opportunity to include the question in a FAQs section on your website or write a blog that answers the question. And on emails throughout your business, there are likely to be lots of questions colleagues’ answer that never go any further. But of course, now you know their value, that can change, and you could even look back at previous questions you’ve answered to develop some great content for your website or your email newsletter for example.

Proposal & Tender Documents

The wealth of valuable information locked away in your proposals and tender documents will probably make you want to cry!

Seriously though, I have found so much information in my small business to develop lots of content for my website, my blog and my email newsletters. If you’ve been going for a while like me (since 2005), you’ll have loads of information and although some of it may be out of date, a lot will be useful and easily re-purposed.

If you’re a medium-sized or large business, you are bound to have even more.

Start with the recent proposals and tenders that are relevant and on topic. What gems in those proposals can be re-used on your website for a blog post or a web page? There will be plenty, I am sure.

It is a bit of mining exercise but trust me, it will be worth it.

Operations, Delivery & Technical Experts

Knowledge that customers and prospects will love! Depending on the value of the purchase, and specifically if you are a B2B company, you will have several personnel within your customers and prospects which will influence the purchasing decision. Some will be more technical than others; some will hold the purse strings and more. These individuals have different agendas and requirements.

If you can leverage the expertise of your operations, delivery and technical experts and provide information that is valuable at this level, you will almost certainly be able to influence key personnel. Technical white papers offer a good way of supplying this information. However, there is no reason that some blog posts could not be technical in nature and provide a different level of information which will speak to the technical personnel within your customers and prospects. What do you already have? What do your colleagues have which can be repurposed and reused? Take a look and achieve some quick wins through this exercise that help to position you as the authority in your industry.

Yes, even the accountants can help. They hold customer data and previous customer data. And good data is crucial so you might as well look at what you already have as a starter.

Check out the information you hold for each customer, as well as old customers. Make sure you can access this information and use it for marketing purposes. In fact, a database, CRM or even an excel spreadsheet containing details of customers, old customers and prospects is vital to ensuring that you can effectively market to these groups.

Your Clients

A great starting point for most businesses; sell more to your current customers. Keep in regular contact with them; remind them you are there and that you have amazing products or services to offer them.

And in terms of boosting your marketing with what you already have – make sure you ask your current customers for testimonials, case studies and referrals – they are your best advocates! In fact, why not implement a referral scheme?

Your previous clients
Go back to your lapsed or previous customers; these customers may not know what you now have to offer. Keep in contact with them. Re-connecting with previous clients can make perfect business sense and can perhaps surprisingly lead to them becoming a customer again!

Your suppliers
Often overlooked your suppliers can become customers or could refer customers to you. Treat your suppliers well, pay them on time, make them aware of your full range of services and you might be surprised to find they will help you to grow as your growth helps them too.

Once you’ve completed your Business Information Audit, you can then prioritise what information to repurpose based on your business objectives. It’s then about developing a plan of action and getting to work to generate some quick wins for your business.

This blog has come about as a result of reviewing an old e-book that I wrote many years ago which is no longer available on our new website. So, I’m practicing what I’m suggesting you can do.

I hope also that you have found the blog of use.

If you have any comments, queries or questions, please do not hesitate to contact us.

Want to find out how Key Principles can help you grow your business then, simply call us on 0115 880 0211 or email

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