If a restaurant has kinks in the system, you get your food cold, late, or just plain wrong. If those kinks don't get worked out, customers walk out the door.
How is your system doing for content marketing and production?
Are people working with each other? Front-of-house and back-of-house?
Are there open lines of communication? Is someone coordinating?
Does the equipment work? Do you clean up the grease?
Are you serving content that's fresh, hot, and delicious?
Or are you mixing up orders?
Unlike a restaurant, you can't visibly see developers getting upset or frustrated with your content. You aren't literally there with them in-person ("How is the meal so far?"). If you're lucky, they might leave a comment.
But more often than that, they just leave and go eat somewhere else.
To address this, do what a good restaurant does. Watch the customers coming in, their experience, and whether they run out the door or how often they complain to the waitstaff about what you're serving.
The signals your content kitchen might not be in order:
- High bounce rate
- Low-to-no CTA clickthrough rate
- Missing link campaign tags
- Broken links
- Unable to track leads in CRM
- Code snippets that don't work
- Low engagement
- Negative sentiment
If you don't want to monitor those signals, you might be able to hire Gordon Ramsay to go undercover and yell at you.
Have a lovely day,
Kamran
PS. I'm currently doing a "friction audit" for my current client – but unlike Gordon, I'm not mean about it. I give them a prioritized list of issues, and I build something real-world to get them actionable feedback. I don't just cover content either, I also take a look at their open source repositories, docs, and social.
