How and Why to Conduct a Channel Audit (and What to Do After That)

The authority on mixternal comms

Publishing to a platform, rather than to individual channels, is the surest way to increase the return on investment (ROI) for your time, effort, and output. A platform consists of the multitude of channels (or outlets) to which you distribute comms content.

• Read: Publish to a Platform, Not Just a Channel (Mister Editorial 🔒)

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To be successful with a multichannel publishing strategy, you must understand all the channels that are available to your team. You should also consider possible channels, so you can think creatively or anticipate resource needs for the future.

• Four obvious channels: Intranet, digital signage, break room poster, LinkedIn

• Four not-so-obvious channels: All-hands meeting, fun Slack channels, YouTube, desktop wallpaper

• Four possible channels: Podcast, the metaverse, snail mail, holograms

Before you cement your content strategy for the year, take a week to conduct a thorough channel audit. The effort will pay off over the next couple of years.

This article:

• Defines a channel audit

• Explains why channel audits are important

• Describes how to conduct a channel audit

• Offers next steps after a channel audit

• Provides elements of a next level channel audit

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What is a channel audit?

Simply put, a channel audit is a reckoning of your current communications strategy. It neatly lists all the ways you share company news and information, as well as audiences, publishing and engagement frequency, ownership, and content types.

• Some channels are more popular than others. An intranet that appears by default when you open a web browser will get a lot more attention (from employees, at least) than the org’s fourth company-branded Twitter handle.

• Some channels are better at conveying information than others. Photo slideshows play better on digital signage and Instagram than in the daily employee newsletter.

• And some channels are outlets you didn’t even realize were channels, such Twitch, chat rooms, and the dead air right before a town hall.

A channel audit should occur each year—channels come and go—ideally before you set the editorial strategy.

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Why Is a Channel Audit Important?

You can’t effectively manage what you haven’t measured.

A channel audit:

• Lets you see whether your team is aligned with the company’s business goals. You may discover that you’re spending too much time on a channel that doesn’t tell the company’s story very well.

  • If too few employees can see digital signage, maybe you should find a better outlet to share important updates.

  • If your new Mastadon channel isn’t gaining followers, should you drop it?

• Helps you understand the strengths of your editorial program. You may see that employees are gobbling up photo essays and media is constantly citing your blog. Great! Lean into the programs that are winning.

• Highlights opportunity gaps. That’s a positive way of saying “shows where you’re missing the mark.”

  • Are you publishing too few times in the buzzing social chat rooms? Maybe take it up a notch there.

  • If too few people are listening to the podcast, repackage the audio, reorganize the programming, or ditch the broadcast altogether.

• Reduces the risk of failing to deliver a message. If you know which channels are getting the most attention, you will be sure to use the outlet next time something consequential comes over the transom.

• Increases the quality of work you’re publishing. When you see what’s working well, you’ll be inspired to put more effort into the content and channel. This will lift your team to new heights in creativity and excellence.

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How Do I Conduct a Channel Audit?