Enhance your Content Marketing Strategy with the Right Content Audit Tips

Content Audit is a big word in itself and heavy enough to strike fear in the hearts of even the most brilliant and experienced bloggers and marketers. It is no less than a torture of boredom and is often the stuff of nightmares.

But then again, it is so crucial that you just can’t let go of it.

A content audit is capable of delivering big insights into your website’s content and blog marketing strategy that enhances its reputation to a great extent.

Often it happens that something is posted by us, but we tend to never have a look at it again. Now after a few years it becomes stale, irrelevant and out-dated, and nothing out-dated is able to survive in today’s world of internet, where the audience keeps getting enchanted towards new and trendy stuff. So, it is good to make it a practice to look back at our content constantly as this will ensure that everything you deliver is appealing and fresh, just as it was on the day it was released to the world.

What is Content Audit?

Despite being the backbone of an effective website, often it happens that the content gets ignored and fails to get the required attention. Hence, to keep your content in control you must carry out an audit periodically.

Content Audit is all about taking a look at the entire content out there on your website. Next step is to assess its relative strengths and weaknesses so that your future marketing activities can be analyzed.

You must not confuse this process with a content inventory, as that is a different part. This qualitative evaluation and assessment is based on the KPIs (Key Performance Indicators) that are selected and conceptualized on the basis of different assets. Despite a content inventory being a part of the audit process, the audit holds a much bigger perspective.

How often does a Content Audit need to be performed?

Executing a content audit is not a once-in-a-lifetime task; it requires to be scheduled on a regular basis. Like, how frequently you carry out one depends on how big your website is. However, you must not wait till your website turns unwieldy to perform an audit. Often a content audit occurs when a new website development is done; however, often the process is delayed, and the reason could be more than a few. For example, when the content is shifted from the old site to the new one, which is a case of one good chance lost.

Hence, as you create a new website, it is the best opportunity to revamp your content, so better not let go of it. Besides, you can also carry out an audit when a new content strategy is developed. In case your old content is not aligned with your new strategy, then it may weaken the efforts you made to improve it.

How to Audit your content?

Well, to be honest, there is no correct measure to execute a content audit; however, these below-mentioned steps will be helpful if you are performing it for the first time.

  • So, in the beginning, set your standards. This way you will have a clear focus on your vision that you would have for the content. It is advised to perform a competitive analysis as this would be helpful in benchmarking your content.
  • Collect a list of entire pages and also include the orphaned ones, if any, which are not there in the site structure or on any of the microsites. In case you fail to get them from your CMS, try finding a technical expert for your assistance, like a web developer or maybe an SEO professional.
  • In order to analyse the metric, place your entire page URLs into a spread sheet with columns.
  • There should be columns next to each page for actions, like keep as it is, redirect, archive, repurpose, and others. Create an archive of pages which are out-dated but contain useful information for people. Content that is still required but needs improvement can be redesigned. Duplicate pages or the ones with negligible traffic must be redirected to a single destination that is relevant to the topic being covered. You can get an SEO professional on board to seek advice on the best approach you must take.
  • A column needs to be included for notes that can be referred to later on. Besides, mention details explaining your actions, in case that is not obvious or clear. Brief notes can be written as well for reminding what you need to address as the page is repurposed.
  • A low, medium and high priority must be assigned to each page, as this way you can gather the information about the pages that require the utmost attention. Other than this, you can try a color coding system as well.

As the audit is done, you are now left with a list of pages supporting your content marketing strategy with a clear objective. Your site structure must have a home page for all your key pages and must offer support all along the customer journey.

Next is the time to focus on the actions associated with each page and working on the content gaps, if there are any.

Right person to perform Content Audit

A writer is the best person to carry out an actual content audit as they are knowledgeable about assessing the quality of copy on each page and ensure that it is up-to-the-mark with your editorial standards. With the help of your writers, you can repurpose pages as well as create new pages if you come across any content gaps.

The writers involved in content analyzing must be familiar with your editorial standards. Besides, provide them the right help from subject matter experts like web or mobile app developers or SEO experts. Consulting an expert prior to performing actions, such as deleting pages, is always a good idea. You can also take the help of your writers to understand CMS (Content Management System) and its capabilities.

Besides, it is advised to have a word with stakeholders in your business prior to making a decision on particular pages you need for your website or not.

Ensure that everyone who is a part of content creation, have the required time to perform the actions, be it SEO experts, web designers, developers… basically everyone who is helping to build new pages, source required images, and redirect pages.

Final Note:

Always remember that no collection of content is ever complete, as there are bound to be some gaps, always. Hence, it is vital that a content audit is conducted on a regular basis. Even though it a massive task in itself and leads to some more work, it is immensely impactful in improving the results of your content marketing.

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