I would venture in order to guess that this problem is largely because of the fact that brands focus a lot on new content which they forget to assess what they’ve already published. Fortunately, there are a solution that brands can use to solve this predicament called a content audit.
Performing a content material audit is like breathing new life into your entire content strategy . It helps you assess your existing content, make changes to optimize its functionality, and use it to uncover insights that will drive your future strategy within the right direction. Content audits answer important questions such as:
- Which usually content is performing best? How can I optimize it even more?
- Which content is underperforming? How can I fix it?
- Is there content on my website that is no longer needed or relevant?
- What topics are resonating most with my viewers?
- Where do gaps or even new opportunities exist inside my content?
If your business regularly publishes content but is not seeing results, a articles audit is a good place to start within remedying the problem. Even if you feel your content strategy is successful, a content audit will likely provide a boost and make the future tactics even more effective.
In short: there’s never a bad time to do a content material audit.
On this page, we’ll walk you through the step-by-step process of performing a content audit that will improve your existing content plus drive a future strategy that yields even bigger results.
Let’s get started.
- Content audits optimize the performance of existing content and allow data-informed strategies for new articles.
- Performing a complete content stock is a key first step in any content audit.
- Content audit tools like Screaming Frog, SEMRush, and Google Analytics can automate certain processes, save time, and provide innovative insights.
- Each asset and content category should be graded using a predetermined rating scale.
- No content audit can be complete without a defined action plan that includes periodic progress assessments.
Exactly why brands should perform articles audits
Initial thing’s first: what exactly is a content audit? And exactly why is it important to incorporate them into your strategy?
Content audits are data-driven assessments of all content on your own website. They use qualitative KPIs (key performance indicators) to assist you understand how your content is carrying out. They provide insights that allow you to make informed decisions about existing content and future advertising activities. Most importantly, they make your overall content strategy more deliberate by giving you a holistic view of your entire content library.
This is essential. Why? Because you can seriously grow traffic, leads, and conversions simply by revamping your old content. HubSpot, for instance , increased organic search views on old posts by 106% and doubled the prospective customers they generated with historical optimization alone.
If you never perform articles audits, you’re at serious risk of wasting period, money, and effort producing content that doesn’t help you accomplish any of your larger objectives (like subscriptions, conversions, plus sales).
It’s just not a risk worth taking. Content audits take some time and manpower, but the RETURN ON INVESTMENT they can deliver with the right approach makes them well worth the investment decision.
The complete facts performing a content audit
Like most proper initiatives, an important first phase is to set goals for your content audit. While most manufacturers have common goals regarding performing their audit for example increasing organic traffic , generating brand new ideas for future content, or eliminating outdated articles, your specific priorities will vary depending on your brand and the time of your audit.
For example , if your website is not performing well, your main concern might be to consolidate webpages and eliminate content that’s no longer relevant. If you’re launching a new blog, your priority might be to find out which topics are most important to your audience. If you’ve done several content audits already, you might basically want to continue identifying brand new gaps and opportunities to pursue.
Other targets for your content audit may include:
- Enhance SEO performance
- Increase conversion or subscription rates
- Increase content material shareability
- Enhance SERP rankings for certain subjects
- Refresh existing/evergreen content
- Gain a better grasp of your entire content collection
No matter what, your first step should be to define which goals are relevant for your brand and prioritize all of them before you start. If you don’t set objectives, you’ll be left without way to assess whether your content audit was effective.
Once you know your targets, the next step is to define exactly how you’ll measure them. We typically recommend using the SMART goal method to do this:
Setting targets with clearly defined metrics indicates you’ll stay accountable and also have a more exact measurement of how effective (or not) your content audit was.
Let’s use an example to demonstrate. If the primary goal of my content audit is to generate new ideas with regard to future content, I could transform it into a SMART goal like this:
Original goal: Generate new ideas with regard to future content
SMART goal: Generate ten new blog title ideas under each of our 3 primary topic themes, all to become published over the next 6 months.
Now, I understand what my goal is and exactly how to define whether or not I actually reached it.
Take inventory of your content material
Many times, individuals confuse a content inventory for an actual content review. In reality, taking inventory is simply one part of the audit process, but it is one of the most critical. With no complete picture provided by your content inventory, your content audit cannot be complete.
Getting inventory of your content generally happens in two important steps:
Create a spreadsheet of all content possessions
This means every thing. Webpages, blog articles, ezines, videos , downloadable content (like ebooks or PDFs) — everything belongs in your content audit spreadsheet. You can do this manually, when you have a lot of content, it’s probably worth finding a tool like Screaming Frog that can crawl your website and gather content for you.
Here’s a quick overview on how it works:
Once you’ve got everything collected, place it in one master spreadsheet (I recommend using an Excel Worksheet or Google Sheet) that’s easy to edit so you can include columns during your data analysis.
Categorize your articles
The next step is in order to categorize your content in ways that will be valuable for you during your target audience. For example , if your blog content material is all published under one particular author or no author, a person won’t need to categorize simply by author name. However , in case multiple contributors write for the blog, it’s a good idea to rank that way so you can see in whose content is performing well (or not).
You might also want to categorize by content type (i. electronic. blog content, videos, webpages) or topic so that you can type and analyze each category by their own data points (more on that shortly) and/or compare each category’s performance metrics.
Utilize content audit equipment
Content audit tools enhance your audit by automating steps in the process and using technology to uncover insights that might be impossible (or extremely period consuming) to find manually.
We already protected Screaming Frog, which is helpful for crawling your website and gathering content. Here are three other useful tools I recommend:
SEMRush Content Review Tool
SEMRush’s Content Audit Tool enables you to audit your entire website or even specific sections. It helps you update, merge, or eliminate content as needed, and may be connected to your Google Analytics account.
Search engines Analytics
Google Analytics is free and provides a plethora of information about organic visitors, user demographics, page views and more. If you’re not currently using Google Analytics, I recommend that you start right away.
Here’s an overview on how you can get started:
Website Grader by HubSpot grades your website on many key metrics such as SEARCH ENGINE OPTIMIZATION, mobile optimization, web traffic and much more. It’s a great place to start in assessing how users get around your website or understanding why certain challenges exist.
Here’s a detailed walkthrough of how to use the tool:
Analyze your data
The data points you decide to focus on will depend on just how you’ve prioritized your targets, but as a general content material audit rule, the more information points you can analyze, the better. Data evaluation can seem just like a daunting task, but it is essential to getting real worth from your audit.
Here’s how to make it as simple as possible:
Put in a column in your master spreadsheet for each data point
Every data stage you’re analyzing should obtain its own column on your spreadsheet. Data points you may want to consist of are:
- Date last updated
- Page views
- Average time on page
- Word count
- Social shares
- Content situation (outdated, evergreen, etc)
- Number of images/visuals
- Mobile friendliness
Create a consistent rating system and quality each asset
There’s no one way to try this, but the real key is to remain consistent.
Consider your content categories initial, because you may not rate every category in the same way. Blog posts, for example , may get a high score just for visual content if they consist of 3 or more visuals. Video clips, on the other hand, are the visual articles themselves. They don’t need that score. You may not have the ability to stay consistent across groups but do so when you can plus always rate content within the same category using the exact same metrics.
Common ways to rate content is definitely a 1-5 scale or assigning A-F letter marks. You can set the metrics that determine the grade.
Once you have graded each asset below each relevant category and data point (this requires time and commitment! ), you can find insights in a few ways:
- Typical each asset’s score across its data points to provide it an overall grade
- Typical each category’s score plus compare them (ex: are your blog posts scoring much better than your videos overall? Is one topic earning more visitors than another? Is a particular author performing better than other people? )
- Make individual records and comments when appropriate for each asset so you do not forget things as you make updates
Create your action plan
One simple way to integrate actions planning into your content audit is by assigning a clear action to each resource in your spreadsheet.
- Keep – Can stay as is.
- Remove – Outdated or irrelevant. Needs to be taken out of website.
- Update – Requirements update due to outdated content, poor SEO, or another reason.
In most cases, however , action planning isn’t quite that simple. In addition to determining actions for each asset, it is a good idea for your marketing and management teams to look at the findings of your audit to identify bigger insights and create future methods around them. These methods could include things like:
- Creating more articles of a certain type or in regards to certain topic
- Generating new SEO content material title ideas
- Planning additional research to dive deeper into particular insight
- Adding new activities to your marketing strategy
- Making larger changes to website construction or UX
To gain the most worth from your content audit, it’s necessary to stay accountable well after the initial audit is usually complete. A great first stage is a strategy meeting like the one we covered in the earlier section. It’s also a good option to assign specific team members and deadlines to each action item and plan periodic check-ins to evaluate your progress.
Most important of all is to make content audits a regular part of your content marketing strategy. Google rank factors, SEO standards, and marketing trends evolve over time. Data and statistics modify. An annual content audit ensures your content never grows dull or becomes outdated. Additionally, it enables you to get the highest possible RETURN ON INVESTMENT on your existing content.
Jumpstart your content technique today
Do you realize Marketing Insider Group’s Content Builder Services include a comprehensive content audit? We also have a team of SEARCH ENGINE OPTIMIZATION experts and writers who can deliver you optimized, ready-to-publish content every week for one year (or more! ).
Outsourcing your content creation and auditing can save you time and money while allowing you to focus on what matters most: your primary business. Plan a quick consultation with me to learn more about how MIG can help you achieve your content marketing and advertising goals.