If you want to achieve your content marketing goals, the first thing that you need to pay attention to is creating fresh and quality content and keeping a regular check on older content writing services.
It is seen in practice that once content is produced, it is buried in history and is rarely visited and redistributed. This article teaches how to develop a content audit strategy with a 5-step guide. It is preferable to hire the top content audit services to refine and clean your content, or you can also hire an in-house content team to get this important task done for you.
What Is a Content Audit?
A content audit is a comprehensive process that includes collecting and analyzing assets of a website, such as web pages and blog posts. A regular content audit ensures that the ‘Inventory’ of the website is up to date. Hence, the audit includes actions such as creating, updating, re-writing, or deleting content on the website.
The final goal is to identify strengths and weaknesses in your content strategy and content development. Hence, adapt these loopholes and plan your content audit strategy accordingly.
Content Audit Aims
A regular content audit is essential for any website for a better user experience, increased traffic, and SEO-friendliness. Furthermore, it lets you identify the gaps in the content plan and suggests to you the required actions that need to be taken during the content audit strategy.
Some of the key aims and goals that you need to keep in mind before conducting content audit services are discussed below:
- The first and foremost objective of a content audit strategy is to spot those areas of your website that are not fully optimized yet, from the perspective of Search Engine Rankings. For example, if you have started the practice of adding smartly-curated meta descriptions to your website, but it wasn’t always the case. Then a content audit strategy can help you identify pages with low-quality meta descriptions or no MD at all.
- Another major objective of a website owner is to provide visitors with a good user experience. Hence, websites can create a good user experience due to an effective content audit strategy.
- Content audit services also help you implement new SEO techniques in older content. This acts as a yardstick to optimize the content with the latest SEO updates. For example, you realized later that adding keywords in your blog content’s title and meta description will rank you higher in SERPs. A thorough content audit will help you apply these to the content posted earlier.
- Keeping a regular content audit check will give your readers a healthy overall experience. For instance, during the content audit, you identified that the content contains a broken link that could create potential hurdles in driving traffic to your website.
What are the Benefits of Content Audit?
An effective content audit strategy makes your content up-to-date with the latest Google updates regarding SEO. Hence, improving the chances to rank higher in SERPs. Another major advantage of a content audit is that it makes the website easy to navigate and hassle-free for your visitors. Consequently, creating a better customer experience.
In addition to that, a powerful content audit strategy provides you with the following benefits:
- Using content audit tools like Google Analytics can provide you with data-driven insights, helping you to make decisions based on this data. Hence, enhancing the performance of your website and a better user experience.
- Suppose the numbers on a particular webpage are lower than expected. The audit content helps you identify areas that need to be updated or re-written.
- Identify those metrics that work best to make specific web pages perform better.
- Provides you with deep insights into your visitors’ likes and dislikes.
- It becomes easier to maintain content when you know what you are offering.
To ensure that your website’s content is relevant and valuable, take out an adequate amount of time to carve a content audit strategy and conduct it regularly. However, you can search for a content audit services provider company if it sounds very technical.
How to Run a Content Audit
1. Jot Down Your Goals
This is the first and one of the most important steps of the content audit strategy. Think of the goals you want to achieve and create your strategy accordingly. When you have clarity of goals in your mind, it becomes easy to categorize your audit content strategy.
Ultimately, an effective content audit strategy identifies the engaging content that suits your audience. One goal to base your strategy could be to optimize your web pages that need SEO optimization. Alternatively, you can also identify the best-performing content for your website and use that content on the home page or email newsletter.
Keeping in mind your company’s goals will ensure that your content audit is fruitful for bookkeeping and updating your strategy with enhanced approaches. When you are done identifying your goals, the next step is to collect your content.
2. Gather the Backlog of Your Content
In this step of the Content Audit Strategy, you have to decide what type of content you will audit. The main types of web pages that usually need content audit are blog posts, product descriptions, publications, and multimedia. First, decide this and then collect web pages of that content category.
One way to achieve this is to create a list of URLs in a spreadsheet of the content category you have chosen to audit. If you have a small website, you can do this manually. For larger websites, there are tools like SEMrush and HubSpot that help you create a sitemap. A sitemap is a file that contains all the information about web pages on your website. It can be easily made online for free.
3. Categorize Your Content
After receiving your content, the next step is to categorize it in a spreadsheet based on the author(s), content type, publish date, and content format. Some online tools can do it for you, but you can also do it yourself. The content categories keep you organized to make sure your content audit strategy meets your needs.
Think of categories that are valuable to know from various pieces of content. For example, if you are auditing blog posts, important information would be the date of publication or update, the type of content, the author, and metadata (Such as the title and description).
Another crucial category is metrics. Many online tools will contain them in the audit, but Google Analytics can also draw data for you. Metrics can deliver more information for your analysis after that.
At this stage, your spreadsheet should include URLs of your content pages, categories, metadata (if included), and metrics data.
4. Conduct a Data Analysis
Now, is the time to critically examine your data. This step will give you a good measure of the state of your content. You need to consider the following points when analyzing your data:
- Content that’s not performing well — Which pieces of content are not getting the numbers you want?
- Content that should be produced — What content your audience is interested in, that you have not covered yet?
- Older content — If you have outdated content, can it be upgraded or reworked to maintain optimization?
- Home run content — Content that has performed very well.
On the basis of this analysis, organize them in a spreadsheet. A good way to do this is to assign different colors to different categories so that you have an idea of which category takes up the largest area of your overall content library.
5. Draw Up an Action Plan
In this final step of the content audit strategy, you clean up your audit. Based on the analysis carried out yet, you know what to focus on. Think about what posts to delete, re-write, update, or re-structure.
The website content audit strategy is very important to achieve content objectives. A lot of digital brands do not realize the importance of content audit services and catch troubles for themselves later in the form of failed objectives.
This article highlighted the importance of having a sound content audit strategy, to get the most out of your content. Using this five-step guide you can design the strategy for your brand or you can also hire a content audit company to get this done for you.