When was the last time you did a content audit? And you may also be asking what the heck is a content audit! Well, my friend, read on to learn more about why it’s important and why you should do it sooner rather than later.
What is a content audit?
A content audit is simply looking through your existing content and making sure it’s still relevant for your current audience and offerings. It’s super important to do if you have rebranded (like we are currently doing), changed your clientele or services you offer. The content on your site is indexed by Google, so you want it to be relevant to your business NOW.
It involves looking at ALL the content on your website and assessing it’s priorities to your current and future marketing strategies.
How often should I do it?
Now pick your mouth up off the floor. 🙂 It doesn’t have to be a super overwhelming task. This is something you can always hire out or simply follow the steps below for a the audit. Doing the audit annually will give you big insights into your blog and content marketing strategy. (Speaking of content marketing – Forbes released a great article about why it’s important for next year).
Why is it important?
Content audits are important because most people create/write content, post it, then don’t do anything else with it. It could become stale, outdated, or irrelevant to your brand – not to mention the links could be broken or wrong. These are all important and crucial things to look for with your content regularly.
Here are a few reasons you may conduct an audit:
- Content Marketing – It’s always good to make sure you have a content strategy in place each year. There is no need to be pumping out new content all the time. There are simple ways you can repurpose what you have, but you have to have a strategy to do it effectively.
- SEO – if you have recently changed your focus (like us – read on to find out more about this), then it’s important to update the keywords in your posts or archive irrelevant ones.
Some questions to ask during your audit:
- Which content is performing best? You can see this from your analytics, numbers of comments, shares, likes, etc.
- What topics do your readers seem to connect with the most?
- Which posts no longer serve your audience?
We recently went through all the content on our website because we are moving away from being identified as a Virtual Assistant Agency and focusing on presenting ourselves as a Content Management Agency. Because I have blogged for years about VA’s, there was a lot of content that needed to be archived or have the verbiage updated just a little bit so it was indexed for Content Marketing. Yes, it took some time, but it was also super important for the brand to not be found for Virtual Assistant services.
While we were conducting the audit, it actually gave us some good ideas for our marketing strategy for next year. I was able to find some blog posts that I could easily update and repurpose to match our new strategy.
How do you do it?
Now the fun stuff. How you actually do the content audit. This is a basic overview of how it could be done (and how we did ours).
- Create a spreadsheet of all your content. You can simply export this from your website. You will need:
- Type of content (article, blog post, landing page, infographic, etc.)
- General topic
- Call to action
- Posting date
- Add a column to the spreadsheet for the action you want to take on that blog
- Leave as is
- Is still relevant and has a lot of traction
- Update and Improve
- High impressions, but low conversions
- Combine with other posts if too short or isn’t meaty enough
- Use as cornerstone content
- No longer relevant to your brand or culture
- Leave as is
- You may also want to add additional columns for easy data reviewing
- Suggestions: social shares, comments, page views, and conversion data
- Analyze the data and fill in the action. There is no easy way to do this, except go through each line individually.
- Are they still relevant to your brand?
- What posts were the most popular?
- What do I need to re-rewrite or re-promote?
- Do you need to update your call to action or links in the posts?
- Search for specific keywords in the blog posts
- For us, we wanted to be found for Content related keywords and not Virtual Assistant.
- Note action for these posts on the spreadsheet you created
- Update the status of the posts we no longer wanted to be displayed on the website
- We changed those to “private”, so the content was still there, just not on our site at the moment.
- Delete any categories or tags that are no longer relevant to your brand or culture
Yes, this is probably super time consuming, but it’s also super important to your brand. The good news is though, you don’t have to do this all yourself! You can hire someone to collect the data for you, then you can do the analyzing and updating (or hire that out too!).