A content audit can help you make sure you're maximizing the potential of your website and the content you've already created. But what is a content audit?
Performing an audit of your content involves taking inventory of the content you've created and how it's performing, allowing you to see:
Taking a closer look at your content can help you drive better content marketing results by helping you develop new content ideas, pinpoint strategic updates you can make to your existing content, and identify improvements you can make to achieve the specific goals you have for your content strategy.
Influence & Co.'s marketing team performed a content audit and discovered that one of our blog posts from 2014, "How to Pitch Your Content to Editors: 5 Elements of an Effective Email," had been performing well a couple of years ago, but over time, keyword rankings began to decline, and organic traffic was going down as a result. Also, even when visitors did land on that blog post, they weren't clicking on calls to action, and they weren't sticking around to engage with our other blog content.
For starters, we noticed that we had three similar blog posts that covered the same topic, so instead of splitting traffic across those separate pages, we consolidated the content into one blog post and redirected the other URLs to the updated one. We also added links to other relevant content, added more relevant keywords throughout, optimized the calls to action to be more eye-catching and direct, and added more timely information.
These changes led to some exciting results. Between Feb. 2, 2021, and July 2, 2021, this blog post:
If our team hadn't performed a content audit and identified updating this blog post as an opportunity to achieve higher conversions and better SEO positioning, we wouldn't have seen those exciting results.
If you're looking to uncover opportunities to improve your content marketing strategy's effectiveness, a content audit could be the answer. To help you understand what you should be looking at, check out this content audit checklist that outlines three essential components of a content audit:
Before you can make changes, you have to take a step back and review what content you have at your disposal and how it's performing. Make note of the following content marketing metrics for your existing content in terms of website performance, keyword rankings, and other website details:
Do you need a way to track and store your content marketing metrics so you can measure results over time?
Next, it's time to analyze the data you collected in the first step to determine how current on-site content and website pages are performing. Take a look at all the information you just compiled and ask yourself these three questions:
Finally, it's time to compare how your website stacks up against the competition. Look at your top competitors' websites and ask yourself:
I'm a content-obsessed word person with a passion for finding the coziest coffee shop in town. By day, I'm the content marketing manager at Intero Digital's Content & PR Division. In my downtime, you can find me hanging out with my husband and son, reading a book, sipping a latte, drawing, hand lettering, or watching "The Office" for the zillionth time.