By: Lori Smith
So, what is a content audit anyway?
A content audit is the qualitative analysis of your website’s content.
Simply put, it’s a process where you assess all your content assets
and determine the success and relevance of each piece of content to
your business goals.
Whether or not you agree that content is king when it comes to your
business’ success, many marketing experts do agree that it’s one of
the most important things you need to do right.
If you have amassed a lot of content on your website, which is not
hard to do, with no way of tracking it, then you probably should start
considering a content audit.
Content audits can take a month or more depending on the amount
of content to be analyzed. It takes a lot of time and patience to perform
an audit that is thorough enough to provide the exact info needed to
make valid decisions about your content.
There’s no such thing as a quick audit. That would be like trying to
figure out why your house’s foundation is failing by looking at the
your business. If your content and marketing are random, inconsistent
or haphazard, then you’ll end up doing nothing but spinning your
Why You Should Perform A Content Audit
If you don’t know what content you have, or how it’s performing, you
can’t improve it. If you can’t improve it, then you can’t achieve your
goals or move your business forward.
So, what exactly are the reasons you should even consider performing
a content audit?
Provides Brand Clarity
One of the most basic reasons you should conduct a content audit is
the fact that it’s a super helpful tool for managing your website and
governing content. The information collected in an audit provides
insight into what’s working and what isn’t. It will help you make
No matter your blog or business’ niche, to build a successful content
marketing strategy, you need to know who you’re targeting and the
outcome you want to achieve. If you don’t have an end purpose, then
no amount of work you put into a content audit will result in better
that fulfills your goals.
I know it’s tempting when you have many different interests to put
everything but the kitchen sink on your site. The problem with this
strategy is, it’s NOT a strategy. If the content you produce serves no
purpose but to satisfy your own interests, then you don’t have a
business. You simply have a creative outlet for your writing.
Content that is not useful to your target audience will do little to grow
your business. As much as you may think your audience wants to read
about your grandma’s 90th birthday party, the hard truth is, they
don’t. Unless that is, your blog is about your grandma.
It doesn’t mean, however, you can’t experiment and try some different
things. You just need to make sure whatever content you produce
relates in some way to your niche, and is still in alignment with your
Organizes Site Content
The content you produce and publish is a direct reflection of your
brand. To maintain sustainable content, you have to make sure it
provides real value to your audience.
A content audit can help you better organize your content and
website. It will help you determine what pages you can save, which
ones you might want to get rid of, and which ones would be better served
combined with another page.
A site-wide audit will help you create a more intuitive site, and give
you a roadmap that will keep your site organized and consistent.
Tweaking your site’s navigation with more focused content will make
your website more user-friendly. Which in turn, can help improve
bounce rate and increase subscribers.
A thorough content audit will help to identify the weaknesses in your
website’s SEO. It will reveal what keywords are performing best. You
can compare the data collected to each page’s current ranking which
will help you determine what changes need to be made to improve
your organic reach.
Many bloggers are convinced that more content equals better search
results. But, this isn’t necessarily true because if the content you’re
producing is of no real value, you could actually be decreasing your
Search engine algorithms are based, on many different factors, but
one thing they keeping emphasizing is that you need to be creating
high-quality content. If you’re not, then you could be hurting your
Develops Content Strategy
The way to provide value is with, focused targeted content.
You can use a content audit to standardize the types of content on
your site. It will provide a clear view of what content aligns with your
business goals and what content is useless to achieving those goals.
With a content audit, you’ll discover what areas have gaps when it
comes to your buyer personas and buying stages. You can then
determine what content you need to fill those gaps and is better
targeted, to your ideal client.
A content audit can show you what content you already have and
how it’s performing. If you don’t know the answer to these questions,
While a content audit is not always necessary for everyone, it is a
valuable resource that will provide a more in-depth
understanding of your website and content.
A content audit will provide insight into:
Top performing keywords
Amount of traffic to your blog and individual blog posts
Where your traffic is coming from
Top performing vs. worst performing posts
Identifying gaps in your content
It’s not the most fun task to perform in your business, but it only
needs to be done once a month, and it’s worth every bit of your time.
Have you done a content audit? I’d love to hear your thoughts.