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

paint.

 

I’m a definite proponent of having, actual result-driven strategies in

your business. If your content and marketing are random, inconsistent

or haphazard, then you’ll end up doing nothing but spinning your 

wheels.

auditing content content audit for brand clarity

 

 

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

decisions about what content needs improvement, or what should be

removed altogether.

 

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

brand clarity, or finding your direction or producing valuable content

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

business goals.

 

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.

 

Improves SEO

 

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

organic visibility.

 

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

ranking.

 

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,

then you can’t begin to develop a result-driven content strategy. 

 

Conclusion

 

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

  • SEO quality  

  • 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.

Comment below.

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