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A content audit is the process of systematically analyzing and assessing all the content on your website. The final objective is to reveal strengths and weaknesses in your content strategy and content development workflow, and adapt your content plan to your current marketing goals.
A content audit is a difficult & time-consuming process, it is important to begin with clear, defined objectives.
The first step is to think about your business goals (e.g. SEO, engagement, conversion, etc). What benefits can you gain from a content audit? What are the results you want to achieve?
Content marketing metrics:
Before creating an inventory of URLs and metrics, it is important to decide what kind of content you are going to review.
You need to start your inventory by collecting all the URLs of pages you want to analyze.
After collecting your URLs, sort them by different criteria, & track it with your team members.
Catalog your content by the following categories:
Examine your content metrics as a whole to gain a clear picture of the state of your site’s content.
Take into account the different stages of the buyer’s journey. Your ‘Awareness’ content may attract more traffic, but have a lower conversion rate. Your ‘Consideration’ content may have less traffic, but generate more leads, and so on.
Assess each piece of content according to your goals, and assign one of the following statuses: Keep/Update/Delete.
Before drawing up an action plan for each URL, refer to the goal(s) you set out in step 1. Each investment in your content plan should align with a goal.
Next, prioritize actions based on how achievable the goals are in line with the effort required.
Add a priority column to your spreadsheet after you’ve weighed up the resources required against the expected results.
Actionable tips to include in your content audit workflow for individual pages:
It is important to keep your long-term marketing strategy in mind. Track your successes & failures & steer your content strategy in different directions to appeal to your target audiences in other ways, adjust assets for better organic reach, & improve conversion rates.
Note what works & expand upon it. Look at your least successful content, & check your competitors' similar successful content to see where & how you could improve.
Reviewing your content marketing strategy is needed at least once a year to ensure your tactics & activities still fit your goals.
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