You've probably heard that content audits can help drive revenue and engagement through content. But what is it, exactly? And why do you need one? Where do you start with such a difficult undertaking? Keep reading to learn more.
What Is a Content Audit?
Content audits consist of an in-depth analysis of all of your company's online content. It shows where your content is actually living, how it's performing, and how it relates to thematic gaps. Your website's content is directly related to the success of all your marketing efforts. So it's worth taking a second look at anything that important.
How come?
Adding content to your sites, such as words, images, and videos, is essential to Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
Here's how it works.
SEM. For your ads to be relevant, search engines analyze the words on your landing pages.
SEO. Since Google's recent updates, finding relevant and useful information has never been easier. Today, it's more important than ever before to ensure your content is relevant to the people who find your site. Your content should be educational, informative, persuasive, or entertaining. The higher your search ranking, the more relevant your content is.
Social Media. Besides posts, social media is all about content - from videos to photos or articles people love to share.
Take a step back, and you'll realize how critical content is. You gotta know where yours stands.
While content audits can be overwhelming, I hope this overview can help you get started.
What is covered by a content audit?
Content audits examine your company's search visibility, social media engagement, and on-site content. The goal is to discover what is there, what should be there, and how well everything works together.
A standard content audit might review:
- SEO program
- SEM program
- Social Media
- Blog posts + other content marketing assets
- Multimedia – videos, pod-casts, images
- Website Copy
... plus analyzing the market and providing recommendations.
There are still many businesses that haven't taken this step. Sometimes businesses don't feel they have enough content to take the leap, and it's challenging to know where to start. (Usually, they do.)
If you've been writing for years, an audit of your content is especially beneficial. Those who have been in the business for a long time aren't sure what they've got or if it's still working.
What can a content audit do for you?
With a content audit, you can answer these questions:
What content do I have to work with?
To begin with, an audit gives you an overview of your website's content. By understanding how all the pieces work together, you'll be able to identify what's important.
Does my content strategy have any gaps?
A marketing plan audit will also reveal what's lacking - holes in your strategy and opportunities missed. Do you make the most of all your content? What areas of your website lack content?
What impact does my content have on my marketing?
The content you create for SEO, SEM, and social media must be of very high quality.
How do I stack up to my competition?
Get a peek behind the curtain to observe what your competitors are doing.
Are my customers and prospects getting enough value from my content?
Is it being shared on social media?
Do other sites and blogs link to it?
Is it ranked well in search engines?
Each of these is a key indicator of the value of your content.
Who should do a content audit?
It is a great exercise for businesses with long, complex sales cycles, where content has a greater influence on decision-making. It should, however, get a higher priority in a few cases:
- It's hard for you to pinpoint the reason why your marketing campaigns are underperforming. Your content may be the reason you don't rank well for your selected search terms. There may not be enough information on your website that makes prospects confident about your business and hopeful of making a purchase.
- You want to gain an advantage over your competitors. Content marketing will grow in 2022, but not everyone is on board yet. You can take advantage of this opportunity to improve your position.
- Redesigning your website is on your to-do list. You might as well clean your house while you're remodeling. Repair leaks and tighten rusted joints. I think you get the idea.
- You're rebranding your business. What does it take to be regarded as a leading thinker? Great content is the first step. Have you been thinking about educating consumers about your new mission, message, or products and services? Same here.
What Do You Think? Is It Time for Your Business to Do a Content Audit?
Clearly, the answer to that is a resounding yes. If you've done a content audit before, but it's been a while, you're probably due for another.
The content audit may seem difficult to fit in between all the new content you're feeling pressured to create, but it's the best way to ensure the time you spend on those new pieces isn't wasted. Creating content that you know will perform well based on past data is more valuable than creating something based on guesswork.
If you're concerned that your company doesn't have the resources to conduct a content audit, it may be time to hire outside help. Using an experienced inbound marketing agency can make the process simpler and bring fresh eyes to the table.
