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360 CONTENT MARKETING AUDIT

What is a Content Audit?

A content audit is a structured review of the effectiveness of different content types, it is a valuable tool used to help you understand the content on your site and how to format and improve them to make it more valuable to your audience and business. There are two basic types of audit;

  1. Quantitative audit- this helps to assess the content you serve, how popular it is and its value to your business
  2. Qualitative audit- this helps to assess users’ perceptions of the quality of the content on your website using surveys and questionnaires.

What is the benefit of a content audit to your business?

  • It serves as a baseline for current content.
  • Priorities can be defined
  • It is useful to your business’s audience/clients

STEPS ON HOW TO CREATE A CONTENT MARKETING AUDIT

STEP 1: MAKE THE CASE

You need to explain the what and why of the content audit, what’s involved and evaluate what content on your website needs to be improved and why.

STEP 2: PRODUCE A CONTENT INVENTORY

This stage involves taking stock of the content on your website and identifying important pages to improve your content. A spreadsheet that captures content information for each website page & URL, depending on the size of your site there are tools that can be used to crawl your site.

STEP 3: INTEGRATE ANALYTICS INTO YOUR CONTENT AUDIT

This will give you insights into the following

  1. Traffic volume for search marketing, social media and email
  2. Unique visit
  3. Page views
  4. Unique page views
  5. Quality measures- this gives an indication of how a visitor has engaged with your website.
  6. Bounce rate
  7. Pages per visit
  8. Conversion rates that led to sale
  9. Written feedback on a page
  10. Scores or star ratings of a content
  11. Value measures – this has to do with the effectiveness and commercial contribution of your content.
  12. Goal value per visit
  13. Revenue per visit
  14. Page value

Grouping your content into types and value is also very important. How do you group your content?

  • Company information (About us and the brand
  • Category pages, product pages, blog pages
  • Basket and checkout pages (if it’s an E-commerce site)
  • Support pages

STEP 4: ACCESS THE QUALITY AND EFFECTIVENESS OF EACH PAGE OF YOUR CONTENT TO UNDERSTAND

  • Is the language on your website clear enough to understand?
  • Is the information on your page accurate and up-to-date?
  • Access whether each page on your website is correct and up-to-date?
  • Is the content on each page useful and valuable to the reader?

There are also various tools you can use to carry out a content audit such as

  • Spreadsheet tools- Google sheet
  • Analytics tools- Google analytics, Adobe analytics
  • SEO audit tools- screaming frog, deep crawl, SEM rush site audit, SEOptimer, SEO crawler
  • General site audit tools- Site beam, Nibbler
  • Social shares- Buzzsumo API, Social count
  • Reading quality – IO, visible thread

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