content audit

Have You Audited Your Content Lately?

The one thing you know that is absolutely vital for your company’s online presence is the need for great content. You have your website all laid out, you feel like you are writing top quality content all the time, but you might be lacking in social shares, decent Google ranks, and leads. Why is this? What can you do about it?

The best way to learn what is wrong with your content and what you need to do is audit it. This is great because you get to see your entire website outlined in an orderly manner and see what you need to do to improve your site and bring in more clients. I am going to look at what a content audit is, why you need it, and the two ways to do one!

First: What is a Content Audit?

Content auditing is something you may hear thrown around when you read content marketing sites, but you might not know what the writers mean. Just what is a content audit? How does one do an audit? Is it really that important? These questions are completely valid!

It is, in simple terms, a chance to look at your website to find anything that is missing, overdone, or broken. This is vital because you need to make sure your site is always working well in order to get the best results from Google. It gives you the chance to combine all of your existing content into a master list and look over it. How does this help? It gives you the chance to make sure your website is operating with the best quality out there because, we all know, high-quality content is key when it comes to copywriting. Remember, this is different from a content inventory. An inventory focuses on the amount of content and pages whereas the audit will focus on the quality existing content.

3 Top Reasons Why You Need an Audit

The main reason you need to use a content audit is to make sure you have the highest quality content possible. As I already stated, high-quality content is vital to have for your website. First of all, it helps you rank higher on Google and can bring in more people. Secondly, after it brings in people from the search engine, it helps retain them. No one wants to read poor quality material. By focusing on quality content, you will gain and maintain clients by making a content audit important to your strategy. Let’s look at a few more reasons why you need an audit.

  1. It Solves the Problem of an Uninterested Audience. Having buyer personas at the ready can help you when it comes to doing a content audit. This can help you see which parts of your audience will be more engaged with your content and which aren’t. If you have one persona that is only about 10% of your audience and another that is 60%, you want to make sure your content reaches out to the higher percentage the most. Of course you want to reach the 10%, but if you only have content for them, you’re missing out on a huge chunk of audience reach. A content audit can help you see this and improve your strategy.
  1. You Can Increase Social Shares. Since a content audit focuses on quality, you will be able to see which areas need improvement. This will not only help with your website but can also increase your social shares. People don’t want to share low-quality work, which means you need to know the quality of your existing content.
  1. Checking Out the Competition. Yes, a content audit of your own website can get very tedious, but you won’t have to stay there forever. You can even do an audit of your competition to see what they’re doing right and wrong. Researching your competition can help you improve your strategy by either gaining inspiration or learning which mistakes to stay away from.

Two Ways To Do Your Content Audit

Now that you know what a content audit is and why it is important, you are most likely wondering just how you can do one. Here are two ways you can do a content audit:

  1. DIY: Create a Spreadsheet and Use Google Analytics. A content audit is something you can do yourself. It is important to know that it will take a significant chunk of time so you will need to be sure to set aside enough. You can create a spreadsheet, use Google Analytics, and go over each page in detail to make sure everything is going smoothly. QuickSprout offers an incredible guide to help people do their own content audit by explaining how to set up the spreadsheet, using Google Analytics, and which details you need to look at.
  1. Hire a Content Auditing Service. While a DIY solution seems to be the easiest or the choice that saves the most money up front, it can be overwhelming. Many people don’t have the training necessary for a content audit and can miss important things, or take much longer than it really should. The best way to ensure you get the most out of a content audit is to hire a service that has trained professionals. While this will be money out of your pocket, you will notice that the professional audit can help you find pages that need to be improved. When this happens, you will be able to bring in more revenue than ever.

Audit Your Content for Incredible Results

Now that you know the importance of a content audit, now is the time to begin. Take a look at your schedule and carve out some time to look at what you’ll need for your content audit. If you need help, don’t be afraid to ask! Professional content auditors can help you get the best results and give you the guide to improving your content. No matter what, a content audit is your key to a successful webpage.

Photo credit: BernardaSv / iStock

 

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