Audit Strategy

If you’ve read our previous blog post about the Analytic Page Content Audit, it’s time to dig deeper. This time, we’ll focus on your website’s content audit, which is a time-consuming and difficult process, especially if you have tens or hundreds of pages to go through.

But first, let’s define what a content audit is. Essentially, we’re talking about a process that involves the analysis and assessment of all content on your site (graphic, written, etc.). The objective is to discover both weaknesses and strengths of your content strategy and use those results to improve the platform’s marketing goals.

In this blog post, we’ll walk you through the steps of conducting a page content audit and help you understand why this process is critical for your website’s success.

Benefits of a Website Content Audit

Before we dive into the specifics of a webpage content audit, let’s go through some of the vital benefits this process will bring. If done right, this endeavour will improve your platform in various ways, including:

  • Specifying problems in your content — You’ll get to fix broken links, improve the site’s usability, and correct performance issues.
  • Spotting different options to re-purpose the existing content — You will be able to use the existing content for various purposes without starting from scratch.
  • Identifying content gaps — You’ll get a chance to add any missing information your clients are seeking.
  • Assessing the overall content quality — You’ll determine whether you have high-quality content or not.
  • Improving the website’s information structure — If your content is not accessible, it won’t matter whether it’s top quality or not. That’s why you’ll get to reorganize it or create a new, more coherent entity during the website content audit process.

The Most Popular Page Content Audit Methods

Even if your website has just a couple of pages, choosing the right way to perform a page content audit is essential.

Also, this process shouldn’t be a solo effort. Make sure you team up with a couple of people who can help you out — give each one a specific responsibility and decide the best approach to the page content audit.

If you need assistance, below are the two most common methods used in website content audits.

By Webpage

The most common way of going through this process is giving every person on the team a certain number of pages to analyze and audit. They need to ensure that the pages’ content value corresponds with the persona you’ve previously created. For more details, visit the “Persona Development” article.

By Task

Draft a list of tasks and assign a team member to each one. For example, you’ll have one person looking into analytics, another one checking links, etc. The last person should be in charge of deciding which content you’ll keep, update, or discard.

Create a specific plan and add a deadline for finishing all tasks. Use a spreadsheet to collect all the data and have a clear overview of each person’s progress and responsibilities. Here’s an idea of what you should put into the spreadsheet:

  • Date of the audit
  • Working title of the content
  • Page title (H1)
  • URL
  • Meta description
  • Keywords
  • Category
  • Person
  • Content purpose
  • Audience takeaway
  • Call to action
  • Associated assets or downloads
  • Status: timely/evergreen/needs an update
  • Traffic
  • Social popularity
  • Owner or author
  • Publish date
  • Progress notes

Having all the data in one place will help you organize and complete tasks more efficiently. Based on your website and its pages, you can choose between the two ways. After all, you know best what your platform requires.

Step-by-Step Guide to Conducting Content Audit

After choosing which way to go, you can devise a specific plan and move on with the audit. No matter if you’re new at this or not, the step-by-step guide you’re about to see will surely come in handy. If you do content audits annually, this can serve as a great reminder of what you need to focus on. Let’s get started.

1. Define the Objectives and Metrics

Given that the process is lengthy and requires a lot of focus, having clearly defined goals can be of great help. Some of the objectives you should concentrate on are:

  • Improving the SEO results
  • Boosting audience engagement
  • Enhancing the conversion rate

 

After outlining the goals, you can start devising a plan that would help you achieve them. Match your intentions to content metrics (SEO, user behaviour, engagement, and sales metrics), and analyze them. The results will show you what content you need to improve to make your website more accessible and attractive to potential clients.

2.  Create an Inventory of the Website’s Content

Before you jump into the entire audit process, decide which pages you want to work on. Depending on the content type, you can opt for auditing landing pages, graphic content, blog posts, educational material, etc.

This process can include collecting the URLs and cataloguing the content. For this step, you can also create a spreadsheet with the relevant information — content format, the number of words, date of publication, modifications, etc.

3.  Gather and Analyze Data

This step is the longest and most demanding. As we’ve previously mentioned, you can use a spreadsheet where you will enter all the data manually, or you can use the available tools that would utilize the data based on your goals and metrics and speed up the process.

Once you’ve collected the data, you can start assessing the content and deciding what you want to keep, update, or discard. It’s an essential step in content audit, as it helps you improve the site’s accessibility and make it more customer-oriented.

4. Devise an Action Plan

After the content assessment, you can start prioritizing your actions for every URL you’ve audited. Once you’ve carefully reviewed all the pages, you’ll know what each of them needs. At this moment, you’ll have to decide if you want to:

  • Re-purpose the content
  • Rewrite it
  • Expand it
  • Refresh it
  • Update the links
  • Add images, videos, and tables
  • Improve internal and external linking

5. Modify Your Content Marketing Strategy

It’s easy to get lost in such a time-consuming process. However, it’s critical to keep your long-term marketing strategy in mind when doing the audit. Once you’ve gathered all the data, you can determine what works in your favour and use it to steer the action plan in the right direction.

Remember that marketing trends are constantly changing, and the strategy you’ve been using in the past year might not be as effective now. That’s why it’s essential to perform a content audit at least once a year. Moreover, if your website’s goals have changed, you should adapt the strategy accordingly.

Bottom Line

As you can see, a content audit isn’t something you can do occasionally. This process can heavily affect the website’s performance and influence your company’s success, so you should use it whenever necessary.

Having all this information will allow you to make educated marketing decisions that will help your business grow. Plus, you’ll get to cut your losses and increase your profit. But, keep in mind that a universal solution or plan of action doesn’t exist — you may need to adjust it based on your platform’s needs and goals.

 

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