Conducting a content audit is an important tool for assessing the quality of your existing content, evaluating performance and uncovering content gaps that need filled to more effectively engage your target audiences. This process is imperative to an effective content strategy and content marketing framework.
While content audits require considerable research, it’s important for all companies to perform them regularly to gauge whether more content is necessary or if existing content needs updating. The insights you gain and improvements you achieve through a content audit make the upfront investments of time and resources well worth the effort.
Key Steps for Conducting a Content Audit
We take a systematic approach to auditing your brand’s content. The steps we take include, but are not limited to:
- Compile an Inventory of Content: The first step in conducting an audit is to compile a full inventory of every piece of content on your website and throughout your business. This includes website landing pages, sales sheets, PR materials like press releases and contributed articles, as well as whitepapers, blog posts, ads and any other pieces of content you developed for your company. This stage is a quantitative assessment of your site’s content in an Excel sheet or Word document. Over the years, companies accrue vast amounts of content, which makes it important to keep this document organized by page title and URL, so it’s easier to understand and reference the different content you have. It’s beneficial to use headings, subheads and page indicators to further structure your data. On this document, you should create columns to indicate the type of content it is (e.g. landing page, press release, PDF, sales sheet, e-newsletter, etc.) and include multimedia content like images, webinars, podcasts and video. You should add other important details such as related practice area or the target audience.
- Assess the Quality of Your Content: The second part of a content audit is qualitative and should rank the value of your content. When completing this section, it can be helpful to assign a letter or number grade that indicates the level of quality. We call this a “content quality score.” To determine your quality score, ask yourself: Who does this content appeal to? What is it about? Which key business areas or expertise does this highlight? Which corporate messaging does this content support? Are there calls to action in the content? What stage of the marketing funnel does this content apply to?
- Determine the Timeliness of Content: You should also evaluate whether your content is up-to-date or stale. Some content is evergreen and can live on your site and be useful to your target audience for an indefinite amount of time. However, other content may need updating to stay relevant with changing market conditions, company changes, product updates or launches, and other factors.
By auditing your content, you can determine whether it is accurate, consistent, written in an appropriate tone and relevant to customers. You can also ensure you optimize your existing content for search engines amidst the many waves of Google updates.
Next Steps for Executing a Content Audit
Before executing an audit, we learn more about your organization, overarching company goals and marketing objectives. We tailor our content audits to your unique business requirements. There may be other areas you’d like to assess when conducting an audit to enhance your content strategies. We work with you to determine your specific needs and develop a tailored content solution to meet your goals.