Connor BrookeContent is the lifeblood of all marketing activities in the web 2.0 world. Content marketing has become a potent tool for all businesses. Both a large organization and a solopreneur need to employ content marketing to engage their audience and keep the sales funnel full.
Keeping this content flow of engaging content is not easy. Limited resources and tight budgets require us to generate maximum value for our readers, and most of us focus on giving information that is easy, relevant, and timely. However, these essential attributes of information are dynamic and change over time.
What is a Content Audit?
Like other auditing processes, a content audit is a process that evaluates the content you have published and analyses this content to check if it still fits your business goals.
A content audit can include analyses at different levels. The most basic analysis will give you a report on the content you have. For example, if you provide software development services, you might want to concentrate on current innovation in development processes and talk about how you do things. A simple content inventory analysis will tell you what areas you have covered in your business blog and how much content you have on each area.
A more detailed analysis can go into checking if each post adheres to specified templates and is the author following a consistent writing style. Similarly, a technical analysis will focus more on SEO and other errors such as link not found and page response time.
Why do a Content Audit?
Multiple forces impact a business, but for content marketers, technology and human behavior are some of the most important factors. Apart from these, many businesses evolve or venture into different areas over time.
Creating good content to attract the right audience is time consuming. At the same time, putting that content online on time is equally essential to stay ahead of the competition. In this race to keep the content up-to-date businesses often lose track of what they are putting online. An annual or biannual content audit can keep your blog focused and relevant. The focus on specific subjects also helps your website rank up in the search results and you get maximum eyeballs for your efforts.
How to do a Content Audit
In a typical content audit, you first take an inventory of your blog content. Once you have this information, the second step involves scrubbing or weeding out content that is not relevant anymore. This analysis will also help you find out if you can reuse or repurpose the content for your audience. Now that you have an updated view of your content, you need to analyze the gaps between what you want or what you need for your business goals and the content that you have. Based on this information, you can then create a content plan for the next six months or year that will focus on your business goals.
Content audit is an essential part of your content marketing plan to keep your content easy to understand, relevant, and timely for your website readers. Do you conduct such reviews regularly for your blog?
This article was written for Business 2 Community by Connor Brooke.
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Dude,
What’s content scrubbing?