Since the inception of digital marketing, companies are on a relentless quest to expand their business demolishing Geographic boundaries.
Several types of processes for digital marketing are prevailing there among which content marketing is probably the most effective and easy to all.
If you have a clear idea regarding content and its role in digital marketing, then you’ve already realized that extreme pressure of competition that makes mandatory for organizations to think out of the box and act effectively.
What is a content audit?
A content audit can be defined as the process of systematic reviewing process of all the contents present on your site.
Through this process, you become able to measure your optimization process concerning fulfillment of your desired goals and objectives.
Implemented correctly, a content audit helps you to sort out any gaps in your content that will help you to further improve your content according to consumer needs.
This will allow you to nurture your content and digital marketing strategy that will help to provide products and services to the targeted audiences.
A content audit can be defined as,
“A process of systematically reviewing all the content you have on your site. This process allows you to look closely at your optimization efforts to see how well you are meeting your business objectives.”
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Why perform a content audit?
There was a time when a representation of content was enough to fulfill the purpose of marketing products or services.
As audiences have become more and more exposed to high standard user interface, their expectations are sky-high.
In addition, companies are already competing for a space in their industries, thereby making rivalry ever-high among them.
In this scenario, to withstand the crowd of companies and in order to rise above the canopy of prevailing companies, you need to put more effort. Performing a content audit is one better solution.
No matter how rich and appropriate your content is, no visitor is going to notice your content unless you put extra efforts through a content management system (CMS).
On direct comparison, a visitor will often overlook your “good quality” content when presented together with a well-represented content of lesser quality.
However, several other factors demand content management and fulfillment of those criteria will increase chances for referral by a search engine against a particular search result.
Successive steps to perform a content audit
A content audit helps you to improve the standard of your content through inclusion of infographics, videos and additional information.
A touch of elegance not only ensures quality content but also helps to full-fill the criteria for search engine optimization.
In this post, we are going to visualize three successive steps that will guide you to develop an effective strategy to meet desired goals for your business.
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List all your content in a spreadsheet
The first and foremost of all steps, you need to find all of your content either manually or using a crawling tool summarized below:
When you have a handful of content URLs on your website then you can collect them manually and list them in a spreadsheet.
The simplest way of all is to log in into your WordPress dashboard and then follow “posts>all posts” followed by clicking on each of the contents separately to collect the URLs.
Once you have collected all of the URLs, arrange them on an excel page or Google spreadsheet. While listing your content, just make sure that there is sufficient space left for other relevant details to add.
On contrary, if there are more than countable URLs, then you may take assistance from tools such as screaming frog or URL profiler.
These tools will identify all the URLs on your website and collect them.
In addition, these tools also help you to collect other SEO data point that will further help you in content auditing.
Spreadsheets are extensively used for most of the audits while organizing all the data, where there is another way that is as effective as Excel.
You can use WordPress content audit plugin that will allow you to create a content inventory and you can edit them directly in the WordPress screen.
Organize and tag your content
Once you are done with collecting URLs of all contents on your website you can further proceed to categorize your content and include a brief description and stats of few parameters mentioned along with.
You can create a content title manually or using Screaming Frog.
Length of the title
Again, you can also avail it from Screaming Frog where your title should consist of no more than 55-60 characters. It can affect your click-through rate (CTR).
In this section, mention the topic of each page.
Ranking for main keyword
If you have targeted any major keyword, then keep track of its ranking at the moment.
Major keyword search volume
It is the method that will foster your SEO strategy afterward. Any keyword research tool such as Google AdWords can be utilized to sort out the most relevant keywords.
Monthly average organic search traffic
You can obtain it from Google Analytics. Go to “Behavior”, pick the page and add the secondary “source” dimension where you can avail traffic data beside Google.
Monthly average overall traffic
It’s also similar to the process mentioned above. In this case, you need to pick a page and look for at least three months followed by calculating an average.
As the name implies, meta description is a brief account of the topic which potentially affects CTR.
If your traffic is unreasonably low then you can edit your meta description which again can be done using Screaming Frog.
Number of backlinks
Backlinks also play a major role in search engine optimization. Link database tools such as Majestic or Ahrefs will help you to avail of the number of backlinks to your every page.
Although, while developing above mentioned list of parameters you might face difficulties and the task may look tiresome, but at the end of the day, they will empower you to have all the information in a single sheet.
Analyze your content
In order to obtain substantial results out of your content after processing content audits, a set of recommendation processes is integral part of an audit.
In this step of content analysis, certain parameters such as market trends, performance of your blog posts, their length and quality, ability to increase conversion rate are measured.
In this process of gap analysis, you will be able to detect whether any of the following criteria have been fulfilled or not,
- Sort out the contents that need inclusion of additional information
- Get an idea of contents that you have forgotten to include
- See the contents performing well and also seek the under-performing ones.
Once completed, you can determine the requisite action form the aftermath of the entire audit process. This will manifest you with both quantitative and qualitative data concerning your content status.
Develop a new content strategy
The final step before implementation of your newly modified content in action, it will mitigate all the competencies detected so far.
Loads of manual work and careful consideration is prerequisite. The following steps will help you to develop a new strategy for your content
- First of all, create an “action” column that will be designated to classify the status of your content. You can add labels such as
- “leave”, as the post is performing well and do not require any further improvements
- “create”, a content label requisite to be fulfilled
- “merge”, when there are multiple contents for the same topic
- “improve”, in times when your content is under-performing and need further modifications.
- The second step is to add further column aside action column where all contents are ranked depending on the necessity of improvements. You can arrange big gaps on top where smaller ones are placed after the major ones based on their priority.
Now, since your sheet is filled out, resolve all the problems according to their priorities and eventually implement it in your desired marketing strategy.
Incorporate it in your content marketing strategy
An effective content strategy will become effective only when you incorporate it into your content marketing strategy appropriately.
This indicates a content audit to be one part of your bigger plan for digital marketing services.
Once implemented, go through your content several times that will allow you to fix any loopholes in your content and thus further strengthen it.
Through an effective content analysis, you will become able to assess whether your content is able to nurture the leads in times of decision step of your buyer’s journey or not.
In addition, you also will become aware whether your content fits your web structure or it needs adjustments, so that it will guide you to make necessary adjustments.
Audit the Content-Final Words
In the end, it can be concluded that content audit is one integral part of content management system through which you can elevate the quality and acceptability of your content.
An audit can effectively transform your content into top-notch material that is compatible with both consumer demand as well as effective in search result optimization.
There may be thousands of contents available on the web, where a handful of them ranks among the top tier of search index.
If your content is well managed appropriate and up to the mark, then Google or any other search engine will put your content ahead of the best ones.
This acts as a feedback loop where more the number of visitors, more chances for you to cherish by organic traffic.
The more your content becomes visible to visitors, better the chances for them to transform into potential consumers.