5th January 2022
Making time to explore the impact of your content with a digital content audit in the new year can provide you with valuable insights into the effectiveness of your existing content marketing strategy.
A digital content audit can feel like a mammoth task, especially if you’ve had a busy December. But an audit can also deliver valuable insights and opportunities for your content marketing, that you won’t want to miss in the New Year. Taking the time to review your website content in relation to your strategy can lead to smarter content, preventing you from wasting resources or failing to drive engagement in the best way and starting the new year off right!
Running a business is a fast-paced game, and all too often we create content, put it out into the world and then never think of it again. But returning to our content to review the output and assess future strategies every now and then is not only good practice but essential to your digital content strategy. Revisiting your content is a sure way of making sure your brand’s online presence stays fresh and impactful, something Google is always looking for.
So, what exactly is a content audit, and how can you perform one effectively for your business? Let’s take a look.
What is a digital content audit?
A content audit involves looking at all of the content on your website, and that means all of it. Webpages, blog posts, infographics, email content and more should all be assessed to see where their strengths and weaknesses lie, in order to inform your future marketing activities.
Content auditing is a qualitative assessment and any evaluations should be based on KPIs (Key Performance Indicators) that you select beforehand.
A content audit is designed to help you answer key questions about your content, including finding out which content is performing best, which topics your audience most connects with, and which posts or themes have overstayed their welcome. This will give you an idea of where to focus your future content marketing efforts, highlighting potential changes that could improve your reach and engagement in the long run.
What can a digital content audit achieve?
It might be hard work, but the rewards from a well-executed content audit can be huge. Content auditing can:
- Pinpoint what has performed the best
- Identify ways to improve your organic search performance
- Highlight any gaps in the content you’ve provided
- Determine which topics are most popular with your audience
- Locate pages with high impressions but low conversions
- Identify pages to be consolidated due to overlapping content
- Remove content that no longer reflects your business or culture
- Create ideas for future content pieces
- Help you stand out as thought leaders
How to perform a content audit
Because a content audit can feel like a huge task, it’s important to break it down into smaller, more manageable steps.
1. Keep it fresh.
The first of these is identifying the content that is no longer fresh or relevant. Google loves fresh content that is up to date with the most recent information, advice and sources, so it’s important to take action against content decay. With just a little bit of effort on your part, you can easily update good but old content to make it relevant to today’s audiences.
2. Find the outliers.
Next, look at those pages which are performing well, but not as well as they could be. These pages may be in striking distance of page one on Google, but falling just short. It won’t take much work to update this content to get just a few position increases, but the rewards of jumping from page two to page one of the search results can be huge.
3. Update your content.
Once you’ve identified the best content to update, it’s time to update it. This can take on several different forms, from rewriting the introduction and conclusion to deleting or reworking any obviously weak areas.
Start by simply replacing outdated images, examples, case studies and stats, and replacing them with new ones. Any outbound links should be to reputable, recent sources too. Then you can focus on the writing quality. Casting a fresh pair of eyes over a piece of writing you haven’t read in a while can help you refine it all the more effectively.
As a Newcastle based digital agency, ROAR Digital Marketing specialise in offering transparent marketing services with tangible results. So, if you’re looking for specialist help with your marketing audits we can provide a digital marketing audit
Get in touch with our team today by sending us a message!