When was the last time you went through your content repository? If your answer is long ago, or even never, it may be time to consider performing a content audit.
Sure, it definitely doesn’t sound like fun, especially if you have a great amount of content waiting for you, but doing this can help make significant improvements to your website.
What is a content audit?
Content audits are an essential part of a successful content strategy. This helps to clarify what content you currently have along with your current content’s strengths and weaknesses.
You will be able to see what content is performing best, what needs to be updated or changed, and what needs to be removed altogether.
It involves analyzing all of your content and optimizing it to develop even better strategies.
Everyone is trying to grow, so it is easy to just focus on pushing out new content. However, time spent evaluating and analyzing is just as important.
It can be a time consuming task, but it doesn’t need to be difficult. Consider these simple steps to understand the process and help it run smoothly for you.
Collect all of your content in one place
For this, you may want to use a spreadsheet to organize all of the information and avoid any confusion. There may be different needs for each website, but you should at least include the page name, URL, and any important comments to your list.
You may also want to include:
- Content type
- Author of the content
- Publish date
This is just naming a few options, but be sure to add any other information that you think is necessary.
Choose a starting point.
Pick somewhere to start that makes sense for you. Record all of the information needed for the page (and any sub-pages), and keep going in an organized fashion.
Finding a process that flows well and keeps the momentum going is an important factor of the simplicity of the content audit.
Keep going strong.
Continue moving through all of the content you want to review. It is important to be thorough so that you receive the best results and can plan ahead accordingly.
Pay special attention checking for any outdated information and broken or missing links.
What comes next?
You might notice that it may be tempting to just let the information sit. After all, you just put in so much effort to do the audit in the first place. If you let it sit too long though, it may all go to waste as it nears the next time to perform this task. Try to move to the next step soon after finishing the audit.
Once all of your content has been looked into and recorded, the next step is to analyze and evaluate it to make decisions for the future. You may be doing this on your own, but if you work with a team, brainstorming and creating ideas together will help even more.
You can then move on to update your content strategy accordingly.
There are multiple different options of what you can do after your content audit based on your evaluation and plan. This is what makes the hard work worth it.
It is time to put your plan into action.
- Look through your results and focus on your most important content first. Then, keep moving on to less important aspects as you go.
- Identify which issues need your immediate attention and what can wait. For future fixes, you can simply make a note on your spreadsheet with the content in question.
- Explore ways to repurpose old content, saving some time and the effort of having to create all brand new content. Some examples of this would be creating infographics from slideshows or videos, creating graphics from blog posts that can be shared in multiple places, or turning a blog post into a video or webinar.
- Of course, there is always a need to create brand new content as well. After your audit, you should be able to see a clear path of where to go with creating this new content.
Overall, the depth that you go with your content audit and what you take from it will differ for each person or team, but it is still always an essential process and a great first step to evaluating and updating your strategy.
Though it may be time consuming, following this guide will help to make the process simpler and less intimidating. Consider taking time for your own content audit regularly, and focus on making the very most from your content marketing efforts.