Why You Should Conduct a Content Audit

Content Marketing

Conducting a content auditLauren Manecke, Branded Content & Social Media Strategist

Have you ever taken a deep dive into the content on your website? (And that means all the content!) If not, you need to conduct a content audit, which will help you understand how the content on your site is performing and if it’s helping your business.

Use these steps to create your content audit:

1. Know what you’re looking for

You can’t perform a well-executed content audit if you don’t know what you’re looking for. Before you begin, make a list of all the content on your site. This may seem like a tedious task, but it will help you see exactly what’s there or what may be missing. To compile your list, we recommend putting the content into a spreadsheet.

*Tip: Use Google Analytics to help create a list of all the pages on your site.

Collect this information for each page on your site:

  • URL
  • Navigation title
  • Heading
  • Target keywords
  • Page visits

2. Create columns

On your spreadsheet, list the main pages of your site across the top of the page. Down the side, list the URL, navigation title, heading, and other page categories. Then enter the information from each page in the grid. Your content will be easier to sort through when it’s organized like this.

3. Analyze

It’s important to analyze the data once it’s sorted out. This can be as simple as (cue groan!) creating another column on your spreadsheet and labeling the pages: Keep, Update or Remove. By looking at your content audit, you’ll be able to pick up on what’s working for your site and what isn’t.

4. Apply

Now that you have analyzed the data, it’s time to put it to use. Designate team members to go through the spreadsheet and look at why you are keeping, or removing, certain pages. Write down your key takeaways. Apply the things that are working to your next post, or to other pages that weren’t doing as well.

A content audit that is well-executed will benefit your marketing strategy. To find out more in-depth details, head to Why You Need to Conduct a Full Content Audit for Successful Content Marketing.

  1. content marketing
  2. editorial content
  3. marketing strategy
  4. mobile marketing

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