Does your business track its content marketing? Do you know what of your content marketing is working, and what of it you can (and should) do away with?
In our digital age, content marketing isn’t going anywhere. It’s only getting more important.
You need to know where your business is at, so you clean up your content marketing act and improve business.
Sounds like it’s time for a content audit. We’re here to walk you through.
What’s a content audit?
A content audit is a qualitative analysis of your content marketing across all your content marketing channels. The goal is to find out if your content is relevant to your customers and your organization’s goals, and if it’s driving engagement and business for your brand.
A content audit is key to your content strategy. And without a content strategy, you can’t market your content effectively.
So, you’re looking at where you are, where you need to go, and why.
We know, it sounds super drab, even scary – like homework or an exam. In some ways, it is a tedious and long-winded process.
And staring straight at your weakness is never easy. But you want to grow, don’t you? Keep reading…
How do I know if my business needs a content audit?
You’re not meeting your leads and sales goals.
This could be because your content strategy is not in line with your sales strategy.
Your content won’t always (maybe it’ll hardly ever) be the hard sell. But it still needs to deliver sales-ready leads to your sales team.
Maybe you’re getting lots of traffic, but not enough leads. No dice.
Your blog needs to target the right audience and convince them to convert. Is your blog targeting the people your sales team is selling to?
No one is reading your blog, not even your subscribers.
That’s a big red flag. Sort out why these people subscribed to your blog. What did they think they were subscribing to, and how can you deliver content that’s more in line with their hopes and expectations?
That’s without abandoning your own sales agenda, of course.
But, candidly, if your subscribers aren’t reading your blog, sales aren’t as good as they could be.
Your company isn’t all on the same page about what your company’s value is.
Look over all your content. Does management speak about the company similarly across divisions? Do the more junior members of your company feel empowered to tell the story of your business’s value?
If you’re all on different pages, that’ll come across in your content, and it’ll be less engaging (even confusing) for your audience.
If you can’t get clear about your value, why should they buy from you?
How do I conduct a content audit for my business?
First, build a content inventory in a spreadsheet – that’s everything in one place, and with room to track all you’ll discover throughout the audit.
Then, ask yourself these questions. Answer them honestly and completely.
What kind of content do you share, and what is your content about?
Take stock of what you’re sharing online and in print. Get all the content areas and topics down in the spreadsheet. What patterns emerge?
Are you sharing by text, image, video, and so on? Are you using all the content types at your disposal, and is one working better than another?
Is your content accurate? Is it current? Is it regular?
Have you updated your website copy recently? Are there old and outdated pages serving up misinformation?
You’ll either be revising or removing everything that isn’t topical and true.
Are you a thought leader in your industry?
Are you keeping up your blog? Why not? How can you make it a priority?
Do you need to bring on a marketing specialist to help you manage a steady flow of useful posts?
Is your content displayed professionally? Is it laid out logically?
Your content is only as good as it looks, and as sensibly as it’s organized and discovered.
Content should dictate form. And, at the same time, you don’t have your content right until the form it takes makes the most possible sense, too.
You don’t want to send your audience on an unintended treasure hunt. If they can’t find what they came for after a couple clicks, they’re not likely to stick around.
If your headline advertises one thing but the copy says another, you’re misleading them and not giving them much reason to stick around.
Is your content all of a unified brand voice?
You don’t want your content to seem like it’s coming from all different businesses; you want it to seem like it’s coming from your business. You. You want your content voice to be so strong, and clear, and unique that your company and audience would recognize it anywhere.
Is your content serving your customers? Is your content serving your business?
All content must serve your business goals and your customers’ needs – and that’s a delicate balance to strike.
Are the calls to action clear or are they overwhelming?
Are your customers finding your content and consuming it?
What keywords are driving people to your site?
Which of your web pages are most popular, and are they pages that you want to be most popular? Are the people who land on your site taking the desired actions?
Can you tell what kind of content your users prefer? How can you make more content like that – that is, content they’ll be willing (even eager) to consume?
Does your content serve your search engine optimization?
Search engine optimization (SEO) is incredibly important to the health of your business. If you’re not optimizing your visibility in search engines, you’re not doing content marketing right, and you’re not reaching enough people.
What content can you do without? What content is missing?
Trim the fat. Cut the parts that no one is consuming and using.
Surely, you’re missing content opportunities. It’s nearly impossible to think up everything, even when you’re in a better habit of keeping atop your content strategy.
Take time to brainstorm all the potential you’ve been missing. Take time to dream of all your content can (and should) be.
A content audit is a lot of work.
And if you’re going to take proper action on your audit findings, you’re probably going to have even more work once you’re through the audit.
But your post-audit work will be focused and useful in a way your pre-audit work wasn’t quite. And that renewed feeling of purpose can make all the difference as you carry a heavy load.
Pro-tip #1: Prioritize the work coming off the audit.
What is most pressing? What needs to be done first? And what follows?
Pro-tip #2: Once you’ve done this audit, come up with a system for staying on top of your content marketing regularly – so the next audit won’t be quite so daunting.
Stay on top of larger market trends in content marketing, too. These should be part of the routine work that comes out of the audit.
Let us help.
We’re here to help you make and share better content.