Content Marketing Blog mint

Content Marketing Blog

Why A Content Audit is NOT a Bonus; It's Absolutely Essential!

Here's How to Perform a Content Audit

Search engine algorithms have continually adapted since the start of the internet. What worked on your website a few years ago may not have the same intensity today. Conversely, some pieces of content may be popular and revisited by customers. Many website owners get busy creating new content while forgetting about the past. Good SEO isn’t only about keywords and titles. It’s about the customer experience. That includes what is already on your site. An annual content audit gives you insights into what’s working and what’s not, in your content marketing strategy.

What Is a Content Audit?

 A content audit is simply a comprehensive review of the material on your site. It’s an in-depth look at how well the material is serving your audience and fulfilling your marketing goals. This lets you improve your content strategy to get the best results. An audit of your digital content enables you to put your efforts and money toward what is successful and do away with redundancies that fail to contribute to your overall business objectives.

Steps Involved in a Content Audit

A content audit can be as broad as you want, based on your resources and goals.

  1. Create a spreadsheet with data about each piece of content. An Excel spreadsheet works well, but there are some tools that can crawl your site to avoid having to manually enter each data point. Include:
    • URL
    • Author
    • Title
    • Date
    • Type of content 
    • Word content
    • Shares, likes, comments, etc.
    • Data points that you want to monitor, conversion data, bounce rates, etc.
  2. Analyze each page. Give each page a letter grade, A, B, C, D and F, much like teachers do. The A and B pages are the ones that get a lot of engagement and convert readers into sales. The C and D pages may need improvement, but still have positive interactions. Give pages that don’t convert or have any engagement, an F – stands for “filter out”!
  3. Look for trends and patterns in the pages you scored. Use that information to make changes to your site.
    • Pages that scored A & B should be evaluated to make sure information is up-to-date. Keep those pages and emulate them in your future content creation efforts.
    • Pages that scored C & D may need to be updated to make the content more user-friendly.
    • Pages that scored an F may need to be removed to make place for better content.

Use the Information to Drive Your Future Content

A content audit offers many benefits. It gives you insights into your customer’s behavior to help you create content that converts into sales. Cleaning up pages that don’t perform well can improve your site’s SEO ranking. You may see gaps in your content that informs your marketing strategy. For example, if your content is being read, but you’re not converting customers into sales, your readers may not be your target customers. If your content isn’t being read, then you may not even be reaching interested customers. When you understand what’s happening with your content, you can take the right steps to update your content plan.

Need help with content management? MintCopy’s team of SEO writers can help you boost your digital marketing strategy to reach consumers and search engines for higher rankings. Our content agency has a team that can help you move forward with a digital marketing plan to make your brand stand out.

Use our online form to get in touch. You can also follow us on Facebook LinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources

Share


Recent Posts

Sheetal Pinto - 8/5/2021 06:00

Why are you creating content? In addition to education and entertainment, content can increase brand awareness, generate leads, and establish credibility. But at its core, marketing content has the responsibility to deliver a return on investment (ROI) in the form of sales. Whether you have a brick-and-mortar location or an e-commerce store, your marketing dollars need to convert to real income. One way to find success with your content strategy is to think about your customer’s journey.

Sheetal Pinto - 7/29/2021 06:00

Something we hear quite often from clients is, “We have a creative team, so we can write our own content”. The confidence and enthusiasm are wonderful to see. But here’s what makes content creation so challenging. You can put a lot of effort and creativity into your content, but without audience engagement, it’s like cooking up a storm worthy of a banquet without any guests. The true measure of successful content isn’t what you put into it, but what your audience does with it.

Sheetal Pinto - 7/22/2021 06:00

According to eMarketer, Google Home is the most popular smart speaker in Canada, with Amazon Echo right behind. It’s estimated that almost 20% of the population used smart speakers in 2020. Even more important, voice technology is on the rise, as Media in Canada reports. Over 88% of Canadians are using voice search. If your business isn’t addressing voice search in your SEO content, you could be missing out.

Sheetal Pinto - 7/15/2021 06:00

Imagine yourself in a real-life social situation. Will you stand around and talk to others in the room even if they aren’t listening or seem bored and disinterested? Umm, awkward. It’s no different in the online world, but many of us don’t realize it. If your Facebook posts are talking but nobody is listening, your social content is not doing a very good job.

Sheetal Pinto - 7/8/2021 06:00

What if there was a way to position your brand as authoritative? What if your content could provide social proof? What if you could show your customers how successful you are at helping other customers? The winning solution in your content strategy is case studies. You can accomplish 3 key content marketing goals with case studies—build credibility, generate interest, and encourage conversion.
Case studies capture stories of how your brand solved a problem for a real person or business. A case study lets you paint a picture through words to make your business shine. Your customers’ success stories are just waiting to be told. A case study is a valuable content piece in which readers can see themselves getting results.   

Sheetal Pinto - 6/24/2021 06:00

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Sheetal Pinto - 6/17/2021 06:00

Small business owners wear a lot of hats. As an expert multitasker, you’ve probably learned that there are times when you can manage two or three things at once. Then, there are those jobs that need your full focus. We are thinking, bookkeeping, inventory, and content editing and proofreading. If you’re involved in both creating and posting content, wearing both hats at the same time can cause confusion in the final output. With years of experience creating content for a range of industries, here are proven tips from our SEO copywriters for editing content and then proofreading content; because they aren’t the same thing.  

Sheetal Pinto - 6/10/2021 00:00

In the lean, mean structure of smaller businesses, in-house copywriters often don’t specialize in copywriting. It’s just one of many hats they wear as part of their overall duties. Creating high quality digital content isn’t easy. Consumer behaviours change, Google’s algorithms change, search trends change, and all of this means content must adapt. Copywriters who work on their writing skills and keep up with the user experience will be more effective. Here are four tips from great novelists that can take your content writing to the next level.

Sheetal Pinto - 6/3/2021 13:19

Thirty years ago, we were using desktop-based PCs with dial up connections. Today, smartphones fit in the palm of our hands, allowing us to be connected from literally anywhere in the world. Wearables go a step further; you just strap a smartwatch on to your wrist and it packs a punch. People consume content differently, too. Instead of reading long documents, most people skim content for quick answers. Your content strategy must keep up with your audience. Using pillar pages and cluster posts to organize content is an efficient approach that benefits your readers and your SEO rankings. And oh, your writers will thank you profusely, too!

Sheetal Pinto - 5/27/2021 06:00

You are an expert in your field, which gives you a lot of credibility and authority when creating content for your business. You don’t have to be a copywriter to share your story. You simply have to know how to tell it to your reader. Here are some of our best tips to help you create high-quality website content.