While constantly creating new content and distributing it onto all of your channels is an important aspect of marketing, have you ever thought about what’s happening to your old content? The last thing you want is for your audience to find something on your website and the information to be completely inaccurate because it hasn’t been updated. With a simple content audit however, you can fix the problems of your website being outdated.
What is Content Auditing
So, what exactly is a content audit? A content audit is an analysis of all of the content on your website. You receive feedback about what is working, and what needs some updating. It helps to determine whether your content is still relevant or not, to decide how to go about your future marketing strategies. It gives you some insight on what your audience connects with most. Also, what things you should take off of your site or what to add to it.
Why is Content Auditing Useful?
Content auditing is an essential part of marketing for many reasons, but two primary reasons, SEO and content marketing. For SEO, it will assist in finding any weak spots that you may have. It categorizes different keywords, word counts, optimized images, and other elements that are associated with the information on your site. Then, by comparing them to your current page rankings, you can determine what changes should be made for your site, so your search performance can improve.
It is beneficial to content marketing because it allows you to focus on your page length, visit metrics, and social shares. This will allow you to determine how your audience is responding to all of the content you produce. While both of these reasons may be opposites, you can still incorporate content auditing to benefit both at the same time.
Benefits you get out of your content audit
- Distinguish ways to improve organic search performance
- Identify which previous content marketing pieces have been the most successful
- Determine which content topics your audience prefers
- Locate gaps in the content you’ve provided for different stages of your sales funnel
- Find the pages that have high impressions, but low conversions
- Think up new ideas for new content
- Get rid of irrelevant content that no longer reflects your business
Based off of a study, it is said that 37 percent of marketers have never conducted a content audit. This is an essential part of marketing so your content stays up to date and you are ranking highly in search engines. Constantly improving your site’s content is something everyone should be doing in order to stay relevant and up to date.