Search
  • Leigh Parker

Why You Need To Perform A Content Audit

Do you want to grow your organic traffic, increase your organic rankings, and scale qualified lead traffic for your website?


If your answer is yes, then the chances are, you need to perform a content audit.


More often than not, internal marketing teams create and post content that may seem to be of worth at the time of publishing, but they then don't revisit it, rendering it as outdated, stale, and often completely irrelevant.


A well-executed content audit should get performed at least once annually. However, for optimized results, conducting an audit every six months is preferential. Doing so ensures everything remains as fresh, timely, and relevant as the day it got developed and released for your target audience.


A content audit doesn't need to add extra work for your internal teams!


KPI's

Companies like us at Turnclicks Marketing specialize in this field! We look at all of your content to assess its relative strengths and weaknesses. We can then work together to prioritize future marketing activities based on qualitative assessment and evaluation we perform based on the KPIs (Key Performance Indicators) that you select beforehand.


CONTENT PERFORMANCE ISSUES


Suppose you're struggling to understand why your current marketing initiatives aren't performing as well as you'd expected. Or, why your target audience isn't reacting in the manner you'd planned, you'll likely find the answers after a good audit takes place.


THERE ARE REMEDIES!


We will help you to answer questions about your existing content, such as:

  • What content is performing the best and why?

  • What topics provide value and your audience connect with?

  • What content is outdated and requires refreshing or even archiving


Once we have a better understanding of what's doing what, when, and why, we can help you write, rewrite, or refresh content correctly aligned with your audience's needs.


Do You Know...


An audit ensures you can focus your future efforts on both an SEO and content marketing perspective and provides valuable insights into opportunities to improve lead generation, sales, and marketing processes?


Why bother?


Typically, content audits get conducted for two primary reasons:


SEO - performing a content audit for SEO purposes enables the identification of any weak spots within your site's search engine optimization. It helps to determine overall performance based on keywords and current page rankings so you can deploy a tailored strategy for improving search performance.


CONTENT MARKETING - it's critical to regularly assess your content to understand how it's performing to enable a best-in-class marketing strategy. Appraising how your audience responds to content based on a plethora of criteria such as length, site visit/retention/action metrics, and the all-important conversion rates help ensure you streamline processes to improve your content performance with minimal effort.


“To be, or not to be, that is the question.”
William Shakespeare


For a content audit to work in your favor and give you positive results, you must be clear about why you are conducting one in the first instance.


Don't Do For Doing’s Sake


If you have no intention to take necessary action based on the extensive, granular data your audit produces, there is little if any point in performing one!


What To Expect

There are numerous potential content audit goals and possible outcomes, such as:


  • Enabling ways to improve organic search performance

  • Identification of your contents 'top performers'

  • Determining your audience's preferred topics

  • Establishing where gaps exist in the content you’ve provided for different stages of your sales funnel

  • Discovery of overlapping/repeat content that can get consolidated

  • Pinpoint which pages have high impressions, but low conversions

  • The generation of ideas for future content pieces

  • Elimination of content that no longer reflects your business, specialized, focused area of the market, or corporate culture


Hopefully, you now understand the theory behind the concept, so let’s put it into practice.


The Functional Principles


We'll use one of our valuable customers, Jerry, who runs a small tech company specializing in developing supply chain solution software to help better explain how we perform a content audit and the benefits afforded by doing so.


Let Me Introduce ‘Jerry,’ One Of Our Valued Clients




Jerry came to us when he realized his small marketing team’s in-house content marketing strategy hadn’t seen any obvious ROI from the effort they'd put into blogging, creating infographics, videos, press releases, and case studies.


He decided to conduct a content audit to establish what was working and what wasn't in terms of overall performance to see what, if anything, he could do differently to improve future content.


The company operates with only six employees who have to multi-task already, so he brought in Turnclicks Marketing to perform a content audit based on variables he considered would provide him with the best opportunities.


We used crawling tools to collect data on every possible variable, using various data points to gather information including (but not limited to):


  • Page Headings

  • Subtitles

  • Keyword Descriptions

  • Images

  • Inbound Links

  • Updates

  • Visits

  • Click-through Rate

  • Time On Page

  • Retention Rates

  • Action

  • Broken Links

  • Bounce Rates

  • Word Count

  • Topic

  • Content-Type (Blog, Landing Page, Press Release, etc.)

  • Status (evergreen, timely, out of date, etc.)

  • Ownership

  • Social Shares

  • Comments

  • Accessibility Across All Devices

  • Call To Action

  • Sales Funnel Stage

  • Life-Cycle

  • Conversion Rate


Remember that Jerry's primary goal was to determine what was working and what wasn't quickly and easily due to lack of time and human resources, so he decided to evaluate the following metrics:


  • Page Title

  • Page Visits

  • Page Bounce Rate

  • Average Time on Page

  • Number of Social Shares

  • Conversion Data


Analysis Of Data


Data-gathering can be a lengthy process if a site is extensive; however, fortunately, in this instance, Jerry's was relatively simple. The content inventory task got completed quickly. It was soon time to take a deep-dive into the data collected, draw conclusions, and put the information into action using a cleverly orchestrated plan.


We needed to make firm decisions on what should happen to each piece of content, regardless of whether that means it stayed due to being a 'top asset,' required updating or consolidation, or even got permanently deleted.


Once an initial clean had taken place, it was time to:

  • Rewrite or remove all content pages that got identified as not performing well

  • Promoting the highest-converting pages using social networking

  • Create evergreen content pieces aligned with the highest-converting pages.

  • Commit to publishing fresh content regularly


The Benefits



Tracking content metrics ensured Jerry could identify even the most minute of shifts and take action to remedy potential issues long before they became a problem that could affect his site's performance.


By understanding what works and what doesn't work, we at Turnclicks Marketing could produce great content that was engaging, educational, and valuable so Jerry could build trust with his leads and customers, so they developed complete confidence in his brand.


Content audits give businesses opportunities to get ahead of their competitors because... You have competition for customers!