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Why You Need To Conduct A Content Audit

Why You Need To Conduct A Content Audit

No matter what niche you’re in, there is a lot of competition out there. Content creators are expected to continuously provide fresh material to keep their audience coming back.

With the pressure to consistently provide content to your readers, quality can sometimes become an issue. Parts of your website might be lacking attention, or have out-dated information.

In this post, we’ll look at why it’s important to conduct a content audit.

What Is A Content Audit?

When we hear the term, ‘audit‘, we usually think about our finances. Examining financial documentation, accounts, and bank statements are all part of the audit process. An auditor looks carefully through records to ensure that all documents are accurate and up to date.

A content audit is very similar to a financial audit. You want to examine your content to make sure you are on target with your website/blogging goals.

The Importance Of Content Auditing

Conducting a content audit is important for a variety of reasons. The first and foremost is to ensure that your audience has a great experience.

User experience begins when a reader first lands on your website. You really only have a few precious seconds to make a good first impression. Here are some things you should consider:

  • Is your website design easy on the eyes? Is it readable?
  • Does your design reflect your website goals?
  • Are your social media icons up to date? and
  • Is your contact information easy to find?

The next step is to take a good look at your pages. Since pages are one of the first things we create when building a website, they can quickly become outdated.  Some pages that you should review are:

  • About Us;
  • Contact;
  • Services; and
  • Media Kit.

When reviewing your pages, look to see that all the information is up to date. If it’s been a while since you’ve created the pages, you might want to consider changing the wording, or images.

Even the smallest change can give a page a brand new look.Click To Tweet

Another very important part of a content audit is doing an assessment of your blog content. Blog posts from a year ago, might not be as relevant as they are today.

Reviewing your older blog posts can be beneficial in several ways:

  1. You can make any changes needed to keep information up to date;
  2. You can add in internal links; and
  3. Create a new image/video and repurpose the content.

If you set aside some time each week to look back at older blog posts, you’ll find that it helps with time management, and you may score a few new blog ideas during the process.

A content audit is the perfect time to evaluate what’s working and what isn’t. Are there certain blog posts that do better than others? How are your opt-in forms performing? Do you use ads, and if so are there some that provide better results than others?

This infographic, from Salesforce, will help you see the additional benefits of why it’s important to conduct a content audit. In addition, they’ve created a detailed article on, “How To Conduct a Basic DIY Content Audit“.

How to Conduct a Basic, DIY Content Audit

To Sum It Up

Conducting a content audit may seem like a daunting task, but it is a necessary one.

Your content represents you. It's a large part of your brand. Click To Tweet

Take the time to make sure the content you’re creating reflects your overall goals.

Have you conducted a content audit? Were you surprised by what you found? I’d love to hear about your thoughts, so feel free to sound off below!

Comments

  1. Carrie-Anne – excellent post! I’m glad I stumbled upon it on Google+ (imagine that!?) Most business owners feel that if they have a website, they can check off that box of the marketing checklist, however, as you’ve pointed out, it takes consistent effort to stay on top of digital marketing. Thanks so much! – I’m going to share it and check back to your blog often for more share-able content.

    • Carrie-Anne Foster says:

      Hi Jennifer!!

      Thanks so much for sharing your thoughts! You’re right, many people have the mentality of “do it and forget it”. That doesn’t work for most business websites. Something is always changing, or can be changed to reflect freshness.

  2. I love this article. This is one of the things that I encourage my clients to look at all the time. One thing I would add to this is that it is critical that you ensure that all your links work. This is one of my pet peeves. Put yourself in your client’s shoes. He or she has a customer that clicks on the link only to receive a 404 error or other message. The person clicked on it because they were interested in the end result. You now may have lost a potential sale!

    • Carrie-Anne Foster says:

      Hey Pam!

      That’s a great addition! There are many free link checkers out there, so it’s very simple to check a website for broken links.

      Thanks for mentioning that!

  3. Carrie-Ann, great article! I The like way you approach the subject head-on and provide a step-by-step easy-to-follow guide. I am bookmarking it and sharing it with fellow small business owners.

  4. Oooh yeah, the ongoing content audit is the story of my life the last few months and I have less than 25 posts. I think bloggers need to accept that auditing their content needs to be part of their digital marketing strategy….for all the reason you mentioned. It’s that important! Outdated content leads to lost potential, there’s nothing cool about that.

    Great article and reminder, Carrie-Anne – may bloggers around the globe take heed of your warning {message}!

    • Carrie-Anne Foster says:

      Thanks, Dre!

      Yup, content auditing should be done on a regular basis. And, just when you think you’ve finished, something new needs to be added/edited!

  5. Patti Pokorchak says:

    Timely article. I actually have someone working on my content and editing it right now. Will have her take a deeper look at all of it. Thanks.

  6. Hi Carrie,

    Yes, content audit is absolutely necessary. One more thing, I’d like to add is that while doing content audit, you should check your analytics or webmaster tool & see how many users are visiting that page & through which keyword. After checking, you can see that people might be landing on that page via different keywords which you’ve not added in the content. You can then add those keywords in proper place & you’ll see increase in your visits. I always do this & found increase in traffic.

    Thanks.

    • Carrie-Anne Foster says:

      That’s an excellent addition, Hyderali. I never thought about adding in keywords based on analytics. Thanks for the great tip!