Content marketing generates over three times more leads than traditional outbound marketing and it costs 62% times less.
However, if you are not monitoring the performance of your content over time, all your efforts might go to waste.
A comprehensive content marketing audit comes into play to help identify gaps in your overall content marketing efforts. To help with your audit, we will go over what constitutes a content audit, outline the benefits of a content audit, and provide you with your own free content audit template to help you get started.
What is a Content Audit?
A content marketing audit is the process of analyzing and monitoring the performance of your marketing content throughout all of your company’s marketing channels, including your website, social media, case studies, news releases, and so on. This process helps understand what content is performing and meeting specific business goals. We also identify what processes still need improvement.
Marketing experts know that investing in content development and promotion is the most organic way of attracting new clients to its website to promote its business. A content audit can help identify gaps in your performance to improve your ROI on content marketing and create a revised or new strategy for your overall content marketing efforts.
Benefits of a Content Audit
A good content marketing audit can help you organize your content inventory and keep it up to date.
Here are some other benefits of a content audit:
- Standardizes the processes for content production
- Serves as great input for your content marketing playbook
- Identifies your audiences and helps outline what audiences you are missing
- Provides a higher return on investment and conversion rates
Content Audit Best Practices
Here are some content audit best practices you can implement to ensure your content is performing at its best:
1. Establish your marketing goals
- What are you trying to achieve from your content marketing efforts?
- Are you writing content based on each buyer journey stage?
In addition, it is important to revisit your established marketing plans and goals. For example, how much do your projected marketing goals align with the current post-COVID circumstances affecting the global markets?
2. Gather and document your content
After establishing your content marketing goals, you can now gather your content together and categorize it according to its performance. At this stage, make sure to double check your gathered content for consistency in tone and voice. Once completed, you will be good to go for the next stage – analysis.
3. Analyze your content
So, you’ve gathered all your content together. Now, it is time to dive into analysis! Before you get started, you can use our FREE content marketing audit template as a foundation to start categorizing your content accordingly.
Here is how you can start categorizing and sorting your content:
- SEO metrics: backlinks and keyword rankings
- Organic traffic metrics: page views, bounce rates, average session duration
- Social media engagement metrics: likes, comments, and shares
- Buyer journey stage
4. Establish your next steps
After reviewing the snapshot of your content’s performance metrics in your content audit template, you can implement the following 3 steps according to the quality of content:
Some topics and themes might get outdated, and instead of deleting them you can give them some more love and update them according to the latest trends or available information.
If there is a piece in your content inventory that is not worth updating, it is probably a good idea to delete it instead of keeping them in the dark corners of your website.
If your content is performing well by all set parameters, you can keep your gems to yourself!
5. Revisit your content on a regular basis
So, now you are finally done with your content marketing audit. What’s next?
It is important to revisit your content on a regular basis (i.e. annually) to make sure one of your biggest assets – content – is performing well. Some topics you write about might go obsolete, and some topics need to be updated as the things you are writing about might progress.
During economic changes, content audits are a great way to maximize your company’s overall value. And updating existing assets and content is a useful way to get everyone on the marketing team aligned with new or existing business goals.
In this article, we discussed what constitutes as a comprehensive content audit, outlined the benefits of doing one, and provided some examples of best practices. If you liked reading our blog post, make sure to read our other blog post on content marketing 7 Reasons B2B Leaders Invest in a Marketing Playbook to get more strategic with your content marketing efforts.