How to Run a Content Audit for Your Marketing Strategy

The goal of a content audit is to ensure the content quality on your website - accurate, useful, engaging, and supportive of your business goals.

Are you dissatisfied with the ROI of your website?
Have you been considering other options such as redesigning the website, hiring a new agency, or even shutting down the website altogether?
Worried about how the low website performance will impact your brand reputation and the perception of your company?

Fear not! The content audit process scrutinizes all your content to assess its effectiveness and identify areas for improvement.

Make Decisions Based on Data

Content audit tools provide data about the performance of your content. Let these facts inform your content strategy:

• Analyze the SEO performance of keywords and phrases used in your content to improve the search rankings of your content marketing efforts.
• Identify technical issues, such as broken links, missing alt tags, and slow loading pages. This can help you to improve the user experience, increase search engine visibility, and make the website more accessible.

Understand More About Your Audience

You want your content to resonate with your target audience, right? Well, a content audit provides details about their behavior, interests, and preferences. Use a content audit for insight into how they interact with and respond to your content by studying:

• Metrics like page views, click-through rates, and bounce rates to get a sense of which content is most popular and engaging with your audience.
• User feedback, reviews, comments, and social shares to discover what your audience likes and dislikes about your content, and what they would like to see more of.

With this, you can create content that is more aligned with your audience's interests and needs.

You Can Discover Content to Repurpose

Once you have identified what content is resonating well with your audience, you can repurpose it in two ways:

1. Use it as a foundation for new blog posts, webinars, infographics, videos, podcasts, and more.
2. Update it with new information, rewrite it, or republish it to reach a new buyer persona.

Repurposing saves you time and resources needed for an effective online presence.

Additionally, a content audit helps you identify content that is no longer relevant or useful. By removing or archiving it, your website gets a spring clean and a decluttered site is more user-friendly.

A Complete Inventory of Your Content Makes Future Strategies Easier

Your content inventory provides a comprehensive view of all the content that exists on your website or other digital platforms. Make sure it includes information such as the title, date created, date last updated, author, and content types of each piece, as well as content performance metrics.

Effective content management makes future content marketing strategies easier because you can spot:

• Patterns and trends in your content
• Duplicate content or outdated content
• Content gaps.

While content audit templates are available online, you will get the best results with the expert input of our digital marketing team at WSI. Contact us for more about a professional content audit.