A content audit is supposed to help marketers and business leaders make informed decisions.
Before you start a new content advertising effort, redesign your ecommerce site, or take action to boost search engine optimization, it is better to know what you have, what is working, and where you will find articles gaps.
Why a Content Audit?
There are at least four reasons to perform a content audit.
- Boost conversion rates. Analyzing content on product detail pages, category pages, and landing pages may uncover conversion insights or indicate conversion evaluations.
- Improve marketing. A content audit is an exceptional way to identify possible niches or topics for new content campaigns and an chance to edit or eliminate poor-performing content.
- Boost SEO. Content audits are an important initial step in any comprehensive search engine optimization effort.
- Improve site design. User experience designers frequently use content audits to notify site redesigns or enhance navigation.
A company’s rationale for an audit will notify the audit’s aims, its extent, its frequency, and also key performance indicators to include in the audit.
A content audit should help a company make informed marketing decisions.
Content Is for People
In virtually every possible case, content is intended for people. Its true purpose is to attract, engage, and retain people.
Ecommerce sites include content so people will purchase products. Ecommerce marketers write how-to content so people can learn a new skill and be engaged. Even SEO-friendly URLs and page titles intention to help people locate the content.
Begin the content audit process with a clear statement describing the people your content is supposed to reach. A clear definition of your audience is a critical part of content promotion and the analysis of it.
Establish a Goal
A comprehensive content audit may be a substantial undertaking, particularly for a relatively large ecommerce site. There’s hardly any point in making the attempt unless your company has some specific goals and a strategy to utilize the information found in the audit.
Start with a few of the reasons listed above, such as enhanced marketing, and define related goals for the audit. A goal may be to recognize content gaps for future content campaigns or to remove content that no longer matches your products or company. And remember your audience as you establish audit objectives. What should your articles do for them?
Once targets are set, do what you can to limit the scope of your audit. Do you have to appear at all articles on your site and various platforms, or is it sufficient to pay attention to your blog? Do you want to take into account all content produced or only the content printed in the past 12 or 24 months?
Depending on the goals you establish and the audience you aim to achieve, identify the KPIs you will want to collect and examine any related information you will want for decision-making.
If your intention is to find new content advertising ideas, look at a number of the best-read articles you have now and attempt to discover related topics you are not current addressing.
KPIs for those best-performing pieces of content could be:
- Direct website traffic,
- quantity of annual sessions,
- quantity of social networking stocks,
- Repeat visitors,
- Time online webpage.
Additionally, for high performing content, audit this issue, type, duration, and age.
Content an Inventory
As soon as you’ve got a clear image of your audience in view and a set of clear audit targets and KPIs, it is time to start a content inventory.
There are, perhaps, three ways to perform a content inventory.
Manually collect content info. If your organization has relatively little material, you might collect it article-by-article or page-by-page, building a spreadsheet with hundreds of rows and, perhaps, a dozen columns. The approach is arduous, however you’ll have an intimate understanding of your articles.
Use third-party applications. You will find content audit software tools available. These are inclined to be more or less comprehensive and more or less specific to a specific kind of content audit. So you might want to appear at a few choices. SEO-driven content audits, for instance, will often use (a) the Screaming Frog SEO spider to gather or count stock, (b) Google Analytics to find traffic information, and (c) a backlink checker, such as Ahrefs, to comprehend associated links. This procedure is quicker and less painful than a completely manual process, although not by much.
A personalized content audit solution. Some businesses develop custom content audit solutions. These solutions often access your articles database directly and use application programming interfaces to assemble associated information from third parties. Given the ease of internet application development, a personalized content audit solution may take less time to construct than required to run an old school, manual content stock. A customized solution can be reused, so you may run a material inventory quarterly, or monthly, or even daily without extra work.
Irrespective of the procedure, the end result will be a report listing all the content inside the audit’s scope. This list includes the KPIs and other information you will need to correctly analyze your articles and inform your business decisions.
Assess Your Content
There’s not a particular recipe or guideline for assessing your content. You can’t say, as an instance, a KPI means you need to do this specific thing to achieve your objective.
Rather, start looking for patterns in the content inventory data linked to your audit objectives. The routines you find should notify a hypothesis and result in further analysis and comprehension.
In the long run, use your articles audit to draw insights and tips that will enhance your ecommerce business. It’s the application of what you learned in the audit which makes it a worthwhile marketing endeavor.