How to run a content audit
Running a full content audit starts with figuring out your goals. You will want to identify what your content assets are and what you want to improve. Set the parameters of your audit strategy, and determine what analytics you want to look at further.
As you go through your content audit, you will want to keep your goals in mind. Monitor your progress throughout the audit, and look for actionable steps that can be measured.
You can also use a content audit spreadsheet to keep track of your content and make sure everything is optimized and up-to-date. You can find content audit templates online for help, but for the most part, running a content audit will involve the following steps:
Define your goals
The goals of your content audit need to be clear in order for the audit to be successful.
Determine what you are trying to measure and what parameters you want to set. Whether you want to look at your top-performing pages, improve your landing pages, or figure out why you aren't getting conversions, set your goals early.
Know what you want out of your audit, and come up with ways to identify where your content is strong and where it is underperforming.
Identify all content assets
Once you've figured out your goals and defined objectives, you then need to identify every piece of content on your website in order to perform a content marketing audit. Look at meta tags, descriptions, videos, audio, and images.
All of your assets should be cataloged so that you can determine the value of each piece. Small changes may be needed, or you might be able to remove entire pages completely.
But first, you have to find out what you have in order to make relevant changes, so make sure you identify all your content assets early on in the content audit process.
Organize your content
Organization is essential to content optimization and website use. It may take time to decide what categories you should use for your content. You will want to take a look at each piece of content and start with broad categories at first.
As you continue to analyze what is valuable and what isn't, you will organize the content into sub-categories. Know what you already have on your site, and be prepared to get rid of content that no longer serves you.
Analyze the results
Analyzing the results of an SEO content audit is going to take time. See what stands out as your most successful pages and what does not impact customers.
You might be surprised to see certain pages don't gain traction and no longer offer value to your customers.
Once you go through the analysis, you will have a better understanding of what content is helping your customers and what is serving you no purpose when it comes to your business goals.
Create an action plan
Your action plan should be specific, goal-oriented, and measurable.
Once the analysis is over, you will need to create testing strategies to tweak pieces of content. Simple A/B testing can be done on pages, or you can rewrite content that isn't hitting the mark.
This step is when you're going to finalize your audit. Think about the content you want to change. Maybe you need to rewrite a blog post or improve your on-page SEO. You've figured out what needs to be changed, now is your time to actually do it.
Your action plan is how you’re going to optimize your content and drive customers into conversion through strategic planning, marketing, and communication.
Monitor and measure progress
Once your content marketing audit is complete, it's time to monitor and measure your progress. This is done over time and is an ongoing process.
Set your goals and identify ways you can measure these goals. If you are trying to increase web traffic or conversions, check periodically if your content is producing these changes.
Stay on top of changes you make to your content, and find ways to tweak content as needed for further optimization.