How to Perform A Content Audit (and Why You Should)
The why and how to perform a content audit to keep your legacy content fresh, engaging, and generating ROI.
Performing a content audit and keeping your content up to date is pretty much the most effective way to keep your brand relevant and maximise your marketing spend—especially in the dynamic and ever-changing landscape of digital marketing. Auditing your content allows you to assess, analyse, and optimise your existing content assets to align them with your evolving goals and resonate with your target audience.
Read on to explore the significance of auditing your content, the three key goals it aims to achieve, when to start the process, what it should include, and the importance of regularly updating your content.
Table of contents
- What are the 3 goals of a content audit?
- Identify strengths and weaknesses
- Enhance content relevance
- Optimise content ROI
- What should a content audit include? The 3 steps
- Collect and categorise your content
- Analyse your content
- Update your content
- Update your content regularly
- Use a content audit to get the most out of your content
- Interested in a content audit to unlock its full potential?
What are the 3 goals of a content audit?
1. Identify strengths and weaknesses
The primary goal of a content audit is to evaluate the performance of your existing content. By conducting a systematic review, you can identify the strengths and weaknesses of your content strategy, determining what is resonating with your audience and what requires improvement.
Through this process, you gain valuable insights into the effectiveness of your messaging, storytelling, and overall brand positioning.
2. Enhance content relevance
Another crucial objective of auditing your content is to ensure that your content remains relevant to your target audience and aligns with your brand’s objectives. By analysing the performance metrics, engagement data, and feedback, you can identify content pieces that are no longer relevant or underperforming.
This enables you to refine your content strategy, create more targeted and valuable content, and address any gaps in your marketing efforts.
3. Optimise content ROI
The third goal of a content audit is to optimise your return on investment (ROI) by identifying opportunities for repurposing, updating, and repackaging existing content assets. By examining the performance metrics, you can uncover high-performing content pieces that can be leveraged further or transformed into different formats, such as infographics, videos, or podcasts.
This approach not only saves time and resources but also allows you to maximise the impact and reach of your content.
When should you perform a content audit?
Well, this all depends on a few factors. Ideally, a content audit should be performed periodically to ensure your marketing efforts remain effective and aligned with your goals. While the specific timing may vary depending on your industry and content volume, we recommend you audit your content at least once a year. Other trigger points may indicate the need for an immediate content audit, such as rebranding initiatives, significant shifts in your target audience, or major changes in your business goals. You may consider performing one following an important company-wide change such as a pivot or change in your value proposition, for example.
Being proactive when generating your content helps you stay ahead of the curve and adapt your strategy accordingly (and it makes an audit much easier too).
What should a content audit include? The 3 steps
1. Collect and categorise your content
The first step is to gather all your existing content assets into one place such as a spreadsheet or your content calendar, for example. This includes blog posts, articles, whitepapers, videos, social media posts, and any other relevant content pieces. Organise them systematically, categorising them based on format, topic, and other relevant criteria.
This step allows you to gain a comprehensive view of your content inventory, making it easier to analyse and evaluate later.
2. Analyse your content
Once you’ve collected and categorised your content, it’s time to delve into the analysis phase. Evaluate each piece of content based on various parameters, including performance metrics (such as page views, engagement, and conversions), relevance to your target audience, alignment with your brand’s messaging and values, and overall quality. Identify content gaps, outdated information, or content that can be repurposed to enhance its reach and impact.
This analysis provides the foundation for optimising your content strategy and addressing any shortcomings.
3. Update your content
The final step of your content audit involves taking action based on the insights gathered during the analysis phase. This includes updating, repurposing, or removing (yes, deleting) content as necessary. Update outdated information, refresh visuals, optimise for SEO, and ensure consistency across different platforms. Additionally, consider repackaging high-performing content into different formats or leveraging it for content syndication opportunities.
Regularly refreshing and optimising your content keeps it relevant, engaging, and aligned with your evolving marketing objectives.
Update your content regularly
Regularly updating your content is vital for maintaining a strong online presence and ensuring that your marketing efforts remain effective. Firstly, it helps you stay relevant in a rapidly evolving digital landscape, where trends, technologies, and customer preferences change swiftly. By updating your content, you can align it with the latest industry insights and market demands, establishing your brand as a reliable source of up-to-date information.
Secondly, updated content improves search engine visibility, enhances organic traffic, and increases the likelihood of engaging with a wider audience. Search engines favour fresh and relevant content, making regular updates an essential aspect of a healthy SEO strategy.
Lastly, and most importantly, by keeping your content up-to-date you demonstrate your commitment to providing value to your audience, fostering trust and loyalty over time.
Use a content audit to get the most out of your content
A content audit is a powerful tool for every marketer to optimise their content strategy, strengthen their brand’s positioning, and maximise their marketing efforts. By understanding the goals of auditing your content, knowing when to conduct it, following the three essential steps of collecting, analysing, and updating content, and recognising the importance of regular updates, you can unlock the full potential of your content and achieve sustained success in the ever-evolving digital landscape.
Remember, a well-executed audit is not a one-time event, but rather an ongoing process that empowers you to adapt, refine, and optimise your marketing strategy for continued growth and impact.
Interested in unlocking your content’s full potential through an audit?
Are you looking to optimise your content strategy and unlock its full potential? We can help you explore your content goals and challenges, and guide you through the process of conducting a content audit to identify strengths, weaknesses, and opportunities. Contact us today to schedule a discussion about your content and explore how we can enhance its effectiveness together to ensure that your content is king!