Small business owners tend to get nervous when the term “audit” is mentioned in their vicinity. But don’t worry, a content audit is a completely different thing, related to content marketing. It can help solidify your company’s brand and result in tangible difference to your bottom line.
What is a content audit?
A content audit involves taking an in-depth look at all the content your company creates and uses (everything from web content to a sales brochure). The content audit evaluates your content’s effectiveness, determines if it’s projecting the right image of your company, and helps you decide how to move forward in marketing your company.
Why do it?
Businesses that have a website, blog, social media sites, and paper materials have a plethora of content that has been created over time, usually by multiple people. This can result in disparate-sounding content that sounds disjointed, and doesn’t accurately convey your company’s brand, ultimately resulting in lowered impact and lower sales.
Even if you’ve been good at creating consistent-sounding content, but have not updated it in a while, you might find that you’ve changed the way you do business and that your content no longer reflects your company’s values accurately.
How to do it?
To execute a content audit, start by documenting all of the content you’ve created that’s still in use. You’ll want to check and edit this for uniformity of tone, and make sure it’s conveying the correct message about your company.
You should also draw a map of how all the different pages on your website connect to each other to see if your sales funnels are executed correctly. To do this, imagine different types of visitors coming to your page for different reasons – to find out information, to buy something, to read a specific blog post. Each “persona” should be able to use your website to find what they need (and hopefully, a step further, to find something they didn’t even know they needed!).
From there, it’s a matter of finding out what content works and what doesn’t. It’s important to mention that you should go beyond what content you think is working, and check your website’s analytics. Web visits are a democratic process – your most visited pages, the ones with lowest bounce rates, the pages that lead to the most conversions, etc., have the content that resonates best with your audience. It’s your job to line up the rest of your content to match these successful efforts.
That’s it for a basic overview of the content auditing process. It can get much more complex depending on how much content your company produces, but a basic content audit is definitely something you should consider to solidify your brand.