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What is a Content Audit, and Why Do I Need One?

When setting content marketing goals, people tend to focus on producing “new” and “creative” content that they forget to monitor and examine their past content. Due to this common mistake, previous content becomes stagnant, seldom visited, and are forgotten. This is where the importance of content audit comes into play. Finding gaps and lapses in your content gives you a great chance to repurpose and improve your content. Before anything else, let’s first discuss what exactly a content audit is.

Content Audit

It is a systematic review of content on your website and other platforms. This process helps a company specifically identify strengths and weaknesses in its content to boost the chances of reaching the company’s marketing goals. When weaknesses are found, the company may redirect or improve the content, to turn it into a more effective and recyclable write-up. There are some cases that you even need to discard content for the better.

 

With a content audit, you can pinpoint what your clients truly need and want. When done properly, a content audit will let you align your website content with your content marketing goals to render better services to your customers. It will also let you identify how well you are dealing with your business objectives.

Why Should You Implement Content Audit Soon?

  1. Determine Problems in Your Content Marketing Strategy

When you perform content audit and review content assets, you can identify areas that potentially cause problems to your content’s performance. You can also fix broken links, improve the website’s overall user-friendliness, and make the user interface more appealing and professional-looking. When checking articles, make sure that the title is catchy at first sight, the content’s body is informational, and the information used is relevant to the users.

 

  1. Content Quality Evaluation

Website content audit should let you identify content into different classifications. Is the content long or short? Do you think it is rich in the information or not? Is its quality high, medium, or low? Inferior content should be recognized as soon as possible for you to implement improvement processes.

 

  1. Improving Structure and Accessibility

Your website might boast good and appealing content to users, but they are not easily accessible and relatively challenging to find. What makes a good website excel is its structure. Aside from producing tons of content regularly, your users and search engines should easily find them. You can use SEO tools to do this.

 

  1. Maximize Conversion Rate

One of the greatest goals every business aims for in building a website is increased ROIs (return on investment). In achieving this, a company should make sure that its content is optimized through strategic planning and analysis.

 

  1. Enhanced Usability

Determine what content structure and website functionalities need to be implemented to serve your website visitors best. Complicated design, unclear site purpose, and non-responsive pages are only a few reasons users leave the website and never return. A content audit will help firms to identify these areas to simplify and fix them.

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