The word “audit” in and of itself is a scary term. The first thing that comes to mind when you hear the word “audit” is IRS, taxes, and money. If you’ve ever done your own taxes with the assistance of a system like H&R Block Online, you’re well familiar with the audit proof feature that is conducted to warn you of possible red flags that could have Uncle Sam knocking at your doors. In order to avoid that unwelcomed visitor we take all precaution to assure that all our “I’s” are dotted and “T’s” are crossed when preparing our taxes.
I’m really not here to write a post on being audited by the IRS. I want to turn your attention another type of audit, and that’s a content audit. Making sure your “I’s” are dotted and “T’s” are crossed in this type of audit equates to cataloging SEO elements such as word counts, tags and images associated with your content assets and comparing them to current page rankings, making sure they are performing as you expect them, and making changes accordingly.
While you’re auditing your SEO, you also need to turn attention on another area, and that has to do with your Content Marketing. In this audit, you analyze your content marketing efforts, focusing on aspects such as visit metrics, page lengths and social shares. Basically turning your attention on how each piece of content is resonating with the intended target market in every aspect, and altering it accordingly.
Auditing both of these very important aspects of your digital marketing strategy will help you gain a clearer understanding of your visitor’s behavior while on your site and answer questions regarding your content pieces and whether or not they are performing as intended. It will also help you with building future strategies and let you know exactly where you should focus your efforts moving forward. This audit is not just for SEO and Content Marketing through digital channels, but can stretch over into all areas of traditional marketing channels as well.
If done earnestly, a periodic content audit can gain you valuable insight on where you may need to alter your strategies to improve your sales and marketing processes. Just like with a tax audit, things can get really deep and meticulous. This process can be very daunting, in the article, “The Step-by-Step Guide to Conducting a Content Audit”, the Single Grain Team has outlined an easy reading, but very detailed step-by-step process you can apply to conducting your own custom content audit. Whether you’re auditing a large enterprise website or small business website, following the examples laid out in the article should help you develop a content auditing process that when done consistently will prove to be a valuable tool that can lead to more informed marketing decisions and ultimately meeting you’re your ultimate marketing goals.