By Sean Martin
If you’re in the business of content, you need to perform a content audit. And yet—37 percent of content marketers never complete one. Whether rebranding or launching a new website, onboarding a new client, or simply starting a new campaign, you can’t measure improvements and growth without establishing clear baselines.
A content audit ensures you know what content you have and don’t have. It helps you focus content creation and curation efforts on gaps in your inventory. An audit prevents investment in duplicate content. It enables you to identify and replace or remove outdated content, determine which content can be reused and repurposed, and improve the quality of your existing content.
Imagine you’re setting out on a classic “discover yourself” cross-country road trip. Some free spirits out there might argue that going without a map is the best way to start the adventure. Which is fine, if you’re ok with getting lost along the way, missing out on landmarks and opportunities you were looking for, and constantly struggling with breakdowns and time inefficiencies.
Which is also what you get when attempting to launch or execute a content strategy without a content audit to serve as your road map.
A content audit helps you develop and navigate a content strategy. It enables you to allocate and analyze all your existing content to identify what’s working and what isn’t. A content audit not only informs how you optimize existing content, but also the content you develop in the future.
Purposes of a Content Audit
There are many reasons to undertake a content audit, but the main one is to identify and qualitatively analyze your existing content.
For example, a content audit provides valuable insights into:
- Which parts of your site generate the most traffic, and which pages convert the most users.
- Which pages or posts within your site bounce users away, and (hopefully) why.
- Identifying optimization opportunities for existing content to improve its ranking.
- Pages that could be consolidated together to minimize overlap.
- Which pages lack relevancy and could be removed from the site altogether.
- The posts and pages on your site that rank best and engage users the most.
- Which pages and posts on your site “should” be ranking.
- Any gaps within your content strategy you can create new contact for.
- Identifying and prioritizing the different content assets of a new client or campaign.
- Which pain points within your site, content, and UX you can quickly fix.
Now let’s examine how to conduct a content audit. It can be a daunting task, but how do you eat an elephant?
One bite at a time.
A Content Audit Overview
This table of contents is for those looking for quick tactics and improvements.
Getting Started: Tools and Documents
Content audits are hard work Go to the full article.