While you may think that conducting a content audit is a waste of your time, there’s actually a wide range of benefits on offer as a result of doing so.
Let’s be honest, anything that includes the word “audit” is usually deemed to be a bore. Technically defined as a business style form of inspection, survey or examination, the aim of the game is to spot any potential holes in a plan, and can cover a wide range of departments or processes such as content marketing.
For the unfamiliar, content marketing is a form of advertising that specifically promotes the creation and distribution of online material, such as videos, blogs, and social media posts. In fact, your brand or business might even be embracing content marketing already, and might not even be aware of it. However, any investment requires regular maintenance in order to keep it in tip top shape, and marketing methods are no exception – but what are the potential benefits on offer through performing a content audit?
Three Reasons To Conduct A Content Audit
In a nutshell, a content audit is the process of collecting and analysing the many digital assets found on your website, such as landing pages, blog posts or even videos. The end goal of any content audit is to provide insight into which types of content to create, update or even delete if necessary, along with identifying which content marketing strategies work well for your brand, and which don’t. In addition, a content audit can also provide technical insights into which parts of your website need your attention, such as missing metadata or broken links.
Despite the logic, you’re not alone if the thought of combing through all the content you’ve already done the work in producing invokes a bit of a yawn. However, perhaps the prospect of receiving something in return may stimulate some form of motivation when it comes to getting a content audit underway, with just a handful of the benefits including the following.
Increase Engagement – Producing content doesn’t amount to much if it’s not resonating with the right audiences. Consider targeting your content audit on which formats are receiving the most attention, such as measuring shares on social media. This way, you’ll soon see which topics are getting the clicks, and can help you take content strategy shortcuts in the future.
Boost Your SEO – During your content audit, use Google Analytics to identify which pages have the most page views over time. A full scale SEO content audit also involves looking at things like meta descriptions, title tags, alt text, backlinks, and duplicate content, and will help you to gain further insights on which keywords to target for future blogs.
Lift Conversion Rates – For many brands investing in content marketing, the end goal is to ultimately increase sales or conversion rates. When using a content audit to measure what types of content are generating leads or driving sales clicks, this will help you to discover what’s really resonating with consumers, and help craft your strategy moving forward.
Improve Efficiency – Producing top quality content can quickly amount to hours, if not weeks. By failing to conduct regular and in depth content audits, it’s the marketing equivalent of going in blind. Instead, arm yourself with as much knowledge and data as possible to streamline staff hours and do everything you can to ensure the content that you’re making really resonates.
When trying to master content marketing as a beginner, understanding the technical side of business is often where ambitious brand owners come unstuck. A lack of time, energy or resources are often serial offenders as to why many brands ignore content marketing all together – but what if we told you that there was another way of making your mark online while minimising the workload?
The Key To Good Marketing Is Great Content
Producing quality, consistent and on brand content takes time, effort, experience and resources – and you’re not alone if you can’t quite commit to that. Avoiding blogging for business altogether may actually be doing your brand a disservice, but investing in a solid content marketing strategy has actually never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up – and so do we – meaning that your digital content is always consistent.
If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.