Companies with B2B content usually have no idea how their content is faring, or if it is catering to its business goals. In reality, 60-70 % of B2B content pages created go unread. This means that more than half of the hard work, hours, and money put in to create the said pages are completely wasted.
51% of marketers feel that repurposing existing content can be the best marketing tool. This means that content creation is only one part of the process, marketing is the tool that drives the content. The best and foolproof solution to identify the key factors to drive content is to conduct a content audit.
Reasons Why your Content goes Unread
What purpose does your content serve if nobody reads it? Recognizing the reasons behind this could be your first step towards a content audit.
Here are some common reasons why your content is unused or unread:
- The reader being unable to recognise relevant content
- Creating content that lacks purpose or hasn’t been used strategically
- Inconsistent content publishing, which fails to draw in regular readership
- Incorrect or dated factual information
- Content generation without recognising what generates the highest ROI
- Working without a targeted goal
- Not allotting the same kind of strategy to all pages
- Inconsistent content ideas which don’t live up to the catchy headline or vice versa
What is a Content Audit?
A content audit is the process of conducting a systematic analysis and qualitative assessment of all the content on a website.
The primary purpose of this exercise is to determine which content to retain, which to refurbish and which to weed out completely. The final objective is to identify the strengths and weaknesses in one’s content creation and strategy, and adapt or upgrade the content to match the current marketing or business goals of the company.
While companies tend to examine some variable aspects of the website occasionally, such as blog posts, webinars, e-books, whitepapers, case studies, etc. overall content audit from the homepage to contact is less likely.
Why should you do a Content Audit?
Content auditing is a laborious and strenuous process. But it is crucial for your business goals so that you can repurpose and restructure the content and make it usable.
The two main reasons to conduct a thorough audit are:
- To boost your SEO to improve the organic performance of your website
- To gain insights into the content marketing efforts you need to put in
These two metrics will help you understand the pain points in your content and consequently aid you to form a definite action plan to improve its performance.
In this step-by-step guide, we discuss in detail ways to conduct a successful content audit and leverage the power of rich content to drive maximum traffic to the website.
How to do a Content Audit?
– Taking Stock
Content audit begins with checking what all content you have in your repertoire. A manual audit can be conducted if the site is small, or an online tool can be used to download a list of URLs and links from the site.
– Gather Variables
This step basically includes looking at each page and taking down the data based on the sections you have made in the previous column. Here are some potential data points you need to look at:
|Keyword||Content-type (blogs, whitepaper, articles, landing page, infographics, etc.)|
|Meta Description||Validity of content|
|Page Headings||Tags and categories|
|Images used||Content ownership|
|Image ALT tags||Comment numbers|
|Last updated||Social shares numbers|
|Page visits (3 months’ worth of data)||Accessibility on devices|
|Page entries, exits, & visits||Call to action|
|Page bounce rate||Sales funneling|
|Average time on page||Conversion rate|
|Broken links||Page status|
– Relevancy Check
Take a deeper and more analytic look at your content. Create a performance metric and assign scores to each of these components to understand its relevancy. Pay special attention to tone, language, the placement of the content on the website, dated information, etc. Keep a list of questions handy and check if the content fits those. Some common questions to consider are:
- Are people relating to the content?
- Does it fit the brand’s current mission and vision?
- Is it up to date and relevant to the times?
- Does it appeal to the intended audience?
- Is it SEO-friendly?
Answering these questions will help you determine whether the content needs to be left as is, revised or removed.
– Time to Prioritize
Armed with all this data, you will be able to spot the gaps in the content. Looking at it from the micro level will reveal the issues clearly. Use the information gathered from your content audit to fix 5-10 actions you’ll take on an immediate basis, based on any patterns that reveal themselves from your data. Then, set definite deadlines and assign the extremely problematic components to seasoned members of the team to fix and make ready for the site.
One thing that content auditing tends to do is create a situation of analysis paralysis. This happens especially when you are sifting through mountains of data and want to fix everything but end up doing nothing.
Focus on what’s urgent, then move on to what’s lacking and finally look at what’s important but not pressing. Don’t worry too much to make the content perfect yet, since auditing is an evolving process, so keep an open mind to make small changes off and on to keep the content fresh.
– Content Strategy
This step requires a lot of careful considerations. Some ways to extract the best out of this exercise is:
1. Product Information: Customers often pick products due to familiarity. And for this reason, elements such as meta tags focus on targeting the buyers’ emotions. However, once they read about your service, product, or offering, you need to provide them with accurate and concise information to show them that it will be beneficial for them. This is where product information plays a huge role.
Instead of just listing product details and pricing, highlight key factors to and show how your service can help them, what challenges will it address and how it can help them improve the overall quality of their lives.
2. Images: One thing people tend to forget or overlook are images. You want the photos on your site to stand out and make an impression. Too many websites use the same set of generic stock photos and this fails to make the right impact on their target audience.
While you may have these stock images perfectly SEO aligned, it won’t have the same effect or SEO benefits as an original, high-quality image. The more original real pictures you include in your site, the more it helps give your user a richer and more organic experience and also better your odds of ranking higher on relevant searches.
3. Competitor Keywords: To understand where you stand in the market, conduct a cursory audit of your competitors’ content as well. Check for keyword matches, to see what drives more traffic to the site. Analyse the top 10 results for a keyword to identify the most trending semantic keywords that have the audiences engaged.
– Generate new ideas: Repurpose Content
After recognizing the pain points and understanding where your content stands, it’s time to restructure the content to meet your business needs. Repurpose content into different formats and infuse SEO techniques to rank better and have a higher chance of readability. Start a content calendar and generate new ideas to achieve the content marketing goals.
– Content, Audit, Repeat
When you think about it, a content audit isn’t just a one-time process that you conduct out of desperation when the business isn’t performing. The fact is that the business has a chance to move forward if you commit to more intense and rigorous content audits on a regular basis. This mindset should also be extended to all the marketing or social media channels you use, so that users checking various platforms to reach you get a similar experience.
Avoid a one-size-fits all approach and remember to go with the flow. Keep in mind your goals and feel free to use the power of content to drive you there.
LexiConn provides extensive qualitative and quantitative content auditing services and suggests inputs on how to improve your content.
So what are you waiting for? Contact Us to Audit Today to Augment Tomorrow!