Where is your content marketing program in relation to your goals? Where do you want to go?
The only way to find out is through a content audit. A content audit is a core part of your program because it allows you to figure out what content serves you as you shape your broader content strategy.
Here’s what everyone with an interest in content needs to know.
What is a Content Audit?
A content audit is a step-by-step process that (1) identifies and tags your content, and (2) provides an analysis into your content’s performance.
The way you perform this task is up to you, but it helps to make it a systematic and analytical exercise.
Many people who choose a DIY approach use the structures published by SEO experts like Moz or SiriusDecisions. These approaches target your program in ways that make sense for the template creator’s interest. A unique content audit tailored to your goals is still the best way forward.
Whatever path you choose, the end result should be an inventory of your assets as well as insight that lets you know what to create next – and what to avoid.
Why Are Content Audits Crucial to Marketing Success?
Content audits are necessary because you spend a lot of time, creative energy, and ultimately money on all your different assets. Using a unified system for keeping tabs on them and seeing what serves you after publishing will help you decide what to keep and where to go in the future.
It’s about more than strategy though. The State of Universal Content Management 2020 report found that content marketing is an incredibly inefficient business. Over half of survey respondents said they waste time looking for content assets that may not even exist. And 59% of respondents said they waste a vast amount of resources on tasks related to content that don’t add value.
There are a lot of benefits associated with content audits. Running the process can help you:
- Prevent wasted content assets
- Increase content production efficiency
- Design opportunities increase skills
- Create and maintain consistency as your strategy evolves
- Save money by eliminating what doesn’t serve you
You get the most benefit when you run a content audit every three to six months. Quarterly helps you stay on top of content and eliminate the most waste. On the contrary, only running the audit annually can make it a mammoth task and it doesn’t work as well when eliminating waste and inefficiencies.
When Was Your Last Content Audit?
A content audit takes stock of the work you did, where you are, and how close you are to where you want to go. But it’s hardly a boring administrative exercise. Using a content audit correctly can increase your efficiency, limit waste, and ultimately make your content marketing program far more effectively.
When was your last content audit? If you have a blog and you’re not assessing it, get in touch to learn about Buzzhive’s marketing packages, including content creation, SEO, and monthly reports and tracking.