Three-quarters of brands say that content marketing increases leads and engagement, but to really get the most out of campaigns and drive these metrics on a consistent basis, you need to analyse your output from time to time.
A content audit will give you a clearer picture of where you are succeeding and where you need to improve. This regular check-up will also make it easier for you to manage great campaigns. Three tools will come in handy during an audit: Google Analytics, URL Profiler and Screaming Frog.
Generate a list
Start your audit by generating a list of all the content on your website using a spreadsheet. Google Analytics will help you to crawl indexable URLs, but make sure to omit any that are not relevant to reduce the time it takes to complete your analysis. The spreadsheet will provide a clear overview of sitemaps and internal databases.
Look at metrics
Your spreadsheet is up and running and you see all of your content in one place. Now, it is time to look at how it is performing. Screaming Frog is useful for pulling up the metrics that matter to your business. You should also collect metrics such as URL Rank, Bounce Rate, Average Time on Page and Search Volume. The latter two can inform SEO efforts.
Next up, bring everything into an easy-to-view dashboard so that you can start your audit in earnest. Try to hone in on content that can be improved to be more relevant for visitors and pinpoint copy that can be jettisoned due to lack of quality.
It is also possible to use SEO metrics here to highlight a few behavioural trends that can inform future campaigns. Finish by highlighting the content that is ranking well in Google and Bing.
Act on it
All of these insights can be used to improve your content marketing strategy. You should now know what issues on your site need addressing and also have a few ideas supported by metrics and data for new campaigns. After completing an audit, set a date for the next audit and go through the same steps again.