When it comes to meeting your content marketing and SEO marketing goals, the first thing that comes to mind is creating new content to distribute. We believe that modern marketing channels thrive on always posting fresh, relevant media. In fact, with today’s high-speed, on-the-go society, it just seems fitting that our content follows the same timeline; significant for a week or so, and then it’s old news.
Sadly, this mindset has led us to completely disregard the prospect of recycling or reusing old content.
Why Should This Matter?
A recent study has shown that 37% of content marketers do not conduct regular content audits. This can prove to be problematic in the long run, as implementing regular content audits can help you further improve your content marketing strategy.
Current technology has made it so much simpler to audit content. There are at least a dozen good websites and tools that are easily accessible online. Their main purpose is to assess and analyze all of your existing content, but some of them even go the extra distance by showing you your possible strengths and weaknesses. As content creators, we don’t have much of an excuse left to avoid it.
How Often Should You Audit Content?
A content audit should be done on an annual basis. By doing it every year, you can drive bigger insights regarding your blog and content marketing strategy. Doing so lets you exceed expectations placed by your current reputation without completely reinventing your website.
Most people post something online and then never go back to it—something you shouldn’t do if you want to properly promote your content. Neglected posts turn into completely irrelevant content if you don’t reuse it to help your strategy.
As a content and SEO marketer, your goal is to go back to your content periodically and make sure that everything is as fresh and new as the first day it was published.
Is a Content Audit Necessary?
The obvious answer to that question is YES, but we’ll list down the facts anyway;
- Misinformation. Old content—particularly those with facts and data—become inaccurate as time goes by. Running an audit on a regular basis protects your brand’s reputation and ensures accuracy in everything you post.
- Goals. By conducting a content audit, you can track if your posts are reaching your goals and marketing objectives. You can also check if the content you’ve produced is increasing your ROI.
- Stale content. There’s no need to beat yourself up when your content becomes stale or outdated—it’s not always your fault. However, one way to address this is (and ensure it doesn’t happen) is by conducting an audit to quickly adapt to the changing times.
- Better strategy. Content auditing shows you what works and what doesn’t. How else would you know which method is actually getting results if you don’t look back and audit your pieces? A well-executed content audit helps you figure out the best times to post and the number of times to post to get the best results.
At the end of the day, a content audit is not just a one-off process that you execute whenever it’s convenient for you. It’s a helpful practice that should be applied regularly to your website content, as well as other marketing platforms you use.
Analyzing your current content pieces and checking the data with those pieces allows you to make better marketing decisions. Aside from saving precious time, it also helps grow your brand, cut expenses, and improve your advertising ROI.
There’s no one-size-fits-all in terms of SEO marketing. Content audits can involve different scopes, methods, and approaches. Remember; the best solution for you always depends on your marketing goals and objectives.