If you are not sure what a content audit is, start here and then venture back: What an SEO Content Audit Can Reveal and Why You Need One
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 pattern: 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 auditing content so much simpler and less time consuming; there are at least a dozen good websites and tools that are easily accessible online. Their main purpose is to assess and analyze the content performance of what you currently have. Some of them go the extra mile by showing you possible strengths and weaknesses. It’s clear that we as content creators don’t have much of an excuse left to avoid conducting a content audit.
How Often Should You Audit Content?
How many times should you perform a content audit? Once a year is a good place to start. By doing it annually, 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 through social shares and the like. A neglected post turns into a completely irrelevant piece of 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 the facts anyway;
- Misinformation. Old content—particularly, say, blog posts 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 your content performance and see if what 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.
When you perform a content audit, you analyze your current pieces and check the data against those pieces. It’s similar to using Google Analytics in that the results of the audit help 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, one type of content or another, methods, and approaches. Remember; the best solution for you always depends on your marketing goals and objectives.