Managing a content audit – It’s always a great time to evaluate your content marketing
Your content marketing efforts need to be refreshed more often than you might think. A great place to begin your content strategy discussion is with a content audit. Evaluating what you’ve produced, what worked and what didn’t, will help inform your strategy.
Here are a few tips to help get you started:
Create an inventory
Create a document or folder that contains all the content you produced this year. Organize this content by type, location (website, blog, guest articles, e-news, etc.) and topic. This inventory will give you a holistic picture of both the quantity and, well, content of your content.
Identify topics covered
Review which topic areas you have covered in your content. Then look for any holes: Are certain subjects missing or too light on content? Make a note to increase coverage of those subjects in next year’s plan.
Research keywords
If you haven’t researched keywords for your industry lately, it’s time to refresh your list. What are people searching for? Does your content match those searches?
Review engagement
Which pieces of content are getting the most hits and downloads? How long are people spending reading each item? The depth of engagement offers you clues as to which pieces are meeting the needs of the people visiting your site.
Review SEO basics
Low engagement could be a sign of content that is not relevant or interesting to your audience, but it could also mean you haven’t given search engine optimization enough attention. Missing keywords, page titles, meta descriptions and more can impact your reader engagement.
Match content with business goals
If your primary function is to sell fishing rods, but your users are engaging with content about travel photos, find a way to connect the two. Your content should be relevant for your customers, but it should encourage them to follow through with your desired action as well.
As you work through the steps of your content audit, consider what can be tweaked to improve your results. Ideally, your content audit will alert you to what your customers want and help guide your content toward meeting their needs and boosting engagement.
To learn more about developing an integrated marketing strategy that includes website optimization, SEO strategy, content strategy and development, contact Campfire Digital for a free consultation today.