A new year is here, which means it’s time to get motivated and start fresh…with your content, of course.
While you may be focusing on how to keep your resolutions, January is also a great time to reflect on your content strategy and conduct a content audit.
Performing a content audit is an exercise to evaluate how your content is performing against your organization’s goals and KPIs (key performance indicators), and it can help inform your strategy and content calendar.
The metrics you choose to evaluate will vary depending on your organization’s digital marketing goals and the channels you manage, but the objective of this audit will always be the same: Find which content is engaging readers and helping you meet your goals.
Here are five recommendations for audit success:
1. Focus on one channel
This may mean you’ll need to conduct several content audits, but focusing on one channel at a time will help you stay organized and keep your data points equitable. For example, conduct an audit for your blog and a separate audit for your social media channels.
2. Determine your content KPIs
If you are measuring performance throughout the year, you should have your KPIs in mind already. What you measure will depend on the goals of your team and the channel, as well as your organization’s business goals. You may want to measure engagement and awareness (time on page, unique page views, sessions etc.) or business and transaction metrics (customer conversions, form fills, or appointments made). Pick two or three important KPIs and stick to them.
3. Get organized
Put together an excel spreadsheet for your audits where you can break up the metrics into different columns and easily sort or rank the data. Some tools, like Google Analytics, will let you export website data to a .CSV file, which you can easily add to your audit spreadsheet. A .CSV file (comma-separated values) is a plain text file where the data is separated by commas and can be exported into a simple spreadsheet.
4. Find your content audit headlines
To report the results of your audit, find three to five headlines — or succinct key points — that will guide your strategy moving forward. You can share these with your team and other stakeholders without overwhelming them with too many data points.
5. Re-evaluate content often
Don’t make content audits a once-a-year endeavor. Make sure you are frequently evaluating your content against your KPIs. The Content Marketing Institute has a great article on how to do quick, condensed audits throughout the year. You can leave the larger, more comprehensive audits for January or the start of your fiscal year. CMI has a helpful article on those, too.
Don’t want to tackle your content autit alone? WriterGirl can help you get a full picture of your content, so you know where you need to beef up or scale back to meet your business goals. Want to learn more? Let’s talk!