Do you have a favorite recipe? Something that’s easy and yummy? Have you ever lost or misplaced that recipe.
Let’s pretend that you find it after several months of it being stuffed in a cookbook and go “Oh yea! I love this recipe!” Then you make that recipe again!
After that, you go through all your recipes and cookbooks and discard old ones and make sure your favorites are easy to find and use.
As you’re going through your cookbooks, you find another recipe you use to love but didn’t love all the ingredients. Now you can change and update the recipe.
Performing a content audit of your website will help you find those great content pieces, reuse/recycle old posts, and help you organize what you have.
We recommend performing a content audit at least once a year.
Before we build our content strategies, we audit our content and look for three important things:
- What do we already have?
- How have those posts performed?
- Can any content be reused/recycled?
Why would these three things be important? Knowing what you have now and what has been performing well will help you create new content that will perform well. If you have a post with potential, now you have an opportunity to bring it up and reuse it.
This is a quick guide to auditing the content on your website. With that said, you should plan for approximately an hour to complete the audit. Depending on the site, a content audit can take several hours!
Tools to Perform Content Audit
- Google Docs (or Excel)
- Google Analytics
- Your Website
3 Phases to Audit Content
The quick content audit process has 3 main phases; Creating your spreadsheets, Google Analytics Audit, and using the data to create your content strategy.
Phase 1 – Create Spreadsheet
- Create a spreadsheet to all your content audit data
- You can use Google Docs or Excel
- Title your tabs
- Title Tag
- Meta Description
- Save your spreadsheet
- Save it where you can easily grab it and where your whole team can view it
- You can read more about how we use Google Docs here
Phase 2 – Google Analytics Insights
- Head to your Google Analytics
- Go to your site’s analytics data
- We recommend looking at the past 3 months of data
- Click on Behavior
- Type “Blog” to pull up all blog content
- Start manually entering the data into your spreadsheet
- Just use good old copy and paste
- Enter URL & Pageviews
- How to Get Title Tags and Meta Descriptions
Phase 4 – Content Strategy
Now that you have your content audited, it’s time to comb through the data and use it for your content strategy.
Think about the following questions:
- What was the most viewed posts?
- Which post had the most leads?
- What type of content had the most success (pageviews & leads)?
- Do you have a list of content that you can reuse
When performing research to create your content strategy, use this data alongside your Internet and client research.
Here’s what your Content Strategy should look like:
How to Reuse Content
Reusing content is great! Did you have a top 10 post that did relatively well? Create a 2.0 version and offer a top 20.
We once had a content piece that we later realized had lots of stats and numbers, so we turned it into an amazing infographic!
We’ve also performed a content audit for a client and realized a lot of their content was amazing but lacked visuals. Creating infographics, featured images, and visuals helped boost their content and take it to the next level.
You might audit your content and realize some of your posts are out-of-date and that’s okay. You can choose to revamp or add to that existing content or to leave it.
We shared with you the quick guide to auditing content; however, there are tools to help you. We use ScreamingFrog for our longer, more detailed content audits. ScreamingFrog combs all of your sites pages and it’s easy to download.
Auditing your content does take time, but the results are so valuable! From your audit, you’ll learn what you already have, what’s had success, and where you can reuse.
Want to learn more about content marketing?
Download our eBook on content marketing!