This document provides guidance on how to perform a content marketing audit. It recommends compiling all existing content into a catalog divided by type (articles, visuals, audio). The content should then be analyzed based on metrics like visits, shares, conversion rates. Competitor content should also be researched. The results can be used to see gaps, flaws, and most effective content. An improvement plan can then be developed and shared with the team to inspire new ideas and adjust the strategy to increase leads and conversions. The audit provides a starting point for systematically tracking performance over time.
2. But how can you be sure it
is effective enough?
And 77% of
companies claim
to have it.40%
of marketers say content
marketing is an essential part
of their overall marketing
strategy.
3. Content audit
usually helps to uncover both the existing problems and those
which may eventually appear if not treated right.
4. Why do you need
content marketing
audit?
Check if your content works as it is
supposed to;
Locate weak and ineffective pieces of
content;
Find out what areas have been covered
and what has been missed;
Review the recent ideas and modify them
for further use;
Get an understanding of how to adjust
your content in the future.
5. Created texts Visuals Audio content Longreads
Build up a content
catalog
articles, blog posts,
social media notes,
reviews,
memorable
comments, etc.
images, photos,
memes,
infographics,
presentations,
video clips, etc.
podcasts, tracks,
sound effects,
broadcasts, etc.
ebooks, white
papers, brand
books, brochures,
booklets, etc.
Now youâve got one big catalog of all the assets you possess.
It is just time to add some digits there.
Divide content into the following categories:
6. Issue date;
Page URL;
Number of visits;
Number of social shares;
Conversion rate;
Bounce rate.
Add the numbers
Gather the following
indicators:
7. Analyze
All the data is at your disposal. Now you have to
evaluate your content.
The things to note are the content length,
uniqueness, relevance to your audience, and value
for readers.
Conversion Visits Prospects Traffic
75
50
25
0
8. Measure the
performance
the number of leads generated,
the conversion rate,
the number of social media shares,
and how many comments it has managed to gather.
Thatâs how youâll get a general picture of how your audience
reacts to what you are doing.
Focus on your content
performance, namely on:
9. Proofread and correct
uplifting02
adjustment01 rewriting
to develop your content and attract more traffic and visitors.
03
Youâve got the numbers, now you should check whether all the
things youâve created can sparkle the interest in people. Use:
updating04
10. Research the competitors
The posts with the most comments;
Their most popular posts;
The content that has managed to get the
highest amount of social media shares;
There are several things worth noting while
researching your competitors:
The preferred type of their content â
whether it is a video or blog post;
The way their community manager
interacts with users.
11. see all the gaps and flaws in your
content strategy
build up a new content plan
adjust your strategy in the most
effective way
define what content is best for
your business
see what values to emphasize to
increase your leads generation
and conversion
Define the methods for
improving your marketing
strategy. You can:
Compose the
improvements plan
12. Launch a brainstorm
W
The results can inspire your teammates to come up with new ideas and fresh channels for your
promotional efforts. Let your team think of the situation and produce all the ideas possible, taking
into consideration all the data gathered.
Share content audit results with the team!
13. Your content audit
will become a
starting point for
tracking your
performance.
It will help you develop a more
structural and systematic approach
to your marketing efforts, as such,
increasing the results.
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