Designing a content marketing strategy in self is a tedious and demanding task. However, we do it out of necessity. After all, without definitive goals and a plan to achieve them, there is no guarantee of growth.
Although marketing content has become a necessity, something that remains optional because of its complicated nature is the content audit.
Auditing your content refers to the qualitative process of judging how your content is faring. It is a direct reflection of your marketing strategy, showing you exactly how well your content is getting you to your goal.
Often websites upload blogs or videos and then forget about them. The reason an audit is tedious is that it forces you to return to your old posts and measure their success. Instead of simply focusing on putting out new content, you need to also worry about existing content.
The process is not as simple as reading old blog titles and deleting those that are not trending. But it is worth it. Understanding your content’s performance across qualitative parameters (aka Key Performance Indicators (KPIs)) you set, gives you a brilliant insight into the efficacy of your content marketing strategy.
When you audit your content, you essentially ask three questions:
Through these questions, you evaluate your current strategy and improve your content marketing in Delhi on every front!
Once you ensure you have the resources and time for this exhaustive process, you need to decide what you want from the audit. Since content marketing involves a lot of metrics, social shares, and search engine optimisation, these are usually the goals that an audit works towards.
Now that you have your goals, you begin the process with a content inventory.
A content inventory is when you make a spreadsheet and list out every piece of content on your website by URL. There are several online tools just a search away which help with this process!
But this is just the first column of what are going to be several, which brings us to the next step.
Each piece of content is an asset and its data needs to be put into additional columns. These columns may contain:
And several other data points, based on your goals for content marketing.
Depending on the size of your website and the number of pages, this can be the most tedious step. In some cases, it even takes months to complete. However, once you finish collecting all the data for the inventory, it’s time for the next step.
Once you have all this information you sit down and start gleaning insight from the data. This can be a daunting task due to the amount of data, resulting in analysis paralysis. Fight through this fear and begin the process – once you start, it gets easier!
On the spreadsheet you just need one more column designating your course of action. This can be:
Keeping Your Content: This applies to your top assets which have solid data backing up their success in your marketing strategy.
Updating Your Content: Content which may still be good and salvageable but requires a slight makeover. If some of your blogs have outdated information but still a decent success rate, updating the information increases the success rate.
Removing Your Content: When the content yields no returns. It is poorly optimised for the current search engine algorithm, has outdated information and shows almost no conversion rate, it is time to remove it.
Consolidating Your Content: If you find an asset that has potential but needs to be combined with another asset, doing so gives your strategy an automatic boost!
A carefully done content audit gives you immense insight into your current marketing strategy. Acquiring all that data especially helps when you compare your website to your competitors. You can also use it to track off-site marketing! This way, although wearisome, it serves its purpose of enhancing your strategy to increase lead generation, conversion rate, and ROI!
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