You have jumped on the bandwagon & is producing great content on your site week after week in order to target diverse audience across the web. But how will you know the effort & money that you are investing in your content marketing campaign is really working for you & is converting visitors to clients. Well, my friend, it’s time to perform a thorough content audit on your site. If you don’t have any idea where to start then you are in the right place
What Are The Information You Want To Deduce From Your Content Audit?
You will definitely want to know what type of contents is generating more visits & engagements. From research, it is seen that textual contents like infographics & memes get high engagements from visitors.
If you are curating content from other sites then you must provide the proper reference through outbound links.During the content audit, you must ensure to cite the original source on each page. By doing this you can ensure to re-adjust your content marketing budget & time for different channels lie E-mail Newsletters, Ads.Social Media, Paid Search & Paid channels which
You must identify the channels which are driving your target audience for specific contents.
The objective of any content is engagement. You must be able to deduce which are the contents that your audience find engaging & whether the audience is taking the next steps. You must identify the contents which are driving repeat visitors.
You must ensure that the contents provide the most up-to-date information regarding the topic & make necessary edit regarding the topic.
Here is a step-by-step guide on how to perform a thorough content audit of your site with 9 simple steps.
You can use Google Analytics to perform a thorough content audit of your site. Here are the 9 key metrics that are essential to determine whether you are on the right track with your content marketing campaign.
A slow loading drastically affects the bounce rate. Pagespeed has become an integral factor in Google’s algorithm as Google is taking into account the overall user experience. You should identify elements (both for desktop & mobile) which are making your site slower & try to fix it to create a smooth user experience.
If you are seeing higher bounce rates in your analytics then it simply means the audience is not finding your content interesting & is exiting the site from the landing page. You should keep a tab on the contents which have a higher bounce rate & should try come up with something better.
3. Unique Visitors
You can see how many visitors with unique IP addresses visit each page on your site from this metric.
4.New Vs Returning Visitors
This metric is a good indicator of how popular your page is over time or if your content is good enough to make visitors come back for more.
It can help you to strategize your content marketing campaign accordingly. If your email marketing campaign is driving more visitors then you should try to invest more time in that only rather on other channels.
6.Keywords and ranking
You have to evaluate the ranking of the pages for your targeted keywords. Always, aim for high volume & low competitive keywords.
This metric enables you to measure whether the audience is coming from the countries or cities that you are targeting.This ensures that your localized content strategy is working successfully.
You can measure the success of a content simply by gauging how many audiences are opt-in for your “Call-To-Action” on the landing page & is moving to the connected page to fill up the requisite subscription form or download an e-book.
Manage proper integration of outbound links in your content as linking to higher authority sites can boost your site reputation & can increase exposure for your site.
Content Auditing is an integral part of your content marketing strategy as there is no point in creating content after content blindly if you are not getting the end result which is, of course, clients & revenues from your content marketing. You should at least conduct a monthly audit to ensure you are always on the right track in your content marketing journey.