Content audit FAQs
Everything you need to know about content audits
In a second step after the inventory, the content is subjected to a performance check. It is evaluated both quantitatively (How much content does the company have?) and qualitatively (How good is the content? Does it contribute to the overall goal(s)? Does the content meet the needs of the target group?).
The result: a comprehensive status quo of the company's own content with important findings as to whether the work done so far corresponds to the specified goal(s). Based on this, recommendations for action regarding the content strategy can be derived, including whether a change of direction is necessary and if so, which one. You can probably already see how important it is to carry out a content audit on a regular basis!
You're relaunching the website.
A relaunch, redesign or change to a new CMS (content management system) usually needs to be accompanied by a change in content. Be it a new website structure or a new strategic direction: A website relaunch is the perfect time to optimise pages that don't perform well or to part with them altogether and further develop more relevant pages.
You're changing or adpating your content marketing strategy.
Whenever there is a change in the overall content strategy, it's advisable to conduct an audit. Examples are new target groups, a different product portfolio or changes to the business model. Of course, all content must also be in line with the new strategic focus.
There was a significant drop in search rankings.
If you notice that your website has been losing visibility, it's high time to carry out an audit. The prerequisite for this is knowing your Google rankings, of course, and monitoring them continuously. Among SEO experts, this is both the most obvious and the most popular reason for an audit.
What happens after the content audit?
Much more important than the results of the audit is what you make of it! After all, for most editors the hard work only begins after the analysis phase is over. These action steps will help you get started:
The content is flawless.
Rejoice and leave everything as it is.
The content is okay, but needs a little tweaking here and there.
Optimise the content. Google will reward you with better visibility!
The content is good, but not complete.
Add to it or check if it can be merged with existing content. The motto is: content curation & recycling.