The basics of a content marketing audit: Pointers, tips, and tricks

Faith Ocampo Published on October 22, 2015

bearded-office-employee-looking-at-laptop-with-magnifying-lense
Content auditing can sound a tiny bit intimidating and overwhelming, but that s probably only because we usually associate the term “audit” with finance and numbers. Auditing your online content, on the other hand, is about gaining both a qualitative and quantitative view of everything your website contains.

Why should you audit content?

businessman-surprised-at-laptop-colorful-doodles

It may seem like a time-consuming and labor-intensive task, but assessing your online content is more than worth it.
A content marketing audit serves as the foundation of your overall strategy. It s astounding how many companies publish content without actually knowing their goals and what they need to get there. Obviously, such lack of approach would garner little to no results at all.
The beauty of a website audit is it allows you to gain a clear and specific idea about where you currently are in terms of content marketing. This way, you can:

•     Spot the gaps in keyword use, topics, and even writing style (i.e., tone and branding).

•     Observe whether there are patterns in the content you publish.

•     Analyze the gap between the content you have and the content you need.

•     Evaluate whether your content helps in achieving your business goals.

•     Determine content that should be transferred, deleted, or revised.

•     Create a solid content strategy for optimum benefits.

How should you do it?

young-male-employee-studying-laptop

Establish the questions you’re trying to answer.This would help focus your content marketing audit toward the goals you want to accomplish and the content issues you want to understand further.

Create an audit template.Using a template to keep track of the entire website audit process will help you stay true to your objectives. The template includes data from your inventory, the organization s goals, marketing analytics, and content marketing guidelines established by the brand.

Come up with an inventory.Be as exhaustive as you can. Gather all URLs, categorize content types down to the most specific, list keywords, and record how each piece of content has performed in the past.

Think of your audience.You’re probably targeting more than one group of audience, so you have to assess how your content resonates with different sectors in your audience. Are there particular content types that seem to work better for some groups?

Include quality, effectiveness, as well as tone and branding.This is the qualitative component of the website audit and is perhaps the time-consuming part. You have to evaluate web content based on how well it reflected the company branding, its impact on customers, and its ability to generate leads.

Assess content performance.What types of content work best for your audience? And what doesn’t? You may be surprised to find out that you re still publishing weak content when you could have channeled the effort to a more robust content strategy that drives results.

Compare your site with competitors.
Although you should avoid copying other’s strategies, you can learn a lot from a single glance at your competitor’s website or blog. Take a look at what they do that you don’t, their strengths, and weaknesses, and compare these with your own website.

Compile and present your findings. Make use of the insights you gained from the content marketing audit and transform them into a marketing strategy to improve your content game.

 
 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO Yesterday
Compared to most industries, #CallCenters are known for providing a fun and positive workplace for their employees.
But more than just making daily ops light and dynamic, the agents, the contact center, and the clients benefit from this: https://buff.ly/3NiWbEB

----------
Let's create a program hyper-customized for your brand's goals, needs, budget, and customer demands: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerService #EmployeeEngagement
Open Access BPO Yesterday
Efficiency in #CallCenters involves enhancing agents' #productivity and #satisfaction.

Check out these 5 tips to boost #EmployeeEngagement and productivity in #ContactCenters: https://buff.ly/46H48KE

----------
Learn how our training, employee engagement, and culture of diversity contribute to our high-quality #CustomerExperience: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CSat #CustomerSupport #CX
#CustomerService #CustomerSupport
Open Access BPO 2 days ago
#CallCenters are made up of people from different cultures or backgrounds.
Each one is likely to have differing workplace habits and values, all of which can result in conflicts.

Here are the top 10 causes of conflicts in the call center: https://buff.ly/3GsT0GL

----------
Connect with an #outsourcing firm that provides great employee training and management programs: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CompanyCulture #EmployeeManagement
Open Access BPO 2 days ago
As more consumers turn toward online channels, businesses are struggling to provide quality #CustomerSupport for their international customers.
Partnering with a reliable #MultilingualCallCenter has, thus, become a valuable strategy.

𝐇𝐞𝐫𝐞 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐭𝐨𝐩 𝐥𝐚𝐧𝐠𝐮𝐚𝐠𝐞𝐬 businesses must offer to remain competitive in global markets: https://buff.ly/4a7ocZp

----------
For #CustomerService and #BackOffice support in over 30 languages, contact Open Access BPO today: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO 2 days ago
𝐅𝐫𝐚𝐮𝐝𝐬𝐭𝐞𝐫𝐬 𝐠𝐞𝐭 𝐦𝐨𝐫𝐞 𝐚𝐧𝐝 𝐦𝐨𝐫𝐞 𝐜𝐮𝐧𝐧𝐢𝐧𝐠, 𝐚𝐧𝐝 𝐢𝐭'𝐬 𝐮𝐩 𝐭𝐨 𝐲𝐨𝐮 𝐭𝐨 𝐤𝐞𝐞𝐩 𝐭𝐡𝐞𝐦 𝐚𝐭 𝐛𝐚𝐲.

Luckily for you, #outsourcing can back you up in this battle.
Here's how call centers protect your customers from ecommerce fraud: https://buff.ly/47GJvPX

----------
Partner with an #outsourcing partner that keeps #InfoSec a top priority alongside great #CustomerSupport: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerExperience #DataSecurity
#outsourcing #FraudProtection #FraudDetection
Open Access BPO 2 days ago
In celebration of 𝐍𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐆𝐢𝐯𝐢𝐧𝐠 𝐌𝐨𝐧𝐭𝐡 this December, Open Access BPO Davao collaborated with the Philippine Red Cross - Davao City Chapter for a blood donation drive held last December 1, 2023.

Our collective efforts turned moments of compassion into life-saving contributions.

Thank you to all our OABPO Davao heroes who rolled up their sleeves–you've proven that a small act of giving can have a monumental impact.

----------
Open Access BPO actively promotes community involvement in the workplace by supporting the annual blood donation activity among other causes.

𝘗𝘩𝘰𝘵𝘰 𝘴𝘩𝘰𝘸𝘴 𝘮𝘦𝘮𝘣𝘦𝘳𝘴 𝘰𝘧 𝘵𝘩𝘦 𝘖𝘈𝘉𝘗𝘖 𝘋𝘢𝘷𝘢𝘰 𝘵𝘦𝘢𝘮𝘮𝘢𝘵𝘦𝘴 𝘥𝘰𝘯𝘢𝘵𝘪𝘯𝘨 𝘵𝘩𝘦𝘪𝘳 𝘣𝘭𝘰𝘰𝘥 𝘵𝘰 𝘵𝘩𝘦 𝘤𝘢𝘶𝘴𝘦.

#WeSpeakYourLanguage
#OneWithHealth Philippine Red Cross
Open Access BPO