Great content articles begin with a content audit
Have you been blogging for a year or more? Or have outdated website copy?
A content audit is very important to make sure that you always have fresh content, that it’s performing as well as it can and that you’re refreshing your SEO activities regularly.
Furthermore, your editorial planning will become a breeze and a content audit is well worth the time and effort.
What is a content audit?
A content audit is a structured process of reviewing your website’s content with the view of keeping a record of what you have live, how it can be improved and what function it serves. Broken down, that means going through every single blog post that you’ve ever published and keeping a record of it.
It helps you go through your existing content to see which pieces meet your marketing objectives and which don’t. It will also provide an opportunity to see what content is missing and any gaps that need to be filled. It will also help immediately identify the strengths, weaknesses and challenges in all the existing content.
Ideally, a content audit should be performed regularly, such as every six or twelve months, depending on how often you blog. Given that SEO best practices can change quite frequently, it also helps you to keep on top of them and position yourself well.
How to do a content audit
Firstly, start with a spreadsheet of all the posts ever published. The spreadsheet should contain title, topic, keyword, URL, external links, internal links, category, what type of content it is (eg evergreen, listicle, time sensitive etc) and include a section for actions required.
Although it depends on your business goals and marketing objectives, here are some basics to look for when conducting your content audit:
Benefits of a content audit
Having a content audit and being able to clear see what content you have, will be useful for getting the whole team on board and utilising the content. For example, if you have a series of blog posts that answer some of the most frequent questions that your sales people have to answer, you can save your employees time and resources. This is such a prevailing step because a lot of content gets lost and not used to its full potential. ‘SiriusDecisions estimates that 65 percent of B2B content ends up languishing unused.’
Taking inventory of your blog posts will also provide an opportunity for you to view potential curated posts. As I did in Best five copywriting posts of 2018, you can see your top performing posts and curate them into one post for the ease and benefit of your readers. Be sure to write original blurbs introducing each post, rather than cutting and pasting from the original posts, to avoid Google penalties.
Using Google Analytics and your website’s own data, compile a list of the top ten (or whatever number) best performing posts. Performance can be determined in alignment with your marketing and business objectives, eg are your performance metrics based on how many people read it? Or how many conversions (eg how many buy a product from your site)?
Analyse the top performing posts and work out why they performed so well. Did they receive better attention when it came to spreading the word? Did you write about something unusual and unique? Or was it directly written to what your audience really wanted to know? One of the keys to a great performing website is to repeat what is working well.
Similarly, you can identify which content can be repurposed easily. A lot of existing content is often ripe for repurposing, not just as content articles but other forms of content (such as downloadables, ebooks, videos etc).
Having this bird’s eye view of your content will supply an easy and thorough opportunity to create recommendations for powerful content going forward. Here are some examples of content recommendations that I posed when undertaking a recent client content audit:
Recommendations to capitalise on these posts include:
As a bonus, you might rediscover content that you had forgotten about. This forgotten content can be added to your social media strategy, outreach or PR campaigns.
Although it may fill you with dread and seem like it will take ages, the amount of effort and time you invest in doing a content audit each year will save you time in advance by making your content articles more useful, targeted and usable.
Here are some top audit tools to help with your blog audit.
My content writing strategy offers a thorough and actionable content audit as part of the package.
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Guest post by Glance.
A brief overview of the role technology has played in recent history proves emerging innovations are constantly impacting countless aspects of daily life for people throughout Australia. From developing iOS apps that make life easier to Android solutions that streamline once complex processes, it’s clear that recent advancements have already had a major effect on society. This trend continues today. Virtual reality (VR), for instance, may soon usher in another technological revolution. However, before VR becomes widespread, we might first see the rise of augmented reality tech. That’s because the devices and platforms that make VR experiences possible don’t have mass consumer appeal just yet. Augmented reality (AR) will bridge the gap in the meantime.
Understanding augmented reality
Pokemon Go! (which became very popular very soon after its release in Australia) and Snapchat are two apps that introduced AR to the average smartphone user. AR tech essentially allows apps to superimpose virtual elements (images, sounds, data, and more) onto real world features.
It’s not quite VR. Instead of immersing users in completely new surroundings, AR lets users encounter and manipulate virtual elements within their current environments. As of now, AR is more feasible than VR, as developers can create AR apps for relatively ubiquitous devices such as smartphones, tablets, and computers
AR’s role in business
AR is poised to disrupt numerous industries. Some businesses have already used it to improve marketing efforts.
For instance, U.S. Bank is leveraging AR to help customers find ATMs in unfamiliar cities. The Commonwealth Bank of Australia has developed an AR app which overlays real estate and property information over the real world when viewed through a smartphone screen. Furniture retailer IKEA released an AR app that lets users insert virtual renderings of furniture into their homes; this helps ecommerce shoppers determine if certain larger items are worth purchasing. Sephora’s AR feature allows customers to virtually “try on” a product before buying it.
These few examples clearly prove AR can substantially improve marketing campaigns for many types of businesses. As the tech continues to develop, more organisations will find smart ways to take advantage of it.
AR makes gaming immersive
Again, many people know about AR thanks to the success of Pokemon Go!. It’s easy to understand why users embraced this new type of gaming experience. AR simply turns the world around a player into the setting of a game.
Another AR game, Zombies, Run!, uses the technology to make players feel as though they must run from attacking hordes of the undead. It makes for a much more dynamic gaming experience than sitting in place and staring at a screen.
Of course, gaming and marketing aren’t the only sectors that could stand to benefit from the rise of AR. We’ll soon find it has far more potential applications than most people could imagine. We’ll also see how the emergence of AR will help lead the way to the development of widespread VR tech as well.
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