Content Marketing Audit

content audit

A content audit is the process of evaluating that content that is found in the content inventory stage. A content inventory, the first step in a content audit, is the process and the result of cataloging the entire contents of a website.

Content Inventory Audit

To get a idea of the types of content that live on your website, the first step is doing a content inventory audit. This helps us understand the content types that you have on your website, and how they are organised throughout the structure of your website.

  • Page Name: Name of the page.
  • Hierarchy: Where the page lives.
  • URL: URL of specific page.
  • Page Type: Determines the type of page (article, tool, product, etc).

Features Audit

Understanding the assets on a page and how they interact with the primary goal of the page is important. The features audit records and analyzes whether the content types below live on a page and how relevant they are in terms of interaction value with each other.

  • Products
  • Tools
  • Articles
  • Videos
  • Images
  • Downloads
  • Features
  • FAQs
  • User Generated Content

Editorial Notes

The editorial notes section of the audit points out any negative editorial characteristics that your content contains. These concerns can include:

  • A lack of format
  • No clear introduction, conclusion, or has confusing transitions
  • Lacks proper spelling
  • Information is inaccurate or old

Content Quality

The quality of your content is how users and search engines alike will judge the trust and value your website has for them. We break out content into 4 buckets to better describe the content set that you are presenting to your audience and areas that need to be addressed to help build value.

  • Redundant, Outdated, or Trivial: Content that is duplicated, older than 1+ years, or just offers no value to the business
  • Irrelevant: Content is irrelevant and does not support the page or topic
  • Walled off Content: Content is firewalled (requires a login) it creates a barrier for users
  • OK Content: Content that is deemed okay, but may need slight revisions

Content Page Rating

Give your website a rating to outline different groups of content and the value that each brings to your business.

1 – 2 Rating = Low quality content. May consist of ROT content, dead links or lacks any factual information. Content that falls in this category offers little to no value to a user.

3 – 4 Rating = Good content that covers a majority of the criteria for good content but may be lacking one or two points.

5 Rating = Content is clear, concise and timely and offers value to the user.

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