How do you audit your content for improvement?

If you create content, tracking its performance is key to being able to continually improve it. While there are many tools you can use, you can create very simple spreadsheets (Google sheets or Excel, e.g.) that can grow with you. I recommend starting simple so you can build a habit without feeling overwhelmed. LinkedIn provides great analytics but can't tell the whole story. By adding your LinkedIn numbers to your spreadsheet, you can have a complete picture all in one place. If you use Google analytics, that's another way to stay on top of your numbers. Some basic columns for a starter spreadsheet can include Target audience, Where published, Date of publication, and then columns for simple engagement metrics.

Defining clear goals and metrics is crucial for effective content writing. Before setting goals, understand your target audience. Who are they? What are their needs, preferences, and pain points? Understanding your audience will help you tailor your content to resonate with them. Define your content objectives in specific and measurable terms. For example, your goal might be to increase website traffic, generate leads, improve brand awareness, or drive sales. Each goal should have a specific metric attached to it, such as "increase website traffic by 20% in three months." Ensure that your content goals align with the broader objectives of your business or organization. Content should support your overall marketing and business strategy.

Check for SEO optimization: Review each piece of content for proper search engine optimization (SEO) elements such as meta tags, headers, internal and external links, and keyword usage. Ensure your content is easily discoverable by search engines. Assess content organization and structure: Evaluate the structure and organization of your content. Check for clear headings, subheadings, bullet points, and visually appealing formatting. Assess visual elements: Examine the use of images, videos, infographics, and other visual elements in your content. Identify gaps and opportunities: Identify gaps in your content strategy. Look for opportunities to repurpose or update existing content to align with current trends or industry developments.

As you build your library of content, keeping up with all of it can seem daunting. You can keep a handle on it all by adding each piece of content to your spreadsheet as it is created. If you already have content, it is well worth your time to add it to the spreadsheet so that you have a complete picture. By tracking your metrics, you will begin to see patterns. These patterns will help you identify those KPI's (Key Performance Indicators) for YOUR business. If tracking seems boring, just wait! As your dataset grows providing insights, your business will grow! This is when all those numbers will become exciting! Another perk: Repurposing! When you know what works, use it again and in multiple formats.

For successful content management, having a well-organized list of all your content assets can be really beneficial. It's time to organize the data once you have obtained the relevant information. You can add more information to the basic information if you think it would help with content management. Spend some time reviewing and verifying the data you've gathered. Verify URLs, titles, and other important information to make sure everything is accurate. Keep in mind that updating a content inventory is a continuous process. Make careful to update your inventory as needed when you produce new content or change current materials.

Aligning with audience's intent and needs is the key to building effective content. When evaluating the general hygiene of a content piece, it may be helpful to use social listening tools to analyse the conversations and questions your audience is having around the topic of your content piece. Sometimes it may be effective to on-board and collaborate with individuals/thoughtleaders who have proven expertise around your chosen topic. Including their insight will elevate your final product by offering the much needed 'proof of concept'.

To add a bit more, it's crucial not to underestimate the power of data analytics in this process. Using tools like Google Analytics or SEMRush can provide in-depth insights about your content's performance, ranging from bounce rates to time spent on page. This can help in identifying patterns and trends in user behavior, helping us understand what type of content resonates best with our audience. It's also worth mentioning that periodically updating and repurposing high-performing content can be a highly effective strategy to maintain relevance and SEO rankings. Your content inventory isn't static—it's a living, evolving entity that should adapt with your audience and market trends.

Nothing beats execution! In order to create meaningful content that will value add audience, consistency is crucial too! I suggest dedicating time each week plan, create and schedule content.

Absolutely, execution and measurement are key components of an action plan. I'd add that it's essential to foster open communication during this process, ensuring everyone involved is clear on the tasks at hand and deadlines. Regular meetings can be instrumental in maintaining alignment and addressing any challenges promptly. Moreover, it's critical to be adaptable and flexible. A content strategy, like any other, may need adjustments and realignments as per the metrics and user feedback. We must remember that it's an iterative process. What might seem like a good idea today may not work tomorrow. So, using a test-and-learn approach can be extremely beneficial, allowing us to learn from our attempts and refine the strategy continuously.

You can use google calendar and visual work management tools such as Trello to block out time in a week to create lots of meaningful content. E.g. half day or a full day in a week. Social media scheduling tools can also help you save time in posting automatically. Being productive is the key to success in content creation. For example, you can create a long piece of video content and repurpose it into multiple forms of content such as quotes, articles, blogs, and short video clips. There is no need to be perfect in content execution because you cannot get to quality before quantity. Hence, prepare an action plan and execute it!

The first step of content auditing involves cataloging existing content. I record crucial details like the title, format, purpose, and performance metrics in a spreadsheet. This provides a clear view of what content we have and how it's performing. Secondly, I analyze performance metrics. Using tools like Google Analytics, I assess how each content piece performs in terms of engagement, bounce rates, and conversion. I also look at SEO performance, considering metrics like organic traffic, backlinks, and keyword rankings. Next, I consider content relevance and quality. Is the information still accurate and valuable to our audience? I review each piece, comparing it against our current brand guidelines, audience personas, and SEO strategy.