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How do you improve content after an audit?

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A content audit is a systematic review of your website's content, its performance, and its alignment with your goals. It helps you identify what content is working well, what needs improvement, and what can be removed or consolidated. But an audit is only the first step in optimizing your content strategy. You also need to implement the changes based on the insights you gained from the audit. How do you improve content after an audit? Here are some tips to help you.

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Sneha Banerjee

Impact Communications | Partnerships | Digital Media
Preethi S.

Head of Content at Hooray Teams /Sorry, I was on Mute (SIWOM) Content Management l Digital Marketing | E-commerce | SEO…
Crystal White

Communications and Brand Strategy Leader | Driving Growth through Innovation & Team Leadership

1 Prioritize your actions

You can't tackle everything at once, so you need to prioritize your actions based on the impact and effort they require. A common framework to use is the ICE score, which stands for Impact, Confidence, and Ease. You assign a score from 1 to 10 to each factor for each action, and then multiply them to get the ICE score. The higher the score, the higher the priority. For example, updating a high-traffic landing page with a clear call-to-action might have a high ICE score, while rewriting a low-traffic blog post might have a low ICE score.

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Sneha Banerjee

Impact Communications | Partnerships | Digital Media
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Think of the client’s requirement from a larger perspective; what are the goals it intends to achieve from the content, who are the people they are trying to cater to from government alliances, private sector bodies and larger diaspora. Understand the greater goals of the team.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Another way to look at your audit is to identify 'quick wins'. What are the actions you can take right now, that will have a huge and immediate impact? Bonus if it's a budget-friendly task as well.

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Crystal White

Communications and Brand Strategy Leader | Driving Growth through Innovation & Team Leadership
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Prioritization is important as time is money! Using the ICE score is a game changer for taking the emotions out of making the most of your time.

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2 Update your content

One of the most common actions after a content audit is to update your existing content. This can include improving the quality, relevance, accuracy, and readability of your content, as well as optimizing it for SEO and user intent. You might also want to add new elements, such as images, videos, or interactive features, to enhance the user experience and engagement. Updating your content can help you boost your rankings, conversions, and retention.

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Preethi S.

Head of Content at Hooray Teams /Sorry, I was on Mute (SIWOM) Content Management l Digital Marketing | E-commerce | SEO l
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The main criteria is to check for contextual relevancy in the current scenario and whether your content meets the user intent, does it address pain points and does it align with your target audience. If yes, updating content through keyword research, new information including images, stats from credible sources and restructuring the outlines can promote higher engagement.

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Crystal White

Communications and Brand Strategy Leader | Driving Growth through Innovation & Team Leadership
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Content updates should be done with the user experience in mind. Consider how resilient users are to change in your space and evaluate whether a complete overhaul is ideal or if making changes over time is a better fit.

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3 Remove or consolidate your content

Another common action after a content audit is to remove or consolidate your content. This can help you eliminate duplicate, outdated, or low-quality content that might harm your reputation, authority, or user satisfaction. You might also want to merge or redirect similar or related content to avoid confusion or cannibalization. Removing or consolidating your content can help you streamline your website, improve your crawlability, and focus on your core topics.

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Crystal White

Communications and Brand Strategy Leader | Driving Growth through Innovation & Team Leadership
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Clutter is content’s enemy! Users can’t digest what they can’t ingest. Don’t be afraid to remove content that is underperforming or complicating the user experience. Instead, focus on making sure each piece of content CONTRIBUTES to the user experience.

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4 Create new content

A content audit can also reveal gaps or opportunities in your content strategy that you can fill with new content. This can help you address new or emerging user needs, questions, or goals, as well as target new keywords, audiences, or stages of the buyer's journey. You might also want to create new content formats, such as podcasts, ebooks, or infographics, to diversify your content mix and reach new channels. Creating new content can help you attract, educate, and convert more prospects.

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Timothy S.

Global Director, Employer Brand - LinkedIn Best Employer Brand 2023, 2022 & 2021
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Our audiences' behavior is constantly changing from the channels they visit, the type of content the consume and how they engage with the content. Understanding our audience behavior allows us to learn which content is no longer relevant and what new type of content they want to consume. A good example for a specific audience category is seeing VTR decrease on long-format videos (3 minutes plus) which drives a shift to short-form videos (up to 60 seconds) to drive an increase in VTR.

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5 Test and measure your content

The final step in improving your content after an audit is to test and measure your content. This can help you evaluate the effectiveness of your changes, as well as identify new areas for improvement. You can use various tools and methods to test and measure your content, such as A/B testing, heat maps, analytics, surveys, or feedback. You should also define clear and relevant metrics and goals for your content, such as traffic, bounce rate, conversions, or retention. Testing and measuring your content can help you optimize your content strategy and ROI.

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Crystal White

Communications and Brand Strategy Leader | Driving Growth through Innovation & Team Leadership
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A/B testing is a powerful tool in evaluating the performance of content. It can be helpful for email and other user marketing to gauge what customers best respond to.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you improve content after an audit?

1

2

3

4

5

6

1 Prioritize your actions

2 Update your content

3 Remove or consolidate your content

4 Create new content

5 Test and measure your content

6 Here’s what else to consider

Content Strategy

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感谢您的反馈

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How do you improve content after an audit?

1

2

3

4

5

6

1 Prioritize your actions

2 Update your content

3 Remove or consolidate your content

4 Create new content

5 Test and measure your content

6 Here’s what else to consider

Content Strategy

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感谢您的反馈

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