Is a Content Audit Worth It? Let’s Talk ROI.

It’s easy to rally a team around big, flashy projects?like website redesigns.

Content audits aren’t nearly as sexy, so it’s much harder to garner excitement (and, more importantly, stakeholder approval). You have to prove that the audit will be worth it.

How can you show that auditing your content is worth the time and resources?

Focus on the value. Let’s talk about how content audits drive ROI.

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1. Audits Can Diagnose Costly Problems

Nobody’s perfect. Neither is any one piece of content. But if any content is actively losing you leads, it needs attention.

There could be a range of issues impacting your content’s ability to reach and convert your audience:

• Accessibility problems
• Outdated information
• Poor readability
• Confusing website navigation
• Ineffective messaging
• Technical issues, like missing metadata

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Problems like these could turn readers (and patients) away. Running an audit can help you find and fix costly issues.

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2. Audits Make Existing Content Stretch Further

Audits aren’t only for combing through your channels and finding mistakes. They’re also about finding opportunities to get more out of your content. (Especially those evergreen pieces you haven’t thought about in years.)

Audit results lend themselves beautifully to building a content improvement plan that drives growth. They uncover opportunities to:

• Get more traffic: Improve search rankings and beat out local competitors on SERPs.
• Convert readers to patients: Increase user engagement and optimize for conversion.
• Differentiate your brand: Identify your advantages to stand out in a competitive market.

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Looking for stats that back up those benefits? We audited Advocate Aurora Health’s content and used the findings to build a strategy that increased:

• User engagement by 20%
• Video plays by 25%
• Pages per session by 22%
• Find-a-doctor action by 17%

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3. Audits Can Increase ROI of Future Initiatives

Major marketing initiatives should begin with informed strategy. If you’re planning a project like a website redesign, start with an audit to understand:

• The content you have
• How it’s performing
• How to improve your content as a whole

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The best time to get these insights is before making a big change. Set yourself up to get the best possible return (instead of pouring resources into something you’ll need to fix later).

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Have a Question About Content Audits?

You aren’t On Your Own, Kid. At Aha Media we live for this stuff.

Read our answers to 10 FAQs about healthcare content audits.

Or send me a message to learn how a content audit with Aha Media could benefit your health system.