Are you looking to improve your content strategy?
Maybe you’re not sure where to start, or you feel like your current plan is no longer working.
In either case, conducting a content marketing audit can be an extremely helpful way to enhance your strategy.
In this guide, we’ll walk you through the steps involved in conducting an audit, as well as provide some tips on how to use the information you gather to improve your overall strategy.
1. Review what is and isn’t working with your content
The first step in conducting your audit will involve taking a closer look at your current content strategy and identifying what is and isn’t working.
What types of content are performing well?
Conversely, are there certain types of content that are underperforming?
Once you’ve identified what is and isn’t working, you can start to make changes to your strategy. If certain types of content are underperforming, try creating new, more engaging content that’s similar to the content that is working.
You should always be thinking about ways to make your content more visible to your target audience. For example, if you’re not promoting your content effectively on social media, that could be a reason why engagement is low.
There are a number of different ways you can collect data about how your current content is performing. One of the best ways to do so is by using tools like Google Analytics or Sprout Social.
2. Review what is and isn’t working for your competitors
In addition to reviewing your own content strategy, you should also take a look at what is and isn’t working for your competitors.
This will give you a good idea of what works in your industry and what doesn’t.
It can also help you identify any gaps in your content strategy that you may need to fill.
Start by performing a competitive analysis. This involves studying your competitors’ content, seeing what they’re doing and which posts are receiving the most traffic and engagement.
Are they running ads? Maybe they’re posting videos.
Better yet, maybe they’re posting video ads.
Whatever they’re doing, you need to be aware of it. And if there’s something they aren’t doing, that’s an opportunity for you to seize.
3. Define what actions need to be taken
After you’ve reviewed your current strategy and taken a look at what your competitors are doing, it’s time to define what actions need to be taken.
This will involve creating a plan of action that outlines the steps you need to take to improve your content strategy.
It should also be aligned with your overall business goals and values.
Some of the actions you may need to take include creating new content, conducting keyword research, promoting your content more effectively, or making changes to your current content.
Once you have a plan of action, you can start to implement the changes and track the results.
4. Set new goals
After you’ve conducted your audit and created a new plan, you’ll need to set new goals.
Your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound (aka SMART). For example, a good content marketing goal might be to increase web traffic by 20% over the next six months.
Another might be to double your social media engagement within the next year.
Setting new goals will help you track the progress of your content marketing audit and ensure that you’re on track to improve your strategy.
Conducting a content marketing audit can be a helpful way to improve your overall strategy. By taking a closer look at what is and isn’t working, you can make changes that will help you better engage your target audience.
Don’t have the time to conduct an in-depth content marketing audit? Let the professionals help you see where you’re falling short. Schedule a free 45-minute strategy session with Bizzuka today!