Want to look like a content superstar? Run a content audit.
A content audit, while yes tedious, is essential to dig into content insight. A content audit helps you determine content gaps and areas to focus. It allows you to see what your audience has enjoyed over the years and what has been a failure. It also allows you to turn one content piece into multiple content pieces quickly – how’s that for cost efficiency?
It can seem overwhelming when looking at your content audit spreadsheet. If you’ve been producing content for many years, then you have a lot of URLs to go through. Don’t fret. Here are a few easy content audit hacks to make your life much easier and allows you to learn valuable information to improve your content plans.
Content Audit Labels
On your content audit spreadsheet, have a column labeled Importance. As you dig through the URLs, number the content in this column as 1, 2, or 3.
1 = Important/Engaging Content
2 = Mediocre Content
3 = Boring Content
Once you label the content with the importance level, sort your content in order of Important to Boring.
As You Go Through the Content Ask These Questions
- What is the content about?
- Does the content target our audience?
- Does the content achieve business goals?
- Can the consumer relate to this article?
- Is the content easy to find?
- Does the layout look good?
- Are we marketing the content well?
- What’s missing?
You can create a notes column and answer these questions. However, it’s suggested to create column per question, so it’s easy to scan your answers. Note: Make sure to freeze the URL and Headline columns so it’s easy to scroll over since your spreadsheet will get long.
Begin With #1: Important/Engaging Content
Important/Engaging content is most likely performing well. You probably targeted the audience, wrote with a purpose, and input strong SEO. So, your batch #1’s should be easy to go through.
Answer the questions above. Repeat the same steps for batches 2 and 3.
Anything that you said “No” to, look at how you can repurpose the content to make it more engaging/important.
If you said “Yes” to, ask is there anything missing to repurpose the content.
Create a column called “Repurpose". If you don’t need to make any improvement, simply write “No”.
Once you’ve gone through your list, sort all “Yes” URLs from the “Repurpose” column. These content pieces are not items you can update or turn into another content piece. One article may not turn into two or three content pieces, which just saved you time and money!
Say you have 50 articles that are repurpose-worthy, and out of the 50 you have 30 that you can turn into more than one content piece. You just went from 30 stories to at least 60. You now look like a superstar.