Many businesses around the world now have to produce extra content, which often runs alongside the main focus of the company or firm.
This can include anything from a business’ social media accounts and a regularly updated blog, to a YouTube channel and even more. All of these things can help a business to become more recognised, connect further with its target audience and make it appear higher in search engine rankings, such a Google.
What is a content audit?
In basic terms, a content audit is the act of analysing all of the digital content put out by your company. You will round everything up and look at performance levels, perform quality checks, and all in all, just make sure the ship is still sailing smoothly.
Performing a content audit allows you to see all of the areas in which you are reaching consumers with your output. It also allows you to identify any gaps you may have as a business venture in these sorts of areas. From here, you’ll be able to see which content is of a good quality and which isn’t, as well as viewing which of your content reaches the most people and which is it that reaches the least.
This creates the perfect avenue for you to begin to build on your content output and improve it in many different ways. You’ll have a clear view of what’s working what isn’t after completing an audit. This gives you great insight into the more creative areas of your business and therefore should be done quite regularly.
How often should I audit my content?
As previously mentioned, content audits should be done quite regularly. Every few months or so you should begin to analyse the different areas in which you are producing content as a business; this is mainly so you can identify issues and tackle them as soon as possible.
Perhaps your YouTube videos aren’t being filmed with high quality equipment, or maybe your social media channels aren’t utilising the correct hashtags and being updated frequently enough. Without checking in every now and then, you will not be aware of the errors that are ultimately holding your business back from performing at its greatest possible level.
If you fail to check on how your content is performing, or ensuring it is staying at the same consistently high quality over time, regularly, you’ll be riddled with same mistakes over and over again. You don’t want to be the one holding your own business venture back from its potential, so use the power you have as a business owner to do something when you need to.
How do I fill missing gaps in my content?
Another thing a content audit will make quite clear to any small business owner, is the gaps they may have within their content strategy. From here, you can identify which areas you aren’t providing content for and begin to develop your overarching content strategy to include those as well. This could be that your business doesn’t have an Instagram account and therefore you feel the need to start one in order to connect with a younger segment of your target audience, etc.
In order to fill gaps in your content, you must first identify what those gaps are, and that is the key thing to take away here. Once again, this is further evidence that conducting regular content audits is the best possible way to go about your small business ownership proceedings.
What else will a content audit tell me?
As the owner of a small business venture, there is so much you can learn about your own company by simply conducting a basic content audit. You’ll be able to see if it’s the right time for you to hire new members of staff and grow your workforce in numbers; if things are going well for your firm financially and you have content gaps to fill, you’ll likely want to get more hands on deck to help fill those gaps.
You’ll also become informed on potential ways to grow your business venture further. Again, this could be by identifying gaps in your content, or even becoming more aware of the content that connects with your audience on a higher level and deciding to push that further. This will allow you to grow your business online in a digital environment.
Connecting with your online audience is so important in this day and age. The stats below are key indicators as to why:
- In 2020, 84% of UK adults own a smartphone.
- On average, Brits spend 2 hours and 34 minutes online on their smartphones every day.
- In 2019, 72% of mobile connections are 4G, up from 66% in 2018.
- Over 1 in 5 minutes spent online is spent on social media.
Not conducting an audit can prove costly
Failing to complete content audits can lead to costly small business mistakes, which is something every venture owner should aim to avoid. There are many different ways for a small or independent business to be wasteful with its hard-earned money and avoiding doing so can be one of the biggest early challenges in a business owners’ career. An audit of your business’ online output can help you to identify these errors from an early stage and put an end to them before they’ve had a chance to grow and become more troublesome to you.
- You should perform content audits regularly to ensure you’re filling all gaps in your business’ output and reaching the largest audience possible
- By performing content audits you are able to easily identify where your business is going well and where it is lacking in a digital environment
- Content audits can help you to further understand your company and what makes it tick
- You connect with your audience through the publishing of online content, therefore you cannot risk it being below par in any area
- You can audit your content in multiple ways and for a myriad of reasons, this will change on a business by business basis
- Performing your first content audit will take time and effort, but beyond that point you’ll be able to reuse the same format time and time again to make things easier on yourself
You’re going to need some content audit goals
Completing a content audit for your website often proves to be beneficial for a number of different factors, including the amount of traffic, and also normally helps to improve the overall experience for your readers.
Content audits help you take note of the areas on your website that aren’t very well optimised for the major search engine rankings. For instance, you might add meta descriptions to your blog posts as part of your current strategy, but if that was not always the case, a content audit helps you locate which posts you’ll need to go back and add updates to.
Content audits also help you identify new SEO rules that you may not be following on your website already. For example, did you know that by including key words in headings of blog posts, you’re giving search engines a better clue as to what it is your content is all about; therefore, it can be ranked more efficiently.
If search engines have as much knowledge as possible about the content on your website, or your blog, they’ll be able to suggest you on webpages at a higher level than they already are. This is a great way to acquire a wider audience and grow your presence as an online business venture.
Conducting an audit is a prime way for you to update the content that already exists on your website, as well as knowing the new set of things to do and things not to do when you create new pieces of content. For example, you might not know the links on one of your product pages are broken, but a content audit provides you with a reminder to update those links.
Your content audit should accomplish bringing your content up to date, improving the rank of your web pages, and making the website you present to readers easy to navigate and free of all possible errors they could run into beforehand. To make sure your content audit is valuable, carve out enough time to complete it. But you don’t have to be in it alone. In fact, you can find plenty of templates to guide you through a content audit if you’re unsure of where to start.