Audit your content and content creation process

Boris Pocatko

5 minutes

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Embracing regular content audits is not just a good habit; it’s a cornerstone for ensuring your content remains relevant and useful. While you have your analytical and content optimization tools, auditing lets you assess if your content answers your users’ questions. With content audits, you can finesse the creation process to produce quality versus quantity content for an impactful experience.

Content audits

You need to perform regular content audits, focusing on what people are looking for but not finding. Analytics tools, such as Google Analytics, are a good start but are often not good enough. For example, what do high page views and high bounce rates mean? Is it good or bad? These analytics tools should be complemented with other tools assisting with content optimization, such as Hotjar. Once you verify the collected analytics data is sufficient to track your Key Performance Indicators (KPIs), make sure they are mapped to your company goals. That way, it will be easier to determine if you are managing to achieve your company goals.

Refresh your content

Another task that should be performed regularly is content refreshing, which helps you to keep being relevant and valuable for your consumers – that’s the primary goal of your content. Workflows should be put in place to ensure regular content revisions. Not all content is created equally. The content you create should answer or help to answer user questions. Even if you have already created content from a previous website, you do not need to use all of it. Ensure the created or carried-over content aligns with your content strategy. Deciding that is out of the scope of this course, but consider it when approaching your next project.

Keep the ROT at bay

Make sure your content isn’t full of ROT: redundant, outdated, or trivial information. ROT hurts content performance. An audit can help. A great idea is to start with your customer journey maps to identify relevant content and content channels. A customer journey comprises things people want to accomplish as they interact with a brand. When you’ve repeatedly delivered information in specific ways, it’s easy to go with your default distribution channels, for example, another blog post, print poster, and so forth. Standing back and looking at the range of channels from a customer point of view gets you thinking of new possibilities.

Analyze your content creation process

The content creation experience should be optimized and analyzed the same way you do your customer purchase conversion funnel. Make the content creation as easy as possible, but encourage high-quality content with a compelling unified message that will be reinforced repeatedly.

For content types with high reuse potential, design a publishing approval process that ensures detailed and helpful metadata.
For content or content types used for promotion, make the publishing process quick and easy.

Limit the promotional content to have one or two metadata attributes for promotional content, for example, so your editors focus on creating the content that is important for your content strategy.

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