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Yours *TrulyJuly*

I do everything content.

Simply comparing tags used with tags viewed can give great insight about what content you create and what content is consumed.

Simply comparing tags used with tags viewed can give great insight about what content you create and what content is consumed.

To plan better for future success it’s a good idea to establish the status quo. In the digital space the first step to get an overview of what we know is to conduct a Content Audit.

A Content Audit can typically focus on your website or social media.

But you can also run it business-wide or even just for yourself to get an idea where your content expertise lies.

How organised are you?

How long does it take to open your CV? This should be pretty straight forward.

Don’t worry, this isn’t a test. There’s no good or bad, but maybe there’s a better.

Now how about: How long does it take you to find the picture with the funny hat? Or how about the video with that cute dog?

The way you go about finding your content tells you how organised you are.

If it took you too long to find what you’re looking for, follow these tips: how to set up an efficient filing system and establish a naming convention.

What is your content expertise?

Your content expertise consists of the topics you have expert knowledge on. If you can transfer this information in an easy to understand way, i.e. explain it in a KISS – keep it short and simple – manner, bravo, this is your content expertise!

Especially in businesses where content assets are scattered amongst various C: drives, it can be interesting to compare what you think you know with what you actually know. You might find hidden talents and new ways of profiting on your content.

Moreover, a Content Audit will help you identify your content gaps. It is important for staying relevant to your audience to know what their needs are and where you fail to address them.

What is a content audit?

A content audit is basically a content inventory. It’s essential if you’re for example relaunching your website or preparing for a new content management system.

If you want to undertake a full content inventory, I recommend these guides:

Harvard Web Publishing’s step-by-step guide to creating a content inventory and sample spreadsheet

Marketing Land – How To Conduct A Content Audit

Moz – How To Do a Content Audit – Step-by-Step

Single Grain – The Step-by-Step Guide to Conducting a Content Audit

However, a content inventory alone is only showing you what’s there, and not what’s missing.

How to conduct a content audit

A content audit can serve different purposes. Check this great matrix giving advise what type of content audit to conduct according to your situation.

If you are interested in how you stand on certain topics or want to do a quick spot check on your content offer, you can do a keyword content audit.

1) Establish relevant keywords

The results of your content audit are only as good as the purpose you give it. Be clear what it is you want to learn about your content before conducting a content audit.

a) Establish the keywords relevant to your business

This can be a lovely brainstorm exercise that helps define your identity of your enterprise / product / brand / blog, and even yourself. Be bold and include goals in your keywords to see if your content includes the bigger picture.

b) Establish the keywords relevant to your audience

If you want to be found on the internet, you need to know what your audience is looking for. They might use different keywords or different spelling.

Read these 5 tips to start building a good keyword list.

Hopefully your keywords mostly match those of your target group, as it shows you speak your customer’s language.

This awesome worksheet helps to find the right keywords for your business.

2) Search for these keywords and collect the matching content

This can be a simple desktop search. Here it’s important not to narrow down the search results by using keywords that are too general.

You’re basically in your customer’s shoes now and get to experience firsthand how organised your content is: There is a risk you’re not catching all content if it doesn’t correspond to your keywords because of missing naming convention or meta data.

3) Create a spreadsheet and list how many and what content items you found per keyword

Here’s a handy list of content inventory templates. Pick the one that works best for you and customise it to your specific needs.

4) Compare your findings and establish where you have sufficient content and where you have a content gap

This method clearly shows you where you need to spend time to fill content gaps and where your main content focus lies.

Learn about your content preferences, you might have a lot of content that is not relevant to your business, but is popular with your audience. Maybe there’s a way to cross-pollinate.

Also analyse your content types. Maybe you spent a lot of time creating an explainer video, but the infographic reached many more people.

5) Declutter and get rid of content that is no longer useful

Too much content can be overwhelming for the consumer and costly for you.

Accept that not all of your content has the desired results.

Part of a successful content audit is also to delete / archive outdated or underperforming content.


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