A content audit can reveal growth opportunities, clean up low-quality content and help you create better-performing articles
As an agency, you already know that great content is a powerful marketing tool.
But are you really putting all your content to good use?
If you’ve been around for a while, you likely have older articles and blog posts that are neither bringing you traffic nor amplifying your brand.
At the same time, you also probably have some "superstar" content that makes up a chunk of your traffic profile.
And in-between, you have a handful of middling content pieces that never quite reached their full potential.
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Removing, redirecting or improving this content can set you up to win new business in…
A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences
We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used to brainstorm future improvements based on your content ideas to engage prospects and encourage sharing. It's a key part of our strategic approach to content marketing detailed in our 7 Steps to developing a content marketing strategy.
The CMM also works as a content mapping tool, structured to help you think through the dimensions of different content formats for assets you could develop in future as part of a creating a content marketing strategy.
The two dimensions used in the matrix help you review how content can support the business to achieve its goals against how…
Increase leads and sales by using our full range of recommended tools and techniques to audit your content marketing effectiveness
Many content audits are limited by just reviewing SEO or making an inventory of existing content. These are both important, but to improve your content to make it more valuable to your business AND your audience, we recommend a complete 360-degree content audit [link] covering all aspects of content effectiveness.
Our content audit is different since it helps you get more value from your content by improving each of these crucial elements of content effectiveness:
SEO – increase rankings and technical quality of content for SEO
Content coverage – a traditional inventory of types of content to identify new content needed
Impact of content on leads and sales by integrating Google Analytics data and reviewing UX to make improvements to calls-to-action
Content mapping to personas through the customer journey
Audience opinions and feedback on…
Audit your content and SEO with our mindtool to get more from your content marketing
One of the biggest appeals of digital marketing is that it's data-driven - we can readily review the effectiveness of our activities and make informed improvements. This is particularly true for using content marketing and SEO to attract and convert visitors to lead or sale.
Yet, the tools that are available within analytics to help us visualize and optimize our content haven't really changed since I've been involved in digital marketing. If you dig into the Behaviour reports in Google Analytics you still see long lists of Top Content and Landing pages to try to interpret. Using Content Groups in Google Analytics can help simplify by grouping related content. Although you can sort the lists, it's not easy to identify which content is performing well and can be enhanced and which is under-performing and which…