What should a content audit include, and how does our team approach content marketing?

Published on January 6, 2022 by Alex Eade

“Tools are great, but content marketing success is about the wizard, not the wand.” – Jay Baer

 

“We write and design content that gets search engine traction and makes your visitors take action.

Digital content and copy are the face of your search engine performance and your ability to attract, convert and keep visitors to your site.

That’s why we care so much about the words on your site, ads, social, email and more.

Our approach is humans > algorithms. 

Mimicking the individual voice of a business is a skill that my team excels at – whatever your style is, we can match it (but like an old and honest friend, we’re not afraid to make suggestions to improve what’s already there).

Equally, if you’re struggling with messaging around your key products or services, we’ll enable you to find what you’re trying to say. We work in parallel with our Tech SEO and Paid Media teams to keep us rounded.

Our:

  • Strategy documents (for website, social and email)
  • Content calendars (for website, social and email)
  • Social media content and copy
  • Landing pages
  • Email copy
  • Blog posts

are always backed up by technical expertise.

Whether you’re after a full blown content strategy, or simply need help with the time consuming task of content production (or both) we’ve got our creative minds and Google Docs at the ready!” – Josef James, Head of Content & Conversion

What should a content audit include?

This is perhaps the most broad of all of the marketing audit types, if you work with anyone within the marketing world they would approach a content audit differently! We break content audits down into three broad areas, but naturally the scope of the audit depends on your goals.

1) Content success
If we were auditing content for ‘success’ we’d typically be looking at the content for its ability to generate traffic, links, shares and new business. If you are starting a new content strategy this helps to ensure you are taking all the learning forward with you.

  • What level of engagement has the content received from social media?
  • How many backlinks (see below) has the content received?
  • How much traffic has the content generated and from which sources?
  • What were the outcomes after people viewed the content?
  • Broadly-speaking, any evidence of the content being talked-about is a really strong signifier of a successful campaign.

2) Content appropriateness
When we think about appropriateness of content, we generally think about how well it talks to the target user(s). Typically this kind of audit would be run by a copywriter or a strategist who is able to get into the mind of the intended audience and can judge what has been written.

  • Does the content answer my question?
  • Can I see my needs or anxieties met by the content?
  • Do I have to work hard to read and understand the content?
  • Is the content sincere?
  • Is the content of an appropriate length for the platform?

This is a highly subjective audit, and really requires a solid understanding of your target audiences.

3) Content accuracy and site accessibility
Lastly, accuracy – which can come in many forms, but spell check, sentiment analysis, and readability can all be focused on here.
If the copy on your website is hard to read or full of spelling errors people will not stay and engage in what you have to offer. As well as being important to users, this is also important to search engines. Review how easy it is to read your website and whether the spelling and
grammar is accurate.

  • Is your site free of spelling errors? – Use a tool like InSpyder to spell check your site.
  • What is the readability score for your site? – Use a tool like Hemingway App or Grammarly to assess readability.
  • Does your website achieve accessibility standards? – Use a tool like W3C to check if your site achieves web accessibility standards.
  • Even without the ability to check all your content quickly at scale, running some manual checks across key pages on your website is worthwhile.

Content audits, and the strategic planning that comes after them can be time consuming (and we haven’t even touched on the actual content creation!) Many people look at this mammoth task and leave it for another day – but there really is nothing more important than pinning down your content strategy – it’s the cornerstone of everything you say to your customers, and your potential customers.

If you’d like support in getting your strategy underway, need somebody to do the heavy lifting and actually create content for you, or you’ve been working on content for a while and need an audit to identify opportunities – simply get in touch and our content team will be more than happy to discuss how they can help you.