In the case of content development, less is more. When you have too much content, you often find redundancies, get bogged down in non-user-centered language and content design, and create a maintenance nightmare.
So how do you keep track of the content you've created across website pages, different websites, and multiple channels?
A great place to start is with a thorough inventory of existing content. A content audit helps you categorize and prioritize content, and analyze redundancies, usefulness, and accuracy–all things that can save you from content chaos.
There are three types of content audits:
Three types of audits
Quantitative inventory – identifies page titles, URLs, metadata, traffic stats, etc.
Qualitative audit with best practices assessment – looks at content from outsider’s point of view and measures against best practices and user needs. Is content useful, usable, enjoyable, and persuasive?
Qualitative audit with strategic assessment – how does content align with content and business strategies based on pre-vision work? Where are the gaps? What’s working and what needs help?
- What are the benefits?
- Scope and budget a project
- Get a handle of what you have and where it lives to understand maintenance and what you can get rid of
- Provide reference for content during content development – helps keep track of what’s getting done
There are a lot of templates for content audits out there, but yours should contain at least the following:
- Page titles
- Page URLs
- Page metrics
- Page keywords
- Page priority
- Page relevancy
- Key messages
- Key actions
Deciding what content audit is right for you and digging into your website pages can be one of the most useful parts of your content strategy.
If you need help or education around conducting your content audit, reach out to Moving Content Forward.