Originally published August 28, 2022 , updated on January 16, 2023

For any company that wants a dynamic online marketing strategy, it’s important to conduct an audit to see what needs improving. 

A content audit services agency can help with the analysis process, saving your company time and effort.

The website and content analysis, which includes the use of Google Analytics, will help you discover how much potential traffic you could be missing. It will also help to identify the topics that are attracting the most attention and what marketing activities are falling short.

Read on to learn how the analysis process can benefit your company.

What Is a Content Audit?

It’s a systematic assessment of the strengths and weaknesses of your online portfolio. These can include videos, audio, text, slide shows, infographics, or photos. The audit services allow you to see where your strategy is succeeding and where you need to improve.

Why Make Use of a Content Audit Services Company?

Sometimes you’re too close to see the bigger picture. Outsourcing the process to an agency frees up time and resources. But more importantly, you have experts to analyse your strategy and inventory. And they do so from a fresh perspective. This gives you the unbiased truth to improve your marketing strategy. Here’s how their services can benefit your business:

1. An SEO Content Audit Provides Important Data Intelligence

The company takes inventory of your online repertoire. It enables you to, for instance, see which blog posts have the highest level of social engagement.

The analysis can show which posts perform the best in organic search and drive the most leads.

Thus, you can identify which formats deliver the most leads, drive the highest level of engagement, and perform the best in organic search.

Key takeaway: the content audit agency can identify benchmarks for measuring future performance. Rather than marketing based on intuition, you’ll have data from which to plan a strategy. This will help you to focus on assets that deliver the best traffic and sales conversions.

2. They Can Identify Information and Format Gaps

The one benefit of an inventory is that it shows the full spectrum of your true assets. But an inventory also shows which assets you don’t yet have or don’t use to their full potential. It shows the areas where your website needs more information to meet the needs of your audience. With the analysis, you know which gaps to fill. You can now diversify to fill those gaps.

For instance, your delivery might fall short in one area because you haven’t kept up with the changes in the market. This could happen with industry disruptions like the roll-out of 5G in the telecommunication industry. Besides, the audience’s needs might have changed.

Key takeaway: Audits enable you to align goals, strategies, and delivery with the changing needs of your buyers. It gives you a roadmap to reach marketing goals faster and more efficiently.

3. Use the Content Audit Services to Map and Organise Information Assets

Users don’t visit your website for blog posts or to find podcasts. Instead, they visit because they want to solve a problem, find an answer, or gain insight on a topic.

The content agency uses the process to identify the structure of the information you present. Marketers can use the data to create categories according to various audience segments. This ensures a better user experience, easier navigation, and improved search engine placement.

With the analysis, you can spot verticals and topic cluster opportunities. You might find that you have an overload of information on one topic with very little on another important theme. Armed with the data, the content audit services company can provide you with a list of topics and themes which you need to focus on as part of the online marketing and SEO strategy.

An in-depth inventory assessment enables you to identify information assets to use as incentives for the exchange of user information or subscription to your newsletters. These assets might serve you better when gated. Examples include white papers, eBooks, and guides.

4. The SEO Content Audit Agency Can Identify Opportunities to Repurpose Information

A website clean-up once a year helps to identify and remove orphaned links and shows which information pieces don’t get the desired attention. Outdated data affects credibility, while older evergreen posts often don’t show up in the search engine results.

You need current and fresh information while you want the evergreen posts to keep driving traffic. But staying current and creating new posts to keep the information flowing takes time and resources. If you have older posts with useful information, you can repurpose them to renew interest, drive traffic, and add value for your target audience.

Key takeaway: an audit makes it possible to see which posts you can update and resubmit for search indexing. Also, you can turn posts into infographics, combine a group to create an eBook or comprehensive guide, or create a slide show to accomplish specific marketing goals.

5. Identify Quality Issues With the Help of a Content Audit Services Company

Information quality affects the user experience. Search engines also pay close attention to quality. This includes grammar, spelling, style, and readability factors. The depth, scope, and accuracy of the information also affect the user experience.

Search engines will penalise your site for inferior quality and repetitive articles. The scrutinising process helps to identify obsolete articles, inaccuracies, grammar mistakes, and duplicate efforts.

Wrapping Up

The process helps to create an inventory, showing you what you need to remove, repurpose, upgrade, edit, optimise, and reorganise.

It also shows you which topics you still need to cover, where you have an overflow of information on one topic, and where the site has quality issues.

Armed with the results, you can refurbish the site and its assets for optimal traffic, higher user engagement levels, and improved lead to sales conversions.

It is a comprehensive process, but help is available from an experienced content audit services company. Have a look at the Goodman Lantern process for more information.

Connect with us to breathe new life into your website, user experience, SEO, and online performance.

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