You've put a lot of effort into your content, but it still doesn't perform as you expected? It may be a sign that your strategy needs a solid content audit.
A content audit is an in-depth review of all your company's digital content, including website pages, blog posts, social media profiles, and more.
The audit starts with collecting and listing content and evaluating its performance and relevance. The audit aims to make informed decisions to optimise (or remove) content for better engagement, SEO, and conversions.
A content audit can be your source of improvement opportunities in communication, SEO, and audience engagement.
But how exactly?
Boost in user experience
Thanks to content audit you can spot and address issues such as broken links, outdated content, and confusing navigation. These fixes improve user experience, making your products more user-friendly.
Increase in user engagement
Reviewing your existing content reveals ways to increase user interaction. To better engage with your audience, this can include adding more graphics, videos, or interactive components and streamlining your messaging.
Better SEO
A content audit helps improve your positioning in search engines. It details how you can raise your website's visibility and rating on search engines - whether by finding keyword opportunities or enhancing the quality of your content.
Gaps spotted immediately
By evaluating your content, you can pinpoint where your content strategy may be lacking. Whether it's about areas needing more comprehensive information or topics that still need to be covered, a content audit helps fill these gaps.
Save of time and money
A content audit can reveal unnecessary or repetitive content creation efforts. Streamlining your content strategy not only saves time but also resources, making your creation process more efficient and cost-effective.
A content audit can boost your content's performance; it's a fact. But to make it work, it has to be done in line with your data, marketing strategy, and overall business development direction.
Luckily, you have our experts on your side.
Over the years, our team has battle-tested the six fundamentals of effective content auditing; take a look!
While auditing your content, we use automated tools for efficient data collection and analysis, like Google Analytics, Screaming Frog, and your CMS. These tools save time and provide valuable insights about what's working in your digital content, as well as spot improvement areas.
The role of an audit is to stimulate your growth through content optimisation. To do that, we support our content audits with solid and actionable metrics that align with your business goals. For example, we use time on page and social shares while working on engagement improvements, whereas, for SEO, we look at organic search rankings and CTR.
Quality always delivers. That's why we do the qualitative analysis of your content, examining its relevance, tone, readability, and E-A-T (Expertise, Authoritativeness, Trustworthiness) to ensure it resonates with your audience.
Digital content must go hand in hand with your business development vision; it's like a system of connected vessels. So, to optimise your content's lead generation and sales potential, we analyse how each piece fits into the user journey, identifying gaps for additional content or optimisation opportunities to guide users towards conversion.
Focusing on updates with the highest potential impact on your goals is a no-brainer for us. Also, we love to look for opportunities that can give you almost immediate results with relatively small effort. For example, high-traffic but low-conversion pages are usually great occasions for quick wins.
To make it fruitful, you should treat content auditing as an ongoing process, not a one-time event. Regular audits help your content strategy align with audience needs, search engine changes, and industry trends.
“Sometimes the best solutions are right next to us, yet we fail to see them. This is exactly why content audits help.”
Natalia Kamieńska
Head of Copy & UX Writing, Flying Bisons
[ Methods & Tools ]
Our copy and UX writing team delivers everything you need to keep users engaged with your product. From content strategy and tone of voice to digital content and microcopy, we've got you covered.
Naming
Transactional Communications
Tone of Voice Workshops
Photography
Communication Strategy
[ Clients ]
“We’ll keep them hiring for every project in the future.”
Kornel Kulisiewicz
Business development director, PWC
“Our customer acquisition cost went down by about 50%. Our sales skyrocketed.”
David Winter
Co-FOUNDER, MUSCAT
“We were surprised how quickly they delivered everything we asked for.”
Bernard Golko
Chief Digital officer, OnniBus
[ Process ]
[ work with us ]
Natalia Kamieńska
Head of Copy & UX Writing
Prefer e-mail? [email protected]
Prefer e-mail? [email protected]
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