We brush regularly to keep our teeth sparkling.
What can businesses do if they want their website content to shine? Conduct a content audit!
A content audit allows you to take an inventory of your company’s website content.
The data behind this content is analyzed and subsequently used to direct the content marketing strategy.
Businesses in the SaaS space are now more than ever using content to scale. Content allows firms to make themselves distinct in a saturated market. Content creates online buzz, and lead generation.
A content audit is needed when your company’s accumulated online content begins to stagnate. For example, a 2012 trends piece on the latest cloud technology wouldn’t be useful for a 2021 audience.
With tech rapidly changing, a content marketer needs to stay one step ahead to make sure her company’s content is well suited for a contemporary audience.
Here are some benefits of conducting a content audit.
Keep Ahead Of Competitors
With the explosive growth of SaaS in the past decade, it’s likely that your SaaS business contends with several competitors. A content audit allows you see where you stand compared to your competitor.
This means conducting a content audit not only on your company website, but also on that of your competitors.
You won’t have access to the analytics behind your competitor’s content, but you can understand the audience they’re targeting, and through social listening, you can figure out whether that content is garnering traction.
Generate Story Ideas
One of the pain points for content marketers at SaaS firms is consistently creating website content.
The more consistent a firm is in creating content, the more successful the inbound marketing campaign.
But generating content ideas entails regular editorial brainstorming sessions. A content audit can help.
By looking at stories that garner the most clicks, content marketers can create story ideas similar to those stories, but with updated angles.
Repurposing content is especially important if your bandwidth around editorial content is limited due to other tasks.
Fill In The Gaps
When we’re creating content, we target specific personas and audiences. By looking back on your website content, you can discover personas that may have been missed.
In doing so, you not only have an opportunity to fill a content gap, but also to create more content addressing the missed personas. This is helpful in generating new story ideas, too.
How Often Should You Conduct Content Audit?
When I worked in newsrooms, I’d conduct content audits every day. You’re working in a daily-deadline driven environment, so it makes sense to keep up with the content published not only in your paper, but also in competing papers every single day.
If you’re a SaaS business, aim for a website content audit every quarter. The more frequently you conduct your content audit, the less work it involves. Conversely, if you conduct a content audit once a year, or even less frequently, the task can become overwhelming.
Nevertheless, if your website houses ample content, it’s best to segment your content audit and tackle one facet of the website at a time.
A content audit is a bit like brushing your teeth: if you do a content audit regularly, your brand will sparkle and shine next to your competitor.
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I help companies grow by telling their stories.