December is my favorite month. The holidays are on the horizon, we’re wrapping up many of our projects and everyone at work is feeling a little merrier. It’s a great time to set the tone for the new year. If you’re a content marketer, it’s also the perfect time to do a content audit, so you can start fresh in 2017 and work towards your objectives.
Here’s why you should begin your content audit today:
Take stock of what you have, what worked, what didn’t. There’s a whole lot of content on your site. Organizing it in a spreadsheet allows you to examine the subjects you have covered and evaluate each piece of content using various metrics. This can give you insights into what performed well and resonated with your audience, as well as which posts can be archived, scrapped or edited.
Assess content relevance. Go through your organization’s Web pages to see which ones are pertinent for each of your stakeholder groups. The photos of this year’s volunteer appreciation breakfast may be of interest to employees, but they are likely not useful to all your prospects. Think of moving this type of content to internal-facing pages or creating a company social media page, in favor of posting audience-relevant content on your company Website.
Better organize your site. Use taxonomies to classify your content and determine which pages to keep, which to modify and which to discard altogether. Taxonomies can also help you to create relevant links across your site.
Get rid of useless files that take up server space. Some of the content you produced may not have performed well or it may no longer be useful. A content audit can help you identify these pieces and delete them in order to free up space on your organization’s servers.
Re-purpose quality content. Be sure to keep pieces that performed extremely well and that could be re-purposed. Perhaps you have an article that could be turned into an FAQ, a social media post or even a video. Content that resonates well with your audience can be flagged and used as a foundation for other stories.
Use results to guide your content strategy. Once you’ve inventoried all your content and completed your audit, the outcomes will allow you to produce a more complete content strategy. Start with a clean slate and set your objectives based on what you have learned.
Begin 2017 on the right foot. Think of your content audit as a closet cleanse. Get rid of old, outdated items, rediscover classics that you can accessorize differently, make room for new boxing-day purchases and completely re-think your style strategy.