Fact: Writing content for a business blog or website is not easy. Not only do you have to cook up some creative copy that gathers the reader’s attention, but you also need to remain consistent throughout the piece to keep them engaged.
You also have to worry about all of the little intricacies of Search Engine Optimization (SEO) that will get those eyes to your page in the first place.
It’s a lot of stuff to take into consideration, and even once your piece is published, you can’t just kick back and expect those leads to come pouring in. You’ll have to monitor how well your content is doing through tools like Google Analytics. If it’s doing poorly, you’ll need to address those problem areas.
That, in a very small nutshell, is what content auditing is all about. And if you want to convert as many leads into sales, you’ve got to do it.
Today, we’re taking a look at the five top reasons why you should do a content audit.
- You Just Started to Localize Your Content
- Your Company Merged With Another
- Attracting the Right Amount of Traffic for the Wrong Reasons
- Your page copy isn’t targeting a specific buyer persona.
- Your copy doesn’t address your target audience’s interests or needs.
- Your content isn’t persuasive enough.
- Your content fails to clarify a call to action that your visitor must take.
- Your Visitors are Having a Hard Time Navigating Through Your Site
- Rebranding Your Company
Localizing your content is the process of adapting the content that you produce based on a specific location. That means adapting your copy to hit local SEO factors in an effort to make your business stand above the local competition, making accurate translations that reflect your business message to people overseas, and formatting your content in a way that is culturally sensitive to the customs of people outside of the United States.
That’s where a good ol’ fashioned content audit comes into play. It can identify areas in your content that need to be fixed including terminology, any processes, tools, and templates that need altering to fit localization. Outside of the U.S., marketers call this internationalization.
Adapting your content to fit localization recommendations through accurate translations, and the like, can help establish you as a reliable source of information, gaining the confidence of people no matter where they live while boosting up your conversion rates.
Company mergers can be a very complicated thing, and updating your website can be the last thing on your mind. Hiring a digital marketing consultant, however, can get you back on track in no time flat.
In reality, your content needs to be updated to reflect any big changes. If your content still reflects the old business or department name, your visitors will lose trust, thinking that your company doesn’t care enough to update its online content. If the company doesn’t care to update its content, it can be easily misconstrued that your company doesn’t care enough about providing the best product or service either.
Unfortunately, perception is reality in the marketing business, so conducting a content audit if or when your company or department merges with another is an absolute necessity.
If traffic is flowing into your site like milk into a cereal bowl but you aren’t getting much of an increase to your conversion rate, you may be attracting the right amount of traffic for the wrong reasons.
What does that mean? Well, it can mean a few things:
A content audit can help you identify the problematic blog pieces or web pages that need a little TLC in order to jump-start your dead-on-arrival conversion rate.
We’ve all been there – going to a website looking for information on a product, but with no clear pathway to get to where you want to go.
It’s frustrating, and in most cases, you end up leaving the page without the information you initially went for. It’s no different for visitors to your website if there isn’t a clear pathway to get to the product or service information that they need. If they don’t find what they need quickly, they’ll leave, and your bounce rate will increase.
Sometimes a quick rearrangement of the site menu bar or helpful links on the home or landing page can direct customers to the information they need. At the same time, a simple content audit can help you identify where the issue is and allow you to fix it.
Rebranding is a marketing strategy used where your company’s logo, name, slogan, symbol, or design is changed in an effort to revitalize your business, make appropriate changes to two companies that have merged, or to update the direction of the company.
Rebranding shines when it comes to making your business stand out among competitors as well.
When you’ve finally taken the plunge to rebrand your company and are left with the titanic task of redesigning your website to accommodate those changes, a content audit is just what you need to tie up all the loose ends.
A quality content audit is your ticket to greater returns. An experienced digital marketing consultant can help you get there.
A content audit requires a skilled eye to read the data, interpret it, and create a digital marketing plan that can address the areas of concern. As a business owner, you have more than enough on your plate. Let a digital marketing consultant do the heavy digital marketing lifting for you.
Contact me today at (956) 566-4998 to set up a consultation and to learn more about a content audit.