How to Conduct a Content Audit: A #CMWorld Twitter Chat with Melissa Harrison

When was the last time you looked at your content? Like really looked at it? Do you know what content you have and how it’s performing? Do you understand its strengths and weaknesses?

That’s a lot of questions to digest, I know.

But you need the answers. Why? A lot of us are focused on our new content that we forget about what we already have. That’s why it’s important for marketers to run regular content audits. No one recognizes this more than Allee Creative’s Melissa Harrison. As CEO, she ensures the content her team produces engages audiences and achieves client goals. We knew her experience made her the perfect guest for this week’s #CMWorld Twitter chat.

(BTW, Melissa is a pretty cool boss. She brings several members of her team to Content Marketing World every year!)

Think you don’t have the time or energy to conduct a content audit? Think again. Here, we’ll talk about how to identify and analyze existing content to boost your content marketing strategy. If you want to read more of Melissa’s (and our community’s) insights, our Twitter Moment includes all seven questions and their responses.

When should marketers perform a content audit? And how often should it be done?

A1 Timing will be different for everyone. At minimum, conduct annual content audits (to support your biz/mktg plans for the next year). Also, know that it is something that can take quite a bit of time–weeks, months–so hang in there; it’s easier to update from there. #CMWorld https://t.co/xtfGGOLJJ6

— Melissa Harrison (@MHBossLady) January 15, 2019

A1: I usually conduct one every 6 months or so. It’s a good way to check in on if content needs to be updated, consolidated, or removed, and it also gives newer content time to rank and perform. #CMWorld

— Patrick Delehanty (@MDigitalPatrick) January 15, 2019

A1: I do one monthly. I run analytics on the 1st of each new month and figure out what performed best from the prior month. I look for trends in the data and recreate similar content moving forward. As a content campaign creator, this is key for my clients and ROI. #CMWorld https://t.co/NjlpEZnTGZ

— Jenny (JH Marketing Results) (@resultsinamonth) January 15, 2019

A1. Since I’m a freelancer… I should do a #content audit every time I land a new client.

It’s better to have a process that tracks everything as you go and make continual data-driven adjustments.

Think continual process, not big projects. #CMWorld

— Tod Cordill (@todcordill) January 15, 2019

What are some common mistakes people make when conducting a content audit? How can these be avoided?

A7: One common mistake is that they get too emotionally tied to content or worried about the cost that was involved in it, and are afraid to remove it/edit it because of all of the time and money already invested in it. #CMWorld

— Taylor Barbieri ⌨️? (@Taylor_Barbieri) January 15, 2019

A7: It can be easy to fall into the trap of looking at the wrong metrics when auditing content – especially vanity metrics on social. Having clearly defined goals for the content and your audit help you to determine which insights are valuable in that moment. #CMWorld

— Click Ctrl Marketing (@ClkContrl) January 15, 2019

A7. Not actually changing strategies despite doing the in-depth analysis because they hope audiences will be receptive sooner or later. I feel the more frequently you audit, the easier it will be to apply changes where necessary #cmworld

— M I A ✤ R O S E (@thekryptikrose) January 15, 2019

When was the last time you ran a content audit? What did you find? Let us know in the comments below.

Want to take your content marketing strategy to the next level? Then you’ll want to meet us in San Diego for ContentTECH Summit. You’ll gain valuable insights into how you can create a more effective process. Register now to secure Early Bird rates AND get an extra $100 off when you use code SM100 at checkout.