Five signs that you need a content audit
when is it the right time?
Updating content leads to 3.5 time more traffic (HubSpot)
In the world of online marketing, content is crucial. Whether you’re running a small business or a big company, having good online content is important. But sometimes, the stuff you put out there can get old or stop working well. That’s where a content check-up comes in handy.
But how do you know when it’s time for one? Here are the five signs:
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Declining Traffic and EngagementDeclining Traffic and Engagement
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Outdated or Inaccurate InformationOutdated or Inaccurate Information
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Inconsistent Brand MessagingInconsistent Brand Messaging
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Poor SEO PerformancePoor SEO Performance
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Low Conversion RatesLow Conversion Rates
Declining Traffic and Engagement
One of the most obvious signs that your content needs attention is a decline in website traffic and engagement metrics. If you notice a drop in the number of visitors, page views, or time spent on your site, it could indicate that your content is no longer resonating with your audience. A content audit can help you pinpoint which pieces of content are underperforming and identify opportunities for improvement.
Outdated or Inaccurate Information
As products evolve and trends change, it's essential to ensure that your content remains accurate and up to date. If you come across content on your website that contains outdated information or references obsolete products or services, it's time for a refresh. A content audit can help you identify and update any content that no longer serves its intended purpose.
Inconsistent Brand Messaging
Consistency is key when it comes to branding. If your content is sending mixed messages or lacks a cohesive brand voice, it can confuse your audience and weaken your brand identity. A content audit can help you evaluate whether your content is aligned with your brand values and messaging guidelines. By ensuring consistency across all your content channels, you can strengthen your brand's presence and build trust with your audience.
Poor SEO Performance
Search engine optimization (SEO) plays a crucial role in driving organic traffic to your website. If your content is not optimized for relevant keywords or lacks high-quality backlinks, it may be ranking poorly in search engine results pages (SERPs). Conducting a content audit can help you identify opportunities to improve your SEO, such as optimizing existing content for target keywords or creating new content to fill gaps in your current strategy.
Low Conversion Rates
Ultimately, the goal of your website's content is to convert visitors into customers or leads. If you're experiencing low conversion rates despite having a significant amount of traffic, it's worth examining your content to see if there are any barriers preventing users from taking action. A content audit can help you identify areas where your content may be failing to effectively communicate your value proposition or address your audience's pain points.
Doing a content audit helps keep your website content up-to-date, interesting, and in line with your marketing plans. By checking how well your content is doing and fixing any issues, you can make your online presence stronger, build your brand, and achieve better results for your business. If you see any of the signs we talked about earlier, it might be a good idea to do a content audit for your website.
Let’s talk to see if it makes sense for us to work together. Email us or give us a call on 0672993312