Look up “audit” in just about any dictionary. The first definition feels: “Ugh.”

Who in the world would choose to spend time auditing content and instead teach other people the simple tips to audit?

A content strategist like Laura Creekmore, that’s who. Somebody who understands that without a deep understanding of your existing content, you’re left in the dark.

In Laura’s Content Marketing World talk about carrying out a Content Audit, she answers the basic questions any marketer may have concerning this formidable, priceless task. She starts with two definitions to ground the discussion:

  1. an inventory of your content, just as the sorts of record you’d make if you managed The Gap and took inventory of all clothing in your shop.
  2. a content review analysis associated with your stock. It’s a part that is foundational of content strategy.

Earlier CMI posts on material audits concentrate on questions for exactly what, why, when, and whom. Here I concentrate on exactly how through the five actions Laura outlines:

1. Establish your principal objective.
2. Determine the content to add.
3. Define your inventory/audit aspects.
4. Stock the information to be audited.
5. Audit this content in your inventory.

1. Determine your main goal

Remove ROT (redundant, obsolete, or trivial content). Understand the scope of one's content of all kinds.
Determine SEO effectiveness. (Should this be your main goal we encourage you to pair it with one of these pairs as well)
Compare content quality to a standard (such as for instance ease of access or reading levels).
Evaluate content for consistent, on-brand messaging.
Assess which content you will need to move up to a platform that is new. Learn how to better organize content for findability.
Discover whether metadata, such tags and categories, has been used as intended.
Have a more balanced editorial preparation.

Consider this: If I had been auditing my organization’s content, just what objective would we consider?

2. Identify the content to incorporate

Frequently, a company needs a complete stock – a cataloging of each and every little bit of content it has. Less frequently, the corporation could possibly get by through a partial inventory. “I come down firmly,” Laura says, “on the ‘it-depends’ side of the fence.”

For example, the first web inventory Laura did had been for the website with tens and thousands of pages. In the beginning, she wished to accomplish it; her team had placed all that content insider there and knew just what it had been. She did the stock anyhow and, after delivering it, unearthed that the customer hadn not, in fact, understood most of exactly what the site included.

“They were delighted to learn about all of the work we had done on their behalf,” she says. “The web site had gotten so big that that they had become disconnected from it.”

In retrospect, Laura had been happy that the customer had requested a thorough stock for the site. You have to additionally know very well what content is out there in company channels other than the main ones — that is website in materials, call-center scripts, social media marketing articles, and point-of-sale products. One lone customer may have a webinar, follow through email campaign, the company on social networking, 1-800 number, and a shopping visit at the store. Does that consumer have the same information and similar texting every where? You can’t respond to that question with out a comprehensive stock and review. An omnichannel must be had by you point of view; your communications must come through, in just about every station, demonstrably, and precisely.

As well as determining whether to inventory all or capture of your articles, you must decide whether or not to record each product or to list summaries. If, for instance, your content is with in a CMS that is robust well arranged, and is regularly tagged with good use of metadata, you could, Laura says, be able to simply record summaries, such as “We have this kind of item description. Copy operates from X characters to X figures in total. Tone is technical.” In the same time, she alerts, “I believe this circumstance is rarer than we’d like to hope.”

If you’re tempted to not inventory everything, evaluate a representative test. “Do more than you imagine is sufficient,” Laura says.

Ask yourself: I include if I were auditing my organization’s content, what content would? If your subset, then just what channels, content kinds, etc., would we exclude? How would we figure out our subset ended up being sufficient to fulfill our objective?

3. Define your inventory/audit aspects

Establish the factors – the sorts of data – to capture when you look at the stock. These aspects become columns in your spreadsheet or whatever tool you’re using to fully capture your stock information. (In Laura’s experience, spreadsheets offer the most flexibility.) To offer a few of the type or style of facets you might want to capture, Laura provides a beginner list:

Index number (you create):

Because even web-based content is not always linked with a url, Laura produces an index quantity for every material product. Several pieces of content may live in a URL that is single one-piece of content can take place on several pages. And, of course, non-web-based content has no address. List figures can also help whenever you’re discussing your audit with peers. As Laura explains: Create a system which makes good sense so you can inform crucial things by glancing during the number: “Oh, this is certainly two inventory deep on the website,” or “This piece originated in the app,” or “This is just a YouTube video.”

URL (if relevant):

This facet makes sense for fixed website pages. In the event your website pages tend to be assembled dynamically, however, you might have to pick another type of ID to show the discrete chunks of content to audit. “Often in an review, we think instinctively of a web page or even a display screen, so we capture our assessments on that foundation,” Laura says. “However, with respect to the goal, it may make more sense to investigate content amount by chunks.” As an example, she uses the Starbucks as an example: “In the outcome of the Starbucks webpage, you will find numerous chunks of content you might analyze.”

Transcribe the name.

Content summary:
Considering that the headline or title doesn’t always adequately communicate the topic covered, summarize the information. In the event that content is short, think about copying it.

Identify the audience that is intended:
Detail the message that is high-level business really wants to express in this bit of content. (The message is typically not the writing on the page.)

Navigation information (in page-based review):
Document how men and women find their way into the content. List the template this content is dependant on. Verify or perhaps a content employs a look that is standard experience.

Supplements (picture, audio, video, PDF, etc.)
Detail the media files individuals can download or otherwise experience. You may want to note these as facets or capture this information elsewhere.

Sharing/other tools available.
List the readily available tools for sharing content that is digital. Will people be able to share it? Do you want them too? Would you make signing up simpler? How many other tools do you offer individuals accessibility?

As you may find it helpful to tie in your analytics (for instance, the amount of page views last month) together with your review, Laura provides caution: Don’t erase content just as it doesn’t get much traffic. Don’t assume that the number that is low of views ensures that the information is bad. It could signify this content is concealed in your body, and nobody find it. Assume that a reasonable quantity of views suggests, “We need to ask even more questions before we just take action.”

Audio or video clip file (type, size, dimensions, format). Document the qualities of video or audio data you need to capture. Image file (type, dimensions, size). List characteristics of picture data you wish to capture.

Identify whether you wish to know quality PDFs. Also question whether PDF is the format that is best for that content and in case people will discover that material valuable. “Too many marketers tend to be offering men and women rubbish content for email addresses, offering everyone else a poor name,” Laura says.
List whether access to this content requires login, enrollment, numerous permission amounts.

You may want to capture information like web browser title, keywords that you want to rank for in online searches, information text, H1 text. You might also want to note whether SEO information is out there or perhaps is coded correctly to demonstrate up as a snippet into the search results.
Examples: asset type, material quality. Whatever else you intend to understand based on your company goals as well as the continuing condition of your content, Laura claims.

TIP: When auditing for content quality, don’t be lured to capture a rating that is binary “keep or erase.” That’s “stark” and unhelpful. Laura motivates you to offer even more nuance to the question. Develop a quality scale, and place terms about it (maybe not five performers, because “those colors at the center are more difficult unless you put some words to them,” she claims).

Look at a scale like “exemplary, great, meh, not good, crap.” a scale that is word-based assists (a) when one or more person does the analysis or (b) when one individual has been doing lots of analysis. Provide content examples for each measure on your scale making it more straightforward to people’s evaluations that are aligned.

Don’t be overeager to tag content for removal. Sometimes deleting that Content messes up Search Engine Optimization value. Erase only material you’re sure is not beneficial to your audience.

Think about: I capture for each item if I were auditing my organization’s content, what facets would?

4. Inventory the content to be audited

For an automatic start on your inventory of web-based content, you can use a web-scraping tool, such as for example SiteOrbiter, Screaming Frog, CAT (Content Analysis Tool), or Trim. In a few cases, you'll export from your CMS, but beware. Laura claims, “I’ve seen exports create a complete large amount of garbage, and I’ve seen them produce a thing that I could assist… sort of.” Each time a web site is small adequate to justify manual capturing, Laura’s preferred strategy is to copy the URL and paste it right into a spreadsheet. “There’s no better way to see just what you have got than to do so by hand,” she says.

Ask yourself: I want the inventory to take if I were auditing my organization’s content, what form would? And what recording device or method makes the most sense for our content and absolute goal?

5. Audit the content in your inventory

Laura the example of the Starbucks homepage because everybody knows the brand name and because she’s an admirer of the business. She points out that within a real stock and audit, she would essentially glance at all of the website’s pages, all of the videos, all the social media stations where men and women mention the brand, most of the point-of-sale materials, and so on.

To illustrate her audit approach, Laura walks through this template. While she runs on the simplified dining table here, chances are you’ll have more than a dozen articles. There’s no number that is the right collection of columns; merely capture data and findings in accordance with your audit’s goal.

For the Starbucks home page, within the “ID” column, you'll capture the Address. Then chances are you would proceed through the articles. For example, if your goal is always to assess how good this content supports the company’s messaging, you may have a “Messaging” column (as shown here), where you would note the messaging you get from that web page and exactly how well it lines up utilizing the desired messaging.

After filling out a row, you'd proceed to the following bits of content inside a row that is new.

Business’s Closest Friend
Consider: If we were auditing my organization’s content, what type of information and observations would my group, and others, discover for making great strategice decisions that for all of that content?


A content review is not any trivial work. It can appear daunting. At the same time, you can’t make strategically sound choices regarding your content with no solid sense of the information you already have.

Whenever ended up being the last time your business audited its content throughout all departments and all sorts of channels for several digital and nondigital content? What perhaps you have discovered from performing (or not doing) content inventories and audits? Exactly What can you do next time that is different?

Log in to comment