You can’t know where you’re going if you don’t know where you are — and columnist Rebecca Lieb’s process for performing a content audit will help you determine just that!
A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in some cases, a network of sites and/or social media presences — any content for which your organization is responsible).
Why perform a content audit, which admittedly is a painstaking and exacting exercise? Lots of reasons.
First and foremost, an audit helps determine if digital content is relevant, both to customer needs and to the goals of the organization. It can help answer important questions: Is content accurate and consistent? Does it speak in the voice of the organization? Is it optimized for search? Are tools and software, such as the content management system (CMS) up to the task of handling it?
Essentially, an audit helps assess needs, shape content governance, and help determine the feasibility of future projects.
