Complete Guide To Conducting A Content Audit In 2021

content audit

As Bill Gates once quoted- Content is King! That is what makes it an essential part of marketing. That is where the need for content marketing is being emphasized. However, content marketing goals can be achieved only when you create new and eye-catching content. As day by day businesses are moving and growing online, it clearly shows the importance and buzz of digital marketing. Coming back to content, it is a crucial part of digital marketing. A content audit is a process in which you evaluate the whole website, as it reveals the strength of your content. It helps you to cover your content gap, connect your audience with you for a long time, and enhance your online presence.

Content plays an essential role in taking your business from ground to zenith. Before coming to content marketing, you need to take an overall look at your website and do a content audit. If you’re thinking you haven’t done a content audit yet, then don’t be upset as you’re not the only one. Before coming to the step-by-step guide for a content audit, let’s first take a clear view of what Content Audit is and why you need to go for it?

What is a Content Audit?

A Content Audit is nothing but a complete systematic analysis of all the content of a website to assess its strengths and weaknesses. The main motive behind the content audit is to find the strengths and weaknesses of the content on a website. In simpler terms, you need to check out your website thoroughly and find what’s lacking compared to your competitors, if it is. In addition, comprehensive content auditing takes a massive time because it focuses on quality alot instead of quantity. 

Why do you need content auditing?

The major question comes to everyone’s mind: why do we need content auditing on a regular basis? In the light of the fact that identifying the weak content helps you to focus on your content marketing. It helps you in competing with your competitors and make you stand out in the market with them. 

Obviously, there are multiple reasons why you need content auditing. We’re compiling the list of major 3 reasons behind this are as follows:

1. Enhance SEO Performance

Content Auditing helps in enhancing your SEO performance by identifying the weak content in your website. The key to attract an audience is to write creative and engaging content

In addition, Google loves and also gives more value and preference to the websites that regularly update their content and hence it helps in boosting their SERP rankings. Without content marketing, it’s very hard to rank your website on Google when everyone wants fresh and engaging content. Overall, it doesn’t not only attract users but also enhances the complete SEO performance of your website.

2. Boost Engagement

If you’re still thinking about why your website doesn’t get enough engagement to stand in the market then you must focus on content audit. As fresh and trendy content along with a complete strategy helps you to boost your engagement. Moreover, when you analyze your content on a regular interval then you can easily cut off the content that your audiences don’t like. 

3. Identify The Content Gaps

When it comes to identifying the content gaps, content audit plays an important role. Finding the long-hanging, decay content and optimizing it strategically helps you overcome the content gap. Sometimes, there’s no need to post new content every time, you just need to analyze your old crawled content and update it. Google loves new quality content with completely knowledgeable recent information more than just new blog posts.

In addition, you can easily identify the URLs having old content that your audience don’t like through a variety of SEO tools like Screaming Frog, Semrush, Ubersuggests, and many more.

Here is the ultimate guide on how to perform a complete content audit within just 4 simple steps. By following these 4 steps you can enhance your rankings and focus on an effective content marketing strategy.

Define Your Goals

Every business has a particular goal to achieve their targets. Similarly, content marketing also needs specific goals so that you can make a plan and gather information to fulfill the content gap. In between defining your new goals, you also have to analyze your current content strategy like where it stands, what’s your new target and how you deal with it in the future.

Make A List Of Content Assets

After defining the goals, the very first thing is to gather and make a list of your website content assets. You can do it on spreadsheets including date of the published content, type of content, length of content, source of content, keywords, author, etc. either manually or by Screaming Frog, Site Indexing Tool or any other content marketing tools. There’s no specific way to define and make a content inventory, you can do it according to your business 

Collect Asset Data

It’s not necessary to make another spreadsheet for this, you can do it along with the above. Here is the list of potential SEO data points that you need to gather but it completely depends upon your audit.

1. Target Keyword
2. Meta Description
3. Word Count
4. Outdated Content or Evergreen
5. Page Score
6. Review Date in Future
7. Conversion Goals
8. Shares & Comments
9. Social Media Engagement
10. Meta Tags
12. SERP Ranking

Analysis and Evaluate Content Metrics

Once you gather all the information regarding your website content, your next step is to make a strategy and improve it. To improve the performance of your brand’s website, developing a rating scale is 1 to 5 is the best way to analyze it.

As the answer of the rating scale decides whether the existing content strategy would help you in the future to achieve your target goals? Therefore, rather than simply wasting the time on content writing, write and make the content strategy that talks with your audience.

Conclusion:

Summing it up, Content auditing is not a one-day task, you need to evaluate and analyze the content on a regular basis. You can hire content marketing agency do content auditing according to your business needs. No doubt, content auditing is a massively time-consuming task but it’s completely worth it. In the end, it gives you the results of what you want and what needs to be done. There is no one solution that can fit everywhere as content audit depends on your organization goals.

Why Content Writing Matters for Brands and Businesses in 2021

Why Content Writing Matters

Businesses are compelled to go online owing to changing scenarios. New tools and techniques for promoting businesses are also emerging and evolving. Nowadays, businesses are looking forward to promoting their brands digitally through digital marketing. Ultimately, the term content writing is gaining popularity and significance in every type of industry. So naturally, there are many questions which occur in the minds of people as to why content writing matters for brands and business. 

Role in digital marketing:

Those who are not aware of digital marketing,  Here is a simple definition to provide conceptual clarity” promoting brands, products and marketable things on various internet channels”. In other words, digital marketing refers to all the activities done on the internet and electric channels with a view to reduce or remove the gaps between buyers and sellers.

The scope of digital marketing is very wide and involves many techniques for brand promotion. Following are the techniques deployed in digital marketing.

SEO: Search engine optimization:-

A technique to get top ranking on search engine result pages with an objective to increase traffic and visitor to a particular website

Social media marketing: using social media sites and platforms to get connected with your audience. It includes Facebook, Linkedin, Instagram.

E-mail marketing: reaching out to people directly to convert them into clients using mailing techniques 

Social media optimization: making your website and its pages ready to work in harmony with social media platforms.

Content Marketing: an approach to create and distribute relevant, engaging, and interesting content suiting the requirements of people who can be converted into loyal buyers.

Content and its types

Content plays an indispensable part in a successful digital marketing strategy. No matter what strategy you adopt SEO, E-mail, Social media, or other, effectively and beautifully written content can work wonderfully for achieving organizational objectives. To convey your ideas without chances of ambiguity, it is necessary to understand what constitutes content :

Images and graphics: Images and digital graphics are continuously becoming prerequisites for every advertisement campaign. Developing and choosing captivating pictures and graphics requires creativity.

Video: moving pictures are more able to capture attention. As a result, videos are trying to replace text and graphics at a tremendous pace. Videos can display the sentimental sphere of promotion easily and help in linking customers emotionally.

Text: although the text has been the oldest form of communication in selling and promotion. It is still playing an effective part in the communication of brand and organizational messages. Anything written on the pretext of marketing is text content, however, writing result-oriented content demands patience and hard work

Audio and podcast: this is probably the newest form of context which is gaining popularity amongst people. These audio records with short durations are targeting a specific topic or recorded around a theme/background. The reasons underlying its admiration are flexibility and topic-orientation.

Content writing

Content writing includes planning about what to write, how to write or edit, and when to write content regarding products or services in order to market them over digital platforms. There are various factors that determine the style, choice of words, and even grammar for content. Some of the factors which determine the final structure of written content are mentioned below:

• Nature of product or service

• Objective of content

• Target population for which content is written

Types of content writing

As a content writer one may have to write different sorts of content each varied in style, vocabulary, persuasion, etc. although the list of a variety of content writing is very long. Here are some of the major content writing techniques which are commonly

Blogs: it is a great way to communicate with people. In blogs, regular information is updated about a particular topic. Many big companies having their own websites maintain their blog pages where they interact with their visitors. Moreover, such a brand informs about new products and service offerings.

Articles: while blogs are of promotional nature, articles are written with the objective to provide detailed and valuable information on a particular topic. Contrary to blogs articles are longer and backed by authentic records

Web content: website can convey a lot of information and all the written information posted on a website falls under this category. In web content writing, writers try to attract a potential customer.

E-books: everyone is familiar with books. However, when paper books are converted into electronic books they require a content writer. Here writer aims to convert physical material into virtual type.

Copywriting: it means deployment of text for marketing or advertising purposes. In copywriting, vocabulary and creativity play an important role. The goal is to get the attention of the prospectus to make them start their conversion journey.

Why content writing is important:

Tells about your brand:

No business can be a success unless it has a brand community. there are a lot of prospects for a business. However, it is quite possible that they don’t know what a business house does. As a result, they are a little away from being your customer.

Content writing plays a vital role in building trust between a business and its customer. By providing the proper information regarding your product or service, its features, functionality at websites, lots of doubts can be eliminated at an early stage.

Such content talks about the specialization of a company Information over your website helps customers take action as per their needs.

For search engine result pages:

Search engine result pages are always the center point of attraction for companies. Brands always aim to rank higher in the Google search ranking to get more traffic on their websites. Getting more traffic on the website creates more chances of macro conversions.

All such ranking techniques are part of on-page search engine optimization which is itself based on the relevancy of content and keywords. SEO is the art and science of ranking at the top of the search engine results page (SERP).

With the right choice of keywords and interesting content, digital marketers can rank business websites higher and ensure dense traffic. All this can act as a competitive strategy to grow your brand digitally to new heights.

Link generation and sharing.

If your content is instructive and can provide valuable insights it becomes worth sharing. Such content can generate enough links. Having more links is considered favorable for websites because link aids in acquiring more visitors. This is because websites with enough links are always indexed higher by Google as a priority.

To convert traffic into Conversion:

 as traditional marketing is getting off the trail to success and digital marketing is replacing it rapidly. Every business entity is working to get more and more customers.  With compelling and persuasive content writing this goal can be achieved easily.

 The entire journey of buying a product includes many steps and if your content skills can cater to the informational needs of visitors they can end up being new clients. All you need is interesting, reliable sentences with call action words at suitable timing.

To retain customer base:

It is very difficult for brands to excel if they don’t have a brand community. Brand community refers to people who are loyal and emotionally attached to a brand and they go for all of the branded items offered by a particular company. 

Content writing plays an integral part in ensuring resilient and long term relations with existing customers. An organization should inform its current customer base about the development of its products and services. This is done by regular posting over social media, blog posts, and solving doubts in chat boxes.

For advertisement:

The promotional efforts on the part of a company are always determined as per the nature of the audiences which are being targeted.  Having expertise in content is very important from this perspective. If you are able to create an advertisement with limited content that provides a lot of information with the clarity of meaning. You are all set to become successful in acquiring customers.

 It is also necessary to have knowledge of keywords to make advertisements surrounding these keywords so that digital stage such as Google adverts can show it on SERP. Make it a priority to analyze customer segments, current trends, and requirements to design the creative copy-write text.

Information about product and services:

Almost every brand launches a new or upgraded product at intervals. Informing about these events can be a great contributor to organization survival. This can help in two ways. Firstly, existing consumers aspiring something new get to know about  product developments and functions.

 Secondly, keeping in touch with your brand community helps you to identify shortcomings or modification requirements for product improvement. Companies that rely on working over the feedback reap benefits in the long run.

To summarize,

The significance of content writing is clear for the contributions it offers while preparing successful campaigns for promotional efforts. Although, nature, style, and elements of content keep changing on the basis of the objective of your promotional strategies or the platform you are about to use.

However, content writing becomes an inalienable piece in digital marketing whether you are writing for brand awareness, conversion, or informational purposes. During the entire process of purchase decisions of a buyer, content can exert a strong influence. By giving a clear picture of the product to conversions of loyal customers into part of the brand community, the Right content skills can add revenue to your business model.

Best Content Writing Techniques to Follow in 2021

Content Writing Techniques

Usually, you may have heard that “content is the king” which is why we need to always create unique and effective content. If your content technique is the best and easy to read then your blog, SEO and your website will always rank high. Content is impotent as your design and establishes your search result. Put inside the best creativity and the technique that helps you to make the best in your concept. We have some techniques for improving your content writing and make your content always unique.

Always Create Strong Headlines

The headline is an important component of the content as it determines whether the audience will read it or not. If the headline does not spark interest and make the reader want to learn more about the topic, you will not achieve the intended results with your content. That’s why it is essential to create a strong headline of your content and give proper details to enable the visitor to read your entire piece. The reader is looking for correct information and simplicity.
Headline and meta description are what show up in the search result, so make them interesting to increase the click rate. A good headline arouses interest and invites people in.

Optimize Your Content

The audience needs some effective and interesting content that is systematic. This means it should be easier to understand both for the audience and the search engines. The best content is the one that has short paragraphs, short sentences, active voice, and bulleted list. You can also include images with alt text to further accentuate your content and increase traffic to your website. Additionally, the content should also be optimized for search using SEO content strategies and best practices.

Align the Tone as Per Target Audience

Your audience is your power, understanding the tone and voice of your content will give you an edge over the competition. Many content strategists ignore this element as they are more focused on SEO content. Also, the tone needs to align with your target audience or they will click on the title and leave. Use simple words and phrases that are easy to understand, do not try to show how knowledgeable and clever you are. The purpose of your content is to provide information on the product or services you are offering or what benefit the user gets purchasing your offerings. So write in a tone that is attractive, authoritative, yet simple. welcome your audience with entertaining and fresh content.

Get To The Point

Content writing is not an easy task but you need to do your best and get your message across to the audience. When the user gets the point you want to convey, it boosts your content writing and improves your confidence enabling the user to visit your content next time.
The user needs solutions to their issues immediately, so avoid long descriptions and stressing facts. Make your content always visual and useful for explaining the same things with the straight point with short and simple sentences and paragraphs.

Improve Readability of the Content

Readability has a direct effect on user engagement metric. Also, this is the most important area that Google looks into to rank web pages. To improve the readability of your content, there are certain things you can do. This includes, format the content for skin readers, use short sentences, break long paragraphs, highlight interesting parts of the content, use transition words. Also, ensure to check the spelling and grammatical mistakes. You can use tools like Grammarly and Microsoft’s spelling check to make your content foolproof.

Think always unique and smart.

Go straight to your point. Use headlines with the tone length and smarter to the other that is the main success point of your content. Look at the competitors and analyze their strategy and improve your content writing to the best. Quality is more important than quantity; quality gives the simplest solution to the readers and gets the effect on their point of view. That’s why you should try to be smart and always write unique copies. This is also essential as Google can spam the duplicate content and in turn hurt your website’s rankings.

Integrate user feedback into your content.

User feedback is important for you because the user always gives you the right feedback whether it is positive or negative. The feedback helps you rectify your mistakes and enable you to improve your content. If the user knows your weakness and the power, it always gives you have a big boost and make the bond between the user and you. Don’t hide your weakness, work on them and improve further.

Make your content effective

The best content gives sense to your user on how to apply the information. The best content is also the one that provides the right and complete information to their user. But you need tom assure that and they feel they get the best material. Many times, you write the blog post and you talk only about the topic and didn’t give them proper knowledge for their requirement You need to write effective content and write the type of blog that is impressive and reader- friendly.

Include keywords

Use relevant keywords and long tail keywords in headlines as well as throughout your content to let both your readers and the search engines know what your content is all about.
But be aware, not to include too many keywords. This will not only turn off your readers but can result in search engine penalties for keyword stuffing. Use keywords thoughtfully and naturally. In addition to using keywords throughout the body of your post, take advantage of blog tags by tagging a few relevant keywords for each post; most general blogs have tagging capabilities already built in. The keywords are a big ranking factor as well.

Conclusion

Great content is not hard to create. You just need to be consistent and use best practices when writing. The more you learn, the more you discover and adopt, and it will polish your writing skills. The exercise takes a bit of time, but when you start doing it regularly, you will soon have a treasure of information to share with others.

How Your Business Can Get Benefits of Content Writing

SEO Services

Content writing solutions have been around for decades; but, over the last few years, their scope and services have gone mainstream. Businesses of all types and sizes of businesses  are using the Internet as a potent tool to achieve greater visibility than ever before. But, is it enough? For several enterprises turning up on Google, it may seem challenging to find a way for your company to outclass your rivals, but it is not. By recruiting an accomplished team of writers, reputable service providers for Content marketing have repeatedly proven their worth and virtually any company that availed their support has ended up expanding its web scope. Here’s how the arrangement and benefits of content writing services can work for you too:

Save Time

As a growing business, it is highly likely for you to have some employees with decent writing skills onboard. Asking them to create some content for your website may sound like a brilliant idea, and it definitely is, but only if they understand what they’re doing— which is sadly not the case, always. When you ask a novice to create content from the marketing perspective, things tend to get a little complicated. The further edits a writer needs to do, the more time they end up spending on a single piece of material. On the contrary, professionals understand the consumer requirement thoroughly, and they don’t take aeons to deliver the work.

Market your business online

The fundamental purpose and benefits of content writing services is to divert maximum traffic to your website. That’s how many companies can sell services online or may raise public awareness about their brand. Far too often, you need content writing services because you’re seeking to increase the volume of visitors your site receives on a regular basis. Content writers exactly know what posts and blogs are going to grab the audience’s attention, and that is why their contribution is all the more significant.

Impressive results 

Whether your company needs SEO writing, blogging, product reviews, or website write-ups, content development solutions offer the easiest and yet most potent means to expand your reach and engage your target market, thus bringing impressive output.

Effective website

Although many individuals are familiar with the phrase, “Don’t judge a book by its cover,” yet most of us can’t help assessing a lousy book cover or a website, in the similar context. When working with a business that has an attractive site, potential buyers feel more confident. It is so because a rich website content makes your company looks knowledgeable and committed. 

Websites with enough material on the network and the forum have much more likelihood of being treated with greater respect by its audiences than those who are not committed to regular updates. In the absence of fresh content, Google will put your website on the back burner, thus giving potential customers fewer chances of checking it out.