The Tendo Guide to Navigating a Successful Content Audit
One of the first questions we ask before beginning a content strategy is, “What content do you have and how is it performing?” (OK. That’s two questions.) Answers to both are critical to the success of your content strategy, and an audit is the best way to get those answers.
What’s the purpose of a content audit again?
While many B2B companies are realizing the value of content audits, there are still some misconceptions about what an audit can—and cannot—do for an organization. Understanding these points is the first step to audit success.
An audit is a great way to:
- Catalog the universe of content that exists on your digital properties
- Clarify the user experience
- Identify content gaps
- Remove outdated and duplicated content
- Turn assumptions about your content into facts
The learnings from a content audit can improve the content experience of your website, community, or other digital channel. But there are a few things an audit cannot do:
- Be your content strategy
- Identify the navigation path by which users find your content
- Be a substitute for personas
We can’t stress the first point enough. In fact, it’s so important, let’s say it again: A content audit is a key component of developing a content strategy, but it does not provide a strategy in and of itself.
If you set up and manage your audit correctly—paying attention to potential gotchas along the way—an audit can reveal a treasure trove of information. To get started, check out our Guide to Navigating a Content Audit. This handy infographic will help you chart a clear course and navigate the occasional hazards to uncover the treasure that’s buried in your content.
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