More than 90% of B2B marketers use content marketing to achieve such business goals as brand awareness, lead generation, and customer retention. As a result, marketers are creating and/or repurposing an unprecedented amount of online content. The sheer volume of content makes regular audits more important than ever.
But misconceptions about what a content audit can—and cannot—do for an organization can minimize your results. Being clear on these points is the first step to audit success. A content audit is a great way to clarify the user experience, identify information gaps, remove old and duplicated content, and turn assumptions about your content into actionable data.