How to Conduct a Content Audit

Posted by: In: social good 02 Feb 2015 Comments: 0


The goal of a content audit is to help you determine what assets you already have in your content marketing arsenal, what gaps exist and what your path forward should be. It’s both a quantitative and qualitative assessment that is a key component of any site development or social media community management project.

HelpGood’s content audit process includes assessing:

  • Inventory – including text, images, photos, logos, icons, illustrations, videos, widgets, documents, filetypes, site metadata, url nomenclature
  • Performance – pageviews, bounce rates, average time on page, engagement rates measured in likes, retweets, comments, and the like
  • Context – we focus on information architecture while making qualitative assessments and use the following heuristics to score content
    • Location – how has it been organized since a good piece of content could underperform with inadequate placement.
    • Existence – just because the content exists doesn’t mean it was indexed correctly.
    • Tagged – ensure content has appropriate descriptions, tags and labels.
    • Navigable – does it lead to deeper insights and prompt for how to access other related material. Is it reachable via different user paths.
    • Accessibility – is key information given the correct emphasis. If required, are 508 compliance guidelines followed.
    • Structured – does the navigation match the expectations of the users.
    • Consistency – from iconography to presentation, is the content consistently presented so as to set user expectations.
    • Relevance – index the content against the various target user populations and gauge if there is content relevant to browsers versus deep divers.
    • Current – is the content fresh and refreshed.
    • Tone – does it match the brand voice.
    • Critical – versus redundant, outdated or trivial
  • Source – we look at whether the content was created, contributed or curated
  • Competitive Set – to provide an even broader context, we will look at the content mix of a client’s comparables to help with competitive positioning
  • Scorecard – summarizes the above and points to the current and ongoing needs which also highlights existing content that needs further action, that’s fine as-is, or should be removed.

The end result is a very tactical set of insights to help gauge priorities going forward.


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