5 Steps to a Successful Blog Content Audit

Have you established your business blog and now you’re ready to get better results? Published a lot of content in the last year, but feel like you’re repeating the same information over and over again?

 

It’s time to get your audit on!

Although the term “audit” conjures up images of stuffy guys from the IRS knocking at your door, it can actually be a helpful tool when it comes to blog marketing.
 
With your audit in hand you can:

• Plan a stronger editorial calendar.
• Revisit topics to make them evergreen (rather than tied to a specific time)
• Increase reader retention and social media exposure.
• Develop long form content based on previously published content.
• …and more.

It’s also a good chance to refine your messaging strategy and learn more about your target audience.
 
Conducting an audit on a regular basis can help you make sure you’re getting the most from your blog – and getting your blog into shape is important. B2B marketers who use blogs generate 67% more leads than those that don’t.
 
Here’s how to do it:

1. Focus on your traffic stats.
   Use Google Analytics, or your favorite analytics tool, to spot the high traffic posts on your blog. What really resonated with your audience? You might spot a trend with post title types, the length of the posts or a certain category. Analyze your top 10 posts and try to see if there are any connections.

 

2. Evaluate your social media impact.
   Website traffic isn’t the only measure of a post’s popularity. The number of social shares that you receive per post is also a good measure of where you need to focus your blogging efforts. Does your audience like quick hit updates, prefer Q & A posts or like your longer, thought leadership style articles? Take note and make plans to try more of the most popular styles.

 

3. Keep an eye on the competition.
   Yep – your blog audit isn’t just about your blog. It’s about the environment you’re blogging in as well. What are your top competitors doing with their blogs? Take a look at their post types, length and number of social shares and/or comments. Identify opportunities they may have missed, and come up with ways to cover their most popular topics in new ways.

 

4. Structure your new editorial calendar.
   Pull all of your findings together from your review of your search traffic, social traffic and top competitor blogs. You may find that you need some new categories of content, or want to cover a favorite topic in a new way. Outline the next three months of posts based on your research, and then revisit your results at the end of that period of time to strengthen your strategy.

 

5. Double your social media efforts on the right platform.
   Publicizing your blog is just as important as publishing. If your blog audit revealed that you don’t have a lot comments, social shares or traffic, it may be time to get more active on social. Identify the right platform for your goals, your audience and your approach and then redouble your efforts. Consider get some outside help on social media management. This way your new, more targeted posts will find the audience they need.

 

Extra credit:

In addition to your content’s popularity and engagement, you can take this opportunity to review your blog design. Do you have a strong headline and subheadline? Do you have author boxes so your audience can get to know your authors? Do you make it easy for readers to share your posts on social media?
 
All of these factors will play into how your blog is perceived – and how well your posts help you accomplish your business goals.
 
So…when are you going to get started with your blog audit?