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content audits & inventories

“To let the brain work without sufficient material is like racing an engine. It racks itself to pieces.” - Sir Arthur Conan Doyle

Do you have sufficient material to make your content decisions? 

How do you know if your content is working? You could make a gut-based guess — but is that really best for business? It’s prudent to survey and study what’s working and what’s not before you make a change. In the world of websites, we rely on two tools to help us make decisions about what changes to make: Content Inventories and Content Audits. 

Content Inventories

In this quantitative analysis, we’ll document what exists on the website today using an excel spreadsheet. We use tools such as Google Analytics and crawling software to help us compile the data. Here are some of the categories that we’ll document: 

  • URL
  • File Type (.html, .pdf, .doc, etc.)
  • File Size
  • Date
  • Meta Title
  • Description
  • Keywords
  • H1 tag text
  • Word count
  • Images
  • Videos
  • Documents
  • Links in & out of page
  • Bounce rate

Content Audit

Now that we have a good look at the existing data, it’s time to look at ways we can improve. The Content Audit is a qualitative analysis, presented in a spreadsheet, and helps us answer the question, “Is the content good?” These are some of the areas we will look at: 

  • Quality
    • Redundant?
    • Oudated?
    • Trivial?
  • Completeness
  • Competitiveness
  • Optimized for SEO
  • Accessibility
  • Engagement
  • Click rate

With these two analyses complete, we can make quality recommendations about the future of your content. We’ll be able to answer key questions like: 

  • What content should you keep?
  • What content should you remove?
  • What content should you update?
  • Is your content serving your business goals?
  • Does your content serve your branding efforts?
  • Are there gaps in your content?
  • What new content should you create?
  • Should you make any changes to your navigational structure?
  • What changes can you make to help your SEO efforts?

We will present this in a report that is consolidated, understandable, and easy to read. You'll walk away with actionable information that will help you develop a content strategy that works. Ready to get started? Shoot us a line and let's start a conversation.