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How to Do a Content Audit: The Ultimate Checklist
Last week, we were auditing your website. This week, we’re auditing your content. If you haven’t performed a content audit recently, or ever, today’s the day!
You’re probably asking yourself, “why the heck should I audit my content?” Well, here are a few reasons:
- Goals — A content audit will help you figure out if your content is actually achieving its goals.
- Staleness — Content becomes outdated over time. It’s not always your fault, though.
- Wrong Info — Facts, figures, and data that were once accurate can become inaccurate over time.
- Know What’s Working — If you never audit your content, how will you know what’s working?
Mmk, let’s get to the details of performing your content audit. First, start with a spreadsheet (like this one). In addition to what’s already on that spreadsheet, below are some data points you’ll want to consider adding.
(P.S. You can get all of this info from Google Analytics.)
- Organic Traffic — In an ideal world, you should be getting a ton of organic traffic to your content. If not, you might need to reevaluate your content strategy, the type of content you’re publishing, or the content itself.
- Bounce Rate — A high bounce rate means people are visiting your website and immediately leaving. Not good. If your bounce rate is above 75%, something is probably wrong.
- Backlinks — Do we need to explain this one?
- Time on Page — This will help inform you how much people like your content. If you have a 2,000-word blog, but visitors only spend 18-seconds on that page, something is wrong.
- Unique Visitors — Returning visitors are essential, but unique visitors mean your content is reaching new people. That’s important.
- Pages Per Session — How many pages are your visitors looking at after they’ve viewed your content?
- Traffic Sources — Where your traffic comes from can help you determine your strategy. If you always send out an email that notifies people of new content, but hardly anyone views your content from that email, it might be time to restructure your emails.
- Conversions — Self-explanatory, no?
Ready for more?
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How to Drive Meaningful Interactions in Facebook Groups
Even though it seemed that social media’s goal was to distance real human interaction, Zuck is trying to bring people back together. “Meaningful interactions between friends and family” are The Way and businesses are now seeing way less organic reach. But you can still get your brand seen by sparking those social interactions.
Building and managing a Facebook Group for your business is a great way to start fostering that kind of powerful engagement. Maybe you already have one and are interested in a stronger strategy. Either way, the article below is full of tips to help start driving significant interactions in your Facebook Group.
That’s not only good for you, but it’s good for your community, too.
Here are a few of those tips:
- Screen Prospective New Members – Facebook Groups are a community, so they should be treated as a safe space. The best way to weed out spam or other unsavory posts is to create a closed group and use questions to ask pending members. Then, continue to monitor conversations.
- Recognize New Members on a Consistent Basis – We like to do this by asking new members to introduce themselves in a thread. You can also welcome new members with a little welcome message and tag them in the post.
- Diversify Engagement Opportunities – As a group admin, it’s your role to encourage people to engage. Make sure you’re responding to questions, commenting on posts, and sharing questions or discussion prompts. My main man Mark does a stellar job at this.
Try live video, too—they lead to amazing growth in engagement. Make an event out of it by posting on the same day at the same time. - Spotlight Individual Members – You don’t want to make your group all about you or your business. Giving your members a chance to interact and problem-solve together builds bonds and leads conversations in new directions. Feature content from group members, too! Or, prompt your members to share projects they’re proud of within a thread.
More takeaways inside →
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A Really Bed Day
Ever wonder what happened to Kip Dynamite? Well, after he married LaFawnduh, he had to go find the perfect mattress.
Okay, just kidding—this isn’t about Kip, but the director of this silly Serta mattress ad is the same dude!
Directing with the same quirky humor as Kip himself, the spot stars a man named Rick Blomquist, who is all about comfort. He has a comfortable breakfast, a comfortable car, a comfortable job (literally), and so on. But all that changes when he lays down on a Serta mattress and realizes that his life was only “sorta comfortable.”
Cue the tagline: Not just sorta comfortable. Serta comfortable.
Nailed it.
“Your awesome site isn’t awesome. Getting your stories into the hands of the people who need them is awesome.”
Ann Handley
