Use content revisions to revise your marketing strategy

Brands that leverage content marketing for growth use content audits to measure the performance of the different types of content they have created and distributed. Analyzing the content audit performed is often the task of older SEO, but there are many benefits for marketing managers to understand as well.

Here is a guide that explains what marketing managers need to know about content audits to improve their marketing strategies.

What is content revision?

Content reviews include system analysis and evaluation of the site, including the blog and all pages.

The resulting report shows a list of content with recommendations on how to optimize your site to increase performance. This takes the form of creating new articles and pages, rewriting existing content, and deleting outdated or duplicate pages.

Content audit components

Your SEO manager will use a crawler tool to create a detailed list of pages in your domain. This spider can be a feature of the SEO platform they use on a daily basis, such as e.g. Searchmetrics Site Experience. However, if your SEO platform does not include a spider, your SEO leading search engine may be looking for a budget to ensure the use of a point solution.

Not all content revisions are the same. If the audit is not done carefully, important insights may be missed. Each component will help you discover opportunities to improve your overall marketing strategy.

1. Inventory of content

To better understand your content and how it meets the needs of your target audience, you need a complete inventory. This is an exhaustive list of files organized in a spreadsheet that makes it easy to access and review the performance of each page. This can be a revelation, as many pages are built in the normal process of running a business. However, not all may be needed.

You can use the content inventory to identify the content structure, provide a starting point for a parallel comparison of two different pieces, and so on.

2. Data analysis

Once your SEO has completed the spider-enabled content inventory, it will analyze each piece of content to determine how it works.

Here are some key areas of analysis:

• The number of keywords by which content is ranked, search engine rankings, and monthly organic traffic.
• Website performance, such as single pageview rate, conversion rate, pageviews, clickthrough rate, email consent rate, average session duration, unique pageviews, average page time, page session, average page session etc.
• Off-site performance such as backlinks.

3. Content gap analysis

Your major SEO will also perform content gap analysis. This includes evaluating existing content on a particular topic and identifying coverage gaps. This is especially important if you have multiple writers creating content. Some writers may be more qualified, while others may need improvement. The feedback received will provide opportunities for growth for both self-employed and domestic content creators.

Example: You have a pillar post in a blog that discusses the keto diet but does not cover the benefits of the diet. This is a content gap. Google sees this as a missed opportunity, even if your competitors also missed the boat. However, you will have an advantage over competing links when you fix the problem by optimizing the article to include the full range of tips.

4. Analysis of competitors

Every piece of content created by your team competes not only with your product competitors, but with everyone else who writes about similar topics. In this regard, two elements of the analysis of the site’s competitors must be taken into account.

You will first want to develop a clear understanding of the content strategies of your well-known competitors and compare them with yours. This allows you to identify their best and least successful content. Consider what works for them and see how you can improve any of their content work.

Second, by analyzing the competition, you will find out which sites are fighting for the same keywords. This work often reveals new competitors (in terms of content) that you will want to follow. These sites are likely to have different content goals, but examining their content strategies can also reveal opportunities for your sector.

Tips for analyzing content revisions

Take a look at the holistic key content measurements. Here are the measurements you will want to pay attention to:

One-page visit rate: If your one-page visit rate is high, it means that users are leaving your site from that page. Your page may be loading slowly or you may have poor content. Don’t worry about the high one-page visit rate when it comes to a product page. This is because users leave the site immediately after purchase.

Ask your SEO: Which information pages have the highest visit rate per page? How can we reverse this?

Conversion rate: A low conversion rate may mean that your product or closed page is not well optimized. It can load slowly and or not offer a flawless experience.

Ask your SEO: How have our conversion rates changed over time? Are there seasonal trends?

Clickthrough rate: Your title and meta description affect this. Optimize them with an engaging title and description that emphasizes the value of the content.

Ask your SEO: Have you performed A / B tests to determine which title and meta description formats are most effective? What other tests can you take?

Email application rate: Poor content and positioning of yours application form affects this metric. If your audience doesn’t find your content useful, they won’t share their email address. If the content is great and the login form is in a corner where you can barely see it, this is another hurdle.

Ask your SEO: What tests need to be done to increase your email approval rate.

Pageviews: Compare page views of your products with views of your competitors. Your SEO should examine keywords to assess what the potential traffic gap is based on the current position of the search engine results page compared to position 1.

Ask your SEO: How much traffic can you get for each page if you are ranked 1st.

Time per page: This is one of the most important measurements. Because the metrics of a long time on a page mean that the content is read in its entirety, not just recorded.

Ask your SEO: What insights can you find on the pages with the longest reading time?

backlinks: Increasing the number of backlinks, especially from reputable sites, means that the content is useful and ranked high in search results. Information publications, research, reports, surveys, and studies get more backlinks naturally. He suggests that we should create more of it.

Ask your SEO: What types of content generate the most backlinks?

Final thoughts

Carrying out a content audit is important. But knowing how to interpret it is crucial. Ignorance of the benchmarks for core KPIs limits your team’s ability to achieve its performance and business growth goals.

If you have a recent content revision, take a closer look at the report. Schedule a meeting with your SEO and present them with insights you have just learned.