Content Analysis: Writing high-value texts on a regular basis, producing compelling photos, and making compelling videos is a demanding task. Aspects such as content auditing or curating, refreshing, or recycling play a decisive role in strategic planning and content analysis.
Whether it is to increase your brand awareness, to strengthen your online reputation, or to increase the sales of your products, relevant and quality content is the right solution as long as you tailor it to your target group. In this blog post, we’ll explain why regular content grooming is important and useful.
We will look at the content from our customers’ point of view, but we will also consider the needs of search engines. The two have a lot in common. Search engines do not appreciate content that is too light. Site visitors, too, prefer content with high added value.
Keep your pages up to date with high-quality content analysis
Those who publish articles regularly quickly have a large archive. The curation of content can help stem their growing exponentially. One of the principles of content curation is to enrich your own content with external content. You select, sort and comment on other people’s content. Your pages are gaining popularity even without posting content every day.
Overall, does it make sense to continually expand your own contributions – or could it help to optimize and update existing content? Isn’t it better to focus on quality over quantity?
First of all, it helps to have a large pool of contributions. If the texts are suitable for the target group, optimized for search engines, up-to-date and of quality, they will attract significant traffic on social media, on the blog or in the online store. We have already highlighted four critical points, namely:
- Orientation of content to the target group
- Search engine optimization
- Updated content
- High quality
Is the target group always exactly the same as when the company was founded? If this is not the case, it is certain that some of the texts are no longer oriented towards the target groups. Has the business changed its marketing goals or product line and suddenly targets significantly younger customers? In this case, the content audit should check if these young people have different expectations when it comes to content and tone.
The requirements of search engines also change over time. For a while, criticism of light content was the focal point. Just because we don’t talk about it as often does not mean we shouldn’t continue to avoid it.
It is worth revising the texts over and over again. It is just plain awkward for a company’s branding to publish articles with outdated data or information. If, for example, the CEO who left the company two years ago still speaks in an article, it’s proof that those responsible for content pay little attention. On the Internet, trust and credibility go hand in hand. Wrong texts can easily harm you.
Quality is obviously timeless, but tastes can change.
A strategic approach to content auditing
To perform in-depth content analysis, a content audit can be used. This process should be performed annually or more frequently if necessary. Ideally, content specialists and SEO specialists work hand in hand. Content auditing includes an inventory of your content and an assessment of its quality. You put all the content on the table, so to speak, and check to see if your content is still current and relevant. Ideally, you sort the content into different categories. These categories can be:
- Timeless content, also known as “Evergreen Content” (no need for action)
- Completely obsolete and/or irrelevant content (check if it can be deleted)
- Duplicate content (to be removed after consultation with your SEO colleagues)
- Partially outdated or irrelevant content (check how it can be improved or updated).
The content that falls under point 1 is particularly valuable. They have no expiration date, still attract readers, and should be dusted off at most. If you have content that has long-term value, you should only update it if the review adds value. Let’s say you have a great article on hay fever. Every year, at the start of the pollen season, you can bring it up to date. If there are no new research results on the topic, you do not need to revise the article.
Points 2 and 3 concern the curation and rationalization of the stock. A well-organized website has reduced load times. It more easily attracts visitors. A better ranking by search engines is the consequence. If the content is just out of date, you can usually update it. However, some content may no longer correspond to the new direction of the company. In this case, a clear cut helps to sort out the contents that no longer correspond to the new target group or the new products of the company.
No content audit without SEO specialists
When deleting content, you should proceed with caution and always consult with SEO specialists. In this way, you will prevent the link structure from being damaged or attractive backlinks from being lost. It may be necessary to check and reset some links that were previously linked to the article you want to remove.
Content that is partially obsolete or no longer relevant (point 4 of the above list) can be refreshed or recycled. For some content, it may be useful to convert it to another format. For example, a little too detailed but still relevant content from a blog post could be converted into an infographic or a short video.
If an interview falls into category 4, only review it in close consultation with the interviewee. Usually, your interviewer will be happy to have the opportunity to update their answers. In this case, allow enough time to come to an agreement before incorporating the revised text.
In some cases, it may be useful to merge several old articles into a new text. You can then select the relevant and timeless aspects, aggregate them and place them in a new context. You can also publish this text as a post, on another blog.
Always keep an eye on the issue of effectiveness. Refreshing content may take longer than writing new text. In this case, it is better to go for a completely new article. If you have outside service providers who are experienced copywriters, you can ask them for advice. They know how to estimate the time it takes to rework an article.
Plan to update articles in your editorial plan. Determine who is responsible for which update and when. Remember to involve image editors and SEO managers. Social media managers should also be notified so that they know when new content is available.
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Content audit findings
You can get a lot of information from content auditing: it will be useful for your day-to-day content management and editorial planning. You may find that your internal processes are no longer adequate. Take into account that the design of web pages and the standards in this area are constantly evolving.
Even though we have already stressed the importance of qualitative content analysis, data (SEO, social media, website analysis) should not be overlooked. An example: you find that the content of a blog post is always relevant and up to date. However, if you look at the traffic statistics, it becomes obvious that readers of your blog see it differently. With the help of Google Analytics or through the logs, you can see that the blog post or page has not had any traffic for several months.
Tools such as Screaming Frog SEO Spider can increase the efficiency of the audit.
No one has viewed your article for six months now, even though you regularly post about it on social media? Or even worse: Readers viewed the article page, but gave up after a very short period of time? In the first case, it makes sense to question the title. Is it attractive and does it make you want to read the article? In the second case, you should also check if the first paragraphs are not difficult to understand or not very concrete, which gets readers off topic quickly.
Another important indicator of the relevance of your content is the conversion rate. If you ask your readers to subscribe to your newsletter as part of a call to action (CTA), you can find out what percentage of them respond to that request. If the article does not appeal to readers, they will not click.
The next steps in content analysis
Another important factor is the reactions in social media. How often is a post shared on Twitter, how many comments does it get on LinkedIn, and how many likes on Facebook? Evaluate not only the quantity, but also the content of the remarks.
If readers criticize your article’s obsolescence, it’s time to refresh the content. But here too, quality matters more than quantity. If your post is aimed at a very small target group, you should not compare its access figures with those of a general topic that could potentially be of interest to “all” visitors.
If readers are allowed to comment on your blog posts, you should review the comments as part of the content audit. Critical feedback is particularly useful. It is important to see if readers come to your pages with false expectations or if their criticism is justified.
What do you do with content that is partially outdated or no longer relevant? Above all, you have to identify obsolete aspects. Is an update sufficient, for example statistical data? Or should new photos be added?
However, it may turn out that the content is still valid and at least partly relevant, but the article is difficult to read. It will then be necessary to rework the expression. In this case, the structure should be examined:
- Do the title and the catchphrase make you want to keep reading?
- Does the article take into account the latest developments on the subject?
- Should new subheadings be included?
- Do lists and enumerations help to make the article clearer?
- Should we replace or add keywords?
- Does the article benefit from more recent examples?
- Could a recent citation update the article?
- Conclusion on content analysis
All content should be checked regularly and at least once a year. Is the content always relevant and up to date – and does it still match the brand, target group, and business goals? If you groom the content of your website, you will win over both your visitors and the search engines.
The content should be sorted in order to decide what should be revised or deleted and what can be left unchanged. Ideally, content managers should work hand in hand with SEO specialists for the best results.
Yours Sincerely, Devansh Pathak.