Regular analysis is crucial to improving your content and inbound marketing efforts. To help make your life a little bit easier, I’ve created a free content audit template. It’s set-up and ready to go, containing sortable columns for all of your content’s crucial metrics. To help you get the most out of your content audit, I’ve also created a complete guide to performing an effective content audit – and I’ve even offered an in-depth explanation of each of the metrics included in your free content audit template.
To download your free content audit spreadsheet, just scroll down to the contact form. Your free Excel spreadsheet is just a click away!
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Content Title + URL
By including both page title and URL, you’ll make it easy for yourself (and other members of your team) to refer back to each analysed web page. If a particular page has an extremely high clickthrough rate, or a disappointingly low number of social shares, you’ll be able to head straight to the source and attempt to work out exactly why.
All of your web content should correspond to one of three sales funnel stages: Awareness, Consideration or Decision. By mapping out your existing content to these three stages, you’ll be able to determine the depth of content in place for each buyer persona. For a benchmark ratio for sales funnel targeting, check out How to Perform an Effective Content Audit.
This content audit template can be used to analyse virtually any type of content -including blog posts, guides, eBooks, whitepapers and website copy. Depending on the quantity of your published content, you might be able to conduct an audit across your entire archive; or you may prefer to fine-tune your efforts and analyse a single type. Either way, this content audit template will make analysis quick, easy and effective.
Each and every piece of content you write needs to be targeted at a specific buyer persona. By making a record of your persona targeting, you’ll be able to identify any gaps in your sales funnel, and create content to aid the process of conversion.
Page views and visits offer you a basic (but easily comparable) method for gauging the popularity of your content. This metric also combines well with keyword analysis, allowing you to analyse the efficacy of your search strategy.
Your free content audit template is designed with one question in mind: how effective is my content? Clickthroughs and conversions are where your content really proves its efficacy; and by analysing the number of visitors that progress through the sales funnel as a direct result of a specific piece of content, you’ll develop a clear understanding of the tenets of effective content marketing. You’ll learn which pieces resonate with your audience, and you’ll be able to apply these lessons to future content creation.
Tracking your keyword inclusion will allow you to quickly and easily gauge the efficacy of your SEO strategy – and allow you to determine which keywords you’ve neglected in your content creation.
Social media referrals are a hugely powerful tool for lead generation; and by monitoring the popularity of your content across social media, you can identify the type of content your target audience are after. If you target a handful of social media sites, it’s an easy process job to subdivide this section by each social media network – allowing you to identify the different types of content that work best on each individual site.
This content audit template is designed to arm you with a ton of meaningful metrics; allowing you to clearly and honestly gauge the efficacy of your content and inbound marketing efforts. With these metrics to hand, it becomes possible to rank your content. I personally favour a traffic light system, with Effective content given a greenlight, Fairly Effective content a so-so amber, and Ineffective content given a big, bad fire engine red. You can be more quantitative in your own approach, and devise a formula to average out your other metrics – but personally, I find content analysis too subjective to benefit from such a rigorously objective methodology.
Completing your free content audit template is just the start – and the real work begins with the qualitative analysis. This is where you put on your marketing cap, and apply your marketing expertise to your own content creation efforts. Why did this piece of content resonate so well with social media? Why does this piece have so many clickthroughs, but relatively few views? How effective has my keyword targeting been? By answering these questions, you’ll be able to refine and improve your marketing efforts. You’ll increase the value of your content, and create material that your target audience really care about.
For help in conducting a qualitiative analysis, check out my complete guide to content auditing: How to Perform an Effective Content Audit. If you don’t have the time to conduct such a through analysis, get in touch! I’m a freelance marketing copywriter and content strategist, and I’ve conducted content audits for some of the UK’s brightest and best marketing agencies. I can even help you get the most out of your free content audit template – so if you want to improve your content marketing with minimal expense, get in touch now!