By David 
Today’s business industry relies
heavily on technology, and many organizations turn to an online presence for
success. A critical asset to generating online glory and driving traffic to
your website and brand is content marketing.
A common content marketing
mistake is failing to perform regular content audits. Content audits assess
content components and information benefits on a portion of the website or the
entire site. Without routine reviews, the focus of content marketing shifts to
only creating new content, and existing posts continue to become outdated.
Christopher Lee, Marketing Manager for the digital
marketing company WNY Holdings LLC,
suggests that businesses have a content revitalization strategy. These plans
make sure your business keeps all published content relevant, which is just as
vital as generating organic traffic through new content. Below, Lee explores
five reasons organizations should regularly update content.
Understand what content exists
When performing a content audit,
you will be able to see what content you have on hand. Knowing what content
topics you have can be great when looking to overlap the same information on
other platforms. For example, material published on your company’s website can
later serve as a resource on other marketing platforms, such as a podcast. Not
only do you have the ability to reuse content, but you can also identify weak
posts and rewrite them.
Track metrics
During a content audit, look for
specific parameters to track to see what’s working. Such benchmarks include
visitor time on the webpage, pages per session, organic traffic, and bounce
rate.
Find and fix what you do not have
While content auditing grants
you access to see what subjects you have covered in your content publications,
it also allows you to identify gaps and fill them with missing content matter.
Research trending conversations in your market if you are looking to fill in
the content blanks. You can tailor your content to anticipated visitors based
on what your targeted audience wants to see and read.
Set up clear goals
The metrics you track help paint
a picture of the firm and reveals weak points within your website and content.
The ability to monitor customer website engagement illuminates areas that need
more attention. Content auditing also assists in eliminating digital presence
dilemmas. When the time comes for the routine assessment, set clear goals by
referring to past standard website engagement statistics that needed improving.
Build a digital marketing strategy
Utilize your regular content
audit to help develop a marketing strategy and embrace sales initiatives.
Digital marketing and analytics go hand-in-hand; known content, missing
content, and metrics tracked are critical when creating a plan of action.
Content auditing also is a tool for bettering the needs of the sales team,
since product data collected can only improve sales conversations and
consumers’ knowledge.
About Christopher Lee
Christopher Lee is the Marketing Manager at WNY Holdings
LLC – a digital marketing company that
was started in 2018 to provide industry-leading marketing services for small
businesses. WNY Holdings LLC offers services such as content marketing, web
design, graphic design, media creation, SEO, and Facebook advertising. They
focus on creating an excellent user experience that keeps customers coming back
for more. Throughout the process, ongoing data analysis and custom reporting
help clients track and understand how their digital marketing efforts are
helping their businesses thrive.
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