3 Simple Ways to Conduct a Content Audit

content audit

In B2B marketers’ never-ending quest to boost their websites’ rankings, attract leads, and earn conversions, a number of different tactics have been discovered.

Everything from keyword optimization, link-building, and schema markups have been revealed as powerful techniques for earning Google’s affection.

Yet, many B2B marketers shy away from – or don’t even know about – one of the most powerful methods available for improving SEO. In fact, withoutrunning a content audit, your site could continue suffering no matter what you do.

3 Ways to Execute a Content Audit Quickly

The idea behind a content audit is simple: you need to audityour content to find out what has to go.

After spending so much time and money on creating your B2B company’s content, why would you ever want to go back and start permanently deleting some of it?

Simple: it appears to help boost your rankings.

That’s because, if your B2B company is like most, you’ve probably posted a lot of content to your site over the years. Looking back, not all of that content probably hit the mark, either. You most likely have a number of webpages that have never even been visited. You have blog posts that didn’t gain any traction on social media or receive comments.

According to Google’s own analysis, “having many low-value-add URLs can negatively affect a site’s crawling and indexing.”

In other words, unpopular pages are hurting your chances with Google.

Here’s how to change that – fast – with a content audit.

1. Find Your “Bad” Posts

The first step of your content audit is to check your analytics to see which blog posts have done absolutely nothing for you. In other words, which ones haven’t brought in any organic traffic or social media views?

If they’re older than a year, we’re considering them “bad” posts.

Anything that hasproduced results – no matter how little – can stay for now.  

Go a little easier on your webpages. If they’re service/product pages that may improve conversions once you finish your content audit and start seeing more traffic, consider leaving them in place by now.

2. Decide Which Posts Can Be Improved

This will most likely take a while, but the next step is to look through those bad posts and decide which should be permanently deleted and which have the potential to be improved.

Some will probably be completely outdated. For example, if your blog post was about predictions for the coming year and it didn’t get any attention, delete it. There’s no point to trying to revamp that one. If you wrote a blog about a product, service, or methodology that’s no longer available, that can go, as well.

On the other hand, if you realize that some of your content was a bit thin, but you think the topic was a good one, you’ve found opportunities for improvement. Simply adding to the word-count of a post can often do a lot for increasing its rankings. Could some of your posts use new subsections?

Linking out to external sources can go a long way toward improving your content’s rankings, as well. Look for opportunities to cite sources to high-authority sites.

Speaking of which, you want to go through everylink on everypage of your site to check and make sure it’s not leading to a dead end. Sending your visitors to “error 404” pages because of broken links will hurt your chances with Google.

Fortunately, platforms like Screaming Frog will make this mucheasier and quicker to do.

3. Check Your Conversion Funnels

A good content audit shouldn’t just be about increasing your traffic, either. Now would be a great time to look through your various conversion funnels, as well.

Are parts of your funnel dropping the ball? Maybe it’s at the very top simply because it’s not bringing in any traffic. Maybe the middle of your funnel is leaking because prospects aren’t getting the information they need.

Whatever the case, look for opportunities to improve your results. It might mean adding more content or even taking some of it away. You could find that entire pages need to be replaced to fix the problem.

A Content Audit + Hushly = More Conversions

After a single content audit, you shouldsee improved traffic. It’s not like eliminating pages that weren’t helping could ever hurt.

However, make content audits something you do twice a year, and you’ll keep seeing your results improve.

For even better results, let Hushly help. Our platform works with the content you already have – the good content, anyway – to increase conversions by at least 51% – guarantee. Contact us today to see how.

3 B2B Content Marketing Tips to Increase Exposure

b2b content marketing

Most marketers know that content is the essential ingredient for bringing visitors to their sites from Google.

That’s why B2B content marketing went from almost nonexistent among B2B companies about five years ago to a methodology that none of them would dare be without.

However, content can do a lot more than just improve search traffic for your site. Another important capability is its potential for increasing your company’s exposure.

3 Ways B2B Content Marketing Can Bring Your Business Greater Exposure

Greater exposure means more people see your content. When that happens, you don’t just see better search results. You see more traffic from more channels and enjoy B2B content marketing that converts much easier because those channels also bring you greater authority.

Here are three simple ways to make sure your B2B content marketing efforts get in front of more people.

1. Create Content Using Subject Matter Experts

There’s nothing wrong with outsourcing your content-creation needs. There’s also nothing wrong with covering the occasional general topic on your site.

However, if your company’s subject-matter experts are never contributing, your content probably doesn’t bring in as many views as it could.

That’s because B2B buyers are far less interested in general topics. They often have the same background as many of the people at your company. A CFO understands accounting, so they won’t be impressed by copy written by someone who doesn’t have similar credentials. It’s when a company can create expert copy that speaks to the actual experience that the CFO will be engaged and more likely to convert down the line.

Furthermore, subject-matter experts have insights that can be truly helpful and even actionable. For example, if you sell hardware for data centers, it will help if someone on your staff used to work at a data center and can create content about it. They can make recommendations based on that unique experience.

You can still outsource or use your marketing department to polish up the copy a bit, but be sure you bring some of your content more views by having a subject-matter expert write it.

2. Test Your Efforts with Analytic Tools

As opposed to advertising copy that came before the Internet, one of the biggest advantages of B2B content marketing is that you can literallytest how well it does, often in real-time.

That’s why you should be using software to measure just how well your content is doing in objective terms. Just some examples of these tools include:

Every company should be using these tools, but, again, they’re especially important for B2B marketers. We need to know where our traffic is coming from and get a sense of why, or we can face extremely long buying cycles that kill ROIs.

When you’re looking to grow exposure, you want to see which sources are bringing you the most views, so you can go back to them again and again.

3. Do More Than Just Publish Your Content

Speaking of which, don’t expect your website to do all the work when it comes to increasing your exposure. Unless you already have a website that is seeing impressive amounts of traffic, your B2B content marketing efforts will need to include a bit of elbow grease.

Aside from organic traffic, amplify your copy by using paid media to bring you even more views. Over time, you’ll be able to reduce your budget, but for now, it’s worth spending some money to build that exposure.

B2B influencers can be extremely helpful in this regard, as well. Getting guest posts on industry sites is another phenomenal way to make sure your content is in front of the right people.

Does Your B2B Content Marketing Generate More Clients?

B2B content marketing should be a priority for every company. Over time, it builds a reliable channel for organic traffic and easy leads. It can also help position your organization as an authority and thought leader among your industry.

Still, none of those achievements will mean much if you can’t use that content to convert leads into clients. In fact, when your conversion rate is low, content marketing can actually cost you.

That’s why we created Hushly. Our platform actually works with the content you already have. There’s no need to make expensive changes to your current website, either. All you need to do is install it.

After that, we guarantee you’ll see your conversions improve by no less than 51%.

Name another company that can claim the same.

Sound too good to be true? Just contact us today and we’ll gladly show you how it works.

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