You have built or maybe updated your website. You understand the importance of content to rank on top of search pages and you are consistently posting. So what is wrong? why is your content not achieving its target. There is only one way to know and it is about time you do it. Audit your content.
Here’s an easy checklist to evaluate your content performance
- Marketing/Sales Goals
- Effectiveness (data/analytics)
- CMS / Ease of management
- Structural quality (SEO)
When auditing your content against your sales and marketing goals ask yourself these questions: Before you started writing content, did you decide on your marketing strategies and goals? Do you have a clearly defined target audience? Are you achieving your goals? And most importantly how do you measure success?
Set your KPIs in place to figure out how many website-leads you need to generate and then compare them to the leads you are generating if any. Other metrics that can indicate your content performance are related to the website performance. Is your website exhibiting an overall positive growth pattern? And do web visitors do what you want them to do?
Measuring your content for effectiveness is essential to understand its performance. You need to understand the purpose of each page and know what you want it to do and create the content accordingly. Once you have that in place, add the appropriate call to action, landing pages, and lead generation forms.
You should also monitor your content performance, which piece of content is more engaging to your audience, and what are you doing to build on it?
You might not know it but the design of your website. can help or hinder your content. Make sure your pages have a consistent format for navigation, headers, text, typography, and hyperlinks. Is your critical content easy to find? Does your design help make the content more digestible? Does the design align with your company brand? All of these metrics are important in your design.
As important as it is to include images, so is continuity between text and images on your pages. Your imagery should tell the story you’d like to tell visually.
CMS/ Ease of Management
Content management systems can be very easy even for a novice. Most importantly it should make it easy for you to edit web content, embed videos, upload images, add events, post new blogs, and news and update team changes.
SEO algorithm keeps changing and marketers today understand that they don’t need to worry about it as it is impossible to control. Having said that, you can still focus on a few things to stay on the safe side. Add title tags, description tags, Alt tags on images, and interior page title tags. You should also use relevant keywords without stuffing, use proper names for image files, and utilize outbound and inbound links.
Now that you made sure everything on your website is providing the support that you need for your content to skyrocket. You need to keep your content substantial, valuable, and readable and soon enough you will find your content performing the way it should.