Many businesses have created content the same way for a long time and so continue to do so without a second thought.
There may be a very good reason for doing this, in which case feel free to skip this post, however, this may be helpful for anyone else wondering what they can do to improve results.
The first step to determining if your content is good is to conduct a content audit, this will allow you to determine what has been created previously and what results it generated.
A content audit can be a long difficult process, so we won’t go through all the details, however, let’s talk about content goals and which ones you should focus on.
SEO
- Identify pages with a high potential of ranking in top 10
- Identify what content should be added and removed from your website
- Review and optimise internal linking
Engagement
- What content is creating the highest engagement?
- Identify topics your audience is engaged with
- Identify what content generates high social engagement
CRO improvements
- What pages offer users the best journey?
- Which content generated the most leads?
- Map content to the stages of the buyer journey
Map goals to metrics
- SEO metrics
- Engagement metrics
- Behaviour metrics
- Sales metrics
Once you have a clear understanding of your goals, and how your site currently performs against them it’s time to put a plan together to improve results moving forward.
There is a lot more to this, however, this should give some insight into how to get started with your content review for 2022.
