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Conducting a content audit is a valuable process for keeping your marketing efforts on track. By examining your current content, you can identify strengths, weaknesses, and opportunities for improvement. This guide will help you conduct a thorough copywriting audit for your small business.

Creating content is part and parcel of running a business, but when was the last time you stopped and reviewed your content to see if it was achieving what you wanted it to?


Define Your Objectives

Before diving into the audit, it’s crucial to establish clear objectives. What do you hope to achieve with this audit? Common goals include:

  • Improving conversion rates
  • Enhancing brand voice consistency
  • Optimising content for SEO
  • Identifying and eliminating ineffective copy


Gather Your Content

Collect a sample of your existing content across various channels. This includes:

  • Website pages
  • Blog posts
  • Email newsletters
  • Social media posts
  • Advertising copy
  • Product descriptions

Organise this content in a spreadsheet for easy tracking and analysis.


Analyse Your Audience

Understanding your target audience is vital to effective copywriting. Before you create any content, you should know the intended reader, their pain points or problems, and what you want them to do or feel after engaging with it.

If you do not have clear personas, spend some time creating them. Create or review your buyer personas, focusing on:

  • Demographics: Age, gender, location, etc.
  • Psychographics: Interests, values, pain points, etc.
  • Behaviour: Buying habits, preferred content types, etc.

Compare your content with these personas to ensure it aligns with their needs and preferences. Are your messages still relevant, or have things changed? The cost-of-living crisis, for example, could require you to tailor your offers or show more empathy for people’s financial situations.


Evaluate Your Brand Voice and Messaging

Consistency in brand voice and messaging builds trust and recognition. Review your content for:

  • Tone: Is it consistent across all platforms?
  • Language: Are you using language that resonates with your audience?
  • Key Messages: Are your core messages clear and consistent?

For more help with developing your brand voice, read this blog. 


Assess Content Performance

Examine the performance of your content using metrics such as:

  • Website Analytics: Page views, bounce rates, conversion rates, etc.
  • Social Media Analytics: Engagement rates, shares, comments, etc.
  • Email Metrics: Open rates, click-through rates, conversion rates, etc.

Identify high-performing content to understand what’s working well and underperforming content to see where improvements are needed.


Review SEO and Keywords

SEO is crucial for driving organic traffic. Check your content for:

  • Keyword Usage: Are you targeting relevant long-tail keywords?
  • On-Page SEO: Title tags, meta descriptions, headers, alt text, etc.
  • Content Depth: Is your content comprehensive and informative?

Use tools like Google Analytics and SEMrush to analyse keyword performance and make necessary adjustments.


Identify Gaps and Opportunities

Look for content gaps and opportunities for new content. Consider:

  • Missing Topics: Are there important topics you haven’t covered?
  • Content Upgrades: Can you update and improve existing content?
  • New Formats: Can you repurpose content into different formats (e.g., blog posts to videos)?


Develop an Action Plan

Based on your findings, create an action plan that outlines:

  • Specific actions to improve or update existing content
  • New content ideas and formats to explore
  • A timeline for implementing changes
  • Responsibilities and deadlines for your team


Implement Changes

Start implementing the changes outlined in your action plan.

Aim for some quick wins. What can you implement that would give you an instant return?


Monitor and Adjust

After implementing changes, continuously monitor your content’s performance. Use analytics tools to track improvements and make adjustments as needed. Regularly revisit your content audit process to ensure your content remains effective and aligned with your business goals.

I recommend conducting an audit of your content every six months. These steps help you create engaging, compelling content aligned with your business objectives. Regular audits will help you stay ahead of the competition and continue to attract and convert your target audience.

If you would like me to audit your content and provide an action plan for you to implement, please book a call to discuss. Content audits start at £350, depending on the amount of content to review.


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