How (And Why) You Should Repurpose Your Blog Content
Repurpose blog content is a great way to support your digital marketing efforts without starting from scratch. Learn six ways to reuse your old content. …
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It’s no secret that blogging is a core digital marketing tactic for a lot of smart businesses. According to Ahrefs, most marketers use content to generate leads and drive results, not to mention bolster search engine optimization (SEO), thought leadership, and social sharing efforts. Simply put, blog content is great for educating audiences, building your brand, engaging customers, and generating quality leads.
However, blogging is often a forward-facing strategy. It’s easy for marketers to focus on “what can we publish next” instead of “what can we improve” or “what no longer serves us.” According to the Content Marketing Institute, 80 percent of marketing content is either irrelevant or hard to find. It’s important to look back and assess the existing content that lives on your blog, much of which may be out-of-date, under-performing, or irrelevant to your business goals and objectives.
Like a health check-up, auditing past blog content and conducting regular post updates can improve the long-term performance of your website as well as your overall content strategy. Let’s break down how blog audits work and a few best practices for updating your blog posts.
A website content audit is a qualitative assessment of all the content on your website. It assesses the strengths and weaknesses of your content in relation to your key performance indicators (KPIs). When performed correctly, a content audit will help you understand:
As you may expect, a blog post audit focuses specifically on your blog content. Over time, it’s easy to accumulate a ton of posts on your website. Posting once a month will yield a lot of content, and each piece of content is an opportunity for success. The content audit process is a good chance to identify which posts you’ll want to update (and if there are any posts it’s time to retire).
Who doesn't want their blog posts to perform better? If your blog isn’t being read or the traffic generated isn’t being converted into qualified leads, then you have a problem. Here are a couple of advantages of auditing your blog.
Google updates its algorithm about nine times a day. Older posts are less likely to follow SEO best practices or use out-of-date keywords. If your posts have broken links, bad keywords, and other issues, your content won’t perform well in the search results.
These issues can even tank a useful and authoritative blog post that supports both your audience’s and business’s goals. By conducting regular audits, you can ensure your content is optimized to current best practices and make it easier for your audience to find it.
Just because people found your posts in the search results doesn’t’ mean they’ll click them. Your content is fighting against a sea of other posts and pages. Sometimes your posts need a boost to make them more attractive to click-happy consumers.
If you find that your posts are getting a lot of impressions, but not many clicks, it’s time to update what people see before they click on your links. Review and adjust title tags and meta descriptions to attract readers and fit withing recommended character counts. First impressions matter, so blog audits give you a chance to reintroduce your content.
You can, in fact, have too much of a good thing. Over time, you may end up writing about the same topic or have difference pieces of content competing for the same keywords. For example, let’s pretend you have three blog posts that are written about the same topic. Instead of boosting your ranking, they’ll be fighting each other for the better ranking.
That’s a bad case of content cannibalization, which makes it challenging for search engine crawlers to properly rank your posts. The typical result is a lower ranking for all those posts. A blog content audit will help you identify which blog posts are repeating keywords and topics so that you decide on which to keep, combine, or delete.
Your website is like a house in that it requires some regular cleaning and maintenance. Even a well-crafted blog post can need some help over time. The problem is that you won’t know it until you check.
There are plenty of potential issues that need some cleanup – broken links, missing images, etc. Sometimes your internal links may need updating or a redesign or other change made some content assets disappear. There’s also a chance that what you did in the past doesn’t look as good anymore – tastes change after all. Auditing past blog content can make all these issues come to light.
If you don’t know what blog content you have and how it’s performing, you can’t improve. Conducting a content audit can give you a big-picture perspective of the current state of your content and help identify several opportunities for improvement.
When it comes to your content strategy, an audit will tell you what topics perform best and which topics aren’t gaining exposure. That info tells you more than just what posts to update. It also highlights any gaps in your content as well as your audience’s preferences. That knowledge is important for when you plan out your editorial calendar moving forward.
A blog audit will also tell you other opportunities. Is there a strong blog post you should promote on social media and email to attract more leads? Understanding how you can update and leverage your existing content will help your blog to be more focused and valuable to your business.
It’s important not to rush into a content audit without the right plan. You’ll want to take some time to understand who your audience is and what your goals are to get the most out of your blog audit. You’ll also want to follow a handy blog audit checklist to make sure you take every step necessary for success.
Not having a clear value proposition or defined buyer persona can render your auditing efforts moot. Before you begin auditing your blog, you’ll need to define your target audience.
Create personas to identify your target audience. Are you writing for high-level executives or technical workers? Millennial consumers or retiring Boomers? Understanding who your audience is will ensure that your posts will truly resonate with people who will ultimately give you money or complete some other valuable goal.
Speaking of goals, your key performance indicators (KPIs) should align with your content goals and strategy. Identify the purpose of your blog posts as well as the reason you’re conducting an audit in the first place. Some KPIs you might consider including:
Once you have a solid understanding of your target audience and KPIs, you should be ready to review your content. This process can take a few steps, so it’s good to have a go-to content audit template or checklist to stay on track.
Fortunately, we have you covered. Follow this four-step process to get the information you need during your blog content audit:
Wash, rinse, repeat. Conducting a blog content audit isn’t a one-time process. It should be a regular practice that should also extend to both your website content and any other marketing channels you use.
According to SEMRush, most content marketers recommend auditing content once or twice a year. Those results will give you a clear idea of how much work you have to do with your current posts.
Conducting a content audit can be a time-consuming task. Between reading and analyzing every post and depending on how much blog content already exists on your website, your schedule could be booked for weeks on end.
Whether you’re pressed for time or need a content expert, Aztek is here to help. We work with businesses who need a more comprehensive digital marketing program, including expert content creation services. Contact us today if you’re ready to expand your digital marketing efforts.