When an organization takes on a replatforming project or website redesign, one of the first steps in the process is to conduct a content audit. This is a critical step in any project—and one that can uncover hidden gems that teams can use for their benefit both short- and long-term.
5 questions to understand before starting a content audit
What is a content audit?
What is the purpose of a content audit?
What is in a content audit?
- Competitive audit: A competitive audit provides the team with insights into how competitors are shaping their sites, their content, and their positioning. What are they doing that seems to be working well? Do you need to shift your approach based on how competitors are messaging certain themes? In short, the competitive audit provides the opportunity to review and discuss how your competitors’ approaches can inform your own strategy.
- Experiential audit: It’s important to gain an understanding of what’s working well for organizations in other markets and industries. What best practices can you adopt from them for your own site? Are there unique approaches or standout elements from others that would resonate with your audience? The experiential audit provides a starting place for these discussions.
- Physical audit: The physical audit is essentially a website scraping. This means taking a look at everything across the site (content on the homepage, section pages, different assets, and more) and capturing metadata for each element so you can easily sort and filter to have an understanding of what you’re working with.
- Metrics audit: Once you have a sense of all content across the site, layer in a metrics audit. This is a pivotal stage as it helps the team understand what to do more of and what to do less of by assessing the site’s key pages, and usage against those pages. In the metrics audit, the team gains an understanding of which pages site visitors are viewing most often and which pages or assets are rarely seen to help inform the site’s structure and URL structure moving forward. This allows the team to easily identify which topics, themes, and sections to put greater emphasis on based on performance and which to eliminate to free up time and focus for the higher performing elements.
What is the benefit of a content audit?
What makes a successful content audit?
How Brightspot can help with your digital content audit
The combination of the Brightspot team and Brightspot technology makes the process of a content audit seamless and straightforward.
Within the platform, teams can easily search and filter assets for quality checks and/or to quickly make changes to assets as needed. For example, you can filter for every article created with a "digital transformation" tag in the last 12 months, pull up the results, export the file and work within that document as needed or create a new workflow focused on those specific results. Through in-built search capabilities like bulk editing, you can also pull up a specific subset of content and bulk edit the collection if you need to change metadata to better align with a campaign without having to go through every asset one by one.
There’s also the availability of workstreams to deliver on changes identified through the audit as well as ease of redirects in case of content or migration outcomes. Brightspot supports 1:1 redirects on every asset, but also supports vanity URLs and wildcards, which are a particularly huge time saver when sunsetting a specific topic or section of content.
The Brightspot platform is structured so that it fits the model of each organization’s own unique workflows—the technology doesn’t make you adjust to it; it adjusts to you and your needs.