Many businesses already have content out there. This will include content that’s on your blog, as well as social media content, podcasts, videos, and so on.
That’s why the next step is to figure out whether that content is helping you to meet your goals.
To do that, you’ll need to carry out a content audit. That means:
- Logging all the pieces of content, such as blog posts, guest posts, and so on
- Assessing their usefulness or success
- Identifying the gaps
You may also want to look at how your content compares with that of your competitors, and see how any new content will fit in the market.
Let’s look at one example of how this would work for your content marketing strategy.
How to Log Your Content
If you want to log all your site or blog content, Screaming Frog is an excellent starting point. It’s a URL crawler that will:
- List URLs
- Analyze page titles and descriptions
- Find duplicate pages
- Create sitemaps.
The free version crawls up to 500 URLs. SEER Interactive has an excellent, in-depth guide to Screaming Frog. As a bonus, you can also use this tool for competitive research, carrying out the same kind of analysis on your competitors’ content.
You can also log your content with the Content Audit tool from SEMRush. To do this, set up a project and select the section of your site you want to audit, such as your blog. Once you select the URLs, press the Start Content Audit button.
You’ll get a complete analysis of your content, including:
- Content titles and descriptions
- Content length
- Social shares
Export the data to create a simple spreadsheet that contains all the URLs.
See How Your Content is Working
Next, it’s time to assess the usefulness of the content. You’ll be looking for metrics like:
- Whether there are a lot of inbound links to the content
- What the search engine ranking is for keywords associated with that piece of content
- If the content is widely shared
You’ll get some of this information from the SEMRush report above, but can also find more by using other SEMRush tools, such as the site audit and position tracking tools.
This’ll tell you:
- Which pieces of content are so effective that you don’t need to change them
- Which ones need some improvement or updating to meet your goals
- Which ones need to be removed or replaced
Identify Content Gaps
Finally, work out where there are gaps you can exploit. These might include:
- Keywords related to your niche that you’re not targeting with your content
- Questions your target audience is asking that you’re not answering
- Content that’s starting to rank well but could be improved, say to target Google’s answer boxes. These are the boxes that appear above search results and provide the answers to a specific question.
You can use Ahrefs to carry out a content gap analysis.
To do this, go to Organic search » Content gap. Add the domains for your main competitors under Show keywords that the following rank for. Add your own domain under But the following target does not rank for. Press Show keywords.
You’ll see a list of competitor keywords you can target with your own new content.
You can carry out a similar analysis in SEMRush.