You may recall our previous post about the dimensions of content quality, and it has likely left you pondering the next practical step: measuring and reporting on those dimensions. The short answer: a content audit.
Without this crucial process, strategizing to fill content gaps and mend shortcomings becomes quite the challenge. But before we delve into the how-to, let’s make sure we’re on the same page about what a content audit actually is.
Content Audit Defined
Our friends over at the enterprise SEO management platform, BrightEdge, provide a superb definition:
A content audit is a process of systematically reviewing all the content you have on your site. This process allows you to look closely at your optimization efforts to see how well you are meeting your business objectives.
When done correctly, you will be able to find any gaps in your content so that you can adjust your process to better serve your intended audience. This will allow you to mature your content and digital strategy so that your organization can more effectively and efficiently provide the material that audiences need.
With this solid understanding of the what and why of content audits, let’s talk now about what to include.
What To Include In a Content Audit
When undertaking a content audit, aim to encompass as many dimensions of content quality as possible. In a previous post, we explored 10 content quality dimensions to assess. While some aspects, like accuracy or alignment with SEO goals, may be clear-cut to gauge, others might require a bit more guidance.
Having been in the trenches of content creation and analysis for years, I’m excited to share with you a user-friendly content audit framework focused on the items that don’t have the simplest measures. This will help you assess essential content quality dimensions like voice, tone, comprehension, usability, readability, and more. Let’s dive in!
Voice: Your Content’s Unique Signature
Your content’s voice is like a signature tune that your readers recognize. It’s essential to have a consistent voice that reflects your organization’s values, building trust and loyalty. Think of it like your own personal branding, something that’s innovative, trustworthy, and never changes. If you haven’t established your unique brand personality, it’s important to do so.
Assessment:
We report on voice using personality descriptors such as: witty, boring, wise, foolish, driven, non-committal, direct, rambling, humble, arrogant, etc.
Tone: The Mood of the Moment
Unlike voice, tone is the author’s attitude at a given moment. It can vary depending on the circumstances, making it more fluid and adaptable. It’s like playing different notes in a symphony, each conveying a different emotion.
Assessment:
We record tone using attitudinal descriptors such as: friendly, cold, conversational, formal, humorous, serious, empathetic, argumentative, urgent, worried, etc.
Comprehension: Making Sense to Your Reader
It’s not just about using fancy words; it’s about making sure your reader understands your intent. The main point should be clear, and any specialized terminology should be tailored to your audience. And remember, a picture’s worth a thousand words when it adds to understanding.
Measurement:
- 3 = Strong
- 2 = OK
- 1 = Poor
Usability: Making Content Reader-Friendly
How easy is your content to read and navigate? Clear headlines, scannable layout, and a content quality checker can ensure that your content is not only comprehensive but also enjoyable to read.
Measurement:
- 3 = Strong
- 2 = OK
- 1 = Poor
Readability: The Balance of Simplicity and Insight
Even seasoned professionals appreciate simplicity. An 8th-grade reading level works for most, but a 10th to 12th-grade level is acceptable for B2B content.
Measurement:
Tools like the one on ReadabilityFormulas.com can help you hit the sweet spot.
Word Count: Answering Your Readers’ Questions
Quality over quantity is the mantra here. Write enough to answer your readers’ questions, without overloading them.
Think of blogs as a friendly chat, concise and engaging; they’re meant to be shorter. Whitepapers, on the other hand, are like an in-depth conversation, offering more details and insights. As for case studies, they’re a unique beast, with size varying to tell the full story.
So if there’s not a magic number that predicts the quality of content based on word count, why measure it? Because we might discover trends among our readers — perhaps they respond better to longer content than to shorter content. Or maybe they don’t, but we won’t know unless we measure it.
Measurement:
Tools built into Google Docs and Microsoft Word can help you keep track of your word count.
Get Started With a Content Audit Template
Now that you have a clearer understanding of how to analyze and report on the quality of your content, would you like to try your hand at it? If so, request our free content audit template.