Auditing content for during and after coronavirus

Taking stock of what still works and what doesn’t is the first step to creating a content strategy built for the world during and after coronavirus.

These days it’s not hard to see that customers’ behaviors and habits are changing fast. As businesses are trying to adapt quickly to new needs, their marketing strategies must also evolve. As marketers, beyond current communications, how do we know what legacy content should be updated? And how can we start planning for the next normal? The answer lies with a content audit.

With small websites, it can be easy to forget about all the content that’s been published over the years. With larger e-commerce sites, it can be even more challenging. And, automated or contextual content can add another level of complexity. In these uncertain times, using two different lenses to review your content can help you identify what should be revised now and what may need to be updated once we get through this period. With that in mind, here is what to consider when getting started with an audit.

Why prioritize a content audit now?

    • Important information may have changed [Critical!]
      • Products and/or services (some may be new, others not available or on hold temporarily)
      • Contact information
      • Hours of operation
  • Current business objectives may have shifted (ie. sales may no longer be your primary goal)
  • Customer needs have most likely evolved
  • Messaging, tone and social references may not reflect the current climate and audience sensitivities

What content should be prioritized?

  • On-site:
    • Top-level pages
    • Main product and service pages
    • High-converting landing pages
    • High-traffic pages
    • Pages that have recently incurred high bounce rates
    • Case studies (for B2B brands)
    • Pages with contextual messaging
  • Automated content like pop-ups, emails and social media posts
    It is advisable not to automate content distribution during this time. Put automations on hold while you audit and edit.
  • Advertising (especially dynamic search ads)

How to get started with a content audit?

Start with the most critical information and pause all automated content until you are ready to review it. If you have a little more time, take a look at your analytics to find the pages with the most traffic (that may have recently seen increased bounce rates), and prioritize next steps. Make sure to plan for the current and the (hopefully not so distant) future, so you can get started on your new content strategy when the time comes.

Identify what content is most important to your customers now, so you can prioritize which updates are most urgent. Use our Content Audit Checklist to take you from beginning to end of a successful audit.

Content Audit Checklist to download

Get the Content Audit Checklist