When you want to achieve certain content marketing objectives, the first instinct is often to create content by writing a new blog article, for example. But sometimes it's more relevant to take stock of the content you already have and see how you could improve it and make it more efficient.
.jpg)
A good content strategy requires constant monitoring for continuous improvement of its impact. Regularly evaluating the results of your editorial line helps you find the best angle of attack to capture the attention of your prospects and get them to take a specific action.
As for the editorial audit, it is a more in-depth analysis of your content marketing, to find the elements that weigh on the proper functioning of your strategy. And it turns out to be particularly necessary in the following 5 cases…
What is an editorial audit?
Editorial audits provide you with an analysis of the impact of your content on your audience. They include all of your content such as your blog articles, your presence on social networks, your web pages, etc. They then allow you to know how to improve your existing content to make it more efficient and to obtain better engagement rates. conversions.
It's, in a way, an inventory of all your creations that allows you to determine what to keep, improve or throw away.
1. Adopt a more adapted editorial strategy
You blog very regularly and you publish each of your articles on all your social networks. However, traffic remains low... Normally, a relevant editorial strategy ensures a regular increase in visits. It also allows you to recruit subscribers on social networks.
If this is not the case, you are probably making one or more of these mistakes:
- Your content is low quality
- Your articles do not contain any keywords
- You are not present on the right social networks
- You do not publish/communicate at the right time
2. Work on your call-to-action and the quality of your content
Unlike the previous case, you have a lot of traffic on your blog. On the other hand, your email box remains desperately empty... No one contacts you for a quote, no Internet user downloads your white papers or leaves a comment.
In this case, several explanations are possible:
- You have no call-to-action on the site
- Your content is of low quality
- Your traffic is not qualified
- Your site does not value your expertise
3. Refocus your content marketing
If your email inbox is saturated with requests that have nothing to do with your business, you will need to ask yourself questions about the content of your website!
- Are you clear and precise enough about your skills?
- Are you not addressing topics that are too “general”?
If the leads obtained are poorly qualified, you will surely have to refocus your Content Marketing on the core of your business. Be sure to only broadcast content directly related to your expertise and services. You may have less traffic, but it will be much more qualified. However, quality always takes precedence over quantity! These are the qualified contacts who will become your customers…
4. Improve your newsletter content
An editorial audit is also necessary if your emailing statistics are low. Indeed, having a lot of subscribers to your newsletter is ineffective if they rarely open it or don't click on the links...
The objective of a newsletter is to retain your readers and make them return to your site regularly. Ultimately, these subscribers are intended to transform into customers. But how can we achieve this if the opening and click rates remain very low?
If you find that your newsletter is not meeting these objectives, check the following:
- The sending frequency may be too fast (or not fast enough!)
- There is no call-to-action in the body of the email
- The subject is not relevant
- Your domain name is blacklisted
- The sending time is not correct
5. Your editorial planning must be regularly readjusted
To better manage your web content, you must follow a precise editorial schedule. This is a management tool that should not be neglected because it allows you to not lose sight of your main objectives.
Regardless, editorial planning should not be static and unchanging. He must be subject to regular evaluation with a view to judicious rehabilitation. You need to consider the types of content that generate more traffic and engagement . Always be on the lookout for topics that are likely to interest your target audience.
As soon as you notice wastage at one stage of the purchasing cycle, rework your content. Your editorial schedule must be modified every week to promote agility and the sustainability of your activity.
It is therefore appropriate to create a precise editorial schedule for your editorial strategy. But before tackling this task, it is recommended to carry out an editorial audit in order to define the most suitable methodology and the tools necessary to retain the attention of your readers.
The main stages of the editorial audit
To start your editorial audit , the most important thing will be, first of all, to clearly define your objectives or your objective for this audit. For example, you can seek to identify pages and content that can be improved.
The second step is to gather all of your content. If you have a substantial website, some tools like SemrRush or Hubspot allow you to do this more easily.
Once this content has been collected, it must be sorted. We said at the beginning of this article, an audit is a kind of inventory. To do this, think about the type of content, the date of publication or last modification, the author, the number of views, the engagement generated… If you do this work on a spreadsheet, you will be able to more easily sort your content.
Your content is now listed and sorted, so you have a set of data that will need to be analyzed to derive relevant information. Seek to find what your audience is missing, what has become obsolete or incomplete, what is not performing and why… Conversely, what content worked well, and why?
The last step will consist of using the results obtained during your analyzes to implement future actions to take to improve your content.
How to create a suitable editorial schedule?
Editorial planning is a tool that allows you to define the web content to be published on a blog during a period. To create it, you must answer specific questions about the types of content. These questions are defined as part of the editorial audit of your site.
Generally, you should ask the following questions:
- Who is the content aimed at? (to define personas)
- At what stage of the buying cycle is the target persona?
- What are the content objectives? (to determine the call-to-action)
- What is the subject to be discussed?
- What type of content should you publish? (texts, graphics, video, etc.)
- Who will be responsible for the writing or design?
For editorial planning to be effective, it must provide clear answers to the problems of each persona at a specific stage of the purchasing cycle.
Prepare your editorial strategy well
The editorial audit is the first step in implementing an effective editorial strategy. It is important to understand that today, the quality of content allows you to stand out both in the eyes of Internet users and for search engine robots. When your articles provide interesting information to readers, they will stay on your site and decide to work with you. If they can't find relevant answers to their questions, they will consult your competitors' site.
The message conveyed by each article must highlight the activity and services of your company. The content of your home page must be particularly careful so that Internet users want to consult the other sections.
It is highly recommended to create content that answers your potential customers' questions. You don't have to promote your business or products every time you post.
1. Editorial ergonomics to better present your content
When a reader consults your content after carrying out an online search, they either close the tab immediately after because the content does not answer their questions, or they continue reading.
To retain the attention of Internet users, you must publish well-structured content. Take care of editorial ergonomics by writing short, breezy paragraphs, preceded by titles and subtitles that are easy to understand.
2. Editorial consistency to strengthen the credibility of your site
You must use your site as a media where Internet users can find out about topics relating to your company and your activity.
You must prioritize editorial coherence by adopting appropriate vocabulary and working on the semantic cocoon. Don't make spelling mistakes and choose a tone suited to the Internet users you are targeting.
3. Don’t neglect the natural referencing of your site
The editorial content you write must be created with natural SEO in mind. You must position yourself on specific keywords .
Your content must be well structured . Take care of the titles and calls-to-action . Don't forget to work on internal networking .
The SEO content strategy pack to achieve your objectives
Whatever formula you choose, a semantic SEO audit is carried out in order to better define the actions that will improve the visibility of your web pages. You benefit from personalized support for the production of your content and the management of publications .
We provide you with a qualified expert to analyze your site and those of your competitors. This approach will allow you to establish an effective content strategy to improve your position in search results.
We carry out a complete semantic audit to define the types of content that will increase the number of qualified visits to your site. Choose the offer that suits you, increase your visibility and outperform your competitors on the Web.
Our tip for your editorial audit
If you have no traffic, no leads, very low-quality leads, and your newsletter isn't performing the way you'd hope, then it might be time to do an editorial audit!
Try to understand what's not working, to review your strategy and optimize the performance of your existing content.
.png)
.jpg&description=Editorial audit: 5 essential steps){kind=link}
0 Comments