When did you last review your blog content? Can you say with confidence that all posts meet your current audience persona needs?
Research from HubSpot recommends companies publish three to four new blog posts a week to maximize their organic traffic. This means a brand will ideally create more than 156 new posts in a year—and you’re at an extreme resource disadvantage if you treat each of those as one and done content.
Most content you create can become an evergreen resource that drives steady traffic to your site, as long as you give each piece the ongoing attention and pruning that it deserves.
Let’s explore how to conduct an efficient blog content audit and the simple changes you can make to your outdated content to keep it audience-focused and brand-relevant.
How to Conduct a Blog Content Audit
It will likely take a significant amount of time to audit your existing blog content. However, it is well worth the time investment, and there are multiple ways to optimize the process.
Use a tracker to document your blog content audit journey and serve as a project management tool that guides your team through the next steps. We’ve created this free blog content audit template to get you started.
Follow these steps to fill in the blog content audit template and complete your audit:
Step 1: Add each piece of blog content to its own row.
Starting with your most recent blog post, paste the title and hyperlink it to the published article on your blog. This way, your tracker will become your new content inventory, replacing the need to search through content on your site manually.
Step 2: List the topic and audience persona tied to each piece.
Briefly skim each piece of content to identify its primary topic and the audience persona it is geared toward. If the topic is still of interest to your audience, but the content is outdated, or the writing doesn’t match your existing brand voice, mark it for a refresh in the action column.
Step 3: Flag irrelevant posts for removal.
After a cursory scan of your content, identify any pieces that are no longer relevant for your audience, do not meet an audience persona need, or refer to outdated concepts or technology. Tag them for removal in the action column.