Web content publishing has become the main marketing strategy for companies around the world today. If you want to have web presence that is felt, you must have a content strategy and work it in order to see results. Most people start out quite excited having thought of all the content they could possibly publish and how much it would help their website visitors. With time though the best laid plans can go awry. If you are startup, chances are that you are carrying out most of your business processes individually. You may get swamped by all the new responsibilities and find that your publishing is the last thing on your minds.
One of the things you need to do in order to get back on the wagon includes carrying out an audit of what you currently have on your site. You need to also look at their worth and then identify where the gaps are. It is possible that you lost track along the way and got too focused on industry news and not on product information which is critical if your visitors are to make a decision to buy from you. In this case you may need to realign the focus of your content.
In order to carry out a comprehensive web content audit and get your web content publishing back on track you will need to do the following:
1. Review the pages on your website – Create a list of all the pages. If your site is big there are tools that can do this for you at no cost but if it is small you can easily copy and paste your URLs manually.
2. Compile page by page information – Some of the information you want to have includes:
a. The number of visits per day on average – this will tell you which topics resonate with your visitors.
b. The number of visitors who are coming onto your site and then leaving after looking at just one page. This is known as the bounce rate.
c. The content subject of each page. Look at what you already have and figure out what you may have missed.
d. Figure out what stage of the buying process your content supports.
e. Which pages your conversions are coming from
f. Find out the page of authority for each page
g. The number of social shares each page has received
h. Review the quality of each post.
With this information you can now create a web content publishing strategy that will bring success!
Web content publishing has become an important part of any business today. You need to carry out a content audit in order to figure out where you may be falling short.
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