You might find yourself overwhelmed when it comes to implementing the results of your content audit. Here are a few questions to help you get started.
What kinds of article titles attract the highest performance?
You can compare results between question vs. statement titles, numbered vs. non-numbered titles, or titles with certain keywords or phrases. You can also test whether the length of the title matters when it comes to performance.
What is the optimal length for content?
You may suspect that longer or shorter pieces tend to perform better. A content audit can confirm this.
What types of content are the most effective?
Listicles, infographics, videos, long-form articles, quizzes, etc., all clearly have their own merits, but one or more formats might be especially effective for your brand. A content audit can tell you which types had the highest performance.
What effects do images and/or artwork have on content performance?
Your editorial team can identify which pieces feature various forms of artwork or images, such as illustrations, images of people, or icons/logos. You can then compare performance across different types of art to determine its effect.
What is the effect of promotion on content performance?
You should take a look at how content promoted through email or on social media performs compared to non-promoted content. This one may seem obvious (promotion helps!) but knowing its exact effect can inform a more strategic, data-driven promotion schedule. You can also examine if promotion tends to have a higher effect depending on the time, day, etc.
How does content placement affect my site?
A content audit can even provide a starting point for changes in user experience and/or site design. If your site has a main navigation with categories, you can see which categories performed best and use that information to test a reorganized navigation structure. Or you might use audit results to inform decisions on which content to place in a right rail or featured content section. Any preliminary UX results discovered through a content audit should be formally tested and confirmed before ultimately redesigning or reorganizing any elements of your site.