Content (audit/strategy)

A content audit is one of the first steps of understanding the organisation of content-heavy websites (no brainer right) and an essential task for redesign projects.

As sites grow, organisations seem to let content strategy slip or seem to lack a cohesive unified approach when it comes to developing, maintaining and organising content. It's essentially the activity of listing all the content available on a website and grouping them to find underperforming content and fixing it. By using the findings of your content audit strategically, you can boost your engagement, conversion rates and provide a superior customer experience.

Going through each piece of content and how it fits explicitly into the customer journey, who the intended audiences are, whether or not the material is on message, provides us with this critical data.

Every project I have worked on has required a content audit. Fortunately, many tools have appeared on the market to make this task less laborious and time-consuming. Most of them uncover duplicate content that can lower a site's search engine ranking and broken links that can damage your site's experience and again lower SEO rankings.

For example, I used Siteliner in the production of the new CNN style website, which aimed to expand the brand’s portfolio beyond news.