Content Audit

I analyzed and assessed a healthcare system's existing blog articles to identify which content was performing well and in alignment with a new overarching content strategy.

At a Glance

Problem

A healthcare system had hundreds of articles in its blog and needed to understand how they aligned with its new content strategy.

Solution

Inventory and catalogue blog content, and then analyze performance and fit with the new strategy. Recommend which articles to keep, update, and archive.

Results

The audit provided a comprehensive plan for the healthcare system to move forward with migrating and updating content to a new content marketing hub.

More About the Work

A healthcare system was ready to transform its existing blog into a robust, strategic content hub. I worked closely with the organization to create a content strategy for the new hub. The content strategy included defining goals, target audiences, content formats, taxonomy, reading levels, calls to action, and more.

Then, to help the organization adapt its current blog content to the new hub, I conducted a comprehensive content audit.

Process & Tools

Steps for this audit included:

Create an inventory of all blog content
Catalogue content by categories identified during content strategy for the blog, including content format, persona targeted, service line featured, experts featured, content reading level, and publication date
Pull and review user behavior metrics, with an eye on traffic from the organization's local service area
Review engagement metrics for content that had been promoted on social media
Assess each piece of content and recommend whether the content should be migrated to the new content hub, updated, or archived.