How to Perform a Content Audit for SaaS Brands And Find Meaningful Insights
Published on November 6th, 2023
8 min read
Published on November 6th, 2023
8 min read
So, first things first. What is a SaaS content audit, and why is it important?
It’s pretty much what it says on the tin: systematically evaluating your SaaS content marketing strategy. Its goal is to gather the data necessary to provide valuable insights about how to move forward.
A full content audit for SaaS businesses is a chance to step back and analyze the quality and results of your existing website to determine your future content marketing strategy.
Think of it as a type of review: an essential step to move forward and grow, indicating what’s working well and what isn’t.
In this guide, we’ll walk you through the ins and outs of a SaaS SEO content audit: from where to why to how—we’ll leave no stone unturned.
Let’s get started.
A SaaS content audit is the cornerstone for crafting relevant, high-quality content tailored to your audience, spanning from blog posts to landing pages. It meticulously sifts through your site’s content, pinpointing gaps, outdated material, and duplicates. While it demands time, the returns in optimized content and heightened site traffic are unequivocally substantial.
Crafting compelling, effective content is no small feat. It pays off to occasionally step back and view the broader landscape. From meta descriptions to keyword research, a SaaS content audit is strategically designed to bolster a site’s search engine optimization (SEO), driving organic traffic and elevating conversion rates.
Let’s delve into the key advantages of conducting a SaaS content audit:
Determining the timing for a SaaS content audit is crucial. Conducting one every 3-6 months ensures that your content remains consistently fresh, captivating, and resonates with your target audience. This periodicity allows you to adapt to changes in user behavior and market trends promptly. While it involves a methodical process, allocating dedicated time for preparation is well worth it.
Before embarking on a content audit, consider these key questions:
It’s important to note that the duration of the content audit itself isn’t the focal point; rather, it’s the actions you take based on the insights gained. So, what could be the outcomes of your content audit?
Let’s break down the stages involved in a content audit step by step.
Begin by understanding who your site is tailored for. This ensures a consistent tone and voice across your website. It also means you collect data specific to your target audience, which is crucial for shaping your future content strategy. Recognize that your website visitors span various marketing funnel stages, so map out the customer journey and align content accordingly.
As Abhishek Shah, Founder of Testlify, suggests, start by clarifying the goals of your content audit. Are you aiming to enhance lead generation, boost customer retention, or strengthen brand awareness? Setting clear priorities is key. Establish what you hope to achieve and what insights you need. Ask questions like:
Begin by cataloging and categorizing all your content, including blog posts, articles, videos, white papers, how-to guides, and more.
Leverage content audit tools like Google Search Console, Screaming Frog, or Semrush to compile a list of all your website’s URLs. Systematically audit each one to determine if it needs deletion, updating, or redirection. This is your chance to rectify any broken links or dysfunctional pages.
Whether it’s repurposing underperforming content, adding new sections, or deleting pages altogether, each one requires specific adjustments. The data you gather will guide you on whether to remove, replace, or redirect content.
Now that you’ve completed the initial stage delve into its performance. Aim for tangible KPIs that reflect the health and quality of your website content. Engagement metrics are important as they indicate your content’s value to readers. Keep an eye on metrics like:
Consider creating a spreadsheet with this data. It simplifies tracking a lot.
Use insights from your content audits to update your current content marketing strategy. Create a content calendar that addresses gaps and explores new directions. For more information on how to create a content strategy, you can read our comprehensive guide on SaaS content marketing strategy.
Beyond the content audit, vigilantly track yearly metrics to evaluate results and progress toward goals. Adapt your ideal metrics as your company evolves and attracts more visitors. Regular monitoring enables you to optimize content effectively. Outdated content should be updated or removed to maintain your authority in the industry. Updating and optimizing content often suffices, but deletion can enhance your content library’s overall quality and open doors for repurposing or republishing.
In essence, a SaaS content audit is the compass that ensures your digital presence remains aligned with your audience’s evolving needs. By systematically evaluating and optimizing your content, you’re refining words on a screen and sculpting meaningful connections with your audience. It’s a dynamic process that necessitates periodic check-ins to sustain its impact.
Remember, the ultimate goal isn’t just to craft content and create conversations. You refine your narrative with each audit, aligning it closer to what truly matters to your audience. So, embark on this journey armed with data, fueled by insights, and watch your SaaS business rise to new heights of engagement, authority, and success.