Brands should review their website analytics to identify the best-performing content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 09, 2019, 12:42 PM UTC

The content audit process should also include cross-checking links.

This article states that a content audit helps marketers determine the overall performance of their content, specifically across the website. The author recommends taking stock of all the existing content to see what can be discarded, refreshed or repurposed.

Marketers should check their website’s analytics to understand what content generates higher page views and conversions and what visitor spend the most time reading. They should also audit their links to identify the broken, outbound and outdated ones which may be detrimental to their SEO efforts.

Brands should also determine the popularity of their content amongst website visitors to reshape customer profiles for creating more targeted content. They should then develop a new editorial calendar which outlines the type of material to be published for a set period of time.

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