Have you ever lived in a small apartment? Then you have energetic contact for the furnishing tip number 1: sort out and create the principle of order, because confusion makes the living space appear even more cramped. In fact, this rule can also be applied in this digital “apartment”, also on this website.

The fact is: many websites are gathering in the current of this time a lot of useless content. Here you get to know how to destroy the content confusion and set up a content inventory. This gives you a summary of which content is useful for your purposes and which has become obsolete. 

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So that there is no confusion: A content inventory and a Content audit are two different gimmicks:

  • That one Content inventory is the quantitative study of this content and this first step pace in content auditing. 

  • That one Content tax audit includes the qualitative investigation that is carried out afterwards. 

“Content auditing” means this entire process: the inventory of this content plus the (data-based) order of this content quality. 

So it is also lucrative how the two ingredients from our header fit together: Without them quantitative investigation (content inventory) it is impossible to say which content is qualitatively valuable (content auditing) and which is not. 

Such a recording is very valuable. That is all the more true the longer the website has been online. After all, who manages to keep the performance of individual content after years of summarizing it? 

Seen in this way, the website is like a digital library - a lot of reading material, some of it more popular than others. And even the most competent library staff would hardly know the title in the assortment by heart or could say which one is borrowed most often.

At what time does it make sense to create a content inventory?

A content inventory is always helpful in principle. It is even more a good idea if:

  • a website relaunch is pending

  • new (management) people join the content team 

  • one Update of the content strategy pending 

  • a detailed competition investigation is planned 

In all of these cases, the first thing you should know is where you stand still in terms of content with this website of your own: What content is in vogue? Which purposes do they serve in each case? Where are you supposed to be in this Content strategy estimate to create a content portfolio that perfectly represents the brand?

The topic of representation is important because Contents show what a brown rot wants to stand still for. The species, like the one after it is externally communicated, must be free of contradictions. And here, in addition to older websites, it quickly becomes borderline - older content often has a completely different tone of voice than newer, more professional content. 

Last but not least, a content inventory is also worthwhile based on the UX objective. As part of this collection, you are joining forces, among other things Knowledge of user behavior (such as the bounce rate and length of stay) of these visitors to your website. With the help of this, you can recognize samples and assess where appropriate concept optimizations are necessary in order to improve the overall user experience. 

Why a content inventory is worthwhile: The 4 biggest advantages

For the sake of truth, it must be said: Creating the content inventory takes a while. If you don't have a routine yet, you have to postpone several payment periods or even expect days, depending on the size of this page. But this prosperity is worthwhile, primarily because of the following four advantages

Targeted optimization

The content inventory and the subsequent tax audit show weak points in your content strategy. This allows you to use resources in a targeted manner instead of using the “trial and error” principle.  

Use time efficiently

This counter goes hand in hand with the first: you can spend man hours on tasks that actually add something. Speculative, you would, for example, create a completely new membership fee - perhaps the content inventory shows that there has long been suitable content that only needs to be revised.    

Improvement from an SEO point of view

The clearer and better structured a website is, the better it does in Google's eyes. A content inventory shows how you can cluster individual topics together and find the perfect one Content hub can create. 

Easier collaboration

Last but not least, it is very practical to have a file in which all content is clearly listed and in which those who are no longer involved have access. 

"Two years ago we had a checklist like that, it was shared a lot ... Do you remember?" Such questions are void with the content inventory. Sweet tooth from the team is looking for a certain membership fee? One look into the file and it is quickly found.  

How do you create a website content inventory?

The aim of the inventory is to stop listing the content on this website. In the course of this, the following questions, among others, are relevant: 

  • How many blog posts do we have? 

  • How multiple times do we publish new content? 

  • How far are the contributions on average? 

  • Which content gets the most views? 

  • How many pages do not have (text) content? 

Sounds pretty simple at first, doesn't it? It is also theoretically - that it is approached methodically. 

1. Set goals

First of all, this includes setting goals. Before creating the content inventory, you should determine what you will focus on or which one you can use with your Content audit want to find out. You are also faced with a jungle of information that is primarily confusing. The more criteria you apply to the composite membership fee, the more likely it is that it suddenly appears relevant.

The goals stand still brave? Then you can start, namely with this data collection. 

2. Combine knowledge

For the best of second pace, use the means of choice, the software of your choice. Of course, you can just as easily proceed manually - but processing hundreds of URLs yourself requires a tiny bit of patience.

It is much more straightforward with a website crawler like the classic example: Screaming Frog SEO Spider. Between these desktop uses, all you have to do is type in your domain and this crawler will do the rest. In advance, you should be more appropriate as to which type of content you want to crawl - only hypertext markup language content or also images, etc.? That is why you should set the filter before the crawl.

Once the website has been crawled, export the knowledge from the tool of your choice. Well you can Transfer the exported knowledge to your content inventory file. You will get a comprehensive drawing if you also import the most important knowledge from Google Analytics and this Google Search Console: 

  • Google Analytics reveals z. B. very much in addition that user behavior. Page dwell time, bounce rate and cobalt. are important clues. 

  • The Search Console in turn is particularly relevant with regard to keyword rankings and click data. 

Experience has shown that it is worthwhile in favor of each membership fee, among other things following knowledge to merge: 

  • Url

  • URL status code

  • Top keyword in favor of which the URL ranks (Google Search Console, Ahrefs)

  • Topic

  • Thematic cluster

  • Content type (Blog article, landing page, category page, ...)

  • Backlinks (Ahrefs)

  • Click Rate (CTR) (Google Search Console)

  • Impressions (Google Search Console)

  • Clicks (Google Search Console)

  • Page views (Google Analytics)

  • Length of stay (Google Analytics)

  • Bounce Rate (Google Analytics)

  • Time of this last settlement

  • Writer

  • Title tag and meta description including number of characters

  • Word count

  • further engagement information (e.g. number of comments)

3. Merge knowledge

Any imported knowledge should now be brought together in this inventory file. After all, the information only helps if it sensibly sorted are. 

Here comes the VLOOKUP table function into play: It no longer goes through the individual tables and searches for matching URLs. This is very handy because otherwise you'd have to comb through crevice in favor of crevice yourself.

At the end of this step you should a single Excel or Google Sheets file stand still, in which the knowledge from Screaming Frog, Google Analytics, an SEO tool etc. is neatly brought together. In other words: the finished content inventory.

The Manual Exam: How to Recognize Useless Content

Assessing quality means also differentiating between “good” and “bad” - two very subjective categories. Thanks to the content inventory, you can use the Classification now concern without prejudice, because the inventory reveals black and white which works and which doesn't. 

Don't worry: between a large number of posts you will recognize relatively quickly whether something needs to be changed. If so, the question arises as to where you can make a specific estimate. What main problem does the page in question have? It is precisely this counter where automated analyzes come up against their seams. Now you should take a closer look at the page yourself.

A common standard for determining quality is that ARA investigation: Is a membership fee ...

  • Currently? 

  • Relevant?

  • Sensible? 

In addition, you should look at how the respective content fits into the overall picture. Is a membership fee online far enough for you to be able to draw meaningful conclusions about the performance? Can you assign each content to a higher-level subject area? Or is there content that doesn't really seem to fit anywhere? 

The latter is a warning sign - if it is unclear how a URL fits thematically with the rest of the website, it will be difficult to put it together harmonious content strand to create. Where would you like to redirect users after they've seen Content X? Is it likely that your visit to your website will make a positive impression? 

In case of doubt it is said: close your eyes and through - delete whichever serves no purpose! Or more suitable for you, see if this one Rewrite membership fee so that it becomes relevant again. So you shouldn't completely stop the already existing URL, but can still tease something out of it. “Reworking” can mean, for example, inserting more up-to-date sources, putting together a more relevant focus or merging the membership fee with another.

There is (unfortunately) no one-size-fits-all solution - ultimately you should judge for yourself which content deserves a place in the content portfolio and where it is time to say goodbye. 

Conclusion: More order principles on this website raised user satisfaction

As already said: Such a content inventory and the rest of the content audit are time-consuming, but for this purpose one important step speed of this content strategy. And a walking pace that you should witness more than once: 

  • You regularly bring the content inventory up to date. 6-12 months is a good time to record changes and examine your hearing. 

  • Plan explicitly for working hours in favor of inventory and tax audits. “Let us witness when the sweet tooth has time again”: With such a stoppage, the recording is constantly postponed and takes even longer when it finally takes place. 

The result is impressive for this purpose. You have contact: tidying up by itself is no fun - but the principle of order afterwards feels all the better. With that in mind, get started with your content inventory and look forward to getting one perfectly ordered, updated content structure for the benefit of an improved user experience.

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Cover picture: Prostock-Studio / iStock / Getty Images Plus

Code number: Between this membership fee it is a composite guest contribution by Josefa Niedermeier, Senior Copywriter together with Evergreen Media.

Originally published on the 6th fourth month of the year 2021, updated on the fourth month of the year 06, 2021

Original source Hubspot

Published On: April 6th, 2021 / Categories: Digitales Marketing /

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