About 49 percent of B2B marketers don’t have a documented content strategy.
If you’re part of this group, chances are you’ve heard over and over that having a content strategy is important. But how can you make sure you’re not jumping the gun?
The first step is to understand your existing content so you can decide where to go next. You can do this through a content audit. This high-level look at the existing content on your website will give you a baseline for what’s good and what’s just not working.
The biggest part of a manufacturing content audit is – you guessed it – the content. It’s crucial to examine each page based on content best practices and take note of what’s done right and what needs improvement. Look at things like length of content (too long or too short?), bullets and lists (or lack thereof), internal linking, CTAs, headers and subheads, titles, metas and images.
For manufacturing content, pay close attention to the most influential parts of your website, like your About Us and Company History (can the content be easily scanned? Does the CTA match the page content?), product images (are they high quality? Are they the right size?), certification information (are there text descriptions for your certifications or just downloadable forms?), quality standards and more.
At this point you should know the state of your website content, but how do you know if it’s working or not working unless you dig a little deeper? A page with seemingly poor content could be performing well, and in the same way a page with seemingly good content could be performing poorly.
There’s no guaranteed way to know the effect of your manufacturing content (and therefore decide where to make improvements) unless you examine its performance.
Look at your pages in Google Analytics. Does anything stand out? Does a page with a sufficient amount of content but no CTA or internal linking have a high bounce rate? Does a page with a low amount of content have low time-on-page? These insights can help you uncover more about your content and its potential improvements so that your content strategy can be more concise, tactical and powerful in the long run.
Don’t center your content strategy solely on creating new content. Use it to touch the parts of your website in the most need of improvement while mixing in strategic, fresh content ideas.
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