As a managed service provider (MSP), you know that having a solid online presence is crucial for reaching and engaging with potential customers. However, with so much content being created and shared online daily, it can be challenging to know which pieces of content work for your business and which don’t. This is where an MSP content audit comes in.
Performing a content audit is beneficial for managed service providers (MSPs) to enhance their online presence. The audit allows for evaluating existing content and data-driven decisions on which pieces to improve or discontinue. It addresses any underperforming or outdated content and enables the creation of targeted, engaging content for the desired audience.
Increased Traffic
A content audit can significantly benefit MSPs by increasing website traffic. Analyzing all website content allows top-performing pieces to be identified and improved for optimal results. For instance, a blog post that receives substantial engagement may not have a title fully optimized for search engines. The post’s SEO can be improved by incorporating relevant keywords and increasing organic traffic.
Moreover, a content audit can assist in identifying duplicate content on the website, which can have a detrimental effect on SEO. Removing the same content improves search engine rankings, increasing website traffic.
Improved Conversion Rates
In addition to increased website traffic, a content audit can also boost conversion rates for MSPs. Any elements that may deter visitors can be identified by assessing all website content. For instance, a landing page may not effectively convert visitors into leads. Reviewing the content on the page, issues can be identified and changes made to improve its performance.
By identifying popular topics and themes among the audience, new content can be created to align with their interests and requirements. This increases the likelihood of desired actions such as filling out a contact form or purchasing. Furthermore, a content audit can aid in the creation of targeted, high-converting content.
Conducting a Content Audit
- Analyze website analytics
- Review SEO performance
- Evaluate overall content performance
- Identify duplicated content
- Create a content inventory
- Expand into a new content strategy
- Implement and track
Analyze website analytics
Use tools such as Google Analytics to review website traffic, bounce rates, and engagement metrics for all pages on the website. This will provide a general overview of which pages are performing well and which are not.
Review SEO performance
Use tools like SEMrush or Ahrefs to analyze the company’s SEO performance, including organic search traffic, backlinks, and keyword rankings. This will help identify any technical SEO issues that may be impacting performance.
Evaluate overall content performance
Review all content on the website and social media platforms. Identify any content that may be outdated or not resonate with the target audience. Look for patterns in terms of which content is getting the most engagement and which is not.
Identify duplicated content
Use a tool such as Copyscape to identify any duplicate content on the website. This can negatively impact the website’s SEO performance and should be removed or consolidated.
Create a content inventory
Create a list of all content on the website and social media platforms, including the type of content, date of publication, and performance metrics. This will provide a comprehensive overview of all content and make it easier to identify patterns and opportunities for improvement.
Develop a new content strategy
Based on the findings of the content audit, develop a new content strategy that focuses on topics and themes that resonate with the target audience and align with the company’s business goals.
Implement and track
Implement the new content strategy and track the performance of all content over time to identify opportunities for further optimization.
A content audit is a valuable tool for managed service providers (MSPs) to enhance their online presence. It allows for evaluating existing content, identifying opportunities for improvement, and creating targeted, engaging content that resonates with the target audience. The audit can increase website traffic and conversion rates by analyzing website analytics reviewing SEO performance, evaluating overall content performance identifying duplicated content, creating a content inventory, developing a new content strategy, and implementing and tracking changes.
