Auditing your content is about as much fun as stripping wallpaper, but you know you have to do it. And you know you’ll be glad when it’s over, so there’s no reason to keep putting it off.
I want to talk about some of the easy stuff when it comes to your content audit—the “low-hanging fruit” if you’re into trite, overused business lingo.
Here are some of the easy ways to improve your content during your next audit:
1. Add forward links.
In theory, it’s easy to link new content back to old, related content, and to link old content forward to newer content. In practice, however, we often find that the former is a lot easier and more likely for us to execute than the latter.
A content audit is the perfect opportunity to find and add forward links. Try looking for just one or two opportunities to add forward links to each page you audit that’s more than two months old.
2. Cut page content in half.
On static Web pages, make an effort to view the content with fresh eyes—the eyes of your prospects. Many of them will not read every word; they’ll skim for keywords and basic concepts.