7 Signs You Need a Website Content Inventory

Jun 26, 2024

Every website should undergo a content audit from time to time. A B2B content audit analyzes your content and its performance. The audit can help identify content strengths and weaknesses. Once you know which areas need improving, you can start to build a strategy for achieving your goals. But how do you know when your website needs an audit? Here are some common signs.

1. You’ve never performed a content audit.

You can’t truly know how well your content is performing if your website has never undergone a content audit. When you understand what’s working and what’s not, you can focus on making improvements, which will help you reach your goals much faster. So, the sooner you undergo your first content audit, the better. It’s a good idea to perform at least one audit every year, even if you don’t notice any of the other signs on this list.

2. Your SERP performance is dropping.

If you notice your SERP performance dropping, you shouldn’t wait until your annual content audit to investigate the problem. A single post dropping one position might not be a big deal, but if competitors’ posts are consistently ranking before yours, an audit can help determine the reason. 

3. Your website traffic patterns have changed.

Any significant change in traffic patterns warrants an audit. A negative change — such as a drop in organic page views — can signify an obvious problem, but drastic positive changes aren’t something to ignore either. By uncovering what is causing the increased traffic, you can apply the best strategies going forward. 

4. Your content is old or outdated.

Taking a website content inventory might reveal old and outdated content. You don’t want businesses to find inaccurate information on your website. Additionally, some older content may no longer be of interest to readers. That doesn’t always mean you need to delete all your old posts. (Although, you might need to delete some.) Content recycling can help you turn old, outdated content into something new and relevant.

5. You’re having a hard time coming up with B2B content ideas.

If you’re struggling to come up with new content ideas, taking inventory of what you have is a good place to start. A B2B content audit can identify gaps in your content pyramid. An audit might also reveal opportunities for expanding on topics you have already covered. 

6. You’ve noticed changes in your audience or market trends.

As your business grows, your audience likely will, too. Although a larger audience is a positive, catering to a broader group can bring new challenges. A content audit might uncover areas you can improve on to reach your entire audience, rather than only a portion of it. 

Markets can change, too. New competitors and products might force you to change your content strategy. Even factors like inflation and social circumstances can throw a wrench into your plans. 

7. You lack a clear content strategy.

Your business needs a clear content strategy to be as successful as possible, but creating an effective strategy is nearly impossible unless you fully understand your content’s performance. Remember that strategies might need altering throughout the life of your business. So, if you find that your confidence is slipping in your once-clear strategy, it’s probably time to regroup.