When you’re setting out on a project to refresh your content, it can be an exciting time. But whether you’re an SME or a larger firm, it’s important to take things slowly – by reviewing and understanding your content.
After all, you can’t make changes until you know where you stand now.
But before you turn to a big-name website crawler or digital agency to handle a wide-ranging content audit, first have a think – what are you trying to achieve?
Many content audits start out by using the many free SEO web crawlers available online. While these tools are great for weeding out trackable problems such as broken links, spelling errors, and so on, there’s something they lack – and that’s a human eye.
They can be great for spotting patterns on a grand scale – but less good at understanding systemic reasons why your content might not be working.
And they won’t help you judge the quality of the marketing efforts you don’t host online, such as PDF case studies, brochures and sales emails.
So to get a handle on the state of your content, commission a hands-on review from someone who understands the hands-on challenges: a freelance copywriter.