Content Strategy Through The Lens of a Content Audit
Content strategy is all about making decisions that aid in the creation, delivery, and management of useful content. Content isn’t just about having text or visuals on a page; it’s about having purposeful content that serves a clear goal.
To apply these concepts, I conducted a content analysis report, which is viewable here, for the non-profit organization Dress for Success. I analyzed the website looking at everything from meta tags to accessibility features. Let’s break down how I got through this process.
Conducting a Content Audit
First, there was key software and references I used to guide my audit. Screaming Frog SEO Spider was such a fun piece of software to get acclimated with. I used this guide to help me get started using the intimidating software for the first time and this article to help on identifying miss alt text from the Dress for Success website. I also used Screaming Frog to help in me analyzing the page titles, meta descriptions, and header tags. These are important because those elements directly impact SEO performance.
Additionally, I used the WAVE Web Accessibility Evaluation Tool to support any missing alt text discovered and to see other important elements like contrast. I enjoyed what I was able to learn using this video tutorial about the WAVE tool. I also learned more in depth why web accessibility is so critical, especially for growing and expanding non-profit organizations whose services cater to diverse audiences. I found this interactive site most helpful in painting a picture of the different accessibility needs that should be thought about when thinking about content and the user experience of a website.
Why Auditing Architecture Matters
A key part of content strategy I learned this week is assessing a website’s architecture—the way the site is structured, how content is organized, and how users navigate through it. If a site is difficult to navigate or isn’t optimized for mobile devices, visitors may leave before engaging with the content, and search engines may rank it lower in search results.
Based on my audit, here are a few recommendations for improving website architecture:
Simplify Navigation: Organize content so that users can access important pages with fewer clicks and leave breadcrumbs that can guide users through your site.
Optimize for Mobile: Ensure that all elements of the site, including forms and buttons, are mobile-friendly and easy to use on smaller screens.
Improve Internal Search: Make sure that all internal pages are indexed properly, and consider adding filters to make the search more efficient.
Enhance Site Speed: Compress images, eliminate unnecessary scripts, and reduce the load on the server to enhance both desktop and mobile speeds.
By focusing on these aspects of architecture this week, I was able to analyze and see how to improve user experience and also increase search engine visibility, making it easier for the Dress for Success audience to find and engage with their content.
Advice and Personal Experience
As a first-time content strategist, this project opened my eyes to the complexities of managing and optimizing digital content. From performing a content audit to ensuring web accessibility and optimizing for SEO, there are countless factors to consider. A content audit may seem complex at first, but with tools like SEO Spider and WAVE, you can gain valuable insights into how well-structured and accessible a site truly is.
