How and When to Audit Your Content Marketing Strategy

Content marketing strategy illustration with magnifying glass

A content marketing strategy isn’t just something you set and forget. It’s a good idea to sit down at the beginning of each year and assess what worked and what didn’t. But sometimes that’s not enough. Let’s take a look at 3 signs that it’s time to audit your content marketing strategy right now. 

1. Your bounce rate is too high.

If lots of visitors to your site are leaving after visiting only one page, it’s time to reassess whether your content is up to snuff—both when it comes to design and messaging. 

What bounce rate is “too high”? There’s no hard-and-fast rule, and every organization is different. But Search Engine Journal suggests that a bounce rate higher than 70% is a bad sign for any website. 

Examine what pages on your site have the highest bounce rate. You might want to not only revamp the content on those pages, but also conduct an SEO audit to ensure that the pages you want visitors to land on the most are the ones that are ranking highest in SERPs. This is fundamental to a successful content marketing strategy.

2. Your site traffic is trending down.

A healthy site should show a steady flow of both direct and organic traffic over time. If your site traffic is dropping off, it may be time to investigate why. 

The first thing you’ll want to check is whether Google or other search engines have updated their algorithms to determine if this created a measurable impact on your site performance. You’ll also want to conduct an overall audit of the site to ensure that metadata is in place for all images and that you’ve identified the right keywords to rank for, and are properly incorporating those keywords into your content. Remember, quality content ranks the highest, so don’t just write to please an algorithm—write to educate and inspire your target audiences.

Curious what visual communication can do for you?

3. Your social media posts are falling flat.

Is engagement on your social posts lower than it should be? Take a hard look at whether you’re using the most effective form of content there is: visual content. But even if you are incorporating mini-infographics, illustrations, videos, motion graphics, and photography into your posts, just any visual element is no longer enough. Today’s audiences expect high-quality visual content—otherwise, they’ll go somewhere else to get it. 

Ensure you have an up-to-date brand book that’s designed to appeal to your target audience. And then make sure you’re following it! A consistent look and feel across all your content boosts brand awareness and recognition. 

A Content Marketing Strategy Makeover

It’s never too late—or too early—to give your content marketing strategy a facelift. Contact our team of visual communication experts for guidance. We’ll offer custom, data-driven solutions for your brand in tandem with our parent company, Material, which designs metric-moving outcomes for the world’s best brands. 

Erin McCoy

Author Erin McCoy

Erin McCoy is director of content marketing and public relations at Killer Visual Strategies. She earned her BA in Spanish with minors in French and Russian, and holds 2 master’s degrees from the University of Washington: an MFA in creative writing and an MA in Hispanic literature. She has won nearly 2 dozen awards in photojournalism, and has dedicated those skills to boosting Killer’s brand recognition and thought leadership in visual communication. Since Erin took on her marketing/PR role, Killer has been named a member of the Inc. 5000 for 4 years in a row; has been featured in such publications as Inc., Forbes, Mashable, and the Huffington Post; and has been invited to present at such conferences as SXSW and SMX Advanced.

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