Ever had a colleague come over your desk or talk about “that one blog sent in the newsletter last year that everyone loved and responded with a funny GIF or demo request”?
Content inventory serves as the basis for SEO, site, content, and competitor audits for a point in the future.
Table of Contents
What is a content inventory?
Content inventory is an aggregate of all the content on your site. Every asset and file that appears on the web pages are listed and categorized in a methodological order in a single document in Excel or Google Sheets.
Housing all your domain content in an accessible format makes it easy to understand your site. The objectives and job functions for individuals are easily accessible. The inventory cannot be overlooked.
According to Pam Moore from Marketing Nutz, “Often, marketers already have treasure troves of content within their organizations. The challenge is that they cannot obtain the information. Using such information can be leveraged to drive positive RIO, obtain necessary budgets, and buy-in needed for content marketing efforts.
And why do I need one?
Content inventories are extremely practical for various purposes. It is like a blueprint for your site architecture.
- Do you want to restructure your landing pages and define a linking strategy? You can create backlinks on assets on your site by grouping the assets.
- Do you want to write IoT blogs, but you are not sure if they already exist? Consult your inventory.
- Want to remove lower-quality content and optimize higher-performing pages for better results? Content inventory gives a clear performance, which helps you make the best decisions.
The content strategy guides how marketing campaigns can frame the model and apply the inventory spreadsheet. For brands with top-ranking domains, it is very useful to have inventory running on a doc. For recently acquired and migrated domains, they may need inventory to wrap their minds around. This can be done under new domain management.
What to include when pulling a content inventory?
Most marketers follow the following format, which is pretty customizable:
- Title tag.
- Meta description.
- Publish date.
- Content-type (blog, landing page, etc.)
- Topic or theme.
- Link relation to other pages.
- Ranking (if applicable).
- Associated personas (if applicable).
- Image alt text.
- H1 headers.
Take a look at the Snapshot of an inventory-like system used on a website page:
You can integrate relevant metrics depending on how you intend to utilize your inventory from Google Analytics into a spreadsheet. Consider metrics such as:
- Bounce Rate
- Unique visitors
- Goal completions
Now put it to good use
During website redesign for update, branding and stronger UX will result in some web pages being removed, expanded, or shuffled into a different hierarchy. The migration may entail content migration on the same domain or a new site.
Inventory is a necessary repository for executing the organizational goals. Before migrating or redesigning your site, ensure you have a foolproof inventory list. Most companies will run content audits in their marketing maturity, which is rooted in actionable inventory. Here are the detailed steps you need to take for a successful content audit and part of what makes a real-time inventory so valuable.
You are not restricted to pure content. You can as well run an audit on SEO performance in comparison to your primary, secondary, tertiary competitors against the market place and those who rely on digital ranking purposes.
Content inventory tools, templates, and tips
Populating tabs and tabs of spreadsheets with cold, hard data is tedious. You can use a collection of tools and integrations to pull your inventory and its associated data from your site and export it to a spreadsheet.
Here is a look of SEMrush:
Similar options include Raven Tools, Moz, and BuzzSumo.
Formatting data in your inventory makes it visual and actionable as possible. We added some examples using different tools like Google Sheets, Trello, and Asana to help you create your own:
You will gain vital intelligence on your business and your competitors. If you plan on launching a new content marketing strategy in the future, you can always refer to your inventory. It pinpoints the pages that can be leveraged for greater use and ways to place your investments.
If you prefer to outsource your content writing, we also provide Content Strategy service where we provide you Trello format of all the content we are going to write so that you can keep all the inventory. Learn more about our pricing.