Content Auditing: Sticks, Nix, & Mix

Hi friend,

Sandra from Avalanche here. Let’s talk about a content auditing motto and how you can use it for a productive content audit.

What a Content Audit Can Do

Content audits make it easy for you to get data-driven insights into how your content performs. They can:

• Help you make data-informed decisions about your content strategy
• Minimize biases and assumptions about which pieces of collateral are working and which ones aren’t
• Make it easier to connect content to your marketing ROI

Breaking Down the Motto’s Three Categories

So let’s say you’ve documented every single piece of content you’ve created in a spreadsheet. You’ve measured all the metrics available through platforms like Google Analytics or HubSpot, and you’ve tested each piece for its technical performance.

Now what?

Now you have to organize everything into three categories: sticks, nix, and mix. Here’s what they mean and what each type of content might look like.

1. Sticks

• Content that consistently converts
• Has a proven record of driving ROI for your organization
• Represents the direction you want for your brand.

This content can be a strategic cornerstone. Use these performers to learn what future content will stick.

2. Nix

• Content that doesn’t get any SEO results or other metrics
• Older and no longer reflects your brand or value proposition
• Doesn’t have any insights you’d want to retain

From an SEO perspective, nixing non-performing content can streamline your site so it’s easier to navigate. However, let the data be your guide in that decision.

3. Mix

For everything that falls in between, there’s the opportunity to mix and blend your content to help it get more traction than it is already. This could mean:

• Consolidating information from multiple pages into one pillar page
• Changing copy on landing pages to make it more actionable
• Repurposing it into other types of content for your marketing strategy

And those are just a few options.