Learn B2B SaaS Marketing

B2B SaaS Content Audit Checklist

by 

Lauren O'Bryan

Last updated: September 4th, 2024

Low conversion rates and organic traffic are two clear indicators that it’s time for a comprehensive content audit. A content audit is a methodical approach to analyzing and optimizing your content strategy, helping you identify strengths, weaknesses, and opportunities for growth.

In this guide, we’ll walk you through our step-by-step B2B SaaS content audit checklist. Along the way, we’ll cover the fundamental principles of good content design that can transform your digital presence and supercharge your conversion rates. Let’s get started.

What is a B2B SaaS Content Audit?

In B2B SaaS, conducting regular content audits is crucial for maintaining an effective content strategy.

A content audit involves systematically reviewing all your published content across various platforms, including your website, blog, social media, and marketing materials. This process evaluates each piece of content for accuracy, relevance, performance, and alignment with your current business goals, which helps you develop a data-driven action plan to update and optimize your existing content and identify opportunities for new content creation.

To ensure a comprehensive review, it’s beneficial to use a structured B2B SaaS content audit checklist like ours, which covers all essential aspects of the audit process and helps you maintain consistency in your evaluation.

The 6-Step B2B SaaS Content Audit Checklist

This checklist will guide you through six essential steps to thoroughly evaluate and optimize your content.

1.Develop an inventory of all content.
Before you start the audit, you need to take stock of what you’re dealing with. Compile a list of all your content, including blog posts, static web pages, and landing pages. If you have a lot of content, consider using tools like Ahrefs, Google Analytics, Semrush, SEranking, or Screaming Frog.

Record details like:

• URL
• Title
• Meta description
• Author
• Publishing date and date last updated
• Content type
• Word count
• Target keywords
• Intent or Pain Point

All of this information will help you understand which content to prioritize for optimization. When you have all this data, you can move on to the next step, which involves analyzing content performance.

2. Rank content performance.
Understanding how each item is performing will help you get an idea of where to start optimizing your content.

Look at the following metrics:

• Unique page visitors and bounce rate – indicates topic popularity and content quality.
• Organic traffic – shows the effectiveness of your SEO efforts.
• Traffic sources – reveals which channels are proving most effective.
• Engagement metrics – measures user interaction and content appeal.
• Keyword rankings – tracks the performance of target keywords over time.
• Backlinks – evaluates the quantity and quality of inbound links.
• Conversion rates – assesses how well content meets conversion KPIs.
• Click-through rates (CTR) – measures the effectiveness of titles and any CTAs within the content.

This data reveals your most popular content, how well users engage with it, and how effective it is at converting users. Low-performing content needs assessing so it can be improved, while high-performing content can be repurposed for other channels.

3. Check for accuracy and quality.
Now, you can scrutinize content in more detail, looking at the quality and accuracy of the information provided. Update any outdated or incorrect information to maintain relevance and trustworthiness.

4. Identify content gaps and opportunities.
Use your content inventory to spot gaps in content types, topics, channels, and target keywords.

Complete a competitor analysis to see if you can find any low-hanging fruit in terms of target keywords and content topics. It will also be useful to refresh your buyer personas to highlight pain points, or changes in users’ needs and new content topics. Assess whether you have enough content for each stage of the marketing funnel.

5. User experience and technical optimization.
As you complete the content audit, remember to assess the user experience. Broken internal links and slow page loading speeds are relatively easy issues to fix, and they can impact how easily users can navigate your site and find the information they need. Ensure all pages load quickly for optimal user experience.

6. Develop an action plan.
With all of this information, you can now develop an action plan. Prioritize improvements, starting with quick wins and moving to high-impact actions, followed by low-impact changes. Remember, you don’t need to change everything – sometimes, removing underperforming content is the best option.

How to Craft Content That’s the Right Fit

When developing new B2B SaaS content, consider these fundamental principles to ensure it meets your audience’s needs and business goals.

Select Keywords Based on Buyer Intent

Whether you’re updating existing target keywords or conducting keyword research for new content, focus on buyer intent rather than search volume. Keywords with a high search volume may bring an increase in traffic, but it may not necessarily be the right traffic. Therefore, prioritize keywords that align with your target customers’ needs to improve conversion rates, even if they have lower search volumes.

Content Type Should Align with the Customer Journey

Create content that matches different stages of the customer journey, considering both the buyer awareness matrix and the different stages of the marketing funnel.

According to our buyer awareness matrix, your audience will fit into one of 4 categories – problem-unaware, problem-aware, solution-unaware, or product-aware. Tailor your content to move customers from one stage to the next, addressing their specific needs at each point. For example, customers who are problem-aware know the issues they have but are not sure how to solve them. These customers are ripe for content that educates them about your product and how it can solve their problems.

Start with the Bottom of the Funnel Content

Traditional marketing often begins with top-of-funnel content, but customers at this stage present a low buying intent and low conversion rates. This is why our B2B SaaS content strategy prioritizes bottom-of-funnel content aimed at those who display a high buying intent and high conversion rates.

Bottom of the funnel content includes:

• Comparison pages
• Product pages
• Case studies
• Use case pages

Include compelling CTAs and once you’re done with the bottom of the funnel content, move on to the middle of the funnel, leaving the top of the funnel content for last.

Customer Pain Points are Crucial to SaaS Content

In SaaS, highlighting how your product can solve customers’ problems is critical to conversion success. But don’t assume you know your customers’ pain points without doing detailed research. Always gather information through customer feedback, direct interviews, or customer reviews on review sites. This research will also help you better understand the problem’s impact on the customer and why it matters.

When you craft content, remember to keep customer pain points in mind and answer their questions.

Product Features are Good but Benefits are Better

All too often, marketers get overexcited about promoting a product’s features. We get it; your product has some innovative functionality. But the customer’s priority is solving their problem. So, from a conversion perspective, it’s better to highlight the product’s benefits to the customer. For example, instead of promoting a smart bulk emailing feature, focus on the time-saving benefit this feature brings.

Structure Your Content Using the Hub and Spoke Method

The hub and spoke method of structuring content centers your pages around a topic rather than keywords. This structure improves search engine indexing and establishes your brand as an authority on the subject. Overall, the hub and spoke method helps customers find the information they want and is more efficient at walking them through the marketing funnel, which leads to improved conversion rates.

Wrapping Up

A thorough content audit is essential for any B2B SaaS business that wants to remain competitive. The B2B SaaS content audit checklist we have outlined will ensure that no detail is missed so you can proactively optimize your SaaS content.

SEO performance and well-optimized content are essential to sustainable and cost-effective business growth. Another way to bolster your sustainable growth strategy is to take our free SaaS scalability score self-assessment. This takes into account how well you currently attract, engage, and convert customers, highlighting how your business stacks up against the competition.