How to perform a content marketing audit?

By Rich Homer Sunday, September 15, 2019
As an inevitable part in content marketing strategy, content marketing audit helps to reduce costs and need to be conducted regularly.

Gathering and organizing all pieces of the content that your team created and distributed will help you to see if your efforts are working or not and decide to make change if needed.

Let’s dive in to see how to perform a content marketing audit !!

How to perform a content marketing audit?

1. The content inventory

Content inventory is an essential piece of work that must happen to make sure your campaign is successful. By doing this, you will know all the key information about content including what kind of content you are having, where you are distributing it, who owns it, who approves it, and so on.
If the content is published on your website, you can use analytics tools like Google Analytics to know how it is working, how it is updated and how effective it is when it comes to attracting visitors, driving traffic, appearing on search engine, etc.

Moreover, you should also record some kind of content you are not using at the moment, for example, content for website development or content for sales or service.

2. Map the customer journey and key touchpoints

Not many people build a website with a customer journey map. However, this is an amazing way to help your audience feel comfortable with your website. They can find it extremely convenient for searching information and are likely to stay longer. So, if you have already added customer journey map in your website, you are already ahead many of your competitors.

Here are useful tips for those who already have the journey mapped out:

  • - Note your key touchpoints and what content is required at those touchpoints.
  • - If the content at that touchpoint is performing well, you can move to the next one. And if not, note that you have to test it in detail and plan to change it.
  • - If there is no content there, you have to create a new tab in your content inventory spreadsheet and take note the new content that you need to develop.

And if you don’t have added a customer journey map in your website, you will need to do mapping exercise to help you understand how prospective customers go through the process of researching and making a purchase decision.

One thing you need to bear in mind is that you need to personalize your content. Normally, personalized content works more effectively; however, it requires careful planning including developing content for reuse.

3. Track content across Internet venues

Specifically look for your content through the following channels:

  • - Owned media: This contains your blog, website and other owned entities such as microsites.
  • - Social media: This includes social platforms that you’ve placed your content on such as Facebook, Flickr, Twitter, Pinterest, Google+, YouTube, and so on.
  • - Third party sites: This is your content that you’ve put on other’s media including articles, interviews and others.

4. Catalog existing content

As you are collecting content, it helps to a spreadsheet or other form of documentation to track the key factors. You can use collaborative documentation to allow other members to work on it like Google Drive.

You will not want people to email a spreadsheet with this information around your organization as it’s a file of your corporate assets. Understand that you can modify this list to meet your specific needs like adding product SKUs or keywords.

5. Assess each piece of content

You can make it done manually to analyze the effectiveness of your content marketing and define what to do to ensure it meets your branding and standards.

  • - If you find that your content is redundant, outdated or trivial, you should delete it.
  • - If there are simple some technical issues, get it fixed
  • - If the content is useful and effective, keep it
  • - If the content is effective but needs some work beyond technical issues, improve it by reframing, updated branding or new formatting.

6. Ascertain where your content offering has gaps

After your content audit has been completed, you should assess your content collection to define where you’re missing content.

The followings are some important types of content you may be lacking:

  • - Evergreen content: the content that your audience are looking for.
  • - Promotional content: The content you need for promotion plan
  • - Competitive content: the content you have that can fill the gaps relative to your peers

7. Decide where to extend content through new content creation and reuse.

Content audit can be a brainstorming session. It helps you to improve your content to make it more effective.

Try to find these through content audit:

  • - New ideas: you’ll find new content ideas when analyzing content gap.
  • - Expanded content: based on your existing content, you can dig deep into it and find more related information.
  • - Reuse content: This is content that can be combined or chopped up to produce new content that your audience would be interested in.

8. Plan for your content’s future.

Through using a content audit, you need to make sure that your content is itemized so as to be tracked and maintained in the future.

Here are how you can do to plan for your content’s future:

  • - Establish a process for continuing your content audit.
  • - Ensure that there’s a way to do versioning.
  • - Check that your content items are included in your backup and recovery procedures.


A content audit to document your online assets is what you need to make your content marketing campaign successful. And in the process, you should find new ideas that you haven’t had before, or valuable content that can be repromoted or reused to achieve your marketing goals.