Content Audit: definition, importance, and 4 steps to do it

Have you ever heard of Content Audit? Or how important it can be for those working in the digital world?

In this article, I want to explain to you what it is and why it’s important for an effective Content Marketing strategy.

Every time you plan a strategy to achieve a goal, the first thing that comes to mind is creating new content, often neglecting what’s already there.

While creating new articles or posts is crucial, equally important is consistently caring for everything present on your site.

This is precisely what Content Audit is for, it allows you to review all content and shows you if your communication strategy is effective in achieving the set goals.

Additionally, it ensures that over time, information in your “old” resources is not outdated, enabling continuous updates to preserve your Brand Reputation.

Content Audit is nothing but a careful analysis of content, ensuring your strategy works correctly, increasing traffic and conversions, positioning well for SEO, and having a website rich in quality pages and articles.

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What is Content Audit and why it is important

Conducting a Content Audit provides a thorough analysis of every piece of content on your site/blog, helping you understand which ones need review, modification, or deletion.

content audit template

In practice, this process will help you identify resources that effectively reach the audience and those that don’t.

A meticulous Content Audit, preferably with a suitable professional, will help you identify content:

  • Most appreciated by the audience and how to leverage them in your Content Strategy
  • Most viewed and those with the highest number of conversions
  • Duplicates or even pages/articles to eliminate
  • Needing updates
  • Needing revision for SEO or improvement in terms of editing or copywriting

Executing a Content Audit allows you not only to control content but also to have an SEO-friendly and user-friendly site. Moreover, you can discover and resolve any malfunctions on your website, ensuring users a perfect user experience!


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How to perform Content Audit in 4 steps

Performing a Content Audit involves analyzing all the content on the website to determine if it is functioning correctly and, if not, taking corrective action.

Conducting this process correctly and consistently will help you identify content that may need updates or be presented in a different form.

When it comes to Content Marketing goals, the immediate thought is often about creating new posts or articles, and old ones are completely forgotten, ending up in oblivion and never being viewed.

However, this is a real waste because updating and re-promoting those “old” contents can often be a winning move.

This process allows you to identify your strengths and weaknesses, and in this brief guide, I’ll show you the necessary steps to carry out an effective audit.


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Identify your goals and metrics to follow

Defining your goals is a fundamental step in the Content Audit. Let’s explore what these goals could be:

  • Improve content for SEO, identify resources to remove or update, aim to rank among the top positions in SERP with your web pages, and monitor internal links.
  • Engage your audience, identify the topics that users find most engaging and the resources that visitors like the most, so you can promote them more frequently.
  • Increase conversion rate, discover where users experience a better user experience on your site, and identify which content generates more leads, allowing you to increase your conversion rate.

define your objectives

Once you’ve identified your goals, you just need to match them with the right metrics that will allow you to analyze the content.

These metrics are divided into:

  • Sales (leads, conversion rate, and ROI).
  • SEO (keyword positioning, dwell time, backlinks).
  • Engagement (shares, comments, and likes).
  • Behavior (bounce rate, session duration, and page views).

Define the contents to analyze

The first thing to do is to define what you want to analyze, whether it’s blog posts, videos, articles, or landing pages, you need to be clear on where to focus your efforts.

Once this is done, you’ll need to gather the URLs of the pages you want to examine. Once you’ve collected the URLs, you’ll need to categorize them so that you can move on to a more in-depth analysis.

You can classify resources based on the number of words, the author, the publication date, the type of content (e.g., article, landing page, etc.), and the format (whether there are images, videos, or just text if there’s a call to action, etc.).

Subsequently, with the help of tools like Google Analytics, you’ll need to analyze data such as bounce rate, dwell time, session duration, page views, and queries.

Only at this point can you have a complete picture of the situation and decide whether the content needs to be:

  • Kept exactly as it is, as it is of interest and achieves the desired goals
  • Updated because it is not functioning correctly, it may contain incorrect information and require a review to make it beneficial
  • Eliminated if there is nothing more to be done, and that content is impossible to improve

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Define your actions

Once the analytical part is complete, you’ll need to draft an action plan to improve the content. At this point, your Content Audit process will move on to the practical part.

Let’s see how you can achieve the best results for the website:

  1. Rewrite or repurpose your content: you could try to present the same content in a different format, or you could rewrite it with different details and then publish it again;
  2. Update and enrich: you don’t necessarily have to rewrite content from scratch, you can also add new information to existing content, making it longer and richer. This increases the chances of traffic and generates more backlinks;
  3. Add videos and images: this way, you’ll engage users more, as they tend to stay longer on sites with visual elements. Also, with the right images, you have more chances of ranking in the SERPs;
  4. Structure content and metadata: optimize pages and articles with the right H2 and H3 to make user navigation easier and increase traffic. Ensure that the title and meta description are relevant and captivating on search engines;
  5. Check internal links: add links that direct the user to related articles/pages, making other content on the site visible;
  6. Notify Google: once you’ve made the necessary changes, go to Google Search Console to submit your pages that have been updated to Google’s index.

rewrite your content

Prepare your content strategy

Conducting Content Audits periodically is extremely important if you want to understand what your audience thinks of you.

Remember that what appeals to them today may not necessarily be appealing tomorrow. Therefore, it’s crucial to stay up-to-date and consistently update your website or blog.

Ensure you always have clear goals, but be ready to adapt them when necessary. What your audience wants is the most important and is the key factor you need to know to tailor your Content Strategy successfully.

Also, keep in mind what your competitors are doing. Analyze each of their contents and understand how users behave regarding them.

This knowledge will help you determine what works and what doesn’t, allowing you to avoid wasting time on a communication style that hasn’t been successful.

By analyzing the competition, you can also see if there are articles similar to yours and, through careful analysis, understand why your competitors succeeded where you failed, identifying the mistakes you made to improve them appropriately.

By monitoring both your successes and failures, you’ll be able to steer your Content Strategy in the right direction, attracting the audience with the most effective tactics and ensuring maximum possible conversions.

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Which tools to use for Content Audit

As time goes by, you’ll continue to add new content to your website, making the Content Audit process more complex. However, this should not discourage you, it certainly won’t be impossible.

In fact, with the right tools, you’ll find that you can simplify things. Below, I’ll show you a series of tools that might be just what you need.

  • It will allow you to have a perfect Content Audit in just a few steps. By entering your domain, you’ll receive a thorough analysis that will indicate how and where to improve your site. Furthermore, by connecting to Google Analytics, you’ll receive additional data to help you identify the best-performing content
  • Screaming Frog is perfect for obtaining a comprehensive report on your website’s SEO. If you have fewer than 500 pages, the tool is entirely free. If you exceed this threshold, it’s worthwhile to subscribe, allowing you to analyze any type of site
  • Google Analytics is a completely free tool that lets you know how users interact with your site, making it the most effective tool for the audit process

google analytics free tool

When using Analytics, I recommend paying special attention to the following metrics:

  1. Discover the primary source of traffic for your content and focus your strategy on it
  2. Keep an eye on the bounce rate, a bounce rate that is too high suggests that users did not like your content
  3. The time a user spends on the webpage is crucial, if you’ve written a 3000-word article and the dwell time is 1 minute, something is amiss!
  4. Check who your visitors are, you must be able to bring back users who have already visited your site and, at the same time, attract new ones

Conclusion and tips for improving your content

When preparing a Content Audit, it is essential to do it correctly, otherwise, your work will become entirely useless. Remember to pay attention and avoid mistakes that could be harmful to your content.

To prevent this from happening, I’ll provide you with guidelines that could be helpful during this process:

  • Never conduct an Audit without clear objectives, defining the purpose of your verification will help you understand the right moves to collect the information you need and potentially make necessary changes.
  • Remember to document all extracted information in this process (if you don’t write it down, you’ll forget it, and if you forget it, it’s useless!).
  • Use the Content Audit tools I have mentioned. They will allow you to have a careful and precise analysis of the data to understand where you are going wrong and how you can improve.
  • Ensure that the Audit process becomes a routine in your company that should be executed multiple times a year to keep track of your website’s results and your Content Marketing Strategy.

With this information, you will know how to conduct an effective Content Audit to have a perfect marketing strategy.

Keep in mind that for a successful website, it’s not enough to create cutting-edge content, you must ensure that everything you publish is constantly updated.

Never neglect old articles and posts, it’s a mistake that could cost you dearly and be difficult to remedy over time.

Know your goals, and you will find that the Audit process will provide all the necessary information to structure your perfect Content Strategy!

Creating content is of little use without a strategy at its core. Rely on an expert to understand how to define a successful strategic plan



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