Content marketing is a lot like spring cleaning. Over time, even the best campaigns accumulate clutter—outdated blog posts, duplicate landing pages, irrelevant case studies, and forgotten email sequences. A content audit is your chance to sort through it all, declutter your strategy, and identify the gems hiding in plain sight.
If you didn’t get around to it last year, don’t worry. Here’s the content audit checklist you’ve been wishing for, designed to help you refresh your strategy and maximize ROI.
Step 1: Inventory Everything
Start by creating a comprehensive inventory of your content. This includes blogs, videos, podcasts, white papers, newsletters, and social posts. Use tools like Screaming Frog, Google Analytics, or your CMS to gather URLs and metadata into a spreadsheet.
📌 Pro Tip: Organize your inventory by format, publication date, and performance metrics (traffic, conversions, shares). This structure will make the rest of your audit easier.
Step 2: Assess Relevance and Accuracy
Once you have your inventory, evaluate whether each piece of content is still relevant to your audience and aligned with your business goals. Look for:
- Outdated information: Stats, trends, or product mentions that need updating.
- Shifts in audience needs: Is this content still solving current customer pain points?
- Brand alignment: Does the tone, style, and message fit your brand today?
🛑 Watch out for: Content that no longer aligns with your audience’s interests. If it’s outdated and irrelevant, consider retiring it.
Step 3: Analyze Performance
Not all content is created equal. Identify which pieces are driving results and which are sitting idle. Focus on:
- Pageviews and session duration.
- Conversion rates and engagement metrics.
- Backlinks and organic search performance.
💡 Key Insight: High-performing content might not need a major refresh but could benefit from updated CTAs, refreshed visuals, or expanded coverage of popular topics.
Step 4: Update and Repurpose
The content you already have is a goldmine for future success. Use this opportunity to:
- Revamp evergreen content: Add fresh data, quotes, or insights to timeless pieces.
- Turn blogs into videos: Take your best-performing posts and convert them into engaging shortform videos.
- Merge underperforming content: Combine related articles into a single, high-value piece to consolidate traffic and authority.
📈 Bonus Tip: Repurpose content for different stages of the buyer’s journey. An in-depth case study could become a series of bite-sized social posts.
Step 5: Archive or Delete Low-Value Content
If content no longer serves your audience or business, let it go. Not every piece deserves a second life. Removing outdated or duplicate content can improve your website’s SEO health and make room for new ideas.
🚨 Quick Reminder: Before deleting anything, check for backlinks or internal links that may need updating.
Step 6: Build a Maintenance Schedule
A content audit isn’t a one-and-done task. Plan regular check-ins to keep your content strategy fresh and aligned with your goals. Quarterly or biannual audits can prevent your inventory from becoming overwhelming.
🛠️ Tools to Try: Use platforms like Trello or Asana to track your updates and keep your team on the same page.
Why Content Audits Matter
The digital landscape is always evolving. A content audit ensures that your marketing efforts remain relevant, effective, and competitive. This process is about future-proofing your strategy and making smarter use of your resources.
Think of it this way: Your content is one of your most valuable assets. By auditing regularly, you’re extending its lifecycle and reinforcing your brand’s authority and trustworthiness.
Final Thoughts
A content audit isn’t glamorous, but it’s essential. With this checklist in hand, you can approach the process with confidence, knowing you’ll emerge with a more streamlined, impactful content library.
The best time to do a content audit? Last year. The second best time? Today.
