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Does it seem like your content isn’t yielding results? Your content is likely due for an audit.

A content audit evaluates all your content, helping you know what works and what does not. It’s a process you can use to analyze blog posts, social media posts, landing pages, and all content types.

Why bother? Things change over time—your best content can get outdated, trends change, and your audience can evolve, so they need checkups.

Knowing how to conduct a content audit can boost SEO, engagement, leads, and sales.
Read on to learn what you need to do to audit your content for better results.

How to Conduct a Content Audit

Here’s how you can analyze your content.

1. Define Your Goals

What are you auditing for? It could be to increase engagement, conversion, search rankings, or branding.

These are some common goals:

Search Engine Optimization

• Broken links
• Old keywords
• Low rankings

Engagement

• Is content resonating with your audience?
• Where are they dropping off?
• Overall experience

Content Quality & Relevance

• Outdated content
• Duplicates
• Low-performing content

Brand Consistency

• Check tone, message, and visuals across all platforms

Conversion

• Which content is driving more sales, sign-ups, downloads, etc.?
• What’s not performing?

Knowing your content goal is crucial because it helps you identify your concerns and priorities.

2. Gather Your Content

It’s time to collect all of your content from where they are—in a spreadsheet.

• Website pages and blog posts: landing pages, product pages, FAQs, and so on
• Social media content: Instagram, Facebook, LinkedIn, X, TikTok, Pinterest. You can use Zapier to automate these tasks.
• Videos and podcasts: YouTube, TikTok, Reels, Stories, Spotify, Apple Podcasts
• Email campaigns: Promotional emails, newsletters, drip sequences
• Downloadable resources: PDFs, whitepapers, eBooks, case studies

Use Google Analytics (for page performance data), SEMrush, or Ahrefs (for content list) for web content. Download social media insights for easy tracking.

Take note of each content format, topic, publish date, URLs, keywords, bounce rate, etc.

3. Look at the Numbers and Analyze Content Performance

Now let’s see what is working and what’s not with these key metrics:

Performance Indicators for Different Content Types

Web content:

• Monthly page views / Organic traffic
• Time on page (low time means users leave quickly)
• Bounce rate (high value means the content isn’t engaging)
• Keyword rankings
• Backlinks and broken links

Social media:

• Engagement rates
• Reach and impressions
• Click-throughs on links
• Follower growth
• Social shares

Video & Podcast:

• Watch time & audience retention
• CTA conversions
• Views, likes, and shares

Email Campaigns & Downloadables:

• Download and retention metrics
• Open rates & click-through rates
• Lead generation & conversion rates
• Unsubscribe

Conversion Metrics:

• Click-through rates (CTR) on your CTAs
• Leads, sign-ups, and sales generated

Take note of content that’s doing well so you can double down on it and what’s underperforming so you can fix or remove it.

More on Understanding Content Engagement Metrics

4. Spot Content Gaps and Fix Issues

This is the action phase. Now, you have the right data to identify areas for improvement.

• Outdated or low-performing content – Refresh old posts, update statistics, remove broken links, improve captions and readability
• Irrelevant content – Delete content that provides no value
• Duplicate content – Rewrite or merge articles or blog posts
• SEO & keyword gaps – Optimize with new keywords and link-related articles
• Low engagement on social media posts – Test different content formats and analyze trends
• Thin content (low-value pages) – Add depth and visuals and improve content structure
• Inconsistent brand voice – Make messaging uniform across platforms
• Poor conversion – Add fresh visuals, make CTAs clear and compelling, and improve landing page copy
• Repurpose content – Turn long-form content like blog posts into social media posts, infographics, or short videos. Repurpose YouTube videos into clips and how-to posts into infographics

Your content will be more effective by fixing the limiting factors.

Learn SEO Content Writing Tips

5. Keep Your Content Audit Ongoing

Auditing your content is a marathon, not a sprint. Set up a system to regularly review your content every 3–6 months.

However, track your monthly performance and be flexible in testing new content formats and approaches. Score your content, keep the ones doing well, and update or remove irrelevant content.

You can use Google Sheets or Airtable to organize your content plan.

Don’t miss our detailed post on how to measure content success.

Conclusion: Are You Ready to Audit Like a Pro?

Auditing your content might seem overwhelming, but it’s a valuable process that can greatly impact your brand. Start with the most critical pages or content, check the data, and improve your content as required.

Now that you know how to conduct a content audit, grab your spreadsheet and get started.