Content Marketing
Mar 18, 2020

The Right Questions to Ask When Conducting a Content Audit

Even though content audits involve dull, time intensive, and tedious processes, they are significantly crucial to the success of any marketing campaign.

The reviews impact online visibility, brand identity, sales volumes, and the success of a company’s product/service awareness campaigns.Therefore, content audits can make or break an organization.

However, there is no one-size-fits-all approach to conducting these reviews, and marketing teams should match specific content inspections goals with the needs of the organization and its target readers.

A crucial strategy for fulfilling this somewhat herculean task is to ask the following six key questions to determine if it is necessary to revise, repurpose, or remove extant articles.

A women writing notes in front of a laptop

1. Is this content even relevant?

Is the article still appealing to your target readers? Do the problems the content resolve even impact your audience’s wellbeing? Then the piece is not redundant.

Watch out for content laden in topical references or statistics because they get old too fast. For fast-moving industries like fashion and music, annual audits are important to improve a blog’s relevance to its target audience.

2. How many visits did a post get?

Visitor count is among the most accurate determinants of an article’s health.It allows market auditors to assess the extent to which the target audience is engaging with the brand.

Metrics like the amount of time visitors spend on the pages and bounce rates, which are readily accessible via Google Analytics, are useful indicators of the effectiveness of content marketing strategies.

3. What are the engagement statistics?

Statistics from social media platforms such as Instagram and Twitter are important determinants of how relevant the content is to your target readers. By analyzing the number of shares and likes, content auditors can project an article’s popularity online.

Tools like Facebook Audience Insights, BuzzSumo, Instagram Insights, Sprout Social, and Twitter Analytics provide comprehensive assessments of user engagement.

4. What is the strength of the SEO indicators?

The strength of a piece’s SEO score determines if the content auditor will update it or keep it.

Effective marketers focus on the most significant SEO assessment elements to gauge relevancy. Some of the elements to look out for include metadata quality, keyword density, quality and number of backlinks.

5. What is the Conversion Rate?

If the focus of the content creation strategy is to increase conversions, then GoogleAnalytics provides details about the number of purchases, blog subscriptions, or event sign-ups that the campaign facilitated.

6. Which pieces are missing?

After addressing the aforementioned questions, the next step is to conduct a gap analysis to establish which subjects the content creators should tackle in future.


In a nutshell,

If you ask the right questions during content audits, then you are bound to keep the most relevant pieces.

The trick is to score the questions above (you can choose to develop sub-questions as well) to determine the next course of action for every blog article. Those that have healthy scores should be updated, while average scorers could be repurposed. Delete any content with poor scores.  

Before updating, repurposing, or deleting articles, be sure to ask questions that are consistent with the company’s content marketing strategy. Focus on factors like conversion rates and post visits which are useful indicators of a piece’s value to the organization.

Piece of advice, do not hold on to content any longer than you should!

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