Content Auditing in 2020: How It’s Done

The content audit is an integral part of the content marketing process that is often dismissed by most marketers.

But a good content audit can actually deliver helpful insights about the strengths and weaknesses of your marketing strategy.

Not only are you able to yield a higher return on investment, but you can also acquire higher leads and conversions.

Pretty sweet, right?

Today, we’re going to teach you how to create a meaningful content audit.

Conduct this regularly and we guarantee that it will make your business flourish.

Let’s begin!

What is a Content Audit?

Oftentimes, we create a piece of content and never come back to it again.

Guilty? Guilty.

A few months or years later, our content is dull, outdated, and irrelevant to the market.

But unbeknownst to other marketers, meaningful content audits actually help improve our overall content strategy.


Well, a content audit is the process of evaluating all the content elements on your website or social media.

By doing so, it can help marketers like you fully understand the structure and quality of your own content initiatives.

Since it is a qualitative analysis of every piece of content at your disposal, you have an idea of what to do next.

Content audits can help evaluate your content vis-à-vis your business goals, ensure that your content stays fresh, identify gaps, and more!

Once all of that is done, you are rewarded with a  better content strategy that will surely reap multiple benefits for your brand.

Let’s go over the things you can do to get it done.

How It’s Done

Make a spreadsheet

The first step in the content audit process is to create an inventory of all your existing content.

The easiest way to do this is to organize your data on a spreadsheet or Excel file.

As you do this, it’s important to include the categories. Here are some that you might want to consider:

  • Content format (blog post, video, podcast, infographic, etc.)
  • Cluster
  • Appearance edit
  • SEO
  • Back up
  • Date of publication
  • Date of the last update
  • URL link

Once you’ve gathered all of that, go to your analytics and include the metrics you want. It could be backlinks or social shares, it depends on what you’re trying to assess.

When it’s finished, your content inventory is going to look a little like this:

Image via

If you’re fond of WordPress, there is also an option to use their content audit plugin so you don’t have to manually create your own spreadsheet.

With this tool, you can create an inventory directly on the WordPress edit screens.

Gather and analyze data and metrics

In this step, let’s focus specifically on the metrics you want to include in your content audit.

Now that you’ve gathered those numbers, it’s time to see how well they’re performing.

Let’s say you own a local restaurant and you have multiple articles on international cuisine, food recipes, and more.

Well, just because you have a library of articles doesn’t mean they’re getting any traffic.

Image via

When you gather data or metrics, the first thing you want to do is to identify your weaknesses.

Here are some metrics that are worth looking at. Don’t be afraid to add more if you think they’re important:

  • Main keyword ranking – If you have a targeted keyword, record your ranking for it.
  • Keyword search volume – This is good for SEO. It also tells you how many times a specific keyword is searched in a month.
  • Traffic per month – You can get traffic data by clicking “behavior” on Google Analytics. You can also try other tools you’re comfortable with.
  • Bounce rate – This tells you the percentage of visitors who navigate away from the site after looking at one page. You can also find bounce rate metrics on Google Analytics.
  • Backlinks – This is a crucial factor in ranking. You can use Neil Patel’s free backlink checker tool.
  • URL rank – Evaluate the quality of your links because this affects your
  • Social shares

If you don’t want to have a hard time, you can use marketing analytics tools to help you out.

They can save you hours of work!

Adjust your content strategy

When you’ve assessed the performance of your content, you’re going to need an action plan to improve it further.

Now that you know where your strengths and weaknesses are, you have to adjust your content strategy accordingly.

Depending on your assessment, add an extra column for your method of action.

Here are some things you can do to make the necessary adjustments:

  1. Leave it as is – This piece of content is performing well and it is updated. There’s no need to change it.
  2. Update – This piece of content is performing well enough, but a few aspects of it are outdated. Consider updating to further improve its performance.
  3. Scrap – This is a zombie page. Zombie pages are pieces of content that deliver zero traffic to your site. Google hates zombie pages, so consider removing them.
  4. Repurpose – If you don’t want to scrap your zombie pages, you can always repurpose them. Content repurposing is all about revamping your existing content to make it better. Think of it as recycling.

Adjusting your existing content strategy is crucial for your long-term marketing strategy.

It’s important to look at each success or failure because these can help guide your strategies as you move forward.

Our advice? Take note of what works and make it better.

While doing so, you should also learn from your least successful content pieces. This will help you produce better content in the future.

Keep in mind that content strategies are always subject to change.

That is why we conduct meaningful content audits regularly because it helps us assess whether our efforts are working.


Conducting a content audit regularly can help you identify your gaps and weaknesses.

It may look like a lot of work, but believe us when we say that it will be beneficial for your content strategy in the long run!

We hope you learned a thing or two from us today.

For more useful content such as this, please go ahead and like our Facebook page.

What else can you say about content auditing?

Leave us a comment!


Petrova, Alina (2017 Oct 2). SEMrush. How to perform a website content audit to guide your content marketing strategy. Retrieved from

Quicksprout (2019 April 11). A step-by-step guide to conducting a content audit. Retrieved from

Siu, Eric (n.d). Single Grain. The step-by-step guide to conducting a content audit. Retrieved from

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