How to Conduct a Content Audit in 10 Steps

Top marketing teams and strategists know the difference between content volume and content value—it’s not just about how much brands publish, but about how impactful, relevant, and strategic the content is.

A content audit helps businesses assess the effectiveness of their messaging by cutting through the noise, pinpointing what’s resonating with audiences, and revealing gaps or inefficiencies. Specifically, by analyzing performance metrics, SEO factors, and audience engagement, brands can refine their content strategies to maximize reach, improve conversions, and ensure every piece serves a clear purpose. 

And it all starts with the 10 steps below.

What Is a Content Audit?

A content audit is a systematic evaluation of all the content on a brand’s website.

Think of online content as a closet full of clothes—over time, some pieces become outdated, others no longer fit, and a few hidden gems just need a little tailoring to really shine. A content audit is like decluttering that digital wardrobe, systematically evaluating every piece to see what’s working, what needs refreshing, and what should be retired.

That said, a well-structured content audit can help businesses:

• Identify underperforming content – Per recent surveys, businesses that implement a blogging marketing strategy experience 55% more website views, and more websites than ever are leveraging this marketing tool. In fact, as of 2025, 90% of businesses use blogging to enhance their marketing strategy, drive traffic, and establish authority within their industries. However, not all blogs are created equal—or regularly refreshed. Conducting a content audit can help identify opportunities to repurpose old material, pinpoint content gaps, and provide up-to-date information to ensure content is accurate, credible, and competitive. 
• Improve SEO rankings – Search engines prioritize high-quality content. But what does that really mean? High-quality content utilizes relevant keywords, backlinks to authoritative websites, implements internal linking, and maintains an intuitive structure with well-organized headings, bullet points, and concise copy. By reviewing past content, marketing teams can fix broken links, update outdated information, enhance readability, and ensure alignment with current SEO best practices.
• Enhance user experience (UX) – Quality content isn’t just optimized for algorithms; it’s also designed with the user experience in mind. Think of it: Showing up to a business meeting in sweatpants, a wrinkled t-shirt, and platform flip-flops doesn’t leave a good impression. Similarly, content that’s poorly organized, difficult to access, and outdated can leave visitors feeling skeptical or frustrated. On the other hand, content that’s easy to navigate, visually appealing, and aligned with audience values and needs demonstrates strategic acumen and a deep attentiveness to both user experience and brand integrity.

10 Steps to Conduct a Content Audit

When conducting a content audit, these 10 steps will ensure an online presence that’s sharp, polished, and ready to shine.

Step 1: Define goals

Start by defining both the objective and the scope of the audit. Possible goals can include:

• Improving SEO.
• Enhancing the user experience.
• Aligning content with business objectives.

After honing in on an objective, set measurable key performance indicators (KPIs) to help track progress and understand how well the content performs. KPIs can include:

• Traffic growth – For instance, if the goal is to increase visibility for a blog about sustainable fashion, tracking an uptick in visitors coming from search engines for eco-friendly fashion-related queries will help determine whether the content is resonating with that audience. 
• Conversion rates – If the goal is to turn blog readers into customers, then tracking conversion rates becomes critical. For example, if a business publishes a guide to spring fashion trends and includes a call to action (CTA) for a discount code, monitoring how many visitors convert into sales through that CTA will demonstrate the effectiveness of the content.
• Engagement metrics – Assess metrics such as likes, shares, comments, time spent on a page, and bounce rates. If a social media campaign about a new product line generates numerous likes and shares, it signals that the content appeals to the audience and inspires them to spread their love for the brand with family and friends. 

Step 2: Gather all content

Using tools like Screaming Frog, SEMrush, or Google Analytics, create a complete inventory of all website content. This can include:

• Webpages.
• Blogs.
• Videos.
• PDFs.

These pieces are the primary focus of a content audit.

Make sure to include URLs and publication dates in a spreadsheet or content management system to ensure easy access for team members. 

Step 3: Categorize and organize content

To further ensure consistency and inclusions, group content by types, such as:

• Landing pages.
• Blog posts.
• Product pages.
• Text.
• Video.
• Infographic.
• Photo.

Step 4: Analyze content performance

To assess how well content is resonating, dive into key metrics like page views, bounce rates, time on page, and conversion rates using analytics tools like Google Analytics. 

For example, a product review blog may show high page views but a high bounce rate, indicating the content isn’t keeping visitors engaged. On the other hand, a well-crafted how-to guide might have lower traffic but longer time on page and higher conversion rates, signaling that the content is more valuable and relevant. 

By identifying which posts drive traffic and which ones underperform, brands can refine their strategies and revamp published content for maximum impact.

Step 5: Assess content quality and relevance

To ensure content continues to hit the mark, take a deep dive into its accuracy, readability, and alignment with brand values. 

• Accuracy – Double-check facts, statistics, and references. For example, in a blog about the health benefits of CBD, it’s important that data reflects the latest research. Outdated or incorrect information can harm credibility. 
• Readability – Is the content easy to digest? If an article is packed with jargon or overly complex sentences, visitors may bounce. Tools like Hemingway Editor can help simplify content, making it more approachable. 
• Brand values – Review whether the content reflects current brand messaging. For example, let’s say a company has shifted toward eco-conscious practices. In this case, they’d want to ensure the content aligns with this new direction, like using sustainable materials in products. If not, it’s time for an update. 

Also, evaluate whether the content still meets audience needs. For instance, a DIY home improvement blog may need to shift from basic tips to more advanced topics as its audience grows. 

Ensuring content stays relevant and consistent with business goals is key to fostering lasting engagement and brand loyalty.

Step 6: Conduct an SEO analysis

SEO relevance can make or break a digital marketing strategy, influencing how discoverable content is and how potential customers perceive a brand. 

To optimize content for search engines (thus boosting visibility and driving organic traffic), start by checking on-page SEO elements. Are keywords strategically placed throughout the content, meta titles, descriptions, and headers? For example, a blog on vegan recipes should feature relevant keywords like “vegan dinner ideas” or “plant-based meals” where they matter most. 

Next, use tools like Ahrefs or Moz to assess backlinks. Are authoritative sites linking to your content? If not, consider updating content to include new, shareable insights that others will want to link to. Additionally, review existing content for optimization opportunities, such as: 

• Improving keyword density.
• Refining headings.
• Adding internal links.

Step 7: Identify gaps and opportunities

A successful content audit isn’t just about refining what’s already there—it’s about discovering gaps and opportunities for growth. 

Start by analyzing audience interests and conducting a competitor analysis. Are there emerging topics that can be covered?

Next, evaluate existing content for expansion. Is there a blog post that could be turned into a comprehensive guide? Perhaps “5 Tips for Budget Travel” could become “The Ultimate Guide to Traveling on a Budget” with more in-depth sections on accommodation, meals, and transportation. 

Finally, consider consolidating outdated or redundant content—multiple posts on similar topics can be combined into one authoritative resource that’s more valuable to audiences.

Step 8: Audit content structure and UX

Review the layout and structure of the content to ensure it’s intuitive, user-friendly, and visually compelling. Proper use of headings, paragraphs, bullet points, and images enhances readability and keeps visitors engaged. 

For instance, breaking long paragraphs into digestible sections and incorporating unique visuals can help guide users smoothly through the content.

Step 9: Prioritize actions

To streamline efforts and focus on impact, classify content into three categories: 

• Keep – For high-performing content that needs no changes.
• Update – For outdated or underperforming content that could be refreshed.
• Delete – For irrelevant or redundant content that no longer serves a purpose. 

Step 10: Develop a content action plan

Create a detailed action plan outlining the steps needed to implement changes, including timelines, responsibilities, and specific goals for each piece of content. 

Then, prioritize high-impact updates first, allowing for immediate improvements in the performance of the content. 

Turning Insights into a Winning Strategy

Once the content audit is complete, it’s time to turn those findings into actionable insights that refine the overall content strategy. Begin by prioritizing areas that need improvement, such as: 

• Updating outdated posts.
• Filling content gaps.
• Improving SEO.

If the audit reveals that readers engage more with how-to guides than general blog posts, start focusing on creating more detailed, practical content that provides value and addresses their pain points. 

To ensure content remains fresh, relevant, and aligned with business goals, implement a consistent monitoring approach to track the performance of updated content.

Optimize and Elevate Your Content with Confidence

By identifying your content’s strengths, addressing its weaknesses, and maximizing its value with regular updates and SEO best practices, you can set your marketing strategy up for sustained growth and engagement—and Power Digital can provide step-by-step guidance along the way.  

With decades of marketing experience and cutting-edge technology, the experts at Power Digital can help you refine your approach to content and ensure an impactful marketing strategy for years to come. Reach out today to learn more.

Sources:

Master Blogging. How Many Businesses Have a Blog: (2025 Blogging Stats). https://masterblogging.com/how-many-businesses-have-a-blog/

Journal of Marketing of Scientific and Research Organizations. The Various Models Of Marketing Audit. https://intapi.sciendo.com/pdf/10.2478/minib-2020-0022