Content audit

A content audit is a systematic review of a brand’s published content, classifying each piece by topic, format, performance, and on-brand fit to surface what worked, what didn’t, and what gaps remain.

A useful audit produces three outputs: a list of top performers worth repurposing, a list of under-performers worth retiring or rewriting, and a gap analysis identifying topics the strategy claims but the library doesn’t cover. Auditing manually for a brand with 100+ pieces is slow; tools that maintain a structured library make it a query rather than a project.

Common audit cadence is quarterly for active publishers and annually for brands with smaller libraries. Outputs feed directly into the next quarter’s strategy and the next month’s calendar.

Without audits, content libraries accumulate without learning. A brand that audits sees patterns — which formats consistently win, which topics quietly underperform — that single-post analytics cannot show.