Think Your Content’s Fine? Try This Content Audit Process and Find Out

Simone Smith

All of our content is researched and written by human writers. No robots here!

You know that feeling when you’re pretty sure your content is fine…but you also haven’t checked in on half of it since, well, pre-pandemic times?

Most businesses are in the same boat – a little in the dark about what’s working in their content marketing efforts (and what’s holding them back!).

They’ve got a few great posts mixed in with outdated pieces, half-finished ideas, and that one odd thing that probably shouldn’t still be live. The problem? You won’t know what’s what until you lay everything out in front of you – and that means carrying out an SEO content audit.

An audit isn’t glamorous. It’s not exciting. And it definitely doesn’t give you a dopamine hit like when you’re posting something new.

But it is the thing that can transform your entire content ecosystem and bring in way more organic traffic!

If you want sharper messaging, better SEO, and fewer cringe posts hiding in the archives, this is where the clean-up begins.

What is a content audit?

A content audit is basically a deep look at everything your brand puts out into the world.

It’s where every blog, every web page, every dusty old PDF you forgot existed, and every social post you fired off in a panic is put under a microscope. It shows what’s working…and what’s just digital clutter.

A good content audit will reveal the following:

What’s strong
What’s confusing
What’s doing well in keywords rankings
How well your internal links are supporting SEO performance
What’s outdated
What can be repurposed
And what needs to be quietly escorted out the back door

And look, it’s not about judging anyone – we’ve all posted things we’d happily pretend never happened. It’s really just about spotting what’s still useful and on-brand, and what can be scrapped, refreshed, or repurposed!

How does a content audit make your copy better?

This is the moment you stop guessing and finally confirm – with real data! – what’s going on with your content.

Here are just some of the many wins that come with a professional content audit:

Pinpoint what isn’t pulling its weight: Old posts, dead-end pages, advice that’s no longer revant – all the stuff dragging down your digital presence. An audit tells it like it is: what needs rewriting and what needs to be put in the bin.
Clear out the clutter: Low-performing content does more harm than good. It confuses Google, it confuses readers, and it doesn’t help conversions, either! Clearing it out gives your best work room to breathe.

Find the strong pieces worth building on: Every site has a few unexpected heroes – the posts people keep reading, sharing, or converting on. Often, they’re the posts you least expect. An audit helps you find those gems so you can use them as your standard going forward.
Make sure the brand still sounds like itself: Tone drifts over time, especially when multiple people have had their hands on the content. An audit reveals the oddballs – aka the posts that sound nothing like the brand.
Spot the gaps: It becomes obvious what’s missing in your content with an audit! The topics you should cover but haven’t touched, questions your audience keeps asking, areas where you could lead.
Make future copy easier to write: Once you know what’s staying, what’s going, and what needs a glow-up, writing new content becomes strategic – not based on assumptions.

Bottom line? A content audit gives you clarity. And clarity makes everything you write next way more effective and on-brand.

How good copy strengthens your brand identity

Good copy does a whole lot more than sound nice. When your words line up, everything else clicks into place. Here’s what you can expect to get in return for your efforts:

It keeps your message consistent everywhere

When your tone and wording line up across your website, socials, and emails, people instantly recognise your brand without needing a logo to remind them.

It builds trust

When people read content that feels steady and reliable, they naturally start to believe in what you do and how you do it.

It brings out what makes your brand different

Good copy highlights your point of view, the way you approach things, and the values that set you apart – the things people actually connect with.

**It helps people feel something when they interact with your brand**

Clear, well-written copy creates a tone people can relate to. It turns information into something that feels human and easy to engage with.

How to carry out a successful content audit

Here’s everything you gotta do when auditing your content!

1. Gather everything

Pull together your blogs, emails, website content, social posts, guides, landing pages, meta descriptions, and page titles.

And for a comprehensive content audit, don’t forget what’s sitting in your content management system (CMS) – drafts, old uploads, and pages you may have unpublished but never deleted. If it has words and your brand name on it, it’s invited to the party.

2. Look at how existing content is performing

Google Analytics and other performance metrics will show you what’s doing well, what’s outdated, and what’s just sitting there taking up space. Some content ages beautifully. Other pieces…definitely don’t. This step helps you sort it fast.

3. Sort it into three piles (keep, update, or say adios!)

The strong posts will stand out immediately, and you’ll easily spot the ones that just need a light refresh. Anything past its sell-by date? It’s time to show it the door!

4. Look for what’s missing

Once you spot the gaps – the topics people keep searching for or asking about – you’ll know exactly what to create next.

Running a content audit is like turning the lights on in a pitch-dark room – suddenly you can see what’s really going on, and where all the sneaky, outdated bits were hiding.

And if digging through five years of blog posts and other outdated content isn’t how you want to spend your week, TCL can take over – content strategy and all.

Some teams come to us for a content audit to see what’s working and what needs attention. Others want a longer-term strategy, tailored training for their team, or monthly consulting for ongoing support. You can choose one service or mix a few together – whatever you need, we’re on it!

So, if you don’t want the hassle of carrying out your own content audit, talk to our leader Abby today for your very own SEO-focused content audit!