How to Do a Content Audit in 2022

Content audits are a necessary part of any content strategy. They show you how your efforts are performing, and they can help you decide what to focus on moving forward. We’ve written about the importance of conducting regular content audits and we even have a guide for doing it correctly. However, as marketing and content change, so does the best way to perform these important tasks. So here’s an update to our previous guide that takes into account all the changes that could happen in 2022 (and beyond).

Why is a content audit important?

A content audit is the first step in building a strategy for creating and managing your content. By conducting a thorough analysis of your existing content, you’ll be able to understand what works, where there are gaps in coverage, and what opportunities exist for new pieces of content.

A good content audit will help you prioritize efforts by highlighting which types of content perform best and drive the most engagement. It also helps you identify opportunities for improvement: if SEO keywords aren’t included in any title tags or meta descriptions on pages that rank well, that’s something worth fixing!

What are the best tools for conducting a content audit?

  • [Moz Content Analysis](
  • [Yoast SEO](
  • [Bulletproof WordPress Security](

Does your content perform well across all channels?

You may think that every piece of content performs well across all channels, devices and countries. But that’s not always the case.

You can measure the performance of your content by looking at referral traffic from Google Analytics to see where your audience is coming from, but it’s important to understand that people use different devices and platforms to consume content. For example, an article might rank high on Google search results for a particular keyword phrase but only get three views per month when viewed on mobile device compared to a desktop computer where it could have had twice as much traffic. Content published on LinkedIn might perform well in terms of shares/comments/clicks but if it doesn’t appear in organic search results or ranks low for its keyword phrases (or any other reason) then it may not be producing enough referral traffic even though it’s performing well based on metrics like engagement rate and conversion rate!

What kinds of content should you prioritize?

You should prioritize content that meets the following criteria:

  • Relevant to your audience—Content needs to be relevant to your audience, otherwise they won’t read it. You need to know who you are creating content for, so try asking yourself this question: “Why would anyone care what I have to say?” If you don’t know the answer or if it doesn’t make sense when phrased as a question, then either re-think how you’re approaching your topic or step back and reconsider whether or not it’s worth writing at all.
  • Easy to understand—People are busy, so make sure that whatever type of information you’re sharing is easy for them consume quickly without too much effort. Use short sentences and paragraphs rather than long ones; provide supporting visuals whenever possible (images/videos); keep lists simple by grouping items together logically instead of using bullets everywhere; etcetera!
  • Easy to find—This means making sure that any links in your content actually lead somewhere useful (e.g., this blog post) rather than just disappearing into thin air once clicked on which happens more often than it should…especially since we’ve been working hard lately updating our site design 🙂 If people can’t find what they’re looking for with ease then they’ll stop reading very quickly!

How can you optimize your existing content?

The best way to make the most of your existing content is by focusing on the pieces that are already performing well. You should also use those pieces to inform your future content creation.

Now that you have an idea of what’s working and where it’s working, you can use this information to inform how you approach creating new content in 2022. 

What should you do with low-performing content?

Once you’ve identified your low-performing content, consider what you want to do with it.

  • Delete the content if it’s outdated, irrelevant or doesn’t work for a specific audience segment.
  • Re-purpose the content by repurposing it into an infographic or blog post and promoting it on social media channels.
  • Rewrite the content to incorporate new information that will make the piece more relevant to current audiences and SEO best practices (this is often where a copywriter comes in).
  • Work with a content strategist who can help improve the quality of your low performing pieces through user testing and cognitive research.
  • Re-publish some of these older posts as part of a series so they’ll rank higher in search results as well as get more organic traffic on social media platforms with hashtags like #throwbackthursday or #tbt.
  • Change up design elements such as page layout, images and fonts so visitors find them more engaging than before.* Add calls-to-action at strategic points within each article so readers know exactly what action they should take next.* If something isn’t working for anyone–whether it’s people not clicking links within articles or scrolling down past certain sections–you have some choices: delete those specific pages/sections from all previous versions of this site; rework them significantly enough that they might actually be worth keeping around after all; reallocate resources elsewhere until there’s nothing left but bad memories about how much time wasted writing this junk instead could’ve been spent fixing broken websites instead (and having fun while doing so!).

Taking stock of what’s working and what isn’t will help you grow.

A content audit is an important part of a successful content strategy. The goal of this exercise is to find what’s working and what isn’t, so you can make improvements in the future.

The purpose of a content audit is to evaluate all your existing content, from blogs to emails and more, in order to help you take stock of what’s working and what isn’t. When done correctly, this process will give you valuable insights into the strengths and weaknesses of your current marketing efforts—and it will allow you to make smarter decisions about where you should focus your resources next.

Auditing existing results will also help you spot opportunities for improvement: if one particular piece has received numerous positive comments or shares but hasn’t generated any conversions yet (such as sales), then there may be ways that future iterations could improve upon that product or service further by making it more useful or relevant for potential customers!


Although content audits are tedious, they’re also necessary. And if you use a tool that automates most of the process, you can save yourself time and energy in the long run. The key is to choose something that works for you and your team; if no tools meet your needs, of course, there’s nothing wrong with doing it manually. It all depends on what kind of content audit you need to conduct and how much data you have to sort through. In closing, we want to leave you with two final thoughts: First, remember that any content audit—just like so many other things in life—is only as good as what you make of it. If done thoughtfully and strategically (and not just for its own sake), it can lead to bigger ideas about where your business should go from here — which brings us to our next point …

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