How to Perform a Content Audit That Actually Helps

How to Perform a Content Audit That Actually Helps

If you’ve been creating content for a while—blog posts, videos, ebooks, social media posts—chances are, you have a lot of it floating around.

But here’s the question:
Is it actually working for you?

A content audit helps you evaluate what you have, see what’s performing, spot what’s outdated, and uncover opportunities to improve. Done right, it can transform your existing content into a high-performing machine.

Let’s break down how to perform a content audit that helps, without turning into a data rabbit hole.

 What Is a Content Audit?

A content audit is a systematic review and analysis of all your content—usually starting with your blog or website—to determine what’s working, what needs updating, and what should be removed or consolidated.

The goal is simple: optimize what you already have so you can get better results without constantly churning out new content.

 Why You Should Do a Content Audit

A good audit can help you:

• Boost SEO performance

• Improve user experience

• Eliminate duplicate or outdated content

• Identify high-converting content

• Find repurposing opportunities

• Align content with your current brand voice and goals

Think of it as spring cleaning for your content library—with the bonus of better traffic and conversions.

 Step-by-Step: How to Perform a Content Audit

1. Define Your Goals

Before you dive in, clarify why you’re auditing.

Are you trying to:

• Increase organic traffic?

• Improve lead generation?

• Identify underperforming pages?

• Reoptimize for SEO?

Your goals will determine which metrics you focus on.

2. Collect Your Content Inventory

Start by listing all your content. For a blog audit, export your URLs using:

• Your CMS (like WordPress)

• Screaming Frog (SEO spider tool)

• Google Analytics or Search Console

You can also manually compile a spreadsheet if your content library is small.

Your spreadsheet should include:

• URL

• Title

• Publish date

• Content type (blog, landing page, etc.)

• Word count

• Author (if relevant)

3. Pull Performance Data

Now add performance metrics to each piece of content. Here are a few to consider:

• Pageviews (Google Analytics)

• Bounce rate

• Average time on page

• Backlinks (Ahrefs, Moz)

• Keyword rankings (Google Search Console)

• Conversion rate (lead form, email signup, etc.)

• Social shares or engagement

This is where the audit gets insightful. Look for what’s getting traffic but not converting, or converting well but barely getting seen.

4. Evaluate the Content

Use your data to classify each piece. The general rule of thumb:

• Keep – It performs well and is still relevant.

• Update – It’s outdated or could rank higher with improvements.

• Repurpose – Good content that could be reformatted (e.g., blog → video).

• Remove – Thin, duplicate, or irrelevant content dragging down your site.

Questions to ask:

• Is this still accurate and helpful?

• Is it aligned with my brand and goals?

• Can I make it better with a quick refresh?

5. Identify Quick Wins and Long-Term Opportunities

Quick wins:

• Fix broken links or images

• Update stats, screenshots, or CTAs

• Refresh titles and meta descriptions

• Add internal links

Long-term plays:

• Rewrite this content

• Merge multiple posts on the same topic

• Turn high-traffic posts into lead magnets

• Repurpose evergreen content across platforms

6. Create an Action Plan

Turn your audit into a roadmap. Create a column in your spreadsheet for “Action” and assign one of the following:

• Keep as-is

• Update/optimize

• Combine with another post

• Delete and redirect

• Repurpose into other formats

Add owners, deadlines, and priorities so nothing gets lost in limbo.

 Bonus: Don’t Forget These!

• Redirect deleted content – If a page is being removed, set up a 301 redirect to a relevant page.

• Check for content gaps – Are there topics your audience cares about that you haven’t covered?

• Audit regularly – Aim to do a full audit 1–2 times per year.

 Final Thoughts

A content audit isn’t just a cleanup—it’s a growth opportunity. You don’t always need more content. Sometimes, the best move is to make your existing content work harder.

By evaluating what you’ve already created, you’ll uncover hidden gems, optimize underperformers, and create a better experience for your audience (and Google).

So roll up your sleeves, grab a spreadsheet, and start auditing. Your future content self will thank you.