What are the best questions to keep top of mind when conducting a content audit?

This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales reply simply couldn't close a deal with a highly customized 1-pager. The truth is - content should be created with a purpose. Here are the questions I like to ask when conducting a content audit: Does this content answer questions our customers are asking? Does it help our customers & prospects accomplish their goals? How does ...Read More

Content audits are very complex and for a good reason, content forms the bedrock of your Go-To-Market (GTM) strategy. It powers the education of your category and product, nurtures trust, and transmutes mere words into the embodiment of your brand and its distinctive voice.  To get to the questions, you need to think about the audit in terms of phases. Phase 1: Stage and persona framework: Do you have content that touches every stage of the customer journey, pre and post sale, for every layer of ...Read More

Funnel stage, persona, and topic. Funnel stage - is this content for someone who has never heard of your company and what you do before, or is it for someone who has been all over your website? The former will need to be introduced to what you do in a way that is interesting and engaging (think "thought leadership") where the latter will be more interested in your company (think case studies). Persona - who is this content more relevant for? If you're selling to Analytics/Operations folks, is th ...Read More

Content is the cornerstone of an ABM campaign. Auditing and organizing your content can be time-consuming but it is worth the effort. Once you organize your content in a way that’s easy to sort or pick and choose, you’ll be able to easily identify the assets for your ABM campaign. Below are nine questions to keep top of mind: When was it created? Is the content relevant today? Who is the author? Analyst, third-party, customer, or in-house content? What is the format? PDF, video, or interactive? ...Read More

How well does the content align with the organization's overall business goals? Is it helping to achieve key objectives such as generating leads, increasing brand awareness, or driving sales? Can we measure it? Is the content relevant to our ICP? Does it address their pain points, interests, and needs? Would they consume it and take action? How well is the content performing? What are the traffic, engagement, and conversion rates? How does it compare to other content on the website, against indu ...Read More

In a perfect world there would be a single dashboard listing all my content, with search, GenAI summaries, and automations to promote, demote, or flag content for review. What I'd want to know is: When was the content created? Who wrote it originally? Who last edited it? What is a brief summary of the content? What products does this content relate to? What personas does this content serve? What jobs to be done does this content address? What are the key needs, pain points, addressed in this con ...Read More

This is a very insightful question! I say this because keeping the desired outcomes and goals front and center is incredibly valuable when conducting a content audit. Here are some important questions to consider: What is the goal of this piece of content? Does this piece of content align with your target audience and ideal customer profile (ICP)? Is this piece of content helpful to your audience? Is this piece of content up-to-date or need revisions? How has this piece of content been performin ...Read More