What's your approach to auditing and analyzing different content types and platforms?

1 Define your goals and scope

Before you dive into the details of your content, you need to have a clear idea of what you want to achieve and how much time and resources you have. Do you want to improve your SEO, user experience, conversion, or brand awareness? Do you want to audit and analyze your entire website, a specific section, or a cross-channel campaign? Do you have access to the right tools, data, and stakeholders? Defining your goals and scope will help you focus your efforts and prioritize your actions.

3 Evaluate your content quality and performance

Once you have your content inventory, you need to evaluate your content quality and performance based on your goals and criteria. You can use tools like SEMrush, Moz, or Lighthouse to check your content's SEO metrics, such as keywords, rankings, traffic, and backlinks. You can also use tools like Hotjar, Crazy Egg, or Google Optimize to check your content's user metrics, such as engagement, bounce rate, conversion, and feedback. You can also use your own editorial standards and guidelines to check your content's brand metrics, such as tone, voice, style, and consistency.

4 Identify your content gaps and opportunities

After you evaluate your content quality and performance, you need to identify your content gaps and opportunities. Content gaps are the missing or insufficient content that prevents you from meeting your goals and satisfying your audience's needs. Content opportunities are the potential or existing content that can help you achieve your goals and delight your audience. You can use tools like AnswerThePublic, BuzzSumo, or Ahrefs to research your audience's questions, interests, and trends. You can also use tools like Google Search Console, Google Trends, or Ubersuggest to research your competitors' strategies, keywords, and topics.

5 Document and communicate your findings and recommendations

The final step is to document and communicate your findings and recommendations from your content audit and analysis. You can use tools like Google Data Studio, Tableau, or Power BI to create visual and interactive reports and dashboards that summarize your data and insights. You can also use tools like Google Docs, PowerPoint, or Canva to create written and presentation documents that explain your methodology, results, and action plan. You should share your findings and recommendations with your team, clients, and stakeholders, and solicit their feedback and approval.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?