As B2B marketers, we know January is the perfect time to refresh, reset and realign. One of the most effective ways to start the year strong is by conducting a content audit. This will provide you with valuable insights to inform your content calendar for the year ahead. So let’s dive into the essentials of a content audit: what it is, why it matters and how to do it.
What is a content audit?
A content audit is a systematic evaluation of all your marketing content—from blogs and white papers to videos, infographics and social media posts. The goal? To assess the quality, performance and relevance of your existing assets. Think of it as Marie Kondo-ing* your marketing materials: identifying what sparks engagement, what needs tweaking, and what’s past its prime.
Why should you do a content audit?
The benefits of a content audit go beyond tidying up. An audit will:
- Ensure your content supports your business and marketing objectives
- Identify top-performing content to replicate and underperforming pieces to improve or retire
- Help you to avoid duplication
- Focus your efforts on creating impactful, high-value content
- Prompt you to update outdated material to keep your content fresh and up-to-date.
What are the desired outcomes of a content audit?
A well-executed content audit should:
- Highlight what’s working and why
- Provide a roadmap for future content creation
- Improve alignment between your content and marketing goals
- Free up resources to focus on high-impact initiatives.
How to conduct a content audit
A successful content audit involves several steps. Here’s a roadmap to guide you:
1. Inventory your content
Start by cataloguing all your marketing materials. Create a spreadsheet to track key details—title, format, date of publication, platform, and performance metrics (such as views, downloads or conversions).
2. Evaluate performance
Analyse which content pieces resonate most with your audience. Ask:
- Which posts have garnered the most engagement?
- Are certain formats outperforming others?
- Does the content align with your current marketing goals?
3. Assess quality and relevance
Look critically at each piece:
- Is the content accurate, well-written and visually appealing?
- Does it reflect your brand’s tone and positioning?
- Is it still relevant or does it need updating?
4. Identify gaps and opportunities
Map your findings against your audience’s journey. Are there areas where your content is sparse, such as nurturing leads or driving loyalty? Pinpoint opportunities to address these gaps.
5. Action your insights
Create a clear action plan. This might include:
- Repurposing high-performing content into new formats
- Refreshing outdated materials with updated data or design
- Retiring pieces that no longer serve a purpose.
Final thoughts
A content audit might not be the most glamorous part of B2B marketing, but it’s good housekeeping. By taking the time to review your existing content, you’ll form a solid foundation upon which to build your 2025 content calendar.
* Marie Kondo, also known as Konmari, is a Japanese organising consultant, author and TV presenter. Kondo has written four books on organising, which have collectively sold millions of copies around the world.
