How Content Auditing Can Shape Your Brand Strategy

TheDigitalFellow mascot shaping brand strategy
TheDigitalFellow mascot shows what brand you need

What Does a Content Audit Cover?

Content is what you are saying. It may include any or all of the following:

  1. Text: blogs, whitepapers, case studies, etc
  2. Audio: podcasts etc
  3. Video: product demos, long-form, micro-videos
  4. Images: PPTs, pictures, infographs, illustrations
  5. Other: webinars etc

Content appears in several places. A content audit will examine all these spaces. Some of these areas are:

  • Your website: Your content includes website copy and all your textual, audio, video, pictorial resources like blogs, whitepapers, videos and so on.
  • Your social network activity: Your content includes your posts, your engagement efforts, and campaigns.

The angles used to audit content are:

  • Website: SEO as per the Sales Funnel, Responsive to Multiple User Journeys, Analytics, etc
  • Social Network Activity: Quantity and Quality of Engagement, Industry Benchmark, Analytics, Website Traffic Analysis, etc

What Does a Content Audit Do?

Content audit, like a mirror, reflects:

  • What are you saying?
  • How are you saying it?
  • How is it being received?

Content audit goes a step further and also suggests:

  • What should you be saying?
  • How should you be saying it?

Some of the Most Common Findings from Content Audit

Example — Financial Services Provider

  • Wrong message: You are not saying what will get you buyers’ attention.
  • Content fatigue: Because there’s no solid idea behind your content, your content team gets bored or runs out of ideas to write about.
  • Lack of consistency: Because you don’t have a content strategy, you start off by producing a certain number of content pieces a week but soon that number becomes zero.
  • Content Experimentation
  • Content Workflow
  • Distribution
  • Repurposing

Rethinking Content after Audit

  • How will you build your credibility so that prospects turn to you to find solutions to their problems?
  • What are the zones where you can become thought leaders?
  • What and why should you post on your social network accounts?
  • Are you solving a problem of your customer through a piece of content?
  • What content do you want to use to stay in touch with your audience?
  • How should you change your practice from posting aggressively only to promote discounts/offers/launch to defining what your brand content should communicate?
  • How soon and how often do you respond to others’ comments on your posts/content?
  • Do you only respond while handling their negative comments or reviews?
  • Do you ever get in touch with individual users on your own?
  • Do you post natively on each platform? Or is yours a one-piece-of-content-fits-all approach?
  • Does your own staff (outside your content team) consume your content? What do they have to say about it?
  • How do you set guidelines for using specific copy and creatives for awareness and lead generation campaigns?
  • Which of your content pieces or types is doing well?
  • Which of your content pieces can be optimized or updated?
  • What can you scrap from the pool of content you have?
  • Which content can you use to gain traction from campaigns?
  • How will you repurpose the content you already have?
  • What should your content calendar look like?
  • Do you have an agenda regarding content performance vis-à-vis your competition?
  • How will you communicate this agenda to your in-house content team or your content agency?
  • Has your team or agency been doing a good and consistent job? How does the audit change your equation with either of them?
  • How much are you willing to collaborate in the process of content ideation?

Content Audit and Branding Strategy

  • Educational
  • Relevant
  • Interesting
  • Soul/Essence
  • Personality
  • Character
  • Culture


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