A Step by Step Guide to Content Auditing Services
                     A Step-by-Step Guide 
to Content Auditing 
Services
https://goodmanlantern.com/
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In today’s saturated digital age, ensuring your content stands out 
and resonates with your audience is more critical than ever. It’s 
also essential that your marketing is top-notch and aligned with 
your business goals. But before you can create and publish new 
materials, it’s crucial to take a step back and assess what you 
already have. Here’s where content audit services come into play. 
Digital content audits are unquestionably a critical component of 
any marketing strategy. They’re a comprehensive review of all the 
marketing materials a company has published. It helps identify 
what’s working, what needs improvement, and where to focus 
marketing efforts in the future.
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Businesses benefit greatly from understanding what a content 
audit is and how to conduct one. So, we’ve put together a step-by-
step guide to completing one to optimise your content and 
achieve greater success. We’ll also look into why you should hire a 
professional content audit services company.
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What Is a Content 
Audit?
A content audit 
analyses a company’s 
current content to 
identify what’s 
working, what isn’t, 
and also what needs 
improving. The audit 
provides insights into 
how your content perf
orms
 and what changes 
can maximise its 
effectiveness. 4
A big part of the process is collecting and analysing data through 
various metrics such as page views, social media shares, etc. This 
tells us how your target audience engages with the brand and what 
areas you should focus on in the future.
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Why Do Companies Need Content 
Audit Services?
Content audits are a necessary first step to better customer 
engagement and marketing strategy development. Thorough 
audits also show how your content compares to competitors and 
how to differentiate your brand from theirs. 
Here are some more reasons why companies need content 
audits: 
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1. Create Better Websites 
A content audit can improve your website structure and organise 
and categorise your content. A more logical structure makes it 
easier for users to find what they want. An audit can also identify 
areas where images, videos, or other media files are slowing 
down your website’s performance. Optimising these improves 
page load speed and general user experience.
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2. Gain Better User Engagement 
Content audits test the quality and relevance of existing 
marketing materials. Finding outdated content is surely a chance 
to add material that will better resonate with your audience. This 
can create a better user experience, increasing engagement and 
time spent on the site.
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3. Increase Search Engine Visibility 
and Ranking 
Search engines prioritise websites with high-quality, relevant 
content. When an audit improves the web page content, it helps 
increase its visibility and ranking in search results.
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4. Plan a Winning Content Strategy 
A digital content audit provides a comprehensive overview of 
existing marketing materials. This informs future planning and 
strategy by identifying content gaps and areas for improvement. 
It also identifies outdated or irrelevant copy for removal or 
revision. An audit can also find ways to repurpose or reuse 
existing content, maximising its value and increasing its impact.
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5. Allocate Resources Better
An audit helps explicitly differentiate between high-performing 
and low-performing content. This can help allocate resources 
more effectively to maximise the impact of content creation 
efforts.
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A Step-by-Step Guide to Content 
Auditing
Without further ado, let’s dive into the six steps you need to 
follow to perform a content audit for your company.
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1. Define Your Goals and Metrics
Defining your goals and metrics is crucial in ensuring that the 
audit is focused, relevant, and actionable. The objectives of a 
content audit can vary. Some popular goals are improving user 
experience and increasing search engine visibility.  When 
defining your objectives, consider the business’ broader goals 
and how your content can help to support those goals.
Once you’ve defined your goals, the next step is to determine 
the metrics you’ll use to measure the success of your audit. 
Standard metrics for an audit include page views, time on page, 
bounce rate, and conversions. Engagement metrics such as 
comments, shares, and likes are other common metrics. 
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The metrics you choose should be directly related to your goals. For 
instance, if your goal is better social media engagement, the number 
of shares is a good metric. It’s important to choose relevant, 
measurable, and actionable metrics. The metrics should be easy to 
track over time to see if the changes made due to the audit are having 
the desired impact.
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2. Take Inventory and Categorise 
the Content
Inventory includes all pages, blog posts, images, videos, and 
likewise other media that make up your website. An accurate 
inventory needs to be as comprehensive as possible and also to 
use a tool that makes it easy to categorise and organise your 
content. Some standard inventory tools include 
content management systems and website crawling tools.
Once you’ve taken an inventory, the next step is categorisation. 
Categorisation helps to make it easier to analyse, evaluate, and 
make recommendations. Some common ways to organise 
marketing materials include by topic, format, audience, and 
stage in the customer journey. 
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Choosing a categorisation method that makes sense for your 
website and your goals is undoubtedly essential. Accurate 
categorisation ensures that the results of your audit are accurate 
and actionable.
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3. Evaluate 
Content Quality
Evaluating content 
quality helps identify 
improvement areas. It 
offers 
recommendations for 
updating and 
enhancing your 
marketing materials. 
Relevance, accuracy, 
readability, and 
usability are markedly a 
few factors that 
determine quality.
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You can use several methods for evaluating content quality. They 
include manual review, using scoring systems or checklists, and 
likewise using analytics data. In a manual review, a team member 
reads each piece of content and assesses it based on predetermined 
criteria. Scoring systems and checklists provide a more objective 
way of evaluating. It allows you to assign a score or likewise check 
off items for each piece. 
Analytics and data provide the most accurate insights. Gauging 
page views, bounce rate, etc., provides valuable insights into how 
users interact with your brand. Combining these methods can 
eventually help you comprehensively understand your content’s 
quality.
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4. Find Content Gaps
Content gaps are areas in your website’s copy where there needs to 
be more information or coverage on a particular topic or theme. 
These gaps can impact your website’s search engine visibility and 
user experience. It also affects the overall effectiveness in achieving 
your goals. So, finding these gaps is an essential step in a digital 
content audit. It can identify opportunities for creating new and 
better material to improve the brand’s performance.
Keyword research, competitor analysis, and user feedback are a few 
methods that can surely identify content gaps. Keyword research 
can help identify terms most relevant to your audience that you 
haven’t currently covered in your marketing copy. 
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Competitor analysis can particularly identify areas where your 
competitors outperform you. This can provide inspiration for new 
content topics. User feedback includes comments, survey 
responses, and customer support interactions. These obviously 
provide valuable insights into where your users seek more 
information or face difficulties. 
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5. Collect Data and Run Analyses
Data analysis looks into patterns, trends, and insights 
surrounding your content. There are several methods for 
analysing data, including:
 Analytics data:  Analyse your website’s analytics data to 
understand how users interact with your content altogether. 
You can look at metrics such as page views, time on page, 
bounce rate, and conversion rates.
 User feedback:  Analyse user feedback, such as comments, 
survey responses, and also customer support interactions. 
This can help you understand how your users perceive your 
brand and identify areas for improvement. 21
 Keyword analysis: Analyse your website’s keyword performance to 
understand how well the pages rank in search results.
 Competitor analysis: Analyse your competitors’ websites to 
basically understand their marketing strategies, strengths, and 
weaknesses. 
When analysing data in an audit, it’s essential to look for patterns, 
trends, and insights that can inform future changes. For example, if a 
particular page has a high bounce rate, this may indicate that the 
content isn’t relevant or engaging to your target audience. It’s a 
solid sign that the page may need updating or replacing.
The goal of data analysis is to understand how your content 
performs. Using data to validate assumptions and hypotheses about 
your content is useful. It also helps you make decisions based on 
hard data. 22
6. Draw Up an Action Plan
Drawing up an action plan after a content audit is indeed 
important in ensuring that the company benefits from the 
results. The audit findings inform the action plan. The plan can 
outline the specific actions you’ll take to improve your content’s 
quality, relevance, and effectiveness.
It’s important to prioritise the recommendations you identified 
during the audit. Recommendations can include updating 
existing content, creating new material to fill gaps, optimising 
your website’s structure and navigation, or making other 
changes to improve the user experience.
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It’s also important to allocate resources, set timelines for each 
action item, and establish metrics to measure the impact of your 
changes. A well-defined action plan will help you stay focused, 
organised, and on track as you improve your website’s content.
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Why Work With a 
Professional 
Content Audit 
Services Company?
There are several 
reasons it may be 
beneficial to work with 
a professional content 
audit services 
company:
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1. Expertise and experience:Content audit services companies 
have the knowledge and experience to conduct comprehensive 
audits. They can identify improvement areas and make data-
driven recommendations.
2. Objectivity:An external company provides an objective 
perspective. They are free from internal biases or assumptions. 
This can undoubtedly be crucial in identifying areas for 
improvement and making necessary changes.
3. Efficiency:A content audit services company has the tools and 
resources to complete audits quickly and efficiently. They can 
reduce the time and resources required to complete the audit 
in-house.
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4. Increased accuracy:Content audit services companies can ensure that 
the audit is accurate and complete. They can reduce the risk of missing 
important information or making incorrect assumptions.
5. Access to industry best practices:Professional services stay up-to-date 
on the industry’s best practices and latest trends. They bring a wealth of 
knowledge and experience to the audit process.
6. Comprehensive recommendations:A content audit services company 
can provide a comprehensive plan of action with this intention of 
improving content. This ensures that the audit results are actionable and 
have a tangible impact on the business.
A  specialised company can provide a comprehensive and efficient 
marketing assessment.  They can provide valuable insights and actionable 
tasks to improve the website’s performance accordingly. Ultimately, help 
you reach your business goals faster.
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Connect With Goodman Lantern for 
Content Audit Services
Goodman Lantern is a leading SEO content audit agency. Our 
team of experienced auditors can provide detailed insights into 
how your content is performing. We devise practical changes to 
help maximise the effectiveness of your marketing campaign. We 
also adjust your content marketing strategy and find ways to 
better measure success. 
Contact us today to learn more about our content audit services.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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