The Content Audit: How To Know What's Working & What To Cut

Most brands are creating content constantly & evaluating it almost never. Posts go up, some perform, some don't. The cycle continues without anyone stopping to ask why.

A content audit changes that. It's the practice of looking at your content with clear eyes & asking the question that every brand should be asking regularly: is this actually working?

What To Look At

Engagement quality over quantity. Likes are the least useful metric in your analytics. What you're looking for is saves, shares, & comments. This signals that your content is resonating deeply enough to be worth returning to or sharing. 

What topics are performing. Strip away the format & look at the subject matter. Which themes consistently pull engagement? Which ones are met with silence? Your audience is telling you exactly what they want more of. But are you paying attention? 

What's missing. Look at your content pillars & ask honestly: which ones are being neglected? The gaps in your content are often where your biggest conversion opportunities are hiding. 

What To Cut

Content that consistently underperforms & doesn't align with where your brand is headed. Formats that feel forced. Topics you've outgrown. Anything that made sense when you started but no longer reflects who you are or who you're trying to reach. 

Cutting isn't failure. It's editing & the best brands edit ruthlessly. 

How Often To Do This

Quarterly. Enough time for patterns to emerge, but not so much that you've spent months creating content in the wrong direction. 

Your content is an asset. Treat it like one.