Audit Intelligence

Jan 16, 2014

Who Is Engaged with Your Content?

It’s always a good time to start a content audit but January, with its “out with the old, bring in the new” energy is a particularly popular time to take a deep look into the nooks and crannies of your website. Content Plus laid out a content marketing challenge: use a content audit to identify and remove content that’s not helping anybody. With a clean slate for editorial planning, you can focus on providing more targeted content.

The first step in evaluating your website’s content is to know what you have now (run that inventory!) and whether it’s any good.  In considering what to remove (or revise or create), one approach is to focus on the people involved in your content lifecycle. One of the first questions you might tackle is “Who is this content good for?” Then consider who within your organization is going to do something about it.

We introduced custom columns into CAT, the Content Analysis Tool, so you can audit directly within your content inventory.  Looking at your CAT dashboard or a content inventory spreadsheet, you can add three top criteria for your content investigation. There are many different ways to use the custom columns, but we like the WHO experiment because it’s so immediately actionable and because it gets the team involved—you don’t have to do it all yourself!

Grab those personas or your main audience groups and start sorting your web content.  Here’s one suggestion for choosing custom labels and using them to evaluate and tag content. How you ultimately decide to label your columns and set the value parameters should fit your own organization and timeline.

Audience:  Who is the content for?

  • Does it have a clear target audience identified by your personas or audience types?
  • Does it pertain to more than one?
  • If so, who is the dominant audience?

Team: Who is responsible for this content?

  • Is someone actively responsible for its care and feeding?
  • Does this belong to a team or department?
  • Is this assigned to a creator or manager? (Role works nicely as a label here)

Action: What should they do about it?

  • Does this content need removal or revision?
  • Do you have specific tasks to assign based on looking at the page (use our resources details feature with screenshot included to view the whole page with CAT and find the issues)
  • Is the content fine as-is and requires no action? Team members will love to see this task assigned to them!

Select Custom Columns in your CAT dashboard, give each a name, and add lists of values for the tags. Then you’re set to populate them in your job details.


Audience, Team, and Action are just three potential choices. There are many ways you evaluate your content but if you’re holding off on your audit because of time constraints or overwhelming options, we’ve found these three can give you immediate insight into important factors of your web content. Does it belong to someone within? Does it engage with someone beyond? 

When the answer to either of the above is NO for a majority of content, that’s an insight about revision you’re better off knowing early in the year. 

Category: Content Audit Tips

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