Note: this was created as part of a living content audit repository. For the full template, become a paid member of marketingaid.io

Step-by-Step Guide to Performing a Content Audit (With Funnel Alignment)

A content audit helps assess your existing content’s performance, SEO value, engagement levels, and effectiveness at guiding potential customers through the sales funnel. Incorporating the funnel ensures your content is strategically driving traffic, nurturing leads, and converting customers.

📝 Step 1: Define the Goals of Your Audit

Before analyzing your content, define what you want to achieve. Knowing your goals will determine which metrics to track and what improvements to make.

Common Audit Goals:

• Ensure full-funnel coverage – Identify gaps in awareness (TOFU), consideration (MOFU), or decision-stage (BOFU) content.
• Improve SEO performance – Optimize underperforming content for better keyword rankings and organic traffic.
• Boost engagement & retention – Increase time on page, reduce bounce rates, and improve CTA effectiveness.
• Increase conversions – Identify content that isn’t driving sign-ups, sales, or other desired actions.
• Update or remove outdated content – Refresh statistics, fix broken links, and ensure information remains relevant.
• Optimize content distribution – Ensure content is effectively shared across social media, email, and paid channels.

🔹 Tip: Keep your goals focused—don’t try to tackle everything at once.

📂 Step 2: Inventory & Categorize Content

Gather a comprehensive list of all your content assets, organized by funnel stage.

Types of Content to Audit by Funnel Stage: