How to Do a Content Audit: Do's and Don'ts
- Nicole Read
- Jul 14
- 3 min read
Right, be honest with me... when was the last time you actually looked back at your content? Not just posted and moved on, but properly sat down and asked, "is this working?"
If the answer's "never," you're not alone. Most brands are so busy creating the next thing, they never stop to check if the last hundred things actually did anything.
That's where a content audit comes in and no... it's not as scary as it sounds...
What Is a Content Audit?
A content audit is exactly what it says on the tin... an honest look at everything you've posted, so you can see what's pulling its weight and what's just taking up space on your grid.
Think of it like a technical rehearsal before opening night. You're checking what's working, what's clunky and what needs cutting completely before you go again.
Done properly, it tells you:
Which content is actually driving engagement, saves, and follows
Which pillars are overperforming (and which ones you've been neglecting)
Where your messaging has gone a bit... off-brand
What's outdated, irrelevant, or just not you anymore
The Do's
Do look at data, not just gut feeling: Your favourite post might not be your best performing one. Let the numbers do the talking first.
Do audit across a proper time frame: A week won't tell you anything. Look at three to six months minimum so you're spotting patterns, not one-off flukes.
Do check for pillar balance: If one of your content pillars is doing all the heavy lifting and the others are gathering dust, that's worth knowing.
Do look at consistency in tone and visuals: Does your content actually look and sound like you throughout, or has it drifted?
Do be honest: This is the big one... An audit only works if you're willing to admit some of it just... isn't working.
The Don'ts
Don't audit based on vanity metrics alone: Likes are nice but they don't pay the bills. Look at saves, shares, comments and conversions too.
Don't take it personally: Some of your content won't have landed. That's not a reflection of you, it's just data. Use it, don't spiral over it.
Don't skip the competitor check: You're not auditing in a vacuum. A quick look at what's working for others in your space gives you context.
Don't do it once and forget about it: A content audit isn't a one-time tick box. Revisit it every quarter so you're always working from current, accurate insight.
Don't try to fix everything at once: Pick your top three takeaways and action those first. Trying to overhaul everything overnight is how strategies die before they start.
Where to Start
If you're new to this, start small.
Pull your last 20 to 30 posts, note what performed, what flopped and what pattern you can see. You'll be surprised how quickly the story starts to tell itself.
Want a proper structure to work through instead of guessing? I've put together a mini content audit checklist you can run through yourself!
Here's a sneaky peek at a recent document I put together for Elisa, who runs her own inclusive boudoir photography business in Bedfordshire and surrounding areas. Check her out!
When You're Ready for the Full Show
A DIY audit is a great start. But if you want the full picture, the kind that actually tells you what to do next, that's where I come in.
I run in-depth content audits for brands who want more than a surface-level glance. You'll get a proper breakdown of what's working, what's not, and a clear plan for where to go from here.
Now stop guessing and let's get strategic!
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