What Is a Marketing Content Audit (And Why You Need One)

A marketing content audit is like deep cleaning for your website, except instead of finding that mug you lost last year, you find broken links, outdated case studies, and content that’s been quietly scaring off leads.

So, What Is a Marketing Content Audit?

A marketing content audit is a systematic review of all the content your company uses: Blogs, landing pages, white papers, emails, social posts, and anything else with your name on it. We figure out what’s working, what’s underperforming, and what’s missing entirely.

Think of it as a health check for your messaging. Instead of guessing why traffic is down or leads are dropping, you get data and insight into how well your content is supporting your goals.

Why It Matters

Content is your first salesperson. When it’s off-message, outdated, or confusing, it slows your funnel down. When it’s sharp, consistent, and aligned with your strategy, it builds trust and drives conversions. An audit helps you:

• See the big picture. Know exactly what content you have and how it’s performing.

• Spot gaps. Find out what buyers need but can’t find (comparison pages, updated case studies, explainer posts).

• Fix inconsistencies. Align your brand voice and messaging across every channel.

• Optimize for ROI. Cut or update content that isn’t pulling its weight and double down on what works.

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What a Borrowed Pen Audit Includes

Here’s what we review when we run an audit for clients:

• Inventory & Categorization: Every page, post, email, and downloadable asset is mapped and tagged.

• Performance Metrics: Traffic, bounce rate, conversions, SEO ranking, engagement.

• Message Alignment: Consistency with your current positioning, value props, and proof points.

• Brand Voice Check: Is everything sounding like you? Or do some pages read like they were written by a stranger?

• Gap Analysis: Topics your buyers search for that you don’t cover, formats you’re missing, and opportunities to reuse or repurpose.

• Action Plan: A prioritized roadmap with what to keep, kill, update, or create.

  
  

Signs You’re Due for a Content Audit

If any of these sound familiar, it’s probably time:

• Your last blog post is from 2022.

• Your sales team sends their own decks because they don’t like marketing’s.

• You’ve got three different taglines floating around your website, social media, and ads.

• You have no idea which content is actually driving leads.

• Your competitors are outranking you for the terms you should own.

  
  

What Happens After the Audit

After we deliver your findings, you’ll know exactly which content to refresh, which to retire, and which new pieces to create. That means no more guesswork, no more wasted budget, and no more random acts of content.

Ready to see what your content is really doing for you? Let’s run an audit, clean up your messaging, and build a plan that drives measurable growth. Get started now.