How to use this template for a Content Audit

The content audit is a place to collect your existing content, list the effectiveness of each
channels at what exists today and list those pieces in the green columns. Then track the
columns. If content is performing well, ask your team, "Could it be shared in different wa
can use the next steps space to identify what could be changed.

Benefits

Performing a content audit helps ensure that your existing content is aligned with your m
determine whether content should stay in circulation or be retired. Additionally, you may
marketing initiative (like rebranding, an event, or a product launch/update) -- or if it shou
Recommendations
Green Tab -
Space to list important elements about existing content, such as:
TYPE AND
audience.
PURPOSE

Blue Tab -
Track the major performance metrics that matter to you.
PERFORMANCE

Yellow Tab - Based on the performance, list what to do next. It could be as sim
NEXT STEPS again in a difference platform.

How to Use the Tabs and update content

Drop Down
Content Audit
Source

You can customise drop down

Customise the columns or simply
lists in this tab. We've listed some
fill in the blanks on the rows to
ideas here to get you started, but
understand the current state of
you can customise this based on
your content assets.
your needs.

Need More info

Today, LinkedIn members number more than 430+ million of the 600 million
anywhere of influential, affluent, and educated people. Stay up to date on L
dit

ontent, list the effectiveness of each piece, and determine next steps. Look across your website, blog, and social
n the green columns. Then track the performance in the blue columns. Finally, determine next steps in the yellow
, "Could it be shared in different ways or should we create more content like this?" If it is not performing well, you
e changed.

isting content is aligned with your marketing strategy. For example, you can do this during planning cycles to
or be retired. Additionally, you may want to see if you already have content on hand could fit the needs for a new
oduct launch/update) -- or if it should be updated so it fits.
ts about existing content, such as: the title, what marketing objective it solves, and what value it provides the

metrics that matter to you.

t what to do next. It could be as simple as "Keep or Retire." Or you may see an opportunity to use the content

can customise drop down

this tab. We've listed some
here to get you started, but
n customise this based on
your needs.
 430+ million of the 600 million professionals on the planet, representing the largest group
d people. Stay up to date on LinkedIn Marketing Solutions at www.marketing.linkedin.com
s your website, blog, and social
ermine next steps in the yellow
" If it is not performing well, you

is during planning cycles to

nd could fit the needs for a new
d what value it provides the

pportunity to use the content

 ing the largest group
arketing.linkedin.com
 ▽ Use this section to capture what purpose the content provides your brand, the rele

TYPE AND PURP

Content Title Type of Content Objective

what purpose the content provides your brand, the relevancy to the target audience, and where the content lives ▽

TYPE AND PURPOSE

Content Home Home URL Audience / Persona Gated or Ungated

NOTE:
NOTE:
Some
Some of
of these
these
columns
columns have
have drop
drop
down
down options.
options.

If
If you
you would
would like
like to
to
customise
customise these
these drop
drop
down
down options
options please
please
 down
down options.
options.

If
If you
you would
would like
like to
to
customise
customise these
these drop
drop
down
down options
options please
please
do
do so
so on
on the
the yellow
yellow
'Source'
'Source' tab
tab
 ▽ Use this section to track performance ▽

PERFORMANCE

Number of
Buyer's Journey Keyword Phrases Page Views Bounce Rate Downloads
Comments
mance ▽ Use this section to identify next steps

CE NEXT STEPS

Social Shares Action

Type of Content Content Home Gated or Ungated Buyer's Journey

eBook Blog Gated Top of Funnel

Case Study Website Ungated Mid-Funnel

Data Sheet Landing Page Bottom Funnel

Slides YouTube

Video Slideshare

Product Tutorial

Tools

Infographic

Blog Post
 Action NOTE
Keep - No Changes

Improve
You can ad more items to
each dropdown menu
Remove
under the specific
column here
Consolidate