65 Actionable Checks

Design Strategy

Grow a Following

Be More Discoverable

Improve Engagement

Own Long-Term Attention


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Is there a documented content marketing strategy?

The content marketing strategy is key and is the basis for producing sharable, likable, and enriching content.

Does the brand do regular audience surveys?

This can be done through email (Survey Monkey), blog posts, and even social media to gauge what the reader wants to read.

Does the brand have current audience personas?

Personas help you gauge who you should be talking to in your website content. Consider the following situations when creating personas.

Are there adequate content guidelines in place?

A helpful document for managers and employees to adhere to for posting your brand's content. i.e. For consistency: post length, tone, purpose (who are you reaching, why), and photography.

Is there an adequate content calendar?

Create a simple, shareable spreadsheet with the title of the piece, due dates, publishing dates, links, etc. 

Is the content calendar kept current?

Assign someone to refresh the content calendar daily, weekly, or monthly to make sure deadlines are being met.

Is a content mapping kept current?

A refreshing of your current content:

  1. Identify and understand your customer personas.
  2. Audit your existing content.
  3. Identify holes in your content/weak areas.
  4. Brainstorm new content ideas, filling gaps.

Documented topics/questions/issues are important to your target audience?

Keep a working doc of certain topics/questions/issues that your audience brings to your comments, social media, etc. This will give you refreshing ideas for pages and blog posts.

Documented how they prefer to consume content?

(video, audio?)

Document likes and comments you get on the media types you post.

This can help you map out your content strategy.

Documented where they prefer to consume content?

(social channels? mobile?)

Document which social channels get the most engagement.

Keep track of if they're more likely to be on mobile or desktop.

Has a competitive analysis of content marketing been completed?

Do a quality test on your competitors' sites. Does their SEO look weak? Do they post too little or too often?

Have relevant, outside influencers been identified?

Find content, within your target market, with a lot of reach and a high relevancy score (use a tool like BuzzStream to help). Then, create a documented list of influencers who you can reach out to via email.

Have we mapped categories to personas, objectives, style, and tone?

On your documented list of personas, categorize them into the primary personas, then secondary personas, and "negative" personas (who you don't want as a customer). Figure out how you are going to speak to each of these personals by writing style and tone.

Are the tools in place?

These tools include ways to share and promote the brand's content.

Is there a blog?

A blog is helpful with creating a relevant site/SEO rankings. Check to see if there is a blog on the top of the home page or on the bottom of the page.

Does the blog have an email subscription option?

A pop-up box to subscribe and/or a link to subscribe on the blog page brings in a lot more traffic than the alternative.

Does the blog have an social subscription features?

The page should have buttons to click and subscribe either on the side, bottom, or top of the page.

Does the blog have an social sharing features?

Social sharing buttons usually are on some portion of the page - usually the bottom or sides.

Does the blog have sharing features?

The "Share" button is usually at the bottom of the post, near the comments section, and easy to find for the reader.

Is there an RSS feed?

An RSS is a stream of posts or comments that is updated when new content is published. It allows other people to monitor your blog, along with other websites they are interested in.

There are 45 more steps in this audit.


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