A structured review of all the content you already have, to decide what to keep, update, merge or remove. It is usually done in a spreadsheet with one row per piece and its performance.
Example
Meera lists her 120 Instagram posts and 15 blog pages in a sheet, with reach, saves and enquiries for each. She finds that size-guide posts still bring enquiries a year later, so she updates them, and archives old offer posts that now show wrong prices.
How you'll hear it
“Let's do a content audit before we make anything new; we may already have half of it.”
Don't confuse it with
- Content strategy: the audit looks back at what exists; the strategy looks forward at what to make.