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Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every April 22, the world celebrates Earth Day, an opportunity to rally together to raise awareness of the global environmental movement. And though the first Earth Day was observed in 1970, it took more than a decade before “green” products — that is, those specifically marketed as environmentally friendly — made their way to mainstream store shelves. According to Fast Company, the number of new green household products doubled between 1989 and 1990. 

Today, eco-friendly products are everywhere in every form as demand for them continues to grow. We used Explore, our social intelligence platform, to learn more about how consumers have been talking about “green” products over the past year. 

Social Mention Volumes: The Christmas Day Plunge

From April 1, 2022 through March 31, 2023, there were 31.3 million social media mentions of “green” product-related keywords — including “sustainable”, “compostable”, “eco-friendly”, and “zero-waste”. That represents a 356% increase compared to the previous 12 months. 

Earth Day 2022 was understandably the top day for mentions of “green” keywords, but they dipped dramatically on December 25, 2022, making Christmas an especially uncommon day for online conversations about eco-friendly products.

#Sustainable was the top hashtag in the global eco-friendly conversation. It was followed by #savesoil, which refers to the global movement to fight soil degradation. 

Other top hashtags included #organic, #ecofriendly, and #plantbased.

The most-shared link was the homepage of the Save Soil movement. It was followed by “How plastic pollution is choking the planet, and what’s being done about it,” a Global News article about plastic waste. Each of these pieces of content shows how eager participants in this conversation are to discover opportunities to join the fight against climate change. 

r/Vegan, the vegan Reddit forum with more than 1.2 million members, racked up 49.3K mentions off our “green” keywords list. It was followed by r/AskReddit, the site’s advice forum, and r/ZeroWaste, a low- and zero-waste lifestyle forum. 

From April 1, 2022 through March 31, 2023, there were 130K mentions of “green” keywords across product reviews, at an average of 357 per day. Excluding reviews marked as posted as part of a promotion, mentions were again fewest on Christmas Day 2022. However, they spiked on April 11, 2022, with “food” and “plant” among the top keywords.

Food and drink products were the top topics of these reviews. Home and garden as well as beauty and fitness products were also highly-mentioned. 

From product reviews to social media touch points like r/Vegan and #sustainable, consumers look to one another to discover effective “green” products online. Reddit may be joining platforms like Pinterest as a top product discovery destination. As Earth Day comes and goes, so does a good amount of eco-focused marketing messaging. But brands committed to fighting the climate crisis all year long may have opportunities to differentiate themselves during the holiday season. 

Want to learn how to extract insights like these for your brand? Schedule a demo today to see what Meltwater’s media intelligence solution can do for you:

What Brands Can Learn from a Year of “Green” Keyword Mentions

Social media is one of the most powerful tools in any marketers arsenal. It helps you connect with your audience in a more casual way than through an email or ad, and offers innumerable options for content types — from videos to quizzes, tutorials to behind-the-scenes. But to know how this content is actually performing and serving your goals, you need social media analytics. 

Getting the most out of your social media efforts is easier when you choose the right social media analytics tools. 

Social analytics tools are external softwares, plugins, or native analytics that allow you to see engagement metrics for your channels, as well as your competitors channels. 

Many social platforms offer a built-in, easy-to-use analytics dashboard, so you could start there, but note that they do have their limitations if you're looking for omnichannel marketing insights.

For example, Twitter Analytics can tell you at a glance your number of tweets, followers, impressions, profile visits, and mentions. Facebook Insights delivers post-related data, such as audience reach, clicks, and reactions. LinkedIn offers analytics that measure engagement and supply information about your followers’ demographics.

Outside of native analytics channels, you can use third-party social media analytics tools, which provide a holistic view of the effectiveness of your social media strategy. These platforms save you time from switching between the different social media networks and offer customizable dashboards so that you can easily compare your performance across networks.

Tip: Learn how to measure social media campaign success.

Benefits of Using a Social Media Analytics Tool

There are many benefits to social media analytics tools. Namely, they provide context, data, and insights that help you and your social media team understand which posts are resonating the most with you audience, and on which platforms. 

Social media analytics tools often offer more in-depth insights than native tools, and allow you to easily compare performance over different date ranges.

Here are some of the top platforms for social media analytics software:

With the Meltwater social media analytics tool, you can get the full picture of your earned and owned performance on social media. With easy switching between individual channel and omnichannel views, Meltwater gives you in-depth insights for shaping your social strategy. You can track metrics for Twitter, Facebook, Instagram, YouTube, and LinkedIn.

Meltwater also offers additional built-in competitor tracking and benchmarking for Instagram, Facebook, and Twitter. 

You can also find top-performing posts by topic tags, to improve your understanding of the content that resonates with your audience. Your analytics can be easily summarized in reports and shareable dashboards to send to key stakeholders.

Linkfluence, a Meltwater offering, applies AI technology to offer extensive consumer insights and analytics. They're great for learning about consumer perceptions and behaviors on the go, so you can make intelligent decisions quickly. Insights cover all stages of your brand and product-management lifecycle, from strategy to execution. 

The Linkfluence team of data scientists, machine learning specialists, and market research experts apply AI and human expertise to global data sources. They analyze online consumer discussions and trends to provide their clients with real social insights to drive your business forward.

Linkfluence is a Meltwater Offering. Schedule a demo today to see it in action!

Sprout Social is a popular social media analytics software option for marketers, particularly at the enterprise level. Like Meltwater social analytics they help you see a cross-channel view, providing qualitative analysis and insights into your top-performing content. They also provide social listening capabilities and a unified inbox to help you reply to all DMs from one place. A unique feature of Sprout Social is their employee advocacy tool, which helps you amplify your messages using employees, thereby improving engagement.

With Sprout Social's social media analytics software, you can analyze various topics and hashtags to understand the best social content for getting engagement from your audience.

Tip: Take a look at other Sprout Social alternatives.

We can't go on without mentioning Google Analytics. While not solely designed for social media analytics, they do provide some great insights into how your social content is performing, from a site traffic perspective. 

They also offer unique insights from your data, and because it's Google, these insights are always going to give you more context than other tools specifically designed for social analytics (which are more focused on how your posts perform, rather than how your audience performs once they arrive at your site).

In particular, you can assess how social performs against your other marketing channels when it comes to goal completions such as purchases, email subscriptions, or add-to-cart.

Hootsuite is a very recognizable name for those in social media, so it definitely has that going for it. Because of their legacy, Hootsuite's social media analytics tools are some of the best in the biz.

Their analytics platform helps you establish benchmarks and track your performance over time. You can choose from 200+ metrics to create reports in multiple formats such as PDF and Excel.

While Hootsuite does a great job helping you analyze your performance on social channels you do need to integrate with other tools for more advanced insights, such as tracking brand mentions. 

Tip: Learn more about Hootsuite Alternatives

Statusbrew is a social media analytics tool for teams that want clear, cross-network reporting without spending hours in spreadsheets. It helps you track performance across channels, spot trends, and share client-ready insights from one place.

You can start with ready-made 20+ report templates, then go deeper using 250+ KPIs to build custom dashboards. 

Tags make it easy to group posts by a theme and report on results over time. Statusbrew also includes social + web listening to track keywords, mentions, and sentiment, so you can connect performance changes with what people are actually saying.

With Talkwalker, your team can analyze your social performance from all angles. They help you understand sentiment ratings for your brand, as well as track the reach and engagement for various hashtags you use. 

No matter which route you take, the best social media analytics tools will help you identify and deliver key insights for advancing your social media strategy.

Tip: Learn more about the what why and how of sentiment analysis.

Buffer is a user-friendly social scheduling platform, popular for individual use as well as business use. Their features may be on the more simplistic side compared to more advanced software solutions on this list, but if you're looking for a simple and cost-effective way to get started with scheduling content on social media and analyzing performance, Buffer is a great option.

They have 4 tiers, including a free version that allows users to connect up to 3 channels. The higher tiers do allow you to get fancy with integrations and more comprehensive social media metrics.

Tip: Take a look at the top social media management tools on the market.

Aside from general scheduling and reporting capabilities, Tailwind also offers a unique ghostwriting and AI-generated content aspect for busy social media and content marketers. They specialize in social media analytics software for small businesses. 

Tailwind is cost-effective and designed to help smaller teams make an impact on social and through email. The one caveat is that they currently only support Instagram and Pinterest.

Tip: Learn more about Tailwind alternatives

Brandwatch provides users with comprehensive social listening, brand monitoring, and social media management software, helping their customers get a full picture of brand health and be proactive when it comes to trends, crisis management, and other marketing needs.

Features include a unified inbox, benchmarking, asset library, and trend analysis. 

Tip: Learn more about Brandwatch alternatives

SocialPilot is a popular scheduling and publishing tool for businesses, offering several great features including bulk scheduling for up to 500 posts, a single inbox for all your accounts, and even a white-label customization option for their agency clients. SocialPilot offers solutions for small businesses all the way up to Enterprises. 

Their social analytics tool allows you to deep dive by channel, as well as a cross-channel dashboard view to compare how your social posts are performing from a high level. You can analytics for all the major platforms, including Pinterest, YouTube, and Google Business pages.

HubSpot Marketing Hub includes omnichannel marketing automation tools, a native CRM, and unified analytics dashboards. That means you can measure cross-channel campaigns (websites, socials, emails, ads, and more) side-by-side and use CRM data to quantify the leads or revenue your campaigns generate. 

Plus, the platform includes a dedicated social media management solution with solid network-specific and cross-network campaigns. You can track metrics like engagement rates and social inbox performance, and identify ideal posting times, content formats, and campaign ideas for maximum performance with the platform’s AI assistant.

For any modern business, social media is an essential tool to build brand awareness, attract new customers, and establish online presence. But posting content is not enough. You need comprehensive insights and metrics to see how your social media content is resonating.

To learn more about how Meltwater's social media analytics software can help your team, fill out the form below to schedule a demo!

Best Social Media Analytics Tools & Software 2025

If you work in content marketing, your typical day probably consists of a good amount of content creation — that is, writing blog posts, then working on copy for eBooks or your company's social media pages. Perhaps you also have a hand in writing the next client case study or upcoming email newsletter. 

Because content marketing involves so much writing, it's quite common to experience writer's block. Writer's block happens to us all and while it can be frustrating when ideas aren't flowing freely, that's what we're here to help with! 

Read on for ways to unlock inspiration and come up with new and creative content ideas.

Content creation is a multi-step process that involves coming up with new topics to write about, deciding what form these new topics will take (blog article, landing page, video), writing, editing, optimizing for SEO if necessary, and publishing. 

Creating content should always serve your broader content marketing strategy. 

While content creation can be time consuming, the benefits for brands and marketers makes it all worth it:  

Content marketing generates about 3 times as many leads versus traditional marketing

82% of marketers who create blog posts see positive ROI from their inbound marketing

From providing value to our audience to ensuring that the content we create contributes to revenue, content creation really is vital to the overall growth of your business. But what does creating content actually entail? How can you come up with topic ideas that are relevant to your niche and will have your audience interacting with your content?

Blog content ideas can come from just about anywhere — your content marketing team, your online audience, your customers, new data-driven insights, and social media are some great places to start. However, as all smart marketers know, your content needs to have a goal. 

Does it aim to educate your audience? Is it for entertainment purposes? Or perhaps the goal is to encourage a specific action such as registering for a webinar or downloading a white paper.

Whatever the goal may be, having a solid understanding of what you want a particular piece of content to achieve will help frame your search for inspiration.

Here are 5 places to get started on your search:

If you're stuck on content creation ideas for your next blog post, why not look to the people who are currently consuming your content — your followers on social media.

This can be a great way to see what your audience is talking about and who they interact with on social media. From taking a look at their recent posts on Instagram to scrolling through their Twitter timeline, your social media audience is an untapped source of inspiration for blog ideas.

Social media platforms have also made it a lot easier for you to connect with your audience so that you can get a better sense of what it is that they actually want to see from you in terms of content. Use interactive features, like Instagram quizzes and question stickers on your Instagram Stories, or polls on your LinkedIn and Twitter. Asking your followers what topics they would like to see you cover is a great way to use your social media audience as a source of inspiration for content ideas.

Tip: Take a look at The Most Innovative Social Media Content Ideas

2. Comments from blogs and social media posts

Take a look at some of the comments you have on your blog posts or social media posts. While regularly monitoring the comments section of your social media accounts is something you should already be doing as part of community management, looking at them through the lens of a content writer can spark new ideas.

Look back at previous posts where you included a call-to-action, and see how your audience responded. Perhaps other people have left questions in your comments to ask more about the piece they just read; use these questions as blog post topics to cover.

Tip: Take a look at our social media comments guide

If you're struggling to come up with new content ideas for your blog, see what kinds of posts your competitors have written recently written. You can create a list of topics to write about by just looking at a few competitor websites. Of course, this doesn't mean that you should copy your competitor's entire blog post; rather, use the blog topics to give you ideas on what you could potentially write about in your own blog post. It will be even more impactful if you can put your own spin on it.

The advantage you have with this method is that you gain a better understanding of how your competitors are approaching industry topics, and you can use your brand's specific brand voice to distinguish between your blog post and your competitors. Looking at competitor blog posts can also help you see any gaps within your content that would be useful to fill out.  

Something else that you could do while looking through your competitor's blog posts and website is to see what other types of content pieces are available. Is there an FAQ post or section? A link to interactive content like an eBook? A comments section for their blog posts? These can all give you more ideas of topics to cover on your blog.

Reading Tips: How To Perform A Competitor Analysis (Free Template), Competitor Benchmarking: What It Is and Why It Is Important, What Is Competitive Intelligence?, The Ultimate Guide to Competitor Monitoring﻿

A strategy that you should be implementing, not only for gathering blog post ideas but for your overall content marketing strategy is using search engines.

Maybe you have a general topic that you want to cover in a blog post (like "lead generation", for example). Type your topic into the search bar and see what suggested topics come up — voila! You've just been given a whole list of blog post ideas to write about.

A bonus with this method of looking for blog post ideas is that you can also look at the bottom of the search engine page to get a list of search suggestions related to topic you typed in the search bar. The added benefit here is that these related search suggestions are SEO-friendly and will be highly relevant to the original topic you had in mind. 

Reading Tip: How to Write SEO Optimized Content, Your PR SEO Super Powers, How to get your E-commerce strategy to convert with SEO, SEO Mistakes That Kill Content Marketing

As the second largest search engine on the internet, you are bound to find inspiration for your next blog post by watching YouTube videos. Just like a search engine, all you need to do is type in your topic in the search bar and a suggested list of topics will appear, providing you with some relevant blog content ideas that you can incorporate into your YouTube marketing strategy.

You'll also notice that once you start watching a few YouTube videos, there are other suggested videos on the sidebar that you can consider, especially if you are looking for ideas that are specific to your own niche. Don't forget to also check the comments of the YouTube videos you come across for more inspiration on content ideas for your next blog, quiz or infographic.

Without knowing it, it's very likely that you have either engaged in or created interactive content. Like the polls and stickers on Instagram Stories or the online quizzes you might have done on websites. In essence, interactive content is when a user engages with a piece of content to inform an action, such as revealing the answer to a quiz question, expand a "more information" box, or jump to a specific content section. With a quiz maker, you can create interactive quizzes that not only build your customer base but also increase your conversion rate.

Check out our PR in the Age of Influence guide for a great example of interactive content!

Creating interactive content is a great strategy for boosting engagement with your target audience online, while also simultaneously creating a fun experience where your audience feels more involved with your brand's personality. According to Demand Gen Report, 93% of marketers agreed that interactive content is effective in educating consumers, compared to just 70% for static content, while 77% of respondents from a study conducted by Content Marketing Institute agree that "interactive content can have reusable value, resulting in repeat visitors and multiple exposure."

So if you haven't thought about using interactive content not only to engage your audience but as an idea for content, now is a good time to start.

Reading Tips: The Best Interactive Posts For Social Media, Interactive Content & Social Media: A Match Made in Heaven, Interactive Content for Every Stage of the Sales Cycle

Struggling to come up with interactive content ideas? Here's some suggestions to get your creative juices flowing!

Creating infographics is a great way to show complex data in a visually appealing and more understandable way for your target audience. Not only are infographics easier to consume but they make data look more appealing. If you aren't familiar with creating interactive infographics, check out our blog post on creating infographics for non-designers. 

Quizzes are all about asking a user some questions and then providing results to the user based on how that user answered those questions. This is marketing gold because getting personal with your audience is how you keep them engaged and coming back for more with your brand. If you want to learn how you can start creating quizzes, watch this YouTube video. 

Create an Interactive Mentimeter Quiz

eBooks are another great way to help establish your brand as a thought leader within a particular industry topic or niche. However, it can be easy to simply create eBooks that are dry and dreadful to consume. To curb this problem, it helps to incorporate interactive content within your eBooks. Think about turning your eBooks into an online flip-through book instead of a downloaded PDF or add an assessment that a reader can complete according to the topic. 

Now that you have a little more guidance on how to get some ideas for your next blog post or quiz, it's time to start creating. Remember that content creation is a process and it really is okay when you come across writer's block every once in a while. Bookmark this blog post whenever you need to spark ideas and get your creative juices flowing once more. 

Make sure that you have a strategy in place for distributing the content you've created, and then measure the performance of your content by using the right monitoring tools. If you'd like to explore how Meltwater can help you do this, complete the form below to get started.

How to Come Up with Ideas for Content Creation

You spend hours crafting and finely tuning your blog posts and other website content, researching and tailoring it to specific channels and target audiences. So understanding how, or if, your hard work is making an impact and meeting your content marketing goals is essential.

If your content program has been up and running for a couple months or more, it might be a good time to conduct a content audit.

Key Criteria to Consider When Analyzing Your Content

A content audit is a process to review the content you've created, organizing it and analyzing what is performing well, what is underperforming, and identify any gaps in your topic coverage that need to be filled. A content audit will not only allow you to organize the content you already have, but gives you an opportunity to optimize it as well.

Why is this important? According to Techjury, there are 17 new blog posts created every second - and that's just on Wordpress! Which gives you a little bit of context for just how much content is out there that you are competing with on a constant basis. 

Running a content audit will help you find quick wins for making sure your content remains relevant and high-performing on search engines. You'll also be able to identify any deeper issues that need to be addressed when it comes to your broader content marketing strategy. 

Though an audit of your content might sometimes be referred to as a content inventory, these two exercises are actually a bit different.

A content audit focuses on the qualitative elements

A content inventory focuses on the quantitative element

You can however include both in one spreadsheet or template to make it easier for your team to work on. 

Although a content audit may sound like a dreaded task, it's one of the best exercises for informing content strategy, marketing plans, customer journey and customer experience. All vital elements to ensure your content converts potential customers.

Often marketers over complicate the audit process. In fact, the audit itself is relatively simple once you have the right content audit template to work from. And this doesn't have to be fancy; in fact it could be a simple spreadsheet.  

For a content inventory, which can also be a simple spreadsheet, most of the legwork comes from making sure all the content you've already created gets added. Depending on how long you've been creating content, this can be time-consuming, but once its done, keeping it up-to-date will be simple (as long as you remember to do it 😉).

Once you prioritize a content audit you will be able to extract data-driven insights that inform your future strategy, ensuring your content is effective and reaching the right audience at the right time.

Looking for more inspiration? Check out our content creation ideas

This step-by-step guide to conducting your content audit is a great place to start:

1. Define what resources you have to conduct the audit

3. Identify how your content is performing

A content audit is an invaluable tool to oversee all of your content insights and can inform an action list to improve and ultimately convert more leads in the future.

But you need resources to do this. The audit doesn’t have to be an all-or-nothing task, you can break it down into specific sections and work on it one stage at a time.

It's really up to you but the audit will ultimately inform the content marketing strategy so would ideally lie within the content or marketing team.

It is helpful to have other internal stakeholders on board though like website developers who can easily provide you with a sitemap to access all content pages.

If you have a smaller site you can do this manually but it can be very time-consuming. URL profiling tools that help automate some of the process can be your friend here.

Once you have the information either manually or by using one of the above content audit tools, you can start building a content audit spreadsheet. Here is a suggested layout:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Page Title</th>
<th>Page goals / purpose</th>
<th>Keywords</th>
<th>Page URL</th>
<th>Page-level</th>
</tr>
</thead>
<tbody>
<tr>
<td>Try to include keywords in your headlines</td>
<td>Top-, middle-, or bottom-of-the-funnel content?</td>
<td>Number of keywords you're ranking for/top-ranking keyword/targeted keywords</td>
<td>https://www.example/blog/slug.com</td>
<td>3</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
<tr>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
<td>[...]</td>
</tr>
</tbody>
</table>

You will be able to find out this information using the URL profiler information and/or a tracking tool like Google Analytics. This is the meat of any content audit, providing an overall measure of performance.

To find out whether your content is high-quality or low-quality, focus on analytics like bounce rate, time on page, click-through rates and, if you have them set up, goal conversions.

This is a great place to start analyzing what pages could be improved and optimized. Underperforming content will have lower average time on page, higher bounce rates (over 50%) and lower click-through rates.

Combining the previous steps, your content audit spreadsheet could look something like this:

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