Introduction
You’ve created a content calendar and followed it faithfully—but are you getting the results you hoped for? If your answer is “not really” or “I’m not sure,” then it’s time for a content calendar audit.
A well-executed audit helps you identify what’s working, what’s missing, and what needs to be improved. In this article, we’ll walk through a step-by-step process to audit your content calendar for better results.
What Is a Content Calendar Audit?
A content calendar audit is a structured review of all your planned and published content. The goal is to assess performance, consistency, alignment with your goals, and audience engagement.
Think of it as a health check-up for your content strategy.
Why You Should Audit Your Calendar
Here’s why regular audits are essential:
📊 Understand which topics or formats perform best
🧩 Identify content gaps or overlap
🎯 Ensure alignment with brand messaging and business goals
🔄 Update outdated content or remove irrelevant pieces
📅 Improve future scheduling and planning
Step 1: Collect Data from Your Calendar
Start by exporting or reviewing the past 1–3 months of your content calendar. Include the following data:
Content titles
Publication dates
Channels/platforms (blog, social media, email, etc.)
Assigned owners (if part of a team)
Target audience or persona
Call-to-actions (CTAs)
Performance metrics (views, likes, shares, comments, conversions)
You can organize this in a spreadsheet to make it easier to sort and analyze.
Step 2: Analyze Content Types and Formats
What types of content are you producing most often? Blog posts, videos, infographics, carousels?
Ask yourself:
Are you favoring one format too heavily?
Is your audience engaging more with one format over others?
Are you experimenting with new formats?
Balance and diversity in content format keep your strategy fresh and engaging.
Step 3: Evaluate Topic Coverage
Now look at your content themes or topics.
Ask yourself:
Are you covering all core topics of your brand?
Are some topics repeated too often, while others are neglected?
Are trending or seasonal topics included?
Make a list of new topic ideas to fill gaps.
Step 4: Check for Consistency
Consistency in publishing frequency and voice is key for long-term audience growth.
Review:
Are you posting consistently each week or month?
Is the tone of voice aligned across all channels?
Are you maintaining your brand's visual style (images, colors, logos)?
Inconsistency can confuse your audience and dilute your message.
Step 5: Review Performance Metrics
This is where your analytics tools (like Google Analytics, Facebook Insights, etc.) come in.
Look at:
Page views
Engagement rate (likes, shares, comments)
Click-through rates (CTR)
Bounce rates
Conversion rates
Highlight top-performing content and investigate why it succeeded. Do the same for poor performers and look for patterns.
Step 6: Audit Content Relevance
Some content may have been relevant at the time but is now outdated.
Ask:
Are any posts referring to old dates, stats, or events?
Can any content be updated with new information?
Are your links still working and accurate?
Updating and republishing high-value posts can improve SEO and engagement.
Step 7: Evaluate Team Workflow (If Applicable)
If you're working in a team, evaluate how content is being produced and reviewed.
Are roles clearly defined (writer, editor, designer, scheduler)?
Are deadlines being met?
Are approvals and edits efficient?
A bottleneck in the workflow can delay or lower the quality of content.
Step 8: Align with Your Business Goals
Every piece of content should support a business objective—whether it’s brand awareness, lead generation, or conversions.
Ask:
Does each piece of content have a clear CTA?
Is your content aligned with your sales or product launch cycles?
Is your audience clearly defined and targeted?
Realignment can make your content much more effective.
Final Step: Make an Improvement Plan
Now that you've completed the audit, create a plan to optimize your content calendar.
Replace underperforming content with new ideas
Schedule updates for outdated posts
Diversify formats and posting times
Realign upcoming content with business goals
Improve workflow processes and accountability
Final Thoughts
Auditing your content calendar isn’t just about fixing problems—it’s about discovering opportunities. It keeps your strategy aligned with your audience’s needs and helps you deliver content that drives real results.
Set a reminder to audit your calendar every quarter or after major campaigns. With regular checkups, your content strategy will stay healthy and effective.