Template · Content Strategy

Content Strategy Audit Template

Most content strategy problems aren’t execution problems — they’re alignment problems. This template surfaces where your content strategy is disconnected from business reality across six dimensions. Score each, map to a maturity stage, and know exactly where to focus first.

Format

Google Doc + PDF

Time to complete

2–3 hours

Best for

CMOs, Founders, Content leads

Updated

March 2026

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Includes scoring formulas, guidance notes for each question, and a summary dashboard. Google Doc + PDF.

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What this template covers

A content strategy audit answers one question honestly: is your content system built to create business outcomes, or just content? This template walks through six audit dimensions. Each has a scored question set (1–5 scale), space for observations, and a recommended action column. The composite score maps to one of five maturity stages.

This audit structure comes from the diagnostic work done at the start of every content strategy engagement — the same questions asked before recommending any changes to a client’s content programme.

The six audit dimensions

Dimension 01

Strategic Positioning

Max 25 pts

Does your content occupy a specific, defensible territory — or is it trying to cover everything? 5 questions covering POV clarity, competitive differentiation, named methodology, and voice consistency.

Dimension 02

Audience Alignment

Max 25 pts

Is your content built around what your audience actually needs, or what’s easy to produce? Covers audience segmentation, journey stage coverage, research-driven topics, and decision-maker vs practitioner distinction.

Dimension 03

Content Architecture

Max 25 pts

Is your content organised as a system, or a collection of individual pieces? Covers pillar content, internal linking structure, topic clusters, signature formats, and navigability of the content ecosystem.

Dimension 04

Production and Operations

Max 25 pts

Can your team consistently produce at the quality and frequency your strategy requires? Covers documented workflows, editorial briefs, quality standards, and SME integration.

Dimension 05

Distribution and Amplification

Max 25 pts

Does your content reach the right people, or does it sit on a blog nobody finds? Covers documented distribution plans, organic search contribution, repurposing systems, owned channels, and syndication.

Dimension 06

Measurement and Business Alignment

Max 25 pts

Are you measuring what matters to the business? Covers business outcome linkage, content-to-pipeline attribution, reporting cadence, and content retirement processes.

Scoring guide

Add scores across all six dimensions. Maximum possible: 150 points. Focus your attention on the lowest-scoring dimension first — that is your constraint.

Score range	Maturity stage	What it means
120–150	Content-Led	Content is creating compounding business value. Focus on scaling and defending the moat.
90–119	Strategic	Strong foundation with gaps in one or two dimensions — close them before scaling.
60–89	Developing	Good intent, inconsistent execution. Prioritise architecture and alignment before production.
30–59	Tactical	Content is reactive and disconnected. Strategy work needed before any production changes.
0–29	Early Stage	Use this audit to define what good looks like before investing further in content.

About this template

Built from 16 years of content strategy consulting

This audit structure comes from the diagnostic work done at the start of every client engagement. It’s the same questions asked before recommending any changes to a company’s content programme.

Need help interpreting your audit?

If your scores reveal significant gaps or you’re unsure where to prioritise, that’s what the consulting work is for.

Talk to Sooraj →