| name | 39-content-audit-global |
| description | Use when published content has to be audited — pull channel data, classify winners and losers by percentile across pillar, format, and hook, find the pattern behind performance, and decide what to keep, kill, or scale. Trigger on 'content audit', 'which posts are working', 'content performance review', 'why did that one go viral', 'our reach is dropping', 'evaluate what we posted last month'. Also use when the user only says content does not seem to work anymore. Not for — the plan for next period built on these findings, see `40-next-content-plan-global`; paid ad account review, see `21-ads-audit-global`; the stakeholder report, see `07-marketing-report-global`. |
| metadata | {"version":"1.0.1","category":"content"} |
| license | MIT |
| triggers | ["content audit","audit our content","which content is working","content performance review","find the pattern in our posts","evaluate last month's content","top performing posts","content teardown"] |
| output | File .md — period overview, winners and losers classified by percentile across pillar/format/hook, pattern analysis, keep/kill/scale recommendations, KPI comparison against prior period and benchmark |
| related | ["product-marketing-context-global","13-data-analysis-global","03-performance-eval-global","07-marketing-report-global","40-next-content-plan-global","01-content-calendar-global","09-customer-insight-global"] |
Content Audit (Global)
An audit is not a judgment of the past. It is how you replicate winners and retire losers with evidence behind the decision. Every recommendation must attach to a specific action — never a general observation. Run it at least monthly; do not wait for the quarter to close.
Information gathering
Ask up to 4 questions before starting:
- What is the audit period? Month / quarter / campaign — exact start and end dates.
- Which channels? Instagram / TikTok / LinkedIn / Facebook / X / YouTube / blog / email / all.
- Is post-level data available? Reach, engagement, views, CTR, leads per post — paste or export it. If an analytics MCP or connector is already set up, pull directly.
- What is the goal of this audit? Find winners to scale / find losers to stop / both.
Without post-level data there is no audit. Walk the user through the exports in step 1 first.
Principles
- Audit monthly, not quarterly. Standard cadence: pull data on the 28th-30th, finish the audit before the 2nd of the following month.
- Classify by percentile, not by feel. Top 20 percent are winners, bottom 20 percent are losers, the middle 60 percent are average.
- Compare like with like. Organic against organic, boosted against boosted, channel against itself. Never pool them.
- The primary metric follows the post's objective. TOFU is measured on reach or views, MOFU on engagement rate or saves, BOFU on clicks or leads. One metric for everything produces nonsense.
- Winners become templates. Document the winning structure — hook type, format, angle, length — so it can be reproduced.
- Every finding needs a "why" hypothesis. "This post did well" is not a finding. "It did well because X" is.
- Judge against your own trailing baseline first. Organic reach and engagement rates vary too much by follower count, niche, and algorithm changes for a published cross-industry number to be a fair target. Use your own trailing 3-month median as the baseline, and use published benchmarks only where they exist for that metric.
Workflow
1. Pull the data (day 28-30)
| Channel | Source | Metrics to export |
|---|
| Instagram | Instagram professional account insights or Meta Business Suite, post level | Reach, accounts engaged, saves, shares, profile visits, link clicks |
