Key Questions Checklist

Critical questions to guide your content audit process

Strategic Questions

What are our primary business objectives? How does content support revenue generation? What content KPIs matter most to leadership? Which competitors are winning with content? What market trends affect our content strategy? How will success be measured in 90 days?

Audience Questions

Who are our primary content consumers? What problems does our content solve? Where do users struggle in their journey? What content formats do they prefer? How do they discover our content? What questions go unanswered?

Performance Questions

Which content drives the most traffic? What content converts best? Where are the biggest drop-offs? Which pages have highest bounce rates? What content gets shared most? Which topics generate most engagement?

Technical Questions

Is content technically optimized for SEO? Are page load speeds acceptable? Is content mobile-responsive? Are there indexation issues? Is structured data implemented? Are there duplicate content issues?

Content Quality Questions

Is content accurate and up-to-date? Does content meet brand standards? Is messaging consistent across pages? Are there content gaps to fill? Is content accessible to all users? Does content support user tasks?

Operational Questions

Who owns content creation and maintenance? What is the content production workflow? How often is content reviewed? What tools support content operations? What are the biggest bottlenecks? How is content ROI measured?

Question Framework Tips

Start with "why" before diving into "what" and "how"
Prioritize questions that tie to business outcomes
Document answers with supporting data
Identify questions that need stakeholder input
Review unanswered questions for future phases

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