9 Steps to a Successful SaaS Content Audit

Creating content endlessly and still not getting the desired results? Frustrating, right? You are not alone, and plausibly you are not doing anything wrong. The simple fact is that even the best SaaS companies fall into creating content that works hard but not smart.

Your content marketing team may be publishing blogs, guides, and landing pages, but are they working for your audience? Are they creating leads? or are they truly supportive of your product? To identify if the content created is serving its purpose, you need Content Audits. 

At Wytlabs, our digital marketing team sees content auditing as the best way to reach the right people at the right time. It’s not a boring checklist and is one of the best ways to identify unknown opportunities, repurpose low-performing content, and revamp everything unnecessary.

Whether you are managing a startup or leading a fast-growing enterprise SaaS team, an effective content audit should be able to realign and reset your whole strategy.

Let’s dig in a little deeper and see how a content audit can help you generate leads and conversions and what a successful content audit looks like. 

What is a SaaS Content Audit?

Saas marketing services audit your content systematically and examine your organization’s messaging, be it blog posts, landing pages, knowledge base articles, case studies, etc., to analyze performance, relevance, and congruency with current goals. While a typical website audit looks purely at branding and messaging with an SEO perspective, a SaaS content audit delves deeper. It links the content to product value, user journey, and each lifecycle stage from awareness and onboarding to retention.

Unlike other industries, you must understand that content isn’t just marketing for SaaS businesses. It is a tool for growth; without it, success is challenging. Having your content strategy defined after a thorough audit can help you increase sign-ups, analyze what caused drop-offs, and determine what requires updates to align with the product or customers’ changing needs.

SaaS marketing service providers at Wytlabs can help you audit your content with innovative tools to organize better, analyze, and take action across your entire content library. Our team uses smart filters and performance data to understand how your content can be a strong tool for customer acquisition. We provide you with pre-made audit checklists so you will be off to the races. Whether you want to cut deadweight, refresh posts worthy of movement, or fill in surface content gaps, we’ve got it covered!

Why Your SaaS Business Needs a Content Audit

Optimize Content Relevance

Ever since you started in the business, you have posted a lot of content on the internet. Technology evolved, new features were included, and the buyer persona changed. Did your content change according to these changes? If not, then you aren’t even sharing relevant information with the crowd. More specifically, you are adding to the “Digital Clutter.” 

Users’ expectations of your SaaS product change as you and your business evolve. It is irrelevant if your content does not answer their questions, fix their problems, or help them make crucial decisions. Content audits allow you to find all relevant and non-relevant pages to adjust your messaging to fit current user intent.

For SaaS content marketing services, our team uses intelligent analytical dashboards to monitor and identify engagement across various audience segments and funnel stages. We’ll update exactly which Phase 1 (top of the funnel) posts are engaging your users, which ones are not, and which Phase 3 (bottom of the funnel) posts require edits to fit user intent. When your content aligns with user intent, your audience engages, and that is when meaningful engagement happens.

Boost Conversion Rates

Good SaaS content does more than generate clicks; it produces action. Every piece of content should help push leads down the funnel, from sign-ups to free trials to demos. With time, the CTAs may become stale, irrelevant, and dull compared to your competitors. A content audit can show you what these red flags look like and tell you what’s converting and stalling. Most SaaS SEO services companies use CRM and landing page optimization tools to understand and analyze the associated conversion events with content that goes live. 

Even if it’s just tweaking headlines or rewriting the email captures, if your content aligns with buyer intent, think about how much better your lead quality and the funnel will work overall!

Enhance SEO Performance

The latest Google Update has specified that the search engine is attracted to fresh, helpful, and optimized content. With an innovative content audit process, you can identify which pages are dragging down your site’s authority and which pages contain outdated keywords, broken links, slow load times, or irrelevant topics.

When picking the SEO audit tools, SEO service providers can gain immediate visibility into technical problems, keyword cannibalization, and metadata optimization. Moreover, integration with Google Search Console means that you’re not just guessing what to improve but taking action based on actual data. When you improve your content’s SEO foundations, you should improve visibility and organic traffic over time.

Maximize Content ROI

Developing new content for your brand messaging can take time, money, and resources. Content auditing allows you to leverage your current assets more efficiently. High-traffic blog posts can become ebooks, old guides can be updated for remarketing, and lower-traffic pages can be combined to develop stronger pieces of content. 

With a well-defined performance tracking module, you see the total lifetime value of each piece of content: everything from traffic and engagement numbers to lead creation for conversion rates. Knowing this allows you to make informed decisions about what needs to be updated, reused, or retired—all while getting maximum impact instead of starting over.

Stay Competitive in the SaaS Market

The SaaS market is driven by evolution and upgrades. New competitors come and go, leaving behind shifting customer expectations and changing the industry standards. Regular content audits can ensure that your messaging, positioning, and educational content stay in sync. Our team looks for blind spots, revisits outdated content, and then acts on opportunities that align with emerging trends before you fall too far behind. 

With competitor tracking and market intelligence tools, our SaaS content marketing team gives a jumping-off point to find gaps in your current strategy and keep track of what the best in front of you is doing. When your content accurately reflects the current marketplace needs and proximity to competitors, you will position your brand as a trusted resource, creating long-term loyalty. 

How to Conduct a Successful SaaS Content Audit

1. Identify Your Ideal Customer Profiles

Before we start pouring over each piece of data, We analyze first who you are talking to. Your content should map to your ideal customer profiles (ICP), not just anybody who will find value in your SaaS product. You are looking for people to convert, stick, and advocate. 

If you do not understand your ICP, your content will attract the characteristics of the wrong audience or fail to attract any audience at all. 

You should first analyze demographics, job titles, pain points, buying motivations, and use cases relevant to your product. Are you trying to empathize with startup founders, product managers, or CTOs? Are these personas looking for efficiency, growth, or compliance?

The team you hire for your content audits may use the ICP-builder tool to define and redefine customer segments based on behavioral and firmographic data in minutes. This tool can help you analyze whether your content speaks to the right personas and determine which segments are likely underserved. 

Performing content audits through the lens of your ICPs helps you identify if your content is not just noise but the right activities in the right place for the right people at the right stage in their journey.

2. Set Clear Audit Goals

A successful SaaS content audit begins with the same thing: clarity. What are you trying to achieve? Your goals will determine how you evaluate your content and what you decide to do next.

Common goals include:

• Improving SEO performance
• Driving lead generation
• Improving product education
• Reducing churn through onboarding content
• Supporting sales with improved enablement assets

Each of these goals should be evaluated through a different lens. For example, if your goal is SEO performance, you’ll want to assess keyword optimization, backlinks, and search rankings. If your focus is conversion, you’ll determine things like CTAs, page flow, or bounce rates. 

In the goal-setting module, you can set objectives for each content group or campaign. You can also visualize changes over time, assign owners, and connect your goals to performance metrics. When everyone’s on the same page about the ‘why,’ the ‘what’ and ‘how’ become a lot clearer, and your audit can be a powerful strategic tool.

3. Gather Data

Now that your goals are set, it’s time to gather the data to fuel your audit. You’ll need both quantitative and qualitative data points to assess the performance of each piece of content and to understand why it performed that way.

Data sources to source include:

• Google Analytics (traffic, bounce rate, duration sessions)
• Search Console (clicks, impressions, keywords)
• CRM (leads, conversions, journey-level insights)
• CMS or internal dashboards (publishing history, update history)
• Social analytics (engagement, shares, comments)

Instead of sifting through numbers from ten different tabs, you can use a unified analytics dashboard that collects and displays all content metrics in one place. It pulls data automatically from your various tools, segments results by goals, and picks out trends that merit attention. This speeds up the discovery process and makes it more actionable, helping you spend less time collecting information and more time iterating.

4. Evaluate Each URL

Now that we’ve collected your data, our SaaS Link Building services begin auditing each content asset—URL by URL. The process involves looking at performance metrics, such as:

• Organic traffic and keyword rankings
• Bounce rate and time on page
• Conversions (form fills, trial sign-ups, demo requests)
• Backlinks, quality of engagement

If your URL has high traffic but low conversion, it may be due to a missing CTA or product fit. If your page has a high bounce rate, it may be a sign of content mismatch or poor structure.

With Wytlab’s content performance scanner, you can conduct an automated audit and get a health score for your URLs! The system flags incurring, low-converting, or poorly optimized assets and lists them by priority. 

5. Evaluate Content Quality and Value

While the numbers are significant, quality matters too. Even a well-trafficked blog could be misleading, shallow, and obsolete. Quality and value are about evaluating:

• Accuracy and relevance
• Depth and uniqueness
• Brand tone and messaging
• Readability and structure
• Visual and media components

You should ask yourself: Does the piece represent your current product? Is it valuable to the reader? Does it fit your ICP challenges?

Our team’s content grader uses machine learning to analyze content for each evaluation measure and suggest actionable improvements. It even tracks your pages against peer competitors for the same keywords. This powerful quality approach means you’re keeping content not just for the sake of keeping content but because it is valuable and supports your audiences and business goals.

6. Categorize Actions for Every Page

Once you have assessed your content, you can assign a defined action to each page. The four broad categories are:

• Keep Content that is relevant and current and continues to perform well.
• Update: Content that needs freshening, tweaking, or more optimization.
• Merge: Similar Content can be merged for better clarity and SEO value. 
• Delete: Content that is no longer relevant, outdated, or duplicate. 
• Categorizing content will also help avoid decision fatigue and keep you and your team moving toward execution.  

Intelligent categorization automation provides potential actions for each page based on traffic behavior, keyword data, and conversion performance. Then, you can discuss, adjust, and prioritize the action with your team. In doing so, you save time from manually tagging and reviewing the content you have to improve content performance. The goal here is not to create more content but to improve your outcomes using what you already have.

7. Identify Content Gaps and Opportunities

Even after you delete and merge low-value content, your audit may reveal something even more ingenious: what’s missing. Content gaps exist when you have nothing in your library that addresses potential customer questions, product features, or search queries. These gaps can represent high-impact opportunities! 

Use: 

• Keyword gap analysis to uncover missing SEO topics 
• Competitor content analysis to identify emerging formats or themes 
• Buyer journey mapping to examine where users lose interest or drop off 

Keyword gap and idea suggestion tools will help surface missed opportunities and uncover new content ideas aligned with your goals. Whether a stepping stone onboarding guide, a pricing comparison, or a product use case walkthrough, gap-filling content can help improve engagement levels and the velocity of prospects flowing through the pipeline.

8. Optimize and Update Content

Now that you have a list of insights and priorities, it’s time to take action. Optimization doesn’t mean putting more keywords into your content; it is about improving content through your many touchpoints:

• Update calls to action with clarity on the actions you want
• Add internal links to relevant product and blog content
• Add updated screenshots, testimonials, or feature descriptions
• Update metadata to help with SEO
• Improve the readability and visual hierarchy on mobile

The in-app content editor lets your team make updates without leaving your workflow. The editor includes highlighted recommendations, broken links, ambiguous CTAs, and outdated media types. This is where you will see the work from the audit you conducted turn your legacy content into strategic assets.

9. Monitor Results

Even after your changes are live, your audit is not over; it has been transformed into a feedback loop. Effectively tracking the results post-audit is how you evaluate your decisions and future planning. There are a few key metrics to take into consideration:

• Trends in organic traffic
• Engagement (page time, scroll depth)
• Conversion rates and quality of leads
• Ranking position progressions
• Reduction rate of churn (if you have support articles)

You should build dashboards to display and compare activity across 30, 60, and 90 days with before-and-after data. With a custom report dashboard, you can track performance at a page, campaign, or even segment level and set alerts for dips in content performance.

When you continually track your performance in this way, not only will you demonstrate your viability in ROI, but it will also allow you to recognize patterns over time. This means you are now returning to a more agile way of working with content and are able to demonstrate the data—use the process to manage SaaS growth well beyond the definition of “audit.”

When Should You Run a SaaS Content Audit?

Understanding when to do a content audit can be just as important, if not more important, than understanding how to do one. Major product updates, quarterly business reviews (QBRs), unexpected sharp drops in traffic or conversions, or just before launching a new campaign or scaling your SaaS will often reveal misaligned, old, or underperforming content. 

You should perform a full audit every quarter or at least twice yearly for best results. Utilizing an automated audit scheduler and reminder, your team can have automatic nudges to your team to review, update, and optimize content without having to worry about content being missed.

Conclusion

In the quick-moving world of SaaS, content can become stale quickly if you are not consistently reviewing and refreshing what you have. A proper content audit helps you tidy up what does not work, enhance what you have working, and find more opportunities to connect with your audience and convert them into customers.

Are you tired of guessing with your next audit? Our digital marketing team provides the tools to easily audit, categorize, and optimize your content strategy. Book a free trial or demo and discover how much more effective your SaaS content could be when it’s supported by data and incentivized by strategy.

Audit smart, not hard. Learn the nine proven steps to conduct a SaaS content audit successfully. Start your free trial with Wytlabs and expand your team!