In large organisations, content can be produced across many audiences, channels and teams without a shared view of purpose, ownership or sequencing. This can create duplication, gaps, rework and missed opportunities.
We usually start by working out what is already being made, who asks for it, who approves it and where it goes after the first publication. That gives the team a clearer view of what is useful, what is duplicated and where effort is going into work that could be stopped, combined or reused.
What an audit looks at
A useful audit looks beyond page counts and channel metrics. It asks where content comes from, how decisions are made, who approves it, which audiences it serves, and whether the work supports the organisation’s stated goals and audience needs.
Depending on the project, that can include stakeholder interviews, content samples, workflow mapping, channel review, analytics, governance, cadence and the relationship between flagship work and follow-up content.
What the strategy work does
The strategy work turns those findings into choices: what to prioritise, what can be reused, where duplication or underuse may be occurring, where expert or executive visibility matters, and what planning rhythm the team can rely on.
A useful outcome is a clearer operating rhythm that helps the team make better content decisions week by week.
Useful for
- Understanding what content is being produced, by whom and for what purpose.
- Identifying duplication, gaps, underused material and avoidable rework.
- Making sure regular content reflects the business priorities people are actually trying to advance.
- Turning major reports, forums or events into sequenced follow-up content.
How we tend to work
- Review the current content landscape, source material and available performance data.
- Interview the people who commission, create, approve and use the content.
- Map workflows, decision points, channels, cadence and audience needs.
- Recommend practical changes to planning, sequencing, governance and production.