How do you audit existing content for reputation management effectiveness?

A content audit is the diagnostic that tells a reputation program what its owned content is actually doing, as opposed to what was published. From that assessment the audit identifies the gaps – topics and queries with no strong owned content – and the weaknesses – stale, thin, off-brand, or duplicative pieces that hurt more than they help. The output is a prioritized plan: consolidate overlapping pieces into stronger ones, refresh content worth updating, and remove or restructure content that no longer serves the brand. The discipline is honest scoring, since the instinct is to keep everything, while the value often comes from pruning weak content that dilutes authority. A leaner, stronger, current content base outperforms a large neglected one. We run content audits as part of program maintenance and tie the findings to actual search positions and AI citation with IMPACT™ and AIQ™.