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With these handy templates, we’ve made it easy to build a complete content strategy from scratch—with a lot less stress.  \nBefore you dive in, we recommend reading our  \nGuide to Build a Content Strategy, which includes detailed instructions on how to use each template. Once you’ve done that, you can work through each item in order, or click on an individual template to jump directly to it.  \n03  \nContent Audit Template  \n16  \nCustomer Journey Template  \n27  \nEditorial Calendar Template  \n09  \nTool and Tech Stack Checklist  \n19  \nContent Pipeline Template  \n29  \nContent Brief Template  \n11  \nContent Strategy Goals Template  \n21  \nWorkflow & Governance Template  \n14  \nPersonas Template  \n23  \nMarketing Campaign Template  \nContent Strategy Toolkit Column Five // 02  \nContent Audit Template  \nUse this template to identify what your content (and your competitors’content) currently looks like, what’s missing, and how you can improve.  \nFor detailed instructions, see our Guide to Complete a Content Audit.  \nColumn Five // 03  \nStep 1  \nGather Content  \n1. Brand  \nContent about a company specifically (not its product), such as its Brand Heart (aka purpose, vision, mission, values), events, news, etc. Some of this content maybe internal-facing only; some maybe external.  \n2. Editorial  \nContent meant to educate, entertain, inspire, or demonstrate brand expertise or thought leadership, such as articles, guest posts, infographics, blogs,  \nindustry-related content, etc.  \nWhether you’re auditing your own content or your competitors’ content, you will be looking at a variety of content from five main categories.  \n3. Product  \nInformational content related to products or services, such as sales materials, demos, explainer videos, or educational content.  \n4. Performance  \nTactical content used to drive a specific KPI, such as landing pages, CTAs, PPC, etc.  \n5. Talent  \nContent about a company’s employer brand, culture, etc.  \nTo audit your own content...  \nGrab 5-10 pieces of successful content from each category. (Use your analytics to identify successful pieces from the last one or two years.)  \nTo audit your competitors’ content...  \nDecide which categories you want to audit, depending on your content strategy. You may select content from all categories or focus on specific ones (e.g., editorial content over talent content). Either way, gather 5-10 pieces of recent/successful content from preferred categories for your top 3 competitors. (You can audit more competitors, but this is a good place to start.)  \nContent Audit Template Column Five // 04  \nStep 2  \nAudit Your Content  \nReview content one category ata time, using these questions to document your collective observations.  \nQuestions to Ask Brand Content Editorial Content Product Content  \n\n| What stage of the buyer journey is it made for? |  |  |  |\n| --- | --- | --- | --- |\n| What persona does this content speak to? |  |  |  |\n| Does content come in a variety of formats? |  |  |  |\n| Does content reflect brand voice/personality/visual identity? |  |  |  |\n| Is there a clear CTA? |  |  |  |\n| What does the most successful content have in common? |  |  |  |\n| What channels are used to promote? |  |  |  |\n| Any notable observations (good, bad, or interesting)? |  |  |  |\n\nContent Audit Template Column Five // 05  \nStep 2  \nAudit Your Content (Cont.)  \nQuestions to Ask Performance Content  \nTalent Content  \n\n| What stage of the buyer journey is it made for? |  |  |\n| --- | --- | --- |\n| What persona does this content speak to? |  |  |\n| Does content come in a variety of formats? |  |  |\n| Does content reflect brand voice/personality/visual identity? |  |  |\n| Is there a clear CTA? |  |  |\n| What does the most successful content have in common? |  |  |\n| What channels are used to promote? |  |  ","cbCaitn8Ig5q7F8N","https://ap.wps.com/l/cbCaitn8Ig5q7F8N","pdf",5952358,32,"English","# Welcome\n## Content strategy overview and how to use the templates\n# Content Audit Template\n## Step 1: Gather Content\n## Step 2: Audit Your Content\n## Step 3: Audit Your Competitors\n## Step 4: Key Takeaways\n# Tool and Tech Stack Checklist","[{\"question\":\"What is the purpose of the Content Audit Template?\",\"answer\":\"It helps identify what your content and competitors’ content currently look like, what’s missing, and how to improve.\"},{\"question\":\"How should you gather content for the audit?\",\"answer\":\"Select 5–10 pieces of successful content from each category, using analytics for your own content or choosing categories for competitor review.\"},{\"question\":\"Which questions are used to audit content by category?\",\"answer\":\"The toolkit prompts evaluation by buyer journey stage, persona, format variety, alignment with brand voice and visual identity, presence of a clear CTA, successful content patterns, promotion channels, and notable observations.\"}]","Content Strategy Toolkit - Content Audit Template | PDF",1790214495]