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How to conduct a pharma content audit

A pharma content audit is essential for identifying whether your site delivers comprehensive, valuable information for the purpose of meeting the needs of your content marketing efforts.

Performing a pharma content audit is the checking, recording and assessment of all the content on your site, for the purpose of evaluating its accuracy, relevance and user-friendliness. An audit usually precedes a redesign or at the very least a review of the site, and gives you the chance to ensure that your website offers aligns with your business strategy and your customer’s needs.There are several ways of doing a content audit for your pharma website. The type of audit you choose depends on your reasons for needing the information. Types include:

  • Full audit: This involves the complete recording of every piece of content on your site, including information pages, images, video and downloadable items.
  • Partial inventory: This typically covers categories or levels of the site. For example, you might choose to record sections without delving into every page in each section.
  • Sample audit: A sample audit is usually conducted to identify issues such as tone, format and quality of the content on the site. If you are generally satisfied with the leads delivered by your pharma website but just want to evaluate certain aspects, a sample audit is the way to go.
You can also choose between simply cataloguing the content for record purposes, or taking the audit process further and evaluating each piece of content against specific criteria.By the end of the process, you should have a complete listing of the audited sections. This will give you a clear understanding of what is on your pharma website. You might find information you didn’t know you had, or notice areas where material is duplicated or contradictory. You’ll certainly be able to identify important content that might be missing from your site, and see patterns that you can exploit for purposes such as developing new content. This information is invaluable for planning the way forward for your customer engagement efforts.

The 4 key steps on how to perform a content audit:

  1. Choose the tools you’re going to use. Excel spreadsheets provide a comprehensive way to capture, store and view all the information at a glance, as well as giving you sorting and grouping options.
To see the remaining steps visit:

30th June 2016



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