How to audit your technical content: a 5-step framework for SMEs
You’ve got white papers, case studies, and decades of experience - but is it working? If your technical content isn’t resonating with potential customers, it might be time for an audit. For startups and SMEs, technical content is often a goldmine of untapped potential. The challenge? Making sure it’s clear, relevant, and impactful enough to help your audience understand what you do - and why they should care.
In this blog, we’ll walk you through a five-step framework to audit your technical content, identify gaps, and repurpose what you already have to better connect with your audience.
Why audit your technical content?
Technical content - whether it’s white papers, case studies, or product documentation - can be a powerful tool for educating and engaging potential customers. But if it’s too jargon-heavy, outdated, or disconnected from your audience’s needs, it can fall flat. An audit helps you:
Identify gaps in your content strategy.
Repurpose existing content to maximise its value.
Align your messaging with your audience’s pain points and goals.
Improve SEO and discoverability by optimising for relevant keywords.
Let’s dive into the five-step framework.
Step 1: Take inventory of your existing content
Start by creating a comprehensive list of all your technical content. This includes:
White papers
Case studies
Product documentation
FAQs
Webinars or videos
Social media posts
Blog posts
Organise this content in a spreadsheet or content management tool. For each piece, note:
Title and format
Publication date
Target audience
Key topics covered
Performance metrics (e.g., views, downloads, engagement)
This inventory will serve as the foundation for your audit.
Step 2: define your goals and audience
Before you can assess whether your content is working, you need to know what “working” means. Ask yourself:
Who is your ideal target audience? Are you trying to reach technical decision-makers, end-users, or both?
What are their pain points? What challenges do they face that your product or service can solve?
What action do you want them to take? Are you aiming to educate, build trust, or get them to buy something, or attend a webinar, or download a brochure?
Once you’ve defined your goals and audience, you can evaluate your content through that lens.
Step 3: evaluate content relevance and quality
Now it’s time to assess each piece of content. Ask:
Is it still accurate and up-to-date? Technical content can quickly become outdated. Ensure all information reflects your current offerings and industry standards.
Is it clear and accessible? Avoid jargon and overly complex language. Your goal is to educate, not confuse. Try to imagine explaining this thing to your mother!
Does it address your audience’s needs? Does it speak to their pain points and provide actionable insights?
Is it visually engaging? Use visually appealing things like diagrammes, charts, or infographics to break up text and make complex ideas easier to understand.
Note and work on any content that needs updating, repurposing, or retiring.
Step 4: identify gaps and opportunities
As you review your content, you’ll likely spot gaps. For example:
Missing topics: Are there key questions or pain points your audience has that you haven’t addressed?
Content formats: Could you turn a white paper into a blog series or a webinar into a downloadable guide?
Use these insights to create a plan for filling gaps and repurposing existing content.
Step 5: repurpose and optimise
Finally, take action! Here are some ways to breathe new life into your technical content:
Update outdated content: Refresh statistics, examples, and language to keep it relevant.
Repurpose for different formats: Turn a case study into a video testimonial or a whitepaper into an infographic.
Promote strategically: Share your updated content on social media, email newsletters, and industry forums.
Remember, the goal is to make your technical content as accessible and impactful as possible.
Let’s wrap things up
Auditing your technical content isn’t just about fixing what’s broken - it’s about unlocking the full potential of what you already have. By following this 5-step framework, you can ensure your content is clear, relevant, and aligned with your audience’s interests. And when your technical content works harder, so does your business.
Ready to get started? Take inventory of your content today and see where you can make improvements. Your audience - and your bottom line - will thank you.