A digital content audit helps companies to understand the content they already have (from social media posts to blogs to website copy), and evaluate that against the organization’s audience and its needs. Digital content audits are a vital first step to unifying and harmonizing a firm’s communications with a view to improving engagement, finding new audiences and supporting sales efforts.
We provide digital content audit services to a wide variety of businesses across many different industries.
How decision-makers are reaching and assessing your brand has fundamentally changed due to large language models (LLMs) and their impact on online search. The old playbook to appear in front of buyers focused on keywords, SEO and paid advertising. LLMs open up a significant opportunity to outpace competitors by showing up in query answers on a consistent basis.
Worse, many companies rely only on organizational tacit knowledge or institutional memory – unwritten recall of a company’s actions and history – leaving crucial insights undocumented. This means significant risks for a company’s brand, especially as teams change over time and could even result in the same mistakes being repeated over and over.
If you don’t know where and how your brand appears online, you’re already at a disadvantage. This is why digital content audits are essential, especially in the age of LLMs when assessing content depth and backlinks. Our comprehensive audits create documented, structured analysis of brand discoverability across all touchpoints, including a website, blog and third-party sources like media outlets.
While the audit is the fulcrum of this service, it also needs to factor in brand positioning, as well as business objectives, to better frame how the analysis is affecting a company and its buyer audience. Without these commercial realities, the audit falls flat.
The auditing we conduct reviews message penetration and consistency, keyword intent, content hierarchy and alignment to the target audience’s ideal customer profile (ICP) information. We’re a team of senior communications experts who conduct each audit with a diagnosis of business realities at the core of our work.
An audit on its own, while useful, offers an incomplete picture. It diagnoses where and how a brand appears across digital touchpoints, but beyond this insight, it must also provide clear guidelines and recommendations to improve performance.
Our audits are extensive, factoring in every element of a brand digitally and the review identifies consistency of messaging, gaps in content placements and provides a roadmap to better online discoverability. It provides both quick tactical wins as well as long-term strategic recommendations to transform your approach to content into a strategic growth lever.
Our team delivers impactful PR programs across a host of channels and has the skills to assist with any communications challenge.
Explore our PR case studies to find out how we've delivered results and business impact for our clients.
“Wise Up PR has really delivered for IronVest. It nailed our brief by building a highly successful strategy that took our brand into some of the biggest media outlets in the world. The team is also filled with PR experts and offers its clients an excellent level of care and support.”
“The Wise Up PR team has been a great partner for us across high-quality content creation and media relations support. Their expertise in supporting emerging technology companies aligns perfectly with our goal of shining a light on the Pacific Northwest's technology ecosystem on the world stage.”
“Wise Up PR has been a great partner to LevelTen Energy for our Pan-European press office. We really value the team’s in-depth media relations expertise, responsiveness working across time zones and ability to deliver excellent results.”
“We’ve found a long-term trusted partner in Wise Up PR. The agency is highly skilled in corporate communication for defense brands and has delivered great results for Echodyne.”
“Orbbec’s brand awareness in the US and Europe has been transformed thanks to working with Wise Up PR. They provided exceptional media and influencer relations results during a crucial time for us, including a collaboration with Microsoft and a product launch at CES. They are a team of sensor and deep tech experts who can be trusted to not only get your brand and industry but also get the job done.”
“The team at Wise Up PR has helped us at a key time for TransactPay. It has provided everything we could need - high-quality content, skilled media relations strategy and execution and also assistance with our social media. They've been the perfect partner to TransactPay and helped boost our brand recognition amongst our key audiences. I can't recommend Wise Up PR enough.”
“Wise Up PR clearly understood our brief and brand from day one and crafted editorial-led, engaging content, instead of forgettable promotional material. The quality of the content from their team of former journalists has delivered genuine, tangible value for Runa, opening doors with prospects in new and exciting industries for us.”
“The team understands how to navigate media on a global scale, and they secured top-tier media coverage that propelled our South Korean-based brand onto the world stage. This coverage drove significant inbound sales inquiries, while their expertise with running awards programs helped us gain industry recognition that set us apart from competitors. Working together proved the real business impact PR can have.”
“Wise Up PR worked as a true extension of our marketing team. They're sharp, organised and easy to work with and helped to deliver important company announcements and secure great podcast interviews for Triple-A. What I valued most was their understanding of the digital assets space and how quickly it evolves. When our priorities shifted, they adapted just as quickly, without missing a beat and continued to bring fresh media opportunities to the table.”
“What was clear from the get-go working with Wise Up PR was that they are true experts in media relations. The team can do everything a listed company needs from PR strategy, storytelling and content creation, to tactical media relations execution. The results from working together? Top-tier, global media coverage secured on an ongoing basis. The team is nothing short of outstanding.”
“We really view Wise Up PR’s team as an extension of our own. From the beginning, their team has provided a great mix of strategic PR counsel, supported by the delivery of consistently high visibility media coverage around all the great research Attest is producing. The quality of the media relations results speaks volumes of their work.”
“My past experiences with PR agencies haven’t always been positive, but Wise Up PR completely changed that. They’re incredibly knowledgeable about the defense industry and move quickly to the pace we need. For AimLock, the team drove high-impact media coverage, as well as running an incredibly effective organic LinkedIn strategy that generated interest and engagement from hard-to-reach defense sector buyers and partners. This work has forged authentic connections for AimLock across channels and with our key audiences.”
“We wanted a PR agency that could elevate BVNK into the biggest media publications in the world, a key aim at a time of accelerated growth for our company. Wise Up PR delivered what we needed and also provided ongoing and outstanding expert media relations counsel and strategy that helped achieve our PR campaign goal.”
“The team at Wise Up didn’t just get us media coverage, they got us the right press in top-tier outlets that Modern Hydrogen needed. They delivered a clear strategy, excellent execution and real outcomes.”
“Wise Up PR has clearly demonstrated the value that strategic media relations deliver beyond just one announcement. What has stood out from day one was that the team really understands deep tech, can create a clear PR strategy and, ultimately, get results from its targeted media outreach. By working together, earned media is now an integral part of how Emesent builds awareness, as well as communicates our most important milestones.”
A digital content audit takes the form of a comprehensive, thorough review of where and how a brand appears online. Extending across owned channels (such as company blogs, for example), paid media such as online ads and earned media (where journalists have published stories about your brand), a digital content audit creates a documented record of all your content. This is a vital tool for businesses to assess how their brands are represented online right now, but also with a view to putting a plan in place for brand messaging and discoverability for the future.
A brand should do an audit of where it appears digitally because having no knowledge of how your brand appears online is a competitive disadvantage. It’s crucial to understand what is good and what is a bottleneck or bad. Unless you do so, you are leaving lead generation to chance and have no insight into the buyer journey to your brand. You can’t afford to leave it to chance: you need insight to enhance your bottom line.
How often you conduct a digital content audit depends very much on the stage you are at, and also on your budget. For early-stage companies, it may not be as necessary to be regular, as there simply will not be enough content to audit. For most companies, however, we would advise once a year at minimum, depending on resources and budget, as digital content audits are a vital tool to take stock of how your brand is perceived by key audiences and also discovered.
Digital content audits are totally distinct from SEO audits, and have different methodologies and goals. While an SEO audit looks deeply at technical aspects of your website, digital content audits look at your content: what it says and who it is aimed at. Digital content audits look at the content itself rather than your website’s technical setup. They deliver insight from the content itself, where it is placed and whether it is earned (like media publications) or owned media (such as company blogs or podcasts).
Absolutely, a content audit can be used to support both a website relaunch or a rebranding of the entire organization. In fact, it’s a critical component of either. When rebranding or launching a company website, a digital content audit should be one of the very first priorities. The information gleaned from a full digital content audit across both owned and earned media is vital to inform how to approach the rebrand or website relaunch. With a senior-only team of former journalists, we can offer expert insight into your digital content.
The outcomes from conducting an audit of digital touchpoints include essential information around your entire content and PR strategy. Conducted carefully, any digital content audit should offer both short-term and long-term recommendations on what to do with existing content and how to frame upcoming content. If there are shortfalls or gaps in a company’s messaging, a digital content audit will uncover these, and with this information, you can craft a new approach if needed for your B2B brand.
