Mother looking at content on ipad with her two young children
Mother looking at content on ipad with her two young children

As a content strategy masters student, I quickly learned that content audits are an integral part of the field. After all, if you do not know what your current content looks like, how can you develop a strategy that achieves your business goals? More importantly though, I have found that auditing content through the lens of one’s users is invaluable. In this article, I explore persona-driven content audits.

Why persona-driven content audits?

Usability.gov describes a persona as “a fictional person who represents a major user group for your site.” Put simply, a persona allows you to envisage your users’ needs, behaviours and motivations as they interact with your content.


Swiss army knife with pen, twitter logo and facebook logo
Swiss army knife with pen, twitter logo and facebook logo
Intelligent content is reusable, discoverable, reconfigurable and adaptable.

Have you ever examined how your company creates, publishes and distributes all the content that goes into selling and servicing your products? Chances are, it’s a pretty complex process, especially if you’re a large organisation. And if your content development system is inefficient, it could be negatively impacting your employees’ productivity and the return on investment on your content.


Does your brand communications strategy work? Discover a technique to ensure your messaging reflects your unique purpose, and resonates with your audiences.

A hand holds a glass ball in a forest underneath some trees
A hand holds a glass ball in a forest underneath some trees
Get rid of the fluff in your messaging. Focus on what matters. Photo by Emmanuel Holveck — Lafay from Pexels

“We’re on a mission to change the world. But we know it’s not easy — that’s why we’re pushing boundaries and challenging norms. Innovation and creativity are not just buzzwords at [insert company name here] — they’re part of our DNA. What unites us is a relentless drive to transform how you [insert consumer activity here], while nurturing our communities and rebuilding the world we live in.”

If this paragraph sounds familiar, it’s because in today’s age of companies trying hard to connect with their audiences, brands are starting to sound the same.

Azza El Arabi

UX writer, Content Strategist. Lifelong learner. When I'm not writing or reading about user-driven communications, I'm travelling and chilling with my cat.

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