Worksheet + Excel · Updated 23 October 2026
Give your content a clear purpose.
Get an overview of pages, articles, emails and other materials. The aim is to help customers move forward, with less duplicated work and clear ownership.
Use the template
An overview of content, actions and who will follow up.
The subject expert, sales team and content publisher.
See it in practiceFrom a situation to a next step
Illustrative example · not a client case
Two articles answer almost the same question. The older one still gets relevant visits, while the newer one has the most up-to-date explanation.
- Investigate
Look at the questions the articles answer, the searches they appear for and links pointing to them. Check whether they meet different needs before merging them.
- Try
If the need is the same, bring the best content together at the most relevant URL. Archive the originals and check direct redirects and internal links.
- Follow up
Can readers find a complete answer on one page, and do visitors following old links reach the correct content?
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Gather the content and its purpose
Record the URL or file, format, audience, topic and owner. Include content used after the sale: welcome messages, delivery information, service and follow-up. These can be crucial to the next project.
02 / 04
Place it in the customer journey
What does the customer need at this point? Choose between discovery, consideration, contact, purchase, delivery and repeat business. Look for gaps and overlap. One piece of content should not have to serve every stage.
03 / 04
Assess quality and actual use
Review accuracy, readability, images, links and the next action. Where measurements exist, record the source, period and findings. Low traffic alone does not mean low value: an important service page can help a small number of customers very well.
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Choose an action and an owner
Choose to keep, improve, merge or archive. Prioritise customer needs and business goals. When merging, preserve the original, choose a relevant destination and check redirects and internal links.
Agree on a commitment.
One practical improvement is a good place to start. Agree on who will take it forward and when you will review whether it works. The plan is included when you download your notes.
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