American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is the focus of a qualitative content audit?

1. Assessing content volume

2. Evaluating content against metrics alone

3. Measuring the effectiveness of content

4. Listing every piece of content with metadata

The correct answer is: Measuring the effectiveness of content

The focus of a qualitative content audit is on measuring the effectiveness of content. This process involves analyzing how well the content meets the intended goals and objectives, such as engaging the target audience, providing value, and driving desired actions. A qualitative approach emphasizes the insights gained from evaluating the content's relevance, tone, quality, and how well it aligns with the overall content strategy. Unlike a quantitative audit, which might center on metrics, volume, or simple data listings, a qualitative audit digs deeper into the contextual aspects of content performance. It assesses not just how much content exists or its statistical performance, but also whether the content effectively resonates with the audience and fulfills its purpose. This could involve analyzing user feedback, content structure, and alignment with audience needs, leading to insights that can guide future content creation and refinement.