Running a content audit: from thousands of pages to a fix list

A content audit is the recurring process of scoring your live PDPs against the scorecard, across every retailer, and turning the results into action. It's how a brand actually finds the gaps hiding in a catalog too large to eyeball. The workflow:

1. Collect — gather the live content from each retailer's page (often by crawling/scraping or via data partners), because what's live can drift from what you published. 2. Score — run each PDP through the weighted scorecard to get a number and a list of specific failures. 3. Diagnose & prioritize — sort by impact: which failing items, on which high-traffic SKUs, at which retailers, cost the most sales? 4. Fix & publish — correct the content in the source of truth and syndicate it out. 5. Re-audit — verify the fix actually went live (it often doesn't on the first try) and track the score trend over time.

The mindset that makes audits pay off: audit the live shelf, not your intentions. Brands are routinely shocked that content they "published" months ago never made it onto a retailer's page, got truncated, or was overwritten. The audit closes the gap between what you meant to show and what shoppers actually see — and because the shelf keeps moving, it's a loop, not a one-off.