PostEaseStart with what performed, not with what felt like effort
It is common for the content that took the most effort to produce not to be the content that performed best. An honest audit ranks by performance (engagement rate, saves, real business outcomes), not by how much work went into making it.
Look for patterns across posts, not just standout hits
A single viral post is often a one-off. A pattern across several posts, whether a format, a topic, or a posting time that consistently outperforms, is a far more reliable signal to plan around.
Decide what to stop, not just what to do more of
An audit that only identifies what worked misses half the value. Identifying a content pillar or format that consistently underperforms, and deliberately dropping or reworking it, frees up real time and effort for what the data supports.
A reasonable cadence for running one
A quarterly audit is frequent enough to catch real shifts in what is working without reacting to short-term noise from any single post or week. Auditing more often risks chasing small fluctuations that are not meaningful trends.