Key takeaways
- A content inventory has one row per asset: link, platform, format, publish date, topic and the one or two results that matter for that format.
- The verdict column makes it useful: score each row Keep, Update or Retire from its results and whether it is still accurate.
- Compare each post with your own account average on the same platform, not with other platforms or other accounts.
- Repeat it every quarter, so the inventory stays a decision tool rather than a one-off spreadsheet.
On this page
What columns does a content inventory template need?
Copy the columns into whichever spreadsheet you already use; the template is the structure, not a tool. Keep it to one or two results per row, chosen by format: engagement rate for feed posts, views and watch time for video, clicks for link posts. Work out engagement rate the same way on every row with the engagement rate calculator.
| Column | What to record | Example row |
|---|---|---|
| Asset link or ID | The post URL or ID, so anyone can open the original | instagram.com/p/… |
| Platform | Where it was published | |
| Format | Post, carousel, Reel, video, article or story | Carousel, 8 slides |
| Publish date | When it went out, to judge how current it is | 12 March 2026 |
| Topic or pillar | The recurring theme it belongs to | How-to tips |
| Result 1 | The main metric for that format | Engagement rate 4.1% |
| Result 2 | A second metric, if one matters | 312 saves |
| Versus account average | Above, near or below your average on that platform | Above |
| Still accurate? | Yes, or what has changed (prices, screenshots, dates) | Yes |
| Verdict | Keep, Update or Retire | Keep: repurpose as a Reel |
How do you score each post: keep, update or retire?
Score each row on two things: how it did against your own account average on that platform, and whether what it says is still true. A post that did well and is still accurate is a Keep. One that did well but has an old price, feature name or screenshot is an Update. A post that did poorly is a Retire even if it is accurate: it is not worth promoting again as it stands.
| Results versus your average | Still accurate | Verdict | What to do |
|---|---|---|---|
| Above | Yes | Keep | Repurpose it into another format or platform |
| Above | No | Update | Refresh the facts and keep the structure that worked |
| Near or below | Either | Retire | Stop repromoting it; no need to delete the post |
How do you build a content inventory, step by step?
SkedCast’s analytics shows each post’s results across every connected account in one place, and report exports are included from the Solo plan, which saves copying numbers platform by platform.
Set the window
Pick the period to cover, such as the last 90 days or the last year, and the accounts in scope.
Export the posts
Pull each account’s posts and results from its analytics into one sheet, one row per post.
Fill the columns
Add format, topic and the accuracy check; mark each row above, near or below the account average.
Score and act
Give every row a verdict, then move Keep and Update rows into your next plan.
What do you do with the inventory once it is scored?
The result is a short list, not the spreadsheet. Keep rows become candidates for the content repurposer: turn a strong carousel into a Reel or a thread. Update rows go into your next content batching session instead of brand-new ideas. Gaps show up too: if one pillar has no Keep rows, that topic needs new work.
Run the inventory alongside a social media audit, which checks profiles, cadence and competitors, then schedule the reworked posts from your content calendar.
What is the difference between a content inventory and a content audit?
The inventory is the list: what exists, where and how it did. The audit is the judgement you make on that list, which here is the verdict column. Many teams use the two words for the same exercise; this template does both in one sheet.
Sources
FAQ
- What is a content inventory?
- A list of everything you have published, one row per post or asset, with its link, platform, format, date, topic and results.
- How often should I update my content inventory?
- Quarterly is a common rhythm: often enough to reuse what is working while it is still relevant, rarely enough to stay manageable.
- What counts as still accurate?
- Anything time-sensitive: prices, feature names, screenshots of an interface that has changed, or a claim tied to a date. A strong post with any of these becomes an Update.
- Do I need special software for a content inventory?
- No. A spreadsheet with the columns above is enough. A scheduler with cross-account analytics saves the copying.
- What do I do with the Retire rows?
- Stop repromoting or linking to them. You do not need to delete the original posts.