AI tooling · Content strategy
The AI content auditor I built for my team
One of four tools I built so my strategists spend their hours on judgment, not busywork. Together they more than halved our time to deliver.
Why I built it
Most people point AI at the writing. I think that’s backwards, and it leaves the real value on the table. The slow, unglamorous part of content strategy is the legwork before the thinking: crawling a site, reading every page, working out what each one is for, and finding the holes. So I built tools to do that part, which is where AI is genuinely good, and hand my team the insight so they can get straight to synthesis and writing. This is the one that maps a site.
What it does
You point it at a site and give it a framework: the funnel stages that become the columns, the content categories that become the rows, the jobs content can do, and a scoring rubric in plain language. It crawls the whole site, discovering pages through the sitemap and robots file, then an LLM reads each page and places it: which category, which funnel stage, what it’s doing, and how strong it is against your rubric.
You define the framework in plain language. The funnel stages become matrix columns; the categories become rows.
Point it at any site. Here it’s auditing my own.
It crawls in real time, sitemap discovery, page fetch, then classification.
Each section is classified by an LLM rather than keyword-matched, which is what makes the scoring judgment-aware instead of mechanical.
What comes out
The result is a live matrix. Every cell is a place content should exist, and it tells you whether what’s there is strong, thin, stale, or missing entirely. The gaps light up. Instead of a strategist spending days building this by hand, they open it already built and start making decisions.
| Awareness | Consideration | Decision | |
|---|---|---|---|
| Product / Services | GapNothing here yet | StrongDesign & strategy | GapNothing here yet |
| About / Leadership | StrongWho we are | ThinHow we work | StrongContact |
| Case studies | ThinTeasers, no proof | StrongFull write-ups | StrongOutcomes |
| Blog / Editorial | StrongRegular posts | StaleOld references | GapNothing here yet |
| Legal | StrongPrivacy, terms | GapNothing here yet | GapNothing here yet |
Illustration of the output. Every gap and weak spot is visible at a glance, filterable, and exportable.
Running it live
Here it is pointed at this very site. Fair warning: it comes back mostly gaps, and that’s the honest result. A brand-new portfolio isn’t a marketing funnel, so there’s no product content, no legal, nothing at the decision stage yet. That’s the point, though. The score was never what mattered. What matters is that the tool looked at a real site and saw exactly what wasn’t there.
The results view: filter by category or status, inspect any cell, export.
The outcome
This is one of four tools I built for my content team, alongside a brand-health analyzer, a content-strategy wizard, and a content-gap dashboard. Each one takes a slow, manual job off the team’s plate. Together they more than halved our time to deliver, and, more to the point, they moved my strategists’ hours out of collection and into judgment, which is the part only a person can do.
My role
I designed and built these myself, directing and testing the code rather than writing every line by hand, the same AI-assisted way I build everything now. The thinking behind them, what to measure, how to score it, what a strategist actually needs on a Monday morning, is the content-strategy work underneath the software.