The VC Content Audit: How to Find Your Gaps and Fix Them

Hi new Content Clubbers! I appreciate so many of you joining me from LinkedIn. You might want to check out the archives and see if any of my previous posts resonate. Meantime, I’ll leave a subscribe button right here, in case you’d be kind enough to forward this to a colleague or friend. Onto the post! — Paul

Venture firms invest in companies that iterate and improve based on feedback. Yet when it comes to their own content strategy, many VCs fall into a pattern of sporadic publishing—tweeting when inspiration strikes, announcing deals when they close, and writing blog posts that may or may not resonate.

The result? A scattered content presence that fails to build a compelling, lasting narrative.

The best VC firms treat content like a portfolio: they analyze what’s working, identify gaps, and double down on their most effective strategies. That’s where a content audit comes in.

By systematically evaluating your existing content, you can refine your firm’s voice, sharpen your messaging, and ensure that your content isn’t just noise—but a true competitive advantage.

Step 1: Map Your Existing Content

Before you improve your content, you need to take inventory. Gather everything you’ve published in the past year—blog posts, newsletters, LinkedIn posts, Twitter threads, podcast episodes, videos, anything that represents your firm’s perspective.

Key Questions to Ask:

• What topics do we write about most often?

• How balanced is our content mix (thought leadership, market insights, founder-facing content, deal announcements)?

• Do our content themes align with our investment thesis and differentiators?

• Which pieces have performed well (engagement, inbound deal flow, LP interest)?

✅ Pro Tip: Use a simple spreadsheet or Notion to track content types, themes, performance metrics, and engagement data. Great assignment for a Year 1 associate!

Step 2: Identify Your Content Gaps

Once you have a clear picture of your current content landscape, the next step is to find what’s missing. Gaps can emerge in different ways:

1. Thematic Gaps: Are You Saying Something Unique?

Too many VC firms publish generic content that could have been written by anyone. If your content isn’t differentiated, it won’t stick.

• Fix: Identify where you have a unique voice. Do you have a proprietary investment framework? A contrarian thesis? Deep expertise in an underserved market? Your content should showcase these strengths.

2. Audience Gaps: Are You Speaking to the Right People?

Are you writing only for other VCs instead of founders? Are LPs getting enough insight into your investment approach?

• Fix: Ensure that your content speaks to all key audiences—founders, LPs, potential hires—without diluting your message.

3. Format Gaps: Are You Meeting Your Audience Where They Are?

Are you relying too heavily on long-form posts when your audience prefers short, tactical insights? Are you underutilizing LinkedIn or video content?

• Fix: Balance your content mix. Some insights work better as a Twitter thread, some as a deep-dive blog, and others as a short, engaging video.

✅ Pro Tip: Compare your content themes to competitors and top-performing VC firms. What are they covering that you’re not? Where can you lead the conversation instead of following it?

Step 3: Evaluate Performance & Impact

Not all content is created equal. Some posts generate buzz but no real engagement. Others quietly drive inbound deal flow and LP interest. The key is knowing what moves the needle.

Key Metrics to Track:

• Founder Engagement: Are great founders citing your content when they reach out?

• Deal Flow Influence: Are you seeing a pattern where certain content leads to inbound pitches?

• LP Interest: Have new or existing LPs referenced your content in conversations?

• Search & Discoverability: Is your content ranking in search results for relevant topics?

• Social & Email Performance: Which posts or newsletters have the highest open rates, shares, and comments?

✅ Pro Tip: Don’t get distracted by vanity metrics. Engagement is good, but real impact is measured in relationships, deal flow, and LP trust.

Step 4: Build a More Strategic Content Plan

Once you’ve identified your gaps and assessed your performance, it’s time to refine your strategy. The best VC content plans are intentional and compounding—they reinforce a firm’s thesis and build credibility over time.

Refining Your Content Strategy:

• Double Down on What Works: If certain types of content generate inbound deals or high-value engagement, make them a bigger part of your strategy.

• Eliminate What Doesn’t: If a content format or topic isn’t delivering real value, shift your focus.

• Create Pillar Content: Invest in a few high-impact, evergreen pieces that become reference points for your firm’s perspective.

• Plan for Consistency: Set a cadence that’s realistic—whether that’s bi-weekly blogs, monthly newsletters, or daily LinkedIn insights.

✅ Pro Tip: Treat content like an investment. The best-performing content compounds over time, so focus on sustainable, high-quality output rather than reactive publishing.

Final Thought: Content as a Competitive Advantage

A strong content strategy isn’t about churning out more—it’s about being strategic, measured, and intentional. The firms that win in content don’t just write when they feel like it; they analyze, optimize, and execute with purpose.

By running a structured content audit, you’ll sharpen your messaging, uncover new opportunities, and turn your firm’s content into a lasting advantage.

So—when was the last time you took a hard look at your content strategy?