This document provides guidance on conducting content analysis to measure how well a news organization's content aligns with its goals and audience. It outlines a 7-step process for content analysis: 1) define goals and audience, 2) choose a time period, 3) decide what to count, 4) count items, 5) analyze results, 6) determine if goals were met, and 7) repeat regularly. Content analysis can be done for both print and digital content, and examples are given of tracking diversity in photos versus community demographics. Regular content analysis provides a record to guide future decision making.