Content Detox – Your February diet plan
Can you believe how quickly January came and went? Like others across the UK, I spent the last 31 days on a detox. I didn’t go as far as Dry January and Veganuary. But January’s objective to rid my body of the bad and make room for the good has been OK. And just like everyone else, I look forward to these detoxes and believe that these little or big changes can make a significant difference, particularly when it comes to content. Just stay with me for a minute and I’ll explain.
Whether you are a staff writer or the CMO, everyone is responsible for the content that your brand creates and, as a result, the performance of said content should be at the forefront of your 2018 marketing plans. Having too much content, like holding on to that added weight from Christmas, can limit the true value and potential for your content to grow naturally. So, let’s make February the month to shed that unnecessary fat from your content to make 2018 the best year for your brand.
As we continue as an industry to create audience-focused content, we need to be aware that the needs of our audience change over time. What was exciting and interesting in January last year may not be the same 12 months later and it could be that the people we are targeting have changed too. That’s not to say we should edit or remove every blog post and asset we’ve ever created. But we should take a moment to reassess and look at the data and performance to make relevant tweaks that will ensure your content is working as hard as possible.
How – The 2018 Content Detox Plan
Like any good personal trainer would, it’s important to come up with a plan. In our world, the role of PT would be played by a Content Strategist or Insights team and our fitness plan would be a Content and Performance Audit. Here are, in my opinion, the most important factors to consider during a Content Detox.
- The initial consultation: It’s important to know what you want to achieve from your content detox. Set yourself an objective, goals and measures of what success looks like and write it down. Are you going to reassess your audience, review your content or both? Invite a variety of team members to consult
- The weigh-in: You’ve got to know your starting point and ask yourself: what are my vital metrics? This will allow you to measure the success of the project. In this instance, you need to audit your content (not a quick task) and make an extensive list of all the content you’ve created. A list of URL’s isn’t enough in my opinion. We want to see what the content is doing. You might create an Excel that looks at; URL, content type, where the content lives on the site, the author, go live date, avg. time, new visits, bounce rate, social shares (by platform), number of links and linking root domains
- Detox: Now you’ve got a lay of the land, priorities are your next step to start the detox. Question the dead weight content, update and optimise the performing. Consider re-sharing relevant evergreen, review internal linking and identify any new gaps for new content creation in 2018.
- Tracking & results: Build out a report. Do the same for your content. Track the performance results and continue to repeat the process steps. As they say, Rome wasn’t built in a day.
- Positive change: This should be a life change, not a one hit wonder. Continue to measure your results and continuously audit content that’s been created. How is it performing, could it be doing more or is in impacting customer journeys in a negative way? Start to make your positive changes today!
Start your Content Detox today and set yourself up for an exciting 2018!
Andy Edmonds, Head of Content, iProspect