Have a critical look at existing content
- What's already working? Think about why it works, and use that information to help plan new content.
- What doesn't work? Don't waste resources producing content that's not useful to your customers or serving a purpose for your goals. There's absolutely nothing wrong with tossing out what's not working and replacing it with something better.
- What needs TLC? Outdated content doesn't always need to to be ditched. Some of it might just need updating and polishing so it can go on to serve a purpose.
Create the missing elements
- What's missing? What's not there that your customers need, and is your current mix of sales messages and content pulling in readers, leads, and sales? Spackle the gaps.