Plan your mix

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 Outdated content doesn’t always need to to be ditched.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.

Previous article in the series

Next article in the series