Like any other part of a business, change is inevitable for content marketing. Shifts in company leadership, branding, and budget can all affect your content marketing strategy.
This is why your content strategy needs to include this one crucial step: regularly reviewing your strategy and your existing content.
Why should you frequently revisit your content marketing strategy?
By staying vigilant, you’ll be able to pinpoint problems, like underperforming content, much sooner. It will also help you be more flexible when something needs to be changed.
- Keep an eye on your editorial or content calendar to see if you have anything coming down the pipeline that may no longer seem appropriate.
- Revisit any data you have been tracking to see where you stand relative to your marketing goals. If you are not on track to meet your goals (e.g., if your sales have not improved sufficiently or you are not generating as many leads), consider what may need to change.
- Periodically go back to review your existing content to make sure it is still contributing to your goals. Update or remove ineffective or outdated content. The ability to refresh and revamp existing content can also keep you on-budget.
- Update and optimize titles, headers, and images of your existing content for better SEO
By periodically reviewing your strategy and revisiting old content, you can stay on top of what works, what doesn’t, and what can be updated. This lets you pivot your strategy more quickly when needed, and allows you to focus your resources on the most effective content and marketing techniques.
Looking for help with your content marketing?
That’s what I’m here for! I help healthcare organizations and marketing professionals strategize and write quality content that increases traffic, leads, and revenue.
Check out my content marketing ebook, “Essential Tips for a Powerful Content Marketing Strategy.” After that, feel free to connect on LinkedIn or email me as well!