5 Signs It’s Time to Refresh Your Content Strategy

Marketing at laptop

Here’s a fun test: Ask your content strategist, “When is the best time to refresh content?”

Her answer should be, “Yes.”

Why? Because it’s always time to refresh your content.

While there are some clear indicators that it’s time for a revamp, more often than not, a solid portion of your content could benefit from a refresh at any given point. Staying proactive and regularly assessing your content against current trends, audience engagement and performance metrics are critical for maintaining the effectiveness and relevance of your content and ensuring it’s meeting marketing and business goals.

1. Your content isn’t converting.

When content converts, it clearly prompts your audience to take a specific action that aligns with your goals. This action can vary depending on the objectives of the content strategy.

Common converting actions are:

  • Making a transaction.
  • Filling out a form.
  • Downloading a trial version of your product.
  • Registering for an event.

Noticing a drop-off in these types of converting events? Consider refreshing your content.

2. Your content isn’t ranking on SERPs.

If your content doesn’t rank high in Search Engine Results Pages (SERPs), then you probably have room for improvement in terms of your content’s alignment with search engine optimization (SEO) standards and practices.

Low rankings suggest that search engines may not perceive your content as highly relevant or of high enough quality. This indicates a need to review and enhance the quality, depth and relevance of your content to better meet the needs of your target audience.

Low-ranking content will receive significantly less traffic, as users are more likely to click on results at the top of the page. With decreased visibility, your content is less likely to attract clicks, shares and interactions, which hinders your ability to engage with your audience and improve your content’s authority over time.

3. You only have one type of content. 

Having a diverse range of content types can enhance engagement, reach and SEO. If you’re only producing one type of content, it’s time to expand your content repertoire. This doesn’t necessarily mean creating content from scratch. Repurposing content you already have is a great starting point. For example, try:

  • Infographics. Transform data-driven or informative blog posts into infographics that highlight key statistics, steps or tips in a visually engaging format.
  • Podcasts. Use the themes or expert interviews from your blogs as content for podcast episodes. This format appeals to audiences who prefer audio content, possibly during commutes or workouts.
  • Social media posts. Break down blog posts into smaller, bite-sized social media content suitable for platforms like Twitter, LinkedIn or Instagram. Use engaging visuals and calls to action to drive traffic back to your full blog posts.
  • Email newsletters. Curate your blog content into themed newsletters, offering subscribers a digest of your latest or most relevant posts along with exclusive insights.
  • Videos. Convert blog topics into video content for platforms like YouTube or social media. Videos can be tutorials, expert interviews or summaries of your posts.

If you’re not incorporating short-form video into your content strategy, you’re missing out on a powerful way to engage with your audience, especially given the popularity of platforms like YouTube Shorts, Instagram Reels and TikTok. 

These platforms cater to users’ preferences for quick, engaging content that can be consumed on the go. Try highlighting:

  • Key takeaways from blog posts. Create short videos that summarize the main points of your blog posts. This can intrigue viewers and prompt them to read the full post for more in-depth information.
  • Behind-the-scenes clips. Offer a glimpse into the making of your blog content or day-to-day operations. This humanizes your brand and builds a connection with your audience.
  • Tips and how-to guides. Convert sections of your blog posts into quick, actionable tips or short how-to guides. This format is highly shareable and can help position you as a go-to resource in your field.
  • Q&A sessions. Address common questions related to your blog topics in short videos. This not only provides value but also encourages interaction and engagement from your audience.
  • Challenges and trends. Participate in or create your own challenges that are relevant to your niche. Use trends to make your content more discoverable and relatable to a broader audience.

4. Your company’s goals shift.

When a company’s goals or marketing strategies evolve, you’ll need to shift your content strategy to ensure alignment. Changes in business objectives can impact content strategy, including:

  • Target audience shifts. A change in company goals often comes with a reevaluation of the target audience. If your company decides to target a new market segment, your content must be tailored to address the interests, problems and language of this new audience to effectively engage them.
  • Product or service launches. Introducing new products or services will require creating specific content that highlights benefits, uses or differentiators to support the launch strategy. This could involve tutorial videos, feature articles or customer testimonials. This is also true if your company goes through a merger, acquisition or divestiture.
  • Repositioning the brand. If there’s a strategic decision to reposition the brand in the market, content must be updated to reflect the new brand messaging, tone and values. This ensures consistency across communication channels and helps reshape public perception.
  • Competitive landscape changes. New goals or strategies may arise in response to changes in the competitive landscape. Your content should address these shifts by highlighting your unique value proposition and differentiating your offerings from competitors.

5. You’re not meeting sales goals.

Adjusting your content strategy in response to sales challenges, such as not hitting sales goals or experiencing stalls in the sales pipeline, requires a strategic approach aimed at identifying and addressing the specific issues affecting sales performance.

Pinpoint where in the sales cycle the pipeline is stalling or underperforming. Is it at the awareness stage, consideration stage, decision stage or after initial contact? Understanding this will help tailor your content strategy.

Work closely with the sales team to understand their needs, the objections they encounter and the questions prospects are asking. This collaboration ensures that the sales content you produce directly supports the sales process and addresses prospects’ concerns.

Also, make sure your sales team knows how to use the content in their sales process. Training can include best practices for sharing content with prospects, using content to answer questions and using content in follow-up communications.

Adjusting your content strategy in response to sales challenges is about more than just creating more content; it’s about creating the right content that addresses specific points in the sales cycle where prospects disengage or lose interest. 

By closely aligning your content efforts with the sales team’s needs and the buyer’s journey, you can help remove obstacles in the sales pipeline and help meet sales goals.

How to Do a Content Audit

Brace yourself. If you haven’t done a content audit in a while, be aware that a thorough audit can be time-intensive. While there are a ton of helpful tools to support this process (I recommend a few below), you can’t rely on technology alone. You’ll need actual humans to help inform your understanding of what’s working and what isn’t.

Some tools I find helpful to kick off a content audit are: 

  • Screaming Frog. This powerful crawler provides a comprehensive overview of your site by listing every URL within your domain. It’s particularly useful for sites with extensive content archives, helping ensure no page is overlooked. It’s also helpful if you’ve just been hired at a company and aren’t familiar with all the content that exists. 
  • Google Analytics. A staple for understanding content engagement, Google Analytics reveals page views, user behavior and conversion metrics, offering a clear picture of content performance. 
  • Amplitude. I’d be remiss if I didn’t mention this Google Analytics competitor, which I’ve recently begun using. Positioned as a product analytics platform, Amplitude goes beyond web analytics. It offers more advanced features such as user segmentation, funnel analysis and cohort analysis. Amplitude helps you understand how users interact with your product, identify bottlenecks and optimize user experiences.
  • Marketing automation tools. Solutions such as HubSpot, Adobe Marketo Engage or Marketing Cloud Account Engagement (formerly Pardot) offer additional insights into how content influences leads and conversions within your marketing funnel.

Note that these tools might not cover content residing outside your website, like sales enablement materials or presentations. For a holistic content overview, consider the following strategy.

How to Create a Content Marketing Strategy, Starting With a Master Content Inventory

Begin by creating a detailed spreadsheet that encompasses every piece of content, regardless of format or location. Organize your inventory by including columns for:

  • Last update. Track when each content piece was last revised to prioritize updates.
  • Content type. Specify whether each piece of content is a blog, infographic, video, webinar, product one-sheeter, white paper, landing page, pillar page or other type of content.
  • Target audience. Note which Ideal Customer Profile (ICP) or buyer persona each piece is intended for, enhancing content alignment with audience needs.
  • Product/service line. Identify the product or service each content piece supports, ensuring clarity in your content’s value proposition.
  • Funnel stage. To tailor content strategies effectively, determine which stage of the buyer’s journey each piece addresses, from awareness to decision.
  • Engagement metrics. Record page views, downloads and conversions to assess content effectiveness and identify high-performing pieces.
  • Action plan. Based on its performance and relevance, decide whether to keep, update or redirect each piece of content.

Now that your content is inventoried, take time for a pulse check on what you’re working with. Rate the value of each piece of content and note where you can make changes or updates that will allow content to work harder for you. you may not be able to refresh it all now, but having a plan can help set priorities down the line.

This approach provides a comprehensive view of your content landscape and sets the stage for informed decision-making to guide your content strategy.

Create an Editorial Calendar With Your New Approach

As you complete your audit, you’ll start to see where you have gaps. Taking these gaps into consideration, as well as the needs of your sales teams, you can create an editorial calendar — an essential tool for planning and coordinating content by audience segment, delivery channel, buyer’s journey stage and content format. 

Need an editorial calendar template? We’ve got one! Download it here.

Melanie Medina

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