Spring cleaning season can and should be applied to most things – content marketing strategies being no exception to the rule. Sure, it’s one extra job on the pile and one that you’d rather sweep under the rug a while longer, but you can’t…at least, not if success is something you’re interested in.
2016 is flying by at a terrifying pace and nobody is going to pop up out of nowhere and optimise your marketing strategies on your behalf. So why not take the bull by the horns right now and dive into your content marketing efforts, in order to ensure the rest of the year is at least as successful as your Q1?
Here’s a quick look at a few essential tips for spring cleaning your content marketing strategies:
1 – Get Serious with Benchmarking
Now’s the time to take a good look at the goals and targets you established in Q1, in order to brutally honest with yourself (and your team) if things didn’t go to plan. Or if they went to plan aside from in a few select areas, these are the areas you need to focus on. If your current content marketing strategy has been in place for at least a few months, you really should have all the data you need to determine what’s working for you and what isn’t. Rather than lowering your benchmarks, think instead about using the data you have at our fingertips to pretty much destroy them with your performance in Q2.
2 – Don’t Fix What Isn’t Broken
It’s often said that you need three months to see if any piece of content is going to work in your favour, though it takes six months to really gauge its effectiveness. As such, if you put something in place in February or even late January that is only just starting to show signs of life, leave it exactly where it is. Any evidence of improved traction whatsoever over a three-month period should be interpreted as reassuring. As such, if you retire anything without first giving it as much time as it needs, you’re guaranteeing its failure – perhaps prematurely.
3 – Be Bold
What’s great about this time of year is that while there’s been enough time to test a fair few strategies, the year is still plenty young enough to make a few experiments. You of course want to ensure you keep following the lines that have proved successful to you, but at the same time there’s nothing quite like tossing something new (and perhaps a little radical) into the mix, just to see what happens. After all, it’s not as if you have to stick with it if it bombs – trial and error, and all that.
4 – Expert Wisdom
Last but not least, if it’s been some time (or literally forever) since you last had an experienced professional carry out a full review on your content marketing strategy, now’s the time to make it happen. The simple fact of the matter is that you cannot and will not ever be able to cast an eye over your work from a neutral, third-party perspective – meaning there’s much to be gained by hiring an expert who can.