Issue #1
January 19th, 2021     

My take on the intersection of marketing + life

I haven’t been able to taste or smell for 3 weeks - and counting. It’s made for some burned chicken dinners and tasteless smoothies. Yuck!

It has taught me a thing or two, though. Mainly that I’m not really hungry for chocolate chips after dinner, or that mid-day snack. If I can’t taste it, what’s the point?

So, I’ve audited my food habits. I’ve learned to distinguish between what I really need to sustain myself, and what foods I lined the pantry with simply because I used to crave their taste.

My pantry is a lot like the content on your website. Some contains the information your audience really needs. Some is just fluff. Some is outdated, and no longer drawing the readership it once did. Some may even be hard to find when navigating your site.

The beginning of a new year is a great time for a content audit. Do your current blogs, white papers, eBooks and web copy still meet the needs of your target audience?

Use these 3 questions to determine if the blog is a keeper:

1. Is the message relevant? Think: Does it reflect the current state of the industry? Case in point: I’m updating a client’s cannabis insurance page, written when the industry was first emerging. I’m adding language like “essential business” and “conflict between states and the federal government.” Neither were germane years ago, but are now arguably the most relevant industry topics today. 

2. Does it speak to your target audience’s pain points? Think: Have your client’s paint points changed since the pandemic and civil and racial unrest swept the nation? Does the content take into account new industry regulations? Are your customers struggling for different reasons now?

3. Is there a layer of “dust” on it? When statistics are old and the introduction references a previous industry trend, it’s time to update your content. Keep stats to the last few years and try to create an intro that’s evergreen, i.e. long lasting. Then, republish!

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