What do you do if your content strategy is falling behind the latest trends and developments?

1 Identify the gaps

The first step to refresh your content strategy is to identify the gaps between your current state and your desired state. You can do this by conducting a content audit, a content analysis, and a competitor analysis. A content audit helps you evaluate the quality, relevance, and performance of your existing content. A content analysis helps you understand the needs, goals, and preferences of your target audience. A competitor analysis helps you benchmark your content against your rivals and identify the opportunities and threats in your market. By doing these analyses, you can find out what works, what doesn't, and what needs to change in your content strategy.

3 Experiment with new formats

The third step to refresh your content strategy is to experiment with new formats. You can do this by trying out different types of content that can appeal to your audience, such as videos, infographics, interactive quizzes, ebooks, webinars, podcasts, etc. You can also explore different platforms and channels that can help you reach your audience, such as social media, email, chatbots, voice assistants, etc. By doing this, you can diversify your content portfolio, increase your engagement and reach, and test what works best for your audience and your goals.

4 Optimize for SEO

The fourth step to refresh your content strategy is to optimize for SEO. You can do this by conducting keyword research, optimizing your titles, headings, meta tags, URLs, and images, improving your site speed, mobile-friendliness, and user experience, and building links and authority. By doing this, you can improve your visibility and ranking on search engines, drive more organic traffic and leads, and enhance your credibility and trustworthiness.

5 Measure and improve

The fifth step to refresh your content strategy is to measure and improve. You can do this by setting SMART goals and KPIs for your content, using analytics tools and feedback mechanisms to track and evaluate your content performance, and applying the insights and learnings to refine and adjust your content strategy. By doing this, you can monitor your progress and impact, identify the strengths and weaknesses of your content, and continuously improve your content strategy based on data and evidence.

6 Be flexible and adaptable

The sixth and final step to refresh your content strategy is to be flexible and adaptable. You can do this by being open to change, learning from your mistakes, and embracing new challenges and opportunities. You can also create a content calendar and a content governance framework to plan, organize, and manage your content creation and distribution, but also allow for some flexibility and creativity to respond to the changing needs and preferences of your audience and the market. By doing this, you can keep your content strategy fresh, relevant, and effective.