Content Marketing Blog

Get Rid of the ROT! – Part 1

Sheetal Pinto - Thursday, November 23, 2017

Expand Your Reach by Updating Your Content
Have you ever considered the fact that your content is not merely an image builder, but serves as an asset to your business? Your customers may visit your website and blog to find answers to questions that are very important. If they have access to the right kind of content that is meaningful and valuable, they will likely return. Even more importantly, they may also be compelled to purchase your products or services.

However, your content must be useful in order to provide value to your audience. If your current content is Redundant, Out-of-date, and Trivial (ROT), it will not deliver the results you expect. If this is the case, it is time to create scalable content that will help you expand your reach. While outdated content does not do much for your brand, quality content can maximize your digital marketing efforts.

Getting the ROT out of Your Content

It is easy to fall into certain patterns and habits when creating material for your website, blog, and social media pages. However, your marketing strategies must evolve to meet the changing needs and interests of your target demographics. Blog posts that once worked well for you may no longer resonate with your audience. You might discover that in addition to your email newsletters, for example, posting videos on YouTube helps to increase your overall conversions. If you are conscientious about examining what is not working, you will be better able to find the methods that do work.

Here are some points worth considering as you evaluate the current state of your content:

  • Know Your Audience: If the material you are publishing seems to be falling flat with your audience, the problem could be that your customer base has changed. Make use of various analytics tools to determine the scope of your current demographics. Once you know who your customers are and what they respond to, you can create fresh content with those details in mind.
  • Versatile Material: Because you must provide content across an assortment of channels, focus on material that can be adapted to different mediums. When you write a blog post, do so with the understanding that the same content might be repurposed later as a podcast, a video, or an infographic. This helps to drive home a strong message to your customers while ensuring that they remain interested and engaged.   
  • An Organized Team: Most business owners require a team of talented people to implement a high-quality marketing campaign. This team includes content creators who can craft usable material that reaches your intended audience. Be sure to organize your team carefully, so you are not publishing redundant content. Depending on the size of your company and the scope of your content marketing campaign, you may need to hire a data governance steward. This person could work to ensure that your team and your data remain organized and effective.  

Do not allow your content to become ROT! By evaluating your material, assessing your customer base with analytics, producing fresh content, and keeping your data and team organized, you can be certain that your content will have the impact you desire.

Marketing your business is a job unto itself. Do not attempt to do this without talented, experienced content writers behind you. The MintCopy team is one of the best in the Toronto area. Call us at 1-888-646-8003, or email us for more information. Also, do not hesitate to reach us via our online contact form.


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