Spring Cleaning for Your Content

By Jackie Wilson.

Spring is here, in theory at least, although we are seeing some fabulous weather here in the UK and while some people are scrubbing their skirting boards (who are these people?), we're going to focus on something way more useful - tidying up your content.

Content is this thing, it's so easy to take for granted, isn't it? It's easy to do something because, well, you just always have, without really thinking about hows or whys. A lot of the time it kinda runs on auto.

So, a Spring Clean? Read on…

Perhaps the first thing that needs to be done is a mental review and stock-take of your communications and content strategies. Are you changing course? New business priorities to plan for? Or just trim the sails and tune the engine? (Oops - mixed metaphors.)

And let's be honest, your website, blog, and social posts probably have a few dusty corners that could use a refresh. Here's how to tackle it:

Declutter: Ditch the Dead Weight 

Remember that your content vault is one of your most valuable assets and, like any storage space, needs a regular cleaning and dust-out.

Old blog posts that no longer make sense? You can delete, archive, or update them (see below)! If you have any outdated offers you no longer sell, it's time to let go. Weed out old sales pages, etc.

Cringey early-days content? (We all have it.) Give it the once-over or reframe it by compiling a 'My Early Journey' post, maybe. There's no harm in looking back if it illustrates how far we've come.

But be decisive. If it's no longer serving its purpose, gently send it on its way.

Polish What's Still Working 

At the same time, What IS working? What content performed best over the past year? Which emails got the most open and click-throughs, and which social media content generated the biggest buzz? What are your most valuable assets?

These may just need a little TLC. If a piece of content proved its worth, update it so it stays relevant and keeps working for you. (See Issue #49 for my piece on The Power of Evergreen Content.) Refresh stats, tweak your messaging, and add a stronger core narrative if needed. Check that all your links actually work. (Nothing says "I'm winging it" like a website with broken links.) A compelling story is timeless, but it should also feel current.

And while you're at it, make sure your brand's voice and values still come through loud and clear. Remember the three C's - consistency, consistency, consistency. ;)

Make Room for Fresh Ideas 

Now that you've cleared the clutter, what's next?

Take stock of what your audience needs now and create content that fits.

Maybe it's time for a new lead magnet, a fresh blog series, new case studies, or behind-the-scenes stories that deepen your connection with your audience. Maybe your people are asking questions you haven't answered yet.

Get your content caught up. Think of it like rearranging your living room, suddenly, everything feels lighter and more inspiring.

And last, but most definitely not least…

Great content doesn't matter if no one can find it.  

Reorganise your website so your best content is front and centre. Add clearer calls to action so people know what to do next. A clean, well-structured content hub makes your stories easier to read, love and share.

As this Forbes article puts it: "Elevate your communication KPIs to focus on metrics that matter—active engagement, positive brand perception and genuine audience interaction. Move beyond the clickbait." 

Spring cleaning isn't just for your home; it's the secret to keeping your content sharp, relevant, and not stuck in 2019. So grab a metaphorical broom and get to work!

Jackie is the founder-owner of BrickHouse, a small content creation company that mainly serves SMEs, and a media professionals with many years of standing.

She has over 25 years of experience as a freelance writer, broadcaster, and media trainer. She is a scrupulously precise editor who is utterly pedantic and very word-choosy. As a trainer, she worked with young journalists and reporters in parts of Africa and Central Asia–something she still sees as thoroughly rewarding and the most fun to be had while working.

Her content these days includes marketing copy, but she describes herself as a storyteller rather than a copywriter. A journalist to the bone, she does nothing without research, and the research object is her client’s story.