Episode V - Content Decay
Most marketers approach content marketing with an unbalance framework that prioritizes content creation and neglects hidden opportunities under historical pieces.
In a world where over 4.4 million blog posts are published every day marketers need a better framework for content marketing. One that takes into consideration important factors like the lifecycle of content, user & customer journeys, and the competitive landscape of content.
In this episode of Marketing Concepts, I’ll take you through the exact process I use to analize content performance and mitigate content decay over time
Marketing Concept of the Week: Content Decay
Content Decay is a phase of the content lifecycle in which content assets lose their ability to acquire, activate and retain users. It occurs after the maturity phase and it opens up a whole bunch of new opportunities for growth.
Content Lifecycle
What causes Content Decay?
As you can see any type of content you produce will experience decay at some point in time. In my experience content decay occurs for the following reasons ( I’m not including obvious reasons like broken pages)
Your content maxed out its ability to engage with an addressable audience (Distribution Issues)
Your content is not longer relevant (Relevancy Issues)
You don’t have a clear system to measure and assess content performance over time (Workflow Issues)
Content Optimization Process
Here’s the 4 steps process, I use to mitigate the effects of content decay
Assess Content Performance Over time
Diagnose Performance Issues
Prioritize Key Assets Based on Biz goals & Ease of Implementation
Optimize Key Assets
Remarkable Marketer of the Week: Karola Karlson
Karola Karlson is a growth and marketing professional with experience in branding, copywriting, paid acquisition, content marketing , CRO and mobile apps optimization. She’s the former Head of Global Marketing at Bolt(Taxify)
Let's dig deeper into Karola’s most remarkable marketing ideas
Remarkable Ideas
Want to Become an In-demand Marketer? Read More
Karola believes reading will help you
Improve your current marketing skills and develop new ones.
Improve your ideation process allowing you to come up with better ideas (ways to solve marketing problems)
Improve your experimentation process - It will help you find new tactics/experiments to try
It will gives you a competitive advantage - most marketers read and test only “best practices"
Small short term growth goals aren’t beneficial for marketers because they don’t push them to think out of the box and work towards significant growth (10% growth MoM)
Ambitious Long term growth goals will motivate your team and encourage innovation to achieve significant growth(10x Growth every Quarter)
Connect with Karola
You can follow Karola on the following platforms:
Marketing Tool Of The Week : MarketMuse
Tool description
MarketMuse is a Content Intelligence and Strategy Platform that supports marketers with the research, plan, and content creation process. It uses AI to easily optimize each phase of the content lifecycle.
Let's have a look at the most important features of MarketMuse
Features
MarketMuse offers solutions in the following Areas.
Content Strategy
A system of customized metrics that improves predictability in terms of content performance.
Personalized difficulty score that helps you prioritize content assets based on competition and business goals
Content Research
Content research supported by AI to easily understand buyer’s needs, search intent and competitive content at scale
Perform in-depth content research in minutes
Content Optimization
Quickly discover the most relevant and related topics you’ll need to cover on your site.
Create an optimization workflow focusing on users, matching topics to different buyer intents and life cycle stages.
Pricing
Here’s a breakdown of the 4 main plans MarketMuse offers
Pro :
$325 per month, but there's a free 3-month trial period.
Bronze:
Customized Price, 1
website and 60 content briefs/year.
Silver:
Customized Price
, 1 -3 websites and 180 Content briefs/year
Gold: Customized Price, 1 - 5+ sites, 360+ Content Briefs/Year
Audience
Mid and Senior Level Marketers looking for ways to optimize their content marketing workflow - You need to have enough budget to pay $300+ a month. Do not use MarketMuse If you haven’t created a content strategy before.
Alternatives
Here are a few alternatives to MarketMuse
Clearscope - Similar Service in terms of features and pricing - It doesn’t offer free trials
Frase.io - A tool that aligns your website content with the questions your visitors are asking - Similar Functionality & significantly cheaper prices.
SEMrush- Content Tools offer similar functionality in terms of content research, strategy and optimization - Ai is limited compared to MarketMuse