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.

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)

1. Your content maxed out its ability to engage with an addressable audience (Distribution Issues)

2. Your content is not longer relevant (Relevancy Issues)

3. 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

Further Readings

Exploit the Product Life Cycle

The Science Behind 100,000-View Blog Posts

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

Start Thinking 10x Instead of 10%

Connect with Karola

You can follow Karola on the following platforms:

• Twitter - @KarolaKarlson

• Karola's Website

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

Content Research

Content Optimization

Pricing

Here’s a breakdown of the 4 main plans MarketMuse offers

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

We want to give a SPECIAL SHOUT-OUT to our paid Subscribers for helping to make this episode possible 🙏

Jono Robertson