In the fast-paced world of digital marketing, your old content is like a stale loaf of bread—it had its moment of glory, but now it’s just getting old and moldy. Audiences (and algorithms) love fresh, engaging material, which means it’s time to Marie Kondo your online presence: keep what sparks joy and toss the rest. But let’s face it—deciding what to keep, revise, or delete can feel like playing content roulette. That’s where video producers come in, armed with expertise, a new perspective, and the creative chops to give your brand a digital facelift. In this post, we’ll break down the key steps to auditing and refreshing your content, so your brand's content can go from stale and crusty to golden, toasty perfection.
Why Auditing Content Is Crucial
Maintaining Brand Consistency
Over time, brands evolve—logos, messaging, target audiences, and values change. Older content may no longer align with the current image, causing confusion among customers.
Example: A professional services company that started as a casual, humorous brand may need to remove lighthearted posts that no longer align with its more formal positioning.
Enhancing User Experience
Outdated or irrelevant content can dilute the value of a brand’s channels, making it harder for users to find current, relevant information.
Streamlined and up-to-date content ensures visitors quickly understand what the brand offers and why it’s relevant to them.
Improving Search Rankings
Older, low-performing content can negatively impact SEO. Search engines reward fresh, high-quality, and engaging content that provides value to users.
Removing or updating outdated videos and posts can help improve overall channel performance and visibility.
Avoiding Reputational Risks
Content that was once acceptable may now be viewed as inappropriate, offensive, or irrelevant due to cultural shifts or societal changes.
Example: An ad campaign that was trendy five years ago could feel tone-deaf today, potentially alienating your audience.
Refocusing on Business Goals
Content created in the early stages of a business may no longer support its current goals, products, or services.
Example: A fitness studio that initially focused on yoga but has since pivoted to strength training should remove content that promotes the old focus to avoid misleading potential clients.
Steps for Auditing Content Channels
Inventory Your Content
Make a list of all content on each channel, including videos, posts, images, and reels. Use analytics tools to gather performance metrics like views, engagement, and conversions.
Assess Content Performance
Identify high-performing content that resonates with your audience and contributes to your goals. Keep or repurpose this content.
Flag underperforming content that lacks engagement, relevance, or alignment with your brand.
Evaluate Relevance and Alignment
Ask these questions:
Does this content align with our current brand identity and messaging?
Is it still relevant to our audience’s interests and needs?
Does it accurately reflect our products, services, and values?
Categorize Your Content
Keep: High-performing, relevant, and on-brand content.
Revise: Content that has potential but needs updates (e.g., outdated branding, missing calls-to-action).
Delete: Low-performing, irrelevant, or potentially harmful content.
Document Findings
Create a content audit report to track decisions and guide your team in future content creation and strategy.
Consult with a media professional to decide what's old and moldy and how they can help you make lots of fresh content that represents your brand today to attracts your core customers.
Why Collaborate with Professionals
Objective Expertise
Marketing agencies and video/photography professionals bring an outside perspective, helping you objectively evaluate content without emotional attachment.
They are skilled in identifying what resonates with your target audience and have experience optimizing content strategies for various industries.
Creative Refresh
Professionals can suggest innovative ways to remake outdated content, such as transforming a long-form blog into an engaging podcast or creating a modern twist on an older campaign.
Example: A video professional can revamp an old product demo with better visuals, updated branding, and a stronger call-to-action.
Content Optimization
Marketing companies can analyze analytics data to identify trends and audience preferences, helping you focus on the types of content that drive the most engagement and ROI.
They also ensure your videos and photos are optimized for current platforms and algorithms.
Production Quality
Modern consumers expect high-quality visuals. Professionals ensure your content meets these standards, elevating your brand’s credibility and appeal.
Saving Time and Resources
Auditing and updating content can be time-consuming. Working with experts allows you to focus on running your business while they handle the heavy lifting.
Professionals can allow you to create more relevant content in less time which saves you money and gives you better content that achieves results. Image: Lunarvue Media
Keeping Content Fresh and Relevant
Why Fresh Content Matters
Relevance: Keeps your audience engaged with timely, relatable content.
Competitiveness: Helps you stay ahead of competitors who may be producing fresher, more engaging content.
SEO Benefits: Search engines prioritize new, updated content, increasing your visibility.
Audience Retention: Consistently updated content signals to your audience that your brand is active, innovative, and reliable.
Letting Go of Older Content
While it can be hard to part with content that holds sentimental or historical value, outdated messaging or visuals can harm your brand’s image.
Remember, your audience sees your content as a reflection of your business today—not what it was in the past. Keeping outdated content may mislead, confuse, or alienate potential customers.
Getting a little direction can help to make sure your content is driving your audience/client/customer back to your business.
Final Thoughts
Regularly auditing your content and collaborating with professionals ensures your online presence aligns with your current brand identity and goals. It also allows you to stay competitive, relevant, and engaging in a fast-evolving digital landscape. By keeping your content fresh, optimized, and on-brand, you can maintain a strong connection with your audience and drive long-term growth.
Letting go of older content can feel challenging, but taking these steps ensures your messaging accurately represents the best version of your brand—one that resonates with your audience and keeps them coming back.
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