It can be tempting to keep doing what you’ve always done, but as we head into the final quarter of the year, it’s worth asking yourself: am I getting what I need from my content?

Reflect and review

October is an ideal time to pause and reflect, so here are three things you can think about to kick-start an audit:

• Which content has achieved the most in relation to your objectives? E.g. which posts or newsletters have driven engagement or leads?
• What format or channels are you most enthused by?
• Where have you been consistent?

Remember, this is about finding clarity and making sure you’re focusing on the right things. Once you can see what’s working, you’ll also know what you’re ready to leave behind. After all, you can’t do all the things, all the time.

You might be surprised to learn that for most businesses, their top 10% of content actually creates 90% of the impact they’re looking for.

Refresh rather than redo

The good news is that you don’t need to start from scratch to reset your approach to your content. Think in terms of small shifts that can reinvigorate work you’ve already done:

1. Repurpose a hit – turn your best-performing content into a short video, social media carousel, or an email
2. Seasonal relevance – consider whether it’s appropriate to tie your messaging to the current season: year-end planning, autumn resets and back-to-school energy
3. Realign to your pillars – revisit your core themes and be clear about what you’re aiming to achieve: drop the random posts that only serve to dilute your brand.

It doesn’t have to be complicated, but you do need to focus your energy where it really counts.

Plan ahead

Now that you’ve done the work of reflecting and refreshing your content, you can create a realistic roadmap to ensure that your posts are both consistent and purposeful:

• Think about timing, e.g 2 posts and 1 newsletter a week, but set yourself up for success – make sure it’s achievable
• Get your content pillars locked down so you know exactly what you should be posting about
• Don’t forget to make a note of key dates – holidays, launches, other seasonal hooks and important CTAs

Remember that consistency always beats intensity, and regular purpose-driven content will achieve far more for you than chasing trends or viral posts.

Need an extra pair of eyes to review your content plan, or help getting started?  You know where to find me: alice@alicesolaiman.com.