Sometimes I just feel the need to write about something, so I generally do just that. However that doesn’t mean that it’s great content that will serve the purpose of why I originally started my blog.
Should you ever publish content that doesn’t fit under your core premise for the brand? Never! It’s a big mistake! Kill it. Annihilate it. Trash it quickly before someone sees you’re off brand. Or move it to a channel that is appropriate. It’s not about quantity of content; it’s about quality.
Killing content after it’s written is hard. After all it’s your beautiful prose and amazing thoughts, right? But if it’s dreck, it’s dreck. And if you can’t kill it, ask two friends whose judgment you trust to tell you to kill it. If there is one thing I’ve learned over the years, it’s to trust my women’s intuition.
How do you know if it’s killer content or content that should be killed?
1. What do you stand for?
You need to decide this first. Without this understanding it’s impossible to decide what content you need in order to fulfill what your audience needs and expects.
2. What channels are primary and secondary or not needed?
You need to know what channels are necessary for your brand and to decide the role it plays. Not every channel is needed. Just because everyone else is on Google+, Flickr, Instagram, Path, YouTube, LinkedIn, Facebook, Twitter, Tribrr, Pinterest and more, doesn’t mean you need to be there, too. You need to fish where your fish are.
3. What content goes on what channel?
You need to decide what content you will need to fulfill the role on the channel. You should never put the same content on multiple channels, in my book, as that is just spamming your audience.
4. Who is going to be your Editor?
You’re going to need to be the Grinch of Content, self monitor yourself or have an Editor who will be. It may seem mean, but not everyone in the organization is going to be a good writer and create quality content.
5. How will you cross-promote your content?
Use your channels to support each other and drive traffic. Again, it’s important to establish the goals for each channel as it will determine your cross promotion and links you’ll want to include.
Once you’ve figured all the above out it’s a lot easier to decide what gets killed and what lives on forever.