Start from Zero

Imagine that you accidentally deleted all of your content. Every blog and LinkedIn post. Every webinar. Every ebook.

If you had to rebuild from the ground up, would you do it the exact same way?

Would you still be pushing out new blog content?

Would you still be promoting webinars?

Would you still be writing ebooks?

Would you still be gating your best content?

If the answer to any of these is no, then why are you still doing it?

There’s no shame in re-evaluating your strategy and eliminating the stuff that’s not working. Succumbing to the sunk cost fallacy—pouring more resources into a losing investment—just leads to higher losses.

So, what should you do instead?

Once in a while, imagine that you’re starting your entire content marketing program from zero. Then ask yourself:

“Knowing what I know now, if I had to completely redesign our content approach, what would it look like? What would I include? What would I leave out?”

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