Tip No. 2: Stick with evergreen content. Evergreen content means that content can be used at any time. For example, instead of positioning your product in holiday photography, consider seasonal photography to lengthen the time you can use that photo. Your post can still be holiday focused, but your main assets for the post (the photos) will be able to easily be repurposed.
Tip No. 3: Create an "always on" piece of content to keep the message going. Using everything you know about your content performance, create several pieces of content that can be repurposed during low seasons or to fill gaps when other content isn't relevant. Keeping content in your back pocket helps to keep your digital presence strong.
Tip No. 4: Optimize content for changes in search terms. As the years go by, search terms might change. Be prepared to update your content, especially your website content, to stay up to speed with the latest keywords.
Tip No. 5: Optimize content based on the user journey. Many times, marketers will look at a piece of content when in fact it's better to evaluate all the content involved in the entire user journey to keep the customer acquisition flowing. Looking at the whole user journey will not only help you correctly optimize the content on that path but may help you optimize the entire digital user journey resulting in a better ROI for your business.
Tip No. 6: Consider an optimization tool to help keep you on track. There are many tools out there that can help collect the optimization data for you and analyze it. Programs such as Sprout Social, Hubspot and Salesforce are great places to start depending on your business's needs.
Challenge yourself in 2018 to create less content and create more good content. You may be surprised at how much your marketing improves and how much less work you need to do to get your message out there!
Annie Pryatel is the owner of AMP Brand Studios. Learn more about how AMP is helping small businesses succeed by clicking here.