Does Your Content Spark Profits?
Have you heard of the KonMari method?
In a nutshell, the idea is to go through all your belongings and to ask yourself, “Does this spark joy?” If the answer is yes, you keep it. If not, you thank the item and get rid of it.
I’m asking you to KonMari your content — with a twist — by asking yourself one simple, powerful question:
“Does this content spark profits?”
Here’s what I mean…
A few years ago, Laura, my ex-blog editor, used to spend hours creating a weekly content marketing roundup post. Every post had a theme and a minimum of 20 links.
They are impressive posts.
Out of curiosity, I recently combed through some analytics. No matter how good and authoritative and extensive the roundup posts were, they didn’t drive any direct conversions. No newsletter signups, no leads. Nothing.
In short, they didn’t make money.
In fact, those pages are (sadly) my #1 source of, “I wrote this post, will you link to it?” spam.
What does drive conversions for me? Being a webinar or podcast guest. Conference speaking. LinkedIn. My newsletter. My cornerstone posts, like this one. My sales pages.
I’ve learned to let go of the other stuff.
Sure, I’ll try new tactics, or revisit old ones from time-to-time. This year, I’ll probably guest blog here and there, just to see what happens. I’ll try video (ack!) Maybe even more conferences.
I like to tweak, to test, and to shake things up. It sparks joy.
But, I primarily focus on what makes me money.
How can you KonMari your content?
Dive deep into your content and determine if it sparks profits for you. Pinpoint the content assets that drive traffic, get great newsletter signups, and help you get noticed.
These are your money pages. Treat them like gold.
At the same time, you also want to take a hard look at all the content you produce and make sure it’s truly working for you.
— Are your Facebook posts consistently falling flat, no matter what you’ve tried?
— Is your podcast a pain to produce, and people aren’t tuning in?
— Are you guest blogging everywhere and still not seeing any returns?
Let them go. Thank them and set them free.
Even if you have to kill your favorite projects.
Sometimes, you may be so proud of something you’ve created, you’re blinded to the fact that it’s not helping your bottom line.
Looking back, I should have pulled the plug on those roundups after the first year. I loved them too much to let them go (or to examine their analytics too closely.) That’s on me.
I’m not saying that these tactics are always off the table. If the perfect blog post opportunity pops up, why not give it a shot? If your social media results suck, you can hire a consultant to see what’s up.
The key is — you’re focusing on what works RIGHT NOW — and then, you can prioritize the other stuff.
What happens when you streamline your content?
Sure, it may feel like a short-term ego hit to discontinue something you’ve been doing for a while.
Trust me. People probably won’t notice (much.) I don’t think one person ever said, “Hey, I miss your weekly roundups.”
But, when you do let go of what’s not working, your life will feel smoother — and the content creation process will be way more streamlined.
And truthfully, letting go feels like a relief.
But, what happens if you LOVE doing something?
This one is trickier.
Sometimes, we know we’re doing something that doesn’t necessarily drive profits — but, it does spark joy.
For instance, I love responding to emails you guys send me every week. Does responding to 20+ emails every Tuesday drive profits? Possibly, here and there.
Although I’m 99.9% sure a consultant would tell me, “You don’t have time to respond to every email.” In fact, other people specifically state on their sites, “I do not respond to questions unless you pay me first.”
I get that. There may be a day that I have to go that route. But, for right now, I like to respond. I just limit the amount of time I spend doing it.
It’s my “best of both worlds” solution.
So, yes, keep what sparks joy (even if the returns aren’t there.) But, know that you’ll only spend X amount of time doing it. No matter what.
What do you think?
Does ALL of your content spark profits? Or, is it time to thank one of your current tactics and to let it go? Leave a comment and let me know!
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