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When you clearly define and communicate success metrics, you can help everyone work towards a common goal, ensure that content goals support your larger strategic objectives, and feel confident that your content will continue to evolve towards being a significant and impactful asset for your company.
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Content mix is all about proportions. Your research-based personas and audience messaging cards specify priority content considerations for your audience. The content you’ve mapped to your customer journey lays out which content your audience wants at which points of their experience with your company.
What’s missing is how much of each type of content. What’s the ratio of articles to infographics? Of topics for Sue to topics for Tom? This is what your content mix answers. It helps you find the right balance of different elements of content, taking into account your company strategy, audience needs, and available resources.
It seems contrary to do less when you’re trying to do more. But when it comes to content, it’s often the smart move.