Its official. We’re halfway there!
With July in full swing, we have officially made it to the halfway point in the year. If you’re like most people you’re probably counting how many PTO days you have to spare before the holiday madness, or brainstorming how to incorporate more steps at your desk. Maybe you’re looking through your sales metrics and wondering why you are just below the mark, or (i’m sure this is totally your case,) you’re wondering what you did differently these last few months for your metrics to sky rocket. Whatever the case, this is the perfect time to audit, adjust, and accelerate your marketing so that you can make the second half of the year truly count.
Audit
Audits can feel overwhelming, but they don’t have to be. With the right tools, gathering and analyzing content performance is simpler than ever. My go-to metrics sources are Google Analytics, platform-specific insights (like Instagram or YouTube), and email open/CTR rates. With just those three, you can get a clear picture of what’s working. I drop everything into a spreadsheet and use basic formulas to compare results. From there, ask: What content moved the needle? Which formats performed best; video, reels, long-form posts? And which platforms brought the most traction?
Adjust
Now that you have a clear picture of what’s working, and what’s not, you can decide what adjustments need to be made. The mid-point of the year is a natural point to pivot, so making adjustments shouldn’t seem jarring. For me, making adjustment decisions looks like a lot of reflection. What content took a lot of time and energy, but didn’t get much traction? Are there any platforms that your customers or clients just aren’t using anymore? Maybe instagram isn’t for you, but Linkedin has been thriving. Consider cutting or simplifying low-impact efforts and reallocating time to what’s performing.
Accelerate
Now’s time for the fun part. Making the decision on where to really put your time and energy into instead of just winging it week by week could be a complete game changer. Are there trends you can take advantage of? Maybe its carousels on Instagram or interactive “comment below” type posts on Facebook. Are there topics you haven’t touched yet but align with your goals? What about finding one piece of content from the first 6 months that you could build a whole series on? My biggest regret when I started content production was feeling like I had to reinvent the wheel for every post. Don’t be afraid to double down on what’s working, especially if you have momentum. For more on repurposing and maximizing the content you already have, check out this blog post.
Up Next: Success
Your content strategy doesn’t need a full reboot, just a smart recalibration. A few intentional shifts now can set you up to end the year with stronger results, less stress, and more clarity. Download our FREE interactive spreadsheet and checklist to get your midway content review started. If you want to talk strategy, or through your audit find that you could really use more video content, feel free to reach out!
