What comes to mind when you hear the word ‘content’? It conjures not just words but images and videos, either published online or printed offline. But as it remains king in the digital world, content should be about the experience your users have when interacting with your brand online.
This year, the audiences expect relevance and authenticity in content consumption at every touchpoint. This means that you don’t just create more and more pieces of content to achieve your business goals. Rather, understand what’s still working, what’s dragging you down, and where fresh opportunities lie.
Enter the “keep, kill, and create” approach, a straightforward way to audit your content experience. This method entails aligning your content pieces with the current trends, technology shifts, and audience behavior. Does it really work, and why does it matter?
Fret not; This page shares our 2025 content experience checklist for your guide and reference. Read on to know what content pieces to keep, kill, and create to boost your online visibility, traffic, engagement, and conversion.
Content Experience Checklist To Keep in Mind This Year
It rings true to this day: Content marketing is still your secret weapon for success in 2025, and beyond. But to make it work for your business, you don’t just publish more pieces but do so with real purpose and content precision. Creating a checklist is key!
But before diving into what to keep, kill, or create, it helps to ground your strategy with a few essentials. These serve as guiding points that can make your content experience consistent, relevant, valuable, and scalable. So, for your content experience checklist, here’s what to keep in mind:
What to keep: Proven content strategies that still deliver
Some strategies have withstood the test of time, as shown by the consistent results they bring. Whether it’s optimizing headlines and CTAs or running multivariate and A/B testing for content performance, these tactics deserve a permanent spot in your content game plan for 2025.
That said, here are content strategies that continue to deliver up to this day:
- Truly evergreen content: Some pieces work year after year because they stay relevant no matter the season. These include simple guides, how-tos, informative pieces, and other resources that help solve ongoing problems. That’s why focus on evergreen content that drives long-term traffic, engagement, and even conversion. If in doubt, have a sneak peek at this New York Times article as a great example:
- SEO-optimized pages: Your top-ranking web pages earned through search engine optimization (SEO) tactics are digital real estate worth protecting. Keep them updated and use smart tools to boost online presence using AI. That way, they continue attracting qualified traffic without slipping in search results.
- High-converting pieces: Any content that reliably turns visitors into leads and converts prospects into customers should be protected like gold. However, make sure to analyze what’s working, including its content messaging and format. More importantly, optimize this more and more for even better results.
- Brand storytelling assets: Strong stories humanize your brand and create emotional connections. Keep brand copywriting and content writing spruced up by the power of storytelling to build trust and make your brand more memorable. The same is true for video content like Nike’s compelling flick as a perfect example:
- Email lists and online communities: Both are goldmines where content thrives and survives in the digital space. What better way to ensure this than to nurture these spaces with valuable and relevant content? That way, your first-time and regular visitors will remain active and loyal!
Sure, your content experience is spruced up by visuals and copy. However, it’s the operational efficiency that also keeps everything up and running. So, this might be the right time to explore new systems that manage your content production workflow, from ideation all the way down to publication!
Tools like contract management software can help organize all client contracts and notes, which is a big win for small businesses. This automation helps streamline processes, thereby allowing your team to focus on creating content that truly works.
What to kill: Outdated content pieces that underperform
Here’s the sad truth: Not all content ages well.
In fact, some pieces can discreetly hurt your brand’s credibility and search performance. This requires you to spot and get rid of outdated, irrelevant, and low-value assets from your web pages. That way, they don’t drain your resources and distract your high-performing pieces.
That said, here are outdated or underperforming content pieces to eliminate:
- Underperforming posts: If a post gets little to no traffic or engagement, it’s obviously not pulling its weight. Take, for example, a blog post having links that lead to 404 errors (like the image below), indicating poor SEO ranking. Either refresh it with a new value or remove it so it doesn’t take up space in your content library.
- Cannibalizing content: This happens when you create multiple pieces that target the same topic and keyword. The problem begins when they compete against each other in their search. The key here is to merge and consolidate them to enhance E.E.A.T. (experience, expertise, authority, and trust) and improve search ranking power.
- Overly promotional pieces: There’s a line drawn between marketing content and sales copies. The mistake marketers make is when they make both intertwined. Content that’s all sales pitch and no substance can shoo audiences away. The solution? Replace it with helpful, value-first content that naturally leads to your offer!
- Non-mobile-friendly assets: If your content doesn’t look or work right on mobile, it’s an instant bounce risk. Take a look at the webpage below, which doesn’t look good and work well on mobile devices. When confronted with this problem, consider eliminating this web page or revamping this page to meet today’s mobile-first expectations.
- Old data and expired offers: Outdated statistics and reports published on your content can damage customer trust and compromise your brand reputation. You have two options here: Either update them with current information or remove them altogether to maintain accuracy and credibility. You call the shots!
Here’s the problem: Often, you’re producing content without getting actual results. This is the moment to step back and consider the overall picture of your site’s content. Spot the works that connect with your target market and see what’s generating traffic.
For relevant yet outdated content, make sure to give it a refresh. Update statistics, add fresh visuals, and rework it to match current best practices. But on the flip side, it’s time to ditch pieces of content that are already outdated or alarmingly underperforming.
Take, for instance, how online retailers manage their product inventory. They adjust seasonal items, like shifting focus from custom t-shirt hoodies in winter to summer gear when the weather changes. If a product underperforms, they dig into why and tweak their strategy. The same mindset applies to your content; evaluate, adjust, and keep only what adds real value.
What to create: Fresh content opportunities to generate
New trends and technologies, as well as changes in consumer behaviors, drive content opportunities. Heed our advice: Focus on creating assets that spark curiosity, attract quality prospects, encourage interaction, and make successful conversions.
That said, here are fresh content opportunities you should be quick to grab:
- Hyper-personalized content: Audiences expect content that speaks directly to their needs and interests. Simply put, hyper-personalization is key. How do you go about doing so? Use personalized email marketing and social media posts, for example, to deliver tailored experiences that feel one-on-one, not one-size-fits-all.
- Thought leadership pieces: How do you establish yourself as a thought leader in your industry? Original research, expert opinions, and unique insights help position your brand as a trusted authority. Share perspectives that challenge industry norms or offer fresh solutions to common problems. Clueless? Drop by IBM’s Think series with various E.E.A.T. articles to digest, as shown below:
- Short-form video series: HubSpot reported that short-form video is the most used content format by most marketers. That’s why quick, engaging videos on platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect for capturing attention fast. Use them to share tips, behind-the-scenes moments, or bite-sized storytelling.
- AI-assisted interactive content: There’s no denying the power of generative AI (genAI) for content creation, whether text, image, or video. As such, combine creativity with tech by exploring human-AI collaborative writing for quizzes, calculators, and other interactive tools. These experiences keep audiences engaged while offering personalized value.
- Voice-search-optimized assets: Users begin to use voice search driven by speech recognition technology and natural language processing (NLP). As more people leverage voice assistants, content should align with conversational search patterns. Create frequently asked questions (FAQs), how-tos, and resources designed for natural language queries.
- DEI-focused storytelling: For the uninitiated, DEI stands for diversity, equity, and inclusivity, a global focus in the workplace across the globe. As such, highlight DEI initiatives through authentic narratives in your content that resonate with people. How? Show the people and stories behind your brand’s values, not just policies!
- Sustainability and social impact stories: Customers look up to brands with sustainable practices and corporate social responsibility (CSR). They care about more than your products or services; They care about your social impact. Share transparent updates on environmental initiatives and community contributions. See how Salesforce is one with the world in combating climate change through their video below:
Before you jump into production, do your homework. Use a keyword research tool to pinpoint exactly what your audience is searching for (Note: No guessing required here). This will give you a clear picture of the trends they’re following, and the language they’re using.
Targeting these high-value keywords can work wonders on your content. They do not only answer questions but also show your brand as a trusted go-to in your niche. This is exactly a great way to build content with purpose, where every piece becomes a solution for your valued audience!
Final words
This buzzword continues to reverberate: Content still takes the crown as the king in the digital world. However, the experience users have with it truly measures real business success. The question is: Does your content make or break your brand image and reputation?
This year, the most effective content strategies lean towards ease and relevance. So, treat your content experience like a living system: Prune what no longer serves you and invest in what sparks engagement.
A content experience checklist can help you make informed decisions and optimize your content strategically. That said, consider the bulleted lists above of what to keep, kill, and create for your pieces this year.
Ultimately, this repeatable process will keep your content consistently relevant and strategically aligned for ensured engagement and increased conversion!
Ready to kick your audience’s content experience up a notch? Harness the power of Whitecream’s AI tool to assist you in your content ideation, outlining, research, and creation. Sign up with your work email to get started for free!
