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“The test of the machine is the satisfaction it gives you. There isn’t any other test. If the machine produces tranquility it’s right. If it disturbs you it’s wrong until either the machine or your mind is changed.” – Robert M. Pirsig, Zen and the Art of Motorcycle Maintenance: An Inquiry into Values

Consider for a moment that your website is your “machine” responsible for taking your business where it needs to go. You want to travel efficiently and confidently, with a clear sense of where you’re going and the paths that you’ll take to get there.

In this vein, consider content marketing as the spark plugs of your transport. Paying attention to the inner workings and details of what makes the engine run is critical to the long-term success and reliability of your motor. Tune-ups are vital to assuring that all parts are in good working order. The same goes with your content marketing plan.

Content marketing is the process of creating, planning and sharing relevant content online in order to gain new customers or followers in your target audience. As the internet continues to expand the boundaries of business and opportunity, having a solid content marketing plan in place is a must to be competitive and add to the bottom line of your business.

Every strong content marketing plan should include the ability to adapt to current trends as well as industry-wide changes like search ranking criteria. Once you have quality content, don’t ignore it and let it go untouched. Remember, in order to gain and maintain strength, you need to exercise your muscles. The same is true in the digital world.

Keeping your content marketing in-tune means both keeping it fresh with new ideas and also maximizing or revitalizing your most popular content.

Here are a few ideas to help you update your content marketing:

Wisdom Is Power

Take the time to see what type of content marketing has been successful for your competitors. Knowing the roads that have allowed for successful navigation for others can point you in the right direction. Nobody wants to be stuck on a dirt path as their competitors whizz by.

Embrace The Scenery

Visuals are extremely powerful content marketing tools. Creating new visual content like photos or charts for some of your most popular posts affords you a way to re-market successful content, which can draw in new readers or customers.

Also consider adding video and slides to revitalize your content marketing strategy.

Engage With Others

In order to best understand what your customers want, their engagement is critical. Try refreshing your content marketing plan by creating content that is meant to spark conversation across your audience. As your followers and customers engage, it’s likely that others will see the interactions and be intrigued.

Embrace Change

It’s important to recognize that if your content marketing isn’t working, it needs to be revamped. Change is inevitable, and this applies to website design as well as life. Embrace the concept that in order to grow, you have to be willing to learn new strategies and apply fresh ideas.

As Pirsig wisely noted in his bestseller, “Familiarity can blind you too.”

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Author Bio:

Andrew Rice is the Founder and CEO of DigitalParc, a Minneapolis Web Design & Online Marketing agency. Backed by hands-on experience working with hundreds of companies, not to mention an awesome team of digital experts, Andrew has acquired a deep understanding on how to truly achieve results in all facets of internet marketing.