Strategies for Improving Subpar Content Performance
In the ever-evolving digital landscape of 2025, a well-crafted content strategy is paramount for success. Here's a rundown of the key elements that smart marketers are embracing to stay ahead of the game.
Firstly, the strategy for 2025 involves a future-ready website that offers a cinematic web experience. To achieve this, collaboration with renowned digital agencies such as KOTA, based in Clerkenwell, London, is essential. KOTA specialises in Creative Web Design, Web Development, Branding, and Digital Marketing, making them an ideal partner for any business looking to make a lasting impression online.
Secondly, it's crucial to address underperforming content. Such content can slow down crawl efficiency, damage authority, confuse search intent signals, and undermine AI search visibility. To avoid such pitfalls, a free brief template is available to prevent miscommunication, scope creep, expectation misalignment, and brand inconsistency.
Smart marketers in 2025 are conducting quarterly content audits, AI-readiness checks, performance-based publishing, and using content briefs with EEAT (Expertise, Authoritativeness, Trustworthiness, and Relevance) built in. This proactive approach ensures that content remains relevant, engaging, and visible in the increasingly complex digital market.
Underperforming blog posts in 2025 pose a greater risk than before due to market complexity, faster information dissemination, and higher investor exposure to misleading or poorly timed advice. Such content can amplify financial risks and losses, especially when poor timing decisions negatively impact investment returns, as seen with fund managers between 1990 and 2025, where timing errors caused average annual losses of 0.43%.
Cleaning up underperforming content is foundational to staying visible, competitive, and trusted online. Content that has no strategic value, targets irrelevant or outdated topics, or is so off-brand or poor-quality it hurts your credibility can be removed or deindexed.
Refreshing content in 2025 involves updating stats, links, and references, improving internal linking, rewriting the intro and H1, adding EEAT signals, and optimising for AI visibility. To remove content safely, use a 410 status to signal "gone" if no replacement exists, or redirect to the most relevant existing page. Update your sitemap and internal links accordingly.
If content is too similar to another post, it can be consolidated by choosing the best-performing post as the primary, merging useful info from the others into it, redirecting the weaker posts to the primary using 301 redirects, and cleaning up internal links to point to the new URL.
Lastly, it's important to note that content should bring in traffic but also convert. If content is bringing in some traffic but not converting, a review and potential overhaul may be necessary. Similarly, content currently ranking on page 2 or 3 can be improved to climb the rankings and increase visibility.
In conclusion, a well-structured content strategy is essential for success in 2025. By focusing on underperforming content, quarterly audits, AI-readiness checks, and the use of content briefs with EEAT, businesses can ensure their content remains relevant, engaging, and visible in the digital market.
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