Is your content a waste of time and money?

NEW THINKING: Most content gets in the way. It's poor quality. Nobody's interested in it, except those who create it. How much of this sort of content are you publishing?

There is a certain website that has one million pages. After analysis it was discovered that 35 percent of the pages on this website had never been visited. Not even once. 350,000 pages that nobody had ever looked at.

An intranet that had 100,000 pages got rid of 60,000 of them. They did not have a single inquiry in relation to the deleted pages.

It's so easy to justify the existence of content. It doesn't require much thought to come up with a scenario where a particular piece of content might be useful. Indeed, most content is useful to someone somewhere. But that doesn't mean it can show a return on investment.

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