Not all content has to be evergreen, but it should all be future-proof to some extent. How you strategize such an endeavor takes foresight and creativity. When Convince&Convert asked me about content strategy, I shared that my goal in 2017 is to create more content but also repurpose and pay to promote former best performers. This way, you get both quantity and quality. It also allows you to test out new pieces while still enjoying mileage from those you know perform well.

Another tip is to let the audience drive the content. We live in an era where we have access to constant review and feedback, so take advantage of it. If you’re letting the audience tell you what content to post, you avoid content fatigue. Focus on your distribution, too. It’s not enough to have great content, especially if it’s not optimized and reaching audiences.

For SEO purposes, think more about targeting the topic, not necessarily the keyword. This helps you avoid common SEO mistakes and getting stuck with dull, awkward content.

Get even more advice on future-proofing and prepping your content for the New Year here: