How do you manage content overlaps?

1 Audit your content

The first step to manage content overlaps is to audit your existing content and identify where they occur. You can use tools like Google Analytics, Screaming Frog, or Content Analysis Tool to crawl your website and generate a spreadsheet of all your content pages, titles, meta descriptions, URLs, and other metrics. Then, you can sort, filter, and categorize your content by topic, audience, purpose, format, and performance. This will help you spot any gaps, overlaps, or redundancies in your content inventory.

2 Map your content

The next step is to map your content to your user journey and your business goals. You can use tools like User Journey Mapping Tool, Content Strategy Canvas, or Content Matrix to visualize how your content meets the needs, expectations, and pain points of your target audience at each stage of their journey. You can also align your content with your SMART goals, key performance indicators, and value proposition. This will help you evaluate the relevance, effectiveness, and value of your content.

3 Optimize your content

The third step is to optimize your content based on your audit and mapping results. You can use tools like Yoast SEO, Hemingway Editor, or Grammarly to improve the quality, readability, and SEO of your content. You can also apply the principles of content design, such as scannability, clarity, consistency, and accessibility. This will help you enhance the user experience, engagement, and conversion of your content.

5 Repurpose or update your content

The fifth step is to repurpose or update any content that is still valuable, relevant, and high-performing. You can use tools like Lumen5, Canva, or BuzzSumo to create new formats, channels, or angles for your content. You can also use tools like Google Trends, Answer the Public, or Quora to find new topics, keywords, or questions for your content. This will help you expand your reach, authority, and influence.

6 Monitor and measure your content

The final step is to monitor and measure the performance and impact of your content. You can use tools like Google Analytics, Google Data Studio, or HubSpot to track and report on the metrics that matter to your content strategy. You can also use tools like Hotjar, SurveyMonkey, or UserTesting to collect and analyze the feedback and behavior of your users. This will help you optimize, refine, and improve your content strategy.