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PSA: I keep seeing people skip the content audit step and it's killing their plans...
They jump straight into making new stuff without looking at what they already have. I just watched a team waste a month on a video series that basically repeated a blog post from 2022. How do you convince people this step isn't optional?
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west.henry6mo ago
I read a marketing newsletter last week that said 60% of content created is basically a duplicate of something the company already published. That stat is wild but I see it all the time. My old manager would always skip the audit because he called it busywork. We ended up with three different guides on the same software feature just written slightly different. It confuses customers and wastes so much time.
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lucaslee6mo ago
That stat is sadly not a shock at all. Skipping the audit is how you burn budget and annoy everyone. It's pure ego to call planning "busywork".
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amy_adams136mo ago
That stat is honestly crazy but it tracks. What kind of system did that team have, or not have, that let them lose a whole month on a repeat project? Was there just no shared list of what content already existed?
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