Do This One Thing to Improve Your Content Marketing Strategy in 2017

November 28, 2016
by Peg Miller

More than 90% of B2B marketers use a content marketing strategy as part of their overall marketing strategy. Over the past few years, we’ve witnessed a proliferation of content being produced to help entice potential customers through natural, inbound methods. The Content Marketing Institute released the results of their study sharing B2B marketer’s plans for 2017. A full 70% of B2B marketers plan to produce more original content in 2017 than they did in 2016.

B2B content marketing

Expected change in B2B content marketing creation (2016 vs 2017)

What if I told you the one thing that will help improve your content strategy is to

Stop. Creating. Content.

Yes, you heard me correctly, I’m suggesting it may be time for your team to take a Content Creation Vacation. Give your team permission to stop creating new content for one week, or even up to a month. During this time, encourage your team to create an inventory of what content already exists, and look for ways to upcycle existing content into something even better. Take this time to review web analytics, which will help you understand best performers, and think about how to expand upon winning topics. Instead of staying on the treadmill that is daily or weekly content creation, take a Content Creation Vacation, and give yourself and your team permission to revisit your content marketing strategy from a fresh, data-driven viewpoint.

Give Your Team a Content Creation Vacation

Allowing and enforcing a Content Creation Vacation is one of the best ways to remind your team to take stock of content that already exists, and to focus on finding new content ideas within existing content. I’d love to hear about what your team learned during their Content Creation Vacation.


Peg Miller is Co-Founder of the B2B Marketing Academy, and consults with high growth companies on their marketing, content and product strategies to achieve revenue results.