the copy minimalist

issue #244

Most content reviews go nowhere.

Not because the team doesn't care. Because nobody agrees on what makes a piece worth keeping.

So everything stays. The old campaign recap. The trend piece from 2021. The blog post that made sense at the time but doesn't really reflect what the brand does anymore.

Here's the shift that helps: stop treating it like an audit and start treating it like an edit.

An audit catalogs what you have. An edit makes judgments about what belongs.

Before you touch a single piece, answer these:

What is this content supposed to do?
Who is it actually for right now?
Does it still reflect how the brand thinks?

If you can't answer those, the piece doesn't have a job.

I wrote about this in my latest for The Copywriter Column. Worth a read if your content library has gotten heavier than it should be.

Read the full piece here: https://www.thecopyminimalist.com/p/why-your-content-strategy-feels-harder-than-it-should

Matt

600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246
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