Aligning legacy content to a new strategy

I analyzed and assessed a healthcare system's existing blog articles to identify which content was performing well and in alignment with a new overarching content strategy.

At a glance

Problem

A healthcare system had a huge library of blog posts, but no clear way to tell which ones still served a purpose under its new content strategy.

Solution

Audit every blog post, looking at performance, relevance, and alignment with the new approach. Then, identify what to keep, update, or retire.

Results

The team walked away with a clear, strategic plan for what content to migrate, so they could focus on high-value content and avoid wasting time on content that no longer served the organization's goals.

Getting into the details

The problem

A healthcare system was ready to transform its blog into a more strategic, high-performing content marketing hub. We'd worked together to lay the groundwork with an updated content strategy that defined new goals, target personas, article formats, taxonomy strategy, reading level targets, and more.

With hundreds of existing articles, they weren’t sure which supported their new direction — and didn’t want to waste time migrating content that no longer served a purpose. They needed a clear plan to help them move forward.

What I did

To support the migration and ensure content aligned with the new strategy, I led a full content audit. My steps included:

Inventory all existing blog content
Categorizing each article using key elements of the new strategy, such as content format, target persona, service line, featured experts, reading level, and publish date
Pull and review user behavior metrics, with special attention to traffic from the local service area
Review engagement metrics from past social media promotions
Assess top-performing content for quality, relevance, and performance
Recommend whether to migrate, update, or archive based on strategic fit

Impact

The audit gave the organization a clear roadmap for migration, highlighting which articles to keep, update, or archive. It set the up to focus their efforts on high-value content, save time and resources, and confidently move forward with a content marketing hub that supports their goals.