In this episode of the Content Logistics podcast, Justin Simon, the Global SEO and Content Lead at TechSmith, joins host Camille Trent to discuss the balance between creating new content and refreshing old content. Simon highlights the pressure content teams often face to constantly generate new material, while there’s a vast potential in enhancing and repurposing existing content. He emphasizes the importance of understanding the audience, which is ever-growing, and tailoring content to their preferences.

The conversation also covers social media distribution strategies, with Simon advising that not every channel is suitable for every business. Experimentation is key to finding what works best for your company. The duo also discusses the significance of understanding your customer and using this knowledge to shape your content strategy.

Simon shares insights on how to maximize the use of existing content, such as breaking down larger pieces into smaller, more digestible articles. He also discusses the importance of focusing on a few channels and doing them well, rather than trying to be present everywhere. The episode concludes with a discussion on the importance of strategic planning and understanding what works to drive future content decisions.