Spring Cleaning Your Marketing Strategy: What to Keep, Update, and Toss

Spring has sprung! And the season isn’t just for decluttering closets. It’s the perfect time to tidy up your marketing strategy, too. 

That’s right. Just like an overstuffed garage, your marketing strategy can accumulate clutter. Outdated messaging, underperforming channels, and neglected opportunities might be taking up space more effective measures could put to good use. A little strategic spring cleaning can help you clear the cobwebs and set yourself up for a strong Q2 and beyond.

Here’s what to keep, update, and toss to get your marketing machine running smoothly.

What to Keep: Your High-Performing Evergreen Content

Some marketing assets are timeless. They continue delivering results long after they’re launched. Take stock of your best-performing content. It could be high-traffic blogs, lead-generating ebooks, or top-converting email nurture streams. Keep these in constant rotation but consider giving them a slight refresh to boost their success (more on that next). Long story short, if it ain’t broke, don’t fix it. But do double down on the stuff that’s driving results.

Use Google Analytics, HubSpot, or your preferred analytics tool to identify your top-performing content. Repurpose successful content into new formats. That could mean turning a high-performing blog into a webinar, an infographic, or a LinkedIn post series, for instance. If you don’t already have one, create a content hub where your evergreen resources are easy for prospects to find. Bottom line, keep strong content visible and updated so it keeps working well for you.

What to Update: Messaging, SEO, and Underperforming Campaigns

Your brand messaging should evolve along with your product and your audience. Review your value propositions, positioning statements, and tone. Are they still aligned with the value you bring? The needs your customers have? The things your audience cares about most? If you answered no to any of those, it could be time to update your messaging and positioning framework. (Here’s an MPF template and a step-by-step blog that explains how to do that.)

SEO is another area that needs regular attention. Search trends change. What worked a year ago may not be driving the same results today. Run an SEO audit to identify outdated keywords, broken links, and pages that could use fresh optimization. Updating existing content with new keywords, relevant insights, and better internal linking can often drive more traffic than starting from scratch.

Campaign performance is another critical checkpoint. You may have spotted a few underperformers when you were looking for the “What to Keep” content in the section above. If you did, don’t abandon them outright. Instead, analyze what’s falling short. Maybe it’s a weak CTA, unclear messaging, or the wrong audience targeting. Test small updates before scrapping them completely. A/B test different subject lines, ad copy, or landing page designs to see if you can improve their performance.

What to Toss: Outdated Tactics and Unused Tools

Some marketing efforts simply outlive their usefulness. If a piece of content no longer reflects your brand’s positioning, and it’s too far gone to be worth reworking, archive it. This goes for emails, ads, events, webinars, and more. The same goes for social media channels. If you’ve been posting consistently to a platform that isn’t driving engagement or conversions, it might be time to cut it loose. Focus on creating content that resonates and getting it out in channels where your audience spends time. 

Likewise, marketing tools should be audited too. They’re meant to make life easier, not harder. If your tech stack is bloated with redundant software, unused subscriptions, or overcomplicated workflows, overhaul it. Audit your tools and remove anything that doesn’t directly contribute to lead generation, automation, or analytics. A leaner system will improve efficiency and free up budget for higher-impact initiatives.

A Clean Slate for New Growth

Spring cleaning your marketing strategy is all about optimizing your readiness for growth. By keeping what works, improving what’s underperforming, and ditching what’s dragging you down, you’ll free up space for new ideas, better results, and a more agile marketing strategy.

Need help cutting through the clutter? Let’s talk. We can help you get your marketing strategy in top shape for the months ahead.