What Makes Content Good? How To Sustain Great Content Performance Over Time

Did you know that up to 70% of enterprise content assets go unused? Without a content governance strategy, businesses struggle with duplicate efforts, inconsistent quality, limited visibility into performance metrics, and off-brand messaging—ultimately impacting the customer experience. Ouch!

So, how can you ensure your content stays valuable and effective throughout its lifespan? By focusing on high-performance content — content that aligns with business objectives, maintains quality, and delivers measurable impact. In this eBook, you’ll learn:

How to achieve high-performance content

To make sure content continues delivering value long after its initial publication, you’ve got to manage and refresh your assets. For example one effective strategy is to repurpose high-performing content by transforming blog posts into LinkedIn articles, webinars into short video clips, and whitepapers into infographics. This extends reach and engagement across multiple platforms. Additionally, using AI for content audits can help identify underperforming content, allowing teams to update, re-optimize, or retire materials based on data-driven insights and shifting audience needs.

How technology helps create high-value content

Maintaining content quality, consistency, and compliance across an enterprise can be challenging, but technology provides solutions to streamline oversight. Implementing AI-driven content governance tools like Acrolinx ensures that all published content aligns with brand voice, style, and regulatory requirements, reducing inconsistencies. Furthermore, centralizing content workflows within a CMS equipped with AI-powered analytics enables organizations to track content performance, enforce standards, and encourage seamless collaboration across departments.

What makes content good in the long-term?

For content to remain valuable over time, it must be adaptable and aligned with evolving industry trends. A key characteristic of long-lasting content is that it is evergreen and adaptable. It should also focus on topics that stay relevant while being structured in a way that allows easy updates as needed. Your governing strategy over your editorial standards should prioritize quality, credibility, and alignment with brand values through clear style, tone, and compliance guidelines.

If you’re investing in content, you should be aiming to keep it valuable over time. To achieve this, you need extended content governance to create, manage, and continuously improve your content in a unified way. “Long Live Great Content! Keeping enterprise content valuable across its lifespan” is the perfect playbook to get more out of your content, for the same resources or less.