[Editor’s Note: This article has been updated to reflect 2025 best practices.]
Spring is in the air. The flowers are blooming, the birds are singing, and the sun is beaming. As the weather takes a turn for the better, the pollen is building up — and so is the dust on your marketing strategy.
It’s high time to take a pause for a bit of tidying up. Enter springboard’s Spring Cleaning Checklist — a resource designed to help content and demand-gen marketers optimize their strategies, refresh their campaigns, and elevate their marketing.
Follow these steps to revamp, refresh, and revitalize your marketing to knock your goals out of the park.
Content Marketing
Brand Voice and Aesthetic
Review and update brand guidelines (as needed) for voice, tone, and messaging
Consider implementing approaches that reflect the current state of affairs
Conduct a content audit to identify and fix inconsistencies in language
Review and update brand guidelines for visual style, imagery, and design
Conduct a content audit to refresh any imagery or visual examples that are outdated, feature broken links, or don’t align with your updated aesthetic
Provide training or refresher sessions for marketing team members on brand voice and visual style
Implement tools or processes to maintain consistency across all marketing channels
Content Audit
Take a complete inventory of existing assets
Evaluate content performance metrics (see more below)
Assess patterns in both top-performing content and areas for improvement
Update or remove outdated or irrelevant content
Develop or refresh your content calendar or plan for creating new, high-quality content
Conduct a headline audit to determine top-performing approaches; fix under-performing approaches
Assess and improve your content efficiency with big-rock thinking and smart atomization and repurposing tactics
Ensure your content strategy is setup to speak to the current issues your various personas care about and addresses their pain points in a novel and impactful way
Performance Audit
Refresh your measurement framework to ensure it’s designed to convey direct ROI of your efforts and how they ladder into company-wide goals
Schedule regular performance evaluations to analyze KPIs and goal progress on a consistent basis (monthly/quarterly/annually)
Identify trends and patterns in data; be ready to discuss with team members at scheduled performance evaluations
Assess the effectiveness of content messaging, formats, etc.
Evaluate content engagement and conversion rates. Keep a watchful eye on misleading metrics.
Develop action plans to improve content performance
Align action items with current marketing and sales goals
Related Reading: Health Check: 6 Questions to Guide You to Successful Content Marketing
Demand Gen Marketing
Audience Targeting
Refresh your various target personas and audience segments
Work with your content team to ensure you have enough targeted content for each persona to cover all of your channels and planned demand-gen campaigns
Ensure you have a strong first-party data strategy in place
Data Cleanliness
Review and update prospect databases
Validate lead information
Remove duplicate entries and outdated leads
Optimize data storage and organization systems
Evaluate attribution model tracking and effectiveness
Performance Audit
Refresh your measurement framework to ensure it’s setup to convey ROI and ladders into company-wide goals
Schedule regular performance evaluations to analyze KPIs and goal progress (monthly/quarterly/annually)
Appraise campaign spends and their respective ROI; use insights to determine where to invest and divest for the rest of the year
Assess lead quality
Assess lead generation and conversion rates
Lean into psychology to drive high conversion rates consistently
Identify areas for optimization with targeting, frequency, and content
Develop action plans to improve demand-gen campaign performance
Closely evaluate customer journeys to uncover and fix friction and failure points
Align action items with current marketing and sales goals
Look for ways to strengthen your approach to preparing performance reports and demonstrating ROI on a regular basis
️ Related Reading: Demand Gen Field Guide: Everything Marketers Need to Know
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