Keep three to four content pillars at a time and review them every month or two. Drop the ones that stop working, replace them with new ideas, and use your analytics to decide what stays. A dentist might run call-and-response videos until engagement drops, then pivot to something fresh.
we call them pillars, right? And at any given moment, you should be having 3 or 4 different pillars. And then at some sort of regular interval, whether it's every month or, or every 60 days, you should be looking at your content, what's working, which of those pillars is performing well for you versus which is like maybe a little bit stale, and swap it in and out. So something like this call and response video that a dentist or a plastic surgeon, et cetera, is doing, write it till the wheels fall off. And then once it's a dud, maybe you end up retiring it, and swapping something else in. It never is a matter of like, which one should I do? It's a matter of how they fit into your mix and then continually refreshing that and taking a fresh approach, looking at the numbers, pulling the stats into a spreadsheet and making decisions about how to adjust and go forward from there.
