Marketing content is perishable. Once published, the world it serves continues to change— sometimes slowly… and sometimes quickly. As this change transpires, it is important to periodically assess whether one’s content has decayed to a point where action needs to be taken—action that ensures audiences and marketing objectives will continue to be well-served. When organizations don’t adequately assess and act on needed content changes, they run the risk of appearing dated, out of touch and less attractive to their current slate of customers and the prospects they wish to work with moving forward. That’s why, at least annually, every individual