When managing a website, you'll regularly need to review your content to decide what pages and assets (e.g. forms, videos, images and PDFs) should be boosted, buffed to remove scuffs, banked for later or booted off entirely. Running an analytics report only tells you half the story—you'll also need to cross-reference performance against each element's value to your customer and organization to prioritize the highest targets of opportunity.

1. Bains' 4Bs of Content
When managing a website, you'll regularly need to review your content to decide what
pages and assets (e.g. forms, videos, images and PDFs) should be boosted, buffed
to remove scuffs, banked for later or booted off entirely. Running an analytics
report only tells you half the story—you'll also need to cross-reference performance
against each element's value to your customer and organization to prioritize the
highest targets of opportunity.
4Bs of Content by Tracy Bains is licensed under Creative
Commons Attribution-ShareAlike 4.0 International License.
High
Low High
Organizational Value
CustomerValue
Boot
Bank
Buff
Boost
Priority 1
Boost
Priority 2
Buff
Best performing
content on site
Sweet spot where
values overlap
Review regularly
to boost and improve
What stakeholders insist
on publishing like FAQs
What you must publish by
regulation
Buff the scuffs so
customers get value too
Priority 3
Bank
What customers like but
offers you little in return
like multiple formats of
the same content
Bank for later review so
that you get value too
Priority 4
Boot
Remove redundant,
trivial or outdated
content
Poorest performing
assets on site

2. Bains' 4Bs Worksheet
4Bs of Content by Tracy Bains is licensed under Creative
Commons Attribution-ShareAlike 4.0 International License.
High
Boot
Bank
Buff
Boost Priority 1
Priority 2
Priority 3
Priority 4
Organizational Value
High
Low
CustomerValue
Use this worksheet to start mapping your priorities by cross-
referencing your content's performance against its value to both
customers and the organization.
Notes