What do you do if your content isn't converting and driving sales?

If your content isn't leading to sales, a Content Audit can help. This means reviewing all your content. Check if it matches what your audience wants. Look at how well your content is doing using data like clicks and SEO rankings. See what competitors are doing right and where you can improve. Make sure your content is found easily by search engines. Try different content formats and areas to see what works. Update old or poor-performing content. Based on the audit, make a new content plan. Keep checking and tweaking your plan based on results. Auditing helps find problems and solutions to make your content better.

This is a very crucial step in understanding what went wrong. In my experience, you go through the plan and then see the reality to try and find the gap. Once you know the gap, dig deeper to see what underlying metrics, processes, and resources were responsible. Most people try to speed up the process here, which is a wrong attitude and start to understand why the content did not perform.

Content duds happen! Don't panic. Instead, turn detective. Start by auditing your content - what resonates, what flops? Are you targeting the right audience with the right message? Is your call to action clear and enticing? Maybe your content's a bit stale - refresh it with new data, spruce up the visuals, or even experiment with a different format. Remember, content is a conversation - listen to your audience through analytics and engagement. By understanding their needs and revamping your approach, you can transform content from crickets to conversions.

1. Consult your current customers. How were you successful with landing them? What might they be interested in now/going forward? 2. Go directly to some of your target audience for a discussion. Yes, the days of cold calling are over blah blah blah. But if you can engage with even a few prospects directly, they can help you direct your content. 3. Is your content appropriate for (aimed at) sales conversions? Maybe it is more relevant to other aspects of content creation (a broader brand awareness; thought leadership establishment) -- if it is, direct measurement of sales is difficult (at least in the short-term).

I have 21 years of business development experience and being a business development professional, Understanding your audience is crucial for effective communication. It involves knowing their demographics, interests, needs, and preferences to tailor your message appropriately. This understanding allows you to connect with them more effectively and deliver content that resonates with them. Factors like age, gender, education level, cultural background, and psychographic characteristics all play a role in shaping your audience's preferences and behaviors. Conducting audience analysis through surveys, interviews, and data analytics can help you gain insights into your audience and refine your communication strategy accordingly.

-Identify your ideal customer's challenges and pain points. Address them directly with actionable solutions. Don't just promote your product or service – demonstrate its value by showing how it tackles their real-world issues. -Make sure your content is created by or vetted by industry experts who deeply understand your target market's needs. -Analyze the titles of past clients who've won deals. Titles will differ depending on the size of the company. This helps you understand the decision-makers you need to reach in different sizes of businesses. -Build Trust on LinkedIn: Participate in relevant LinkedIn groups and discussions. Share valuable insights and contribute to scientific conversations instead of solely promoting yourself.

Content brings content. It is crucial to establish the content formats that work for you to ensure you have a proper content sync up for long.

While individual strategies are essential, leveraging your team or network can significantly bolster the effectiveness of your independent efforts. Consulting with team members or a trusted mentor can provide a fresh perspective and valuable second opinion on your content. This collaborative/consultative approach not only broadens your insight but also helps validate strategies before implementation.