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What do you do if your content strategy isn't effectively engaging and retaining your audience?

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Content strategy is the process of planning, creating, and managing content that aligns with your business goals and audience needs. But what if your content strategy isn't working as well as you hoped? What if your content isn't attracting, engaging, or retaining your audience? How do you diagnose and fix the problem? Here are some steps you can take to improve your content strategy and boost your content performance.

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Nayarit Frontado López

| Mentora de LinkedIn | Consultora de Marca personal | Posicionamiento de marca | Comunicadora social | Copywriter |
Priyanka Sehgal

Marketing and Communications Strategist | Digital Strategy Innovator | Expert Event Manager | Audience Engagement…
Abigail Kidd

Content Strategy | Helping Entrepreneurs Make the Most of Marketing | Strategic Content System & Marketing Ops |…

1 Assess your content goals

The first step is to review your content goals and how they relate to your business objectives and audience expectations. Are your goals SMART (specific, measurable, achievable, relevant, and time-bound)? Are they aligned with your brand identity, value proposition, and customer journey? Are they based on data and insights from your market research, audience analysis, and content audit? If not, you may need to revisit your content goals and make sure they are clear, realistic, and meaningful.

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Priyanka Sehgal

Marketing and Communications Strategist | Digital Strategy Innovator | Expert Event Manager | Audience Engagement Specialist | Content Strategist | Ex-CII |
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Analyze your content performance data to identify patterns and gaps. Understand your audience's needs, preferences, and behaviors through surveys, feedback, and social listening. Refine your content strategy to align more closely with audience interests and pain points. Experiment with different content formats, storytelling techniques, and distribution channels to find what resonates best. Personalize content to increase relevance and engagement. Consistently measure and adjust based on analytics and feedback, focusing on metrics like engagement rates, time spent on content, and return visits. Leverage A/B testing to refine headlines, calls to action, and content formats.

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Nayarit Frontado López

| Mentora de LinkedIn | Consultora de Marca personal | Posicionamiento de marca | Comunicadora social | Copywriter |
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Si los objetivos no se están alcanzando es conveniente evaluar si han sido realistas y con plazos adecuados. Si con esto detectamos que idealizamos la estrategia y las expectativas no fueron tan aterrizadas, es conveniente ajustar un poco partiendo con un marco de referencia que sería la realidad actual. Si no es así, entonces hay que revisar otros aspectos que comparto más adelante.

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Ireena B.

Helping Busy Business Owners ?Shine? on LinkedIn—Without Lifting a Finger ? Ghostwriting + Done for you content creation ? Let's take your LinkedIn Growth to the next level - DMs are open :)
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When your content strategy isn't bringing the results you wanted, it's time to take a pause and then reassess your straregy. Plan out the goals for the next three months. Check what are your high priorities for the next quarter, and plan your content calendar accordingly. Keep tracking your insights and then double down the content that performs well.

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Rachael Kimaku
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Set Clear Goals and KPIs: Define specific goals and key performance indicators (KPIs) for your content strategy, such as increasing engagement rates, growing your audience, or driving conversions. Regularly track progress and adjust your strategy as needed to achieve your objectives.

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2 Analyze your content metrics

The next step is to measure your content performance and see how it compares to your goals and benchmarks. What are the key metrics that indicate the success of your content strategy, such as traffic, engagement, conversion, retention, loyalty, or advocacy? How are you tracking and reporting these metrics using tools like Google Analytics, social media analytics, or email marketing platforms? How are you interpreting and acting on the data to optimize your content strategy? If you are not measuring or analyzing your content metrics effectively, you may be missing out on valuable insights and opportunities.

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Nayarit Frontado López

| Mentora de LinkedIn | Consultora de Marca personal | Posicionamiento de marca | Comunicadora social | Copywriter |
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Es preciso preguntarnos y definir qué métricas son realmente importantes para el éxito de nuestra estrategia, dejando a un lado las métricas puramente vanidosas. Veamos otras significativas como las veces en que se ha mostrado, han comentado o compartido los contenidos. Dependiendo de cada plataforma, por supuesto. Pero, por otro lado, debemos incluso estar abiertos a la posibilidad de que aun cuando no exista mayor interacción, si el contenido es de calidad, puede estar haciendo su trabajo frente a "audiencias silenciosas".

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3 Identify your content gaps

The third step is to find out where your content is falling short of meeting your audience's needs, interests, and preferences. What are the content gaps that prevent your audience from finding, consuming, or acting on your content? These could be gaps in content topics, formats, channels, quality, relevance, value, or consistency. You can use tools like keyword research, content mapping, content scoring, or user feedback to identify and prioritize your content gaps and fill them with appropriate content solutions.

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Abigail Kidd

Content Strategy | Helping Entrepreneurs Make the Most of Marketing | Strategic Content System & Marketing Ops | Educational Content & Customer Enablement | MBA ??
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When identifying content gaps, we tend to default to outside sources like keyword research or working within our department to uncover missing pieces. Unfortunately, we may be limited by our own biases and often waste time reinventing the wheel. An often overlooked opportunity is to connect with other departments who already work with your audience, they can have great insight. For example, marketing can ask sales or customer service what objections/questions they hear the most. Does your content really address those problems? Is there a disconnect with what's being communicated externally vs internally? With that new info, you can examine your existing content repository and map out new areas or add to existing topics to fill those gaps.

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Nayarit Frontado López

| Mentora de LinkedIn | Consultora de Marca personal | Posicionamiento de marca | Comunicadora social | Copywriter |
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Un trabajo indispensable es revisar el rendimiento de los contenidos regularmente, así podemos ir evaluando qué temas, formatos y estilos logra una mejor llegada en la audiencia. En este sentido, también es muy útil recurrir a herramientas que facilitan la identificación de temas de interés, o estudios actualizados en los que podamos conocer tendencias y preferencias de los usuarios en cuanto a contenidos, sin olvidar que preguntar directamente a nuestros clientes y audiencias puede ayudarnos mucho a construir estrategias de contenidos más efectivas.

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Nicole Carrington

Digital Marketing Leader | Expert in Brand Strategy, Audience Insights, and Storytelling | Tech, E-Commerce, SaaS
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When your content strategy isn't resonating with your audience, you need to uncover where it's falling short. Start by identifying content gaps that might be hindering your audience from engaging with or acting on your content. These could be gaps in subject matter, formats and channels, relevance, value, or consistency. Look to keyword research, content mapping, and audience feedback to identify and prioritize these gaps. From here, develop tailored solutions to improve engagement and ensure your strategy properly meets your audience's needs, interests, and expectations.

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4 Test your content hypotheses

The fourth step is to experiment with different content ideas and approaches to see what works best for your audience and your goals. What are the content hypotheses that you want to test and validate, such as new content types, styles, tones, angles, or calls to action? How are you designing and conducting your content tests using methods like A/B testing, multivariate testing, or user testing? How are you evaluating and learning from your test results and applying them to your content strategy? If you are not testing or iterating your content regularly, you may be missing out on innovation and improvement.

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5 Update your content plan

The final step is to update your content plan and align it with your revised goals, metrics, gaps, and hypotheses. How are you documenting and communicating your content plan using tools like content calendars, content briefs, content guidelines, or content workflows? How are you executing and managing your content plan using tools like content management systems, content collaboration platforms, or content automation tools? How are you reviewing and revising your content plan based on your content performance and feedback? If you are not updating or following your content plan consistently, you may be missing out on efficiency and effectiveness.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your content strategy isn't effectively engaging and retaining your audience?

1

2

3

4

5

6

1 Assess your content goals

2 Analyze your content metrics

3 Identify your content gaps

4 Test your content hypotheses

5 Update your content plan

6 Here’s what else to consider

Content Strategy

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What do you do if your content strategy isn't effectively engaging and retaining your audience?

1

2

3

4

5

6

1 Assess your content goals

2 Analyze your content metrics

3 Identify your content gaps

4 Test your content hypotheses

5 Update your content plan

6 Here’s what else to consider

Content Strategy

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