What do you do if your content marketing isn't resonating with different channels and platforms?

1. Identify Your Goals: Determine what you want to achieve with your content This could be awareness, traffic, leads, sales, retention or something else 2. Specific Goals for Each Channel & Platform: Each channel & platform should have clear & specific goals 3. Track and Quantify Your Progress: You need to have a system in place to track & quantify your progress towards these goals 4. Define Key Performance Indicators (KPIs): KPIs should align with your goals and reflect the value of your content 5. Examples of Metrics: a) If your goal is to increase brand awareness, you might use metrics like reach, impressions, shares & mentions. b) If your goal is to generate leads, you might use metrics like conversions, bounce rate & email subscribers.

Effective content marketing requires clear goals aligned with business objectives. Break down overarching goals into specific, measurable components, tailored to each platform's strengths. Choose metrics that directly reflect the impact of your content, such as reach, impressions, and shares for brand awareness or conversion rates and email subscribers for lead generation. Implement real-time monitoring for agile strategy adjustments and embrace an iterative approach for continuous optimization. Integrate content metrics with broader business analytics to understand overall performance. Set benchmarks based on industry standards and competitor analysis to gauge effectiveness.

Define what "working" is. Maybe some channels are more for brand awareness while others are your traffic drivers. Some spaces could be to build your digital footprint. It is important to be clear on what you want that channel to give you. Then you analyse if it is working based on that. For example, social media might be a space for selling in the DMs not in the content.

It's crucial to reassess your approach by identifying your goals and metrics. Begin by defining clear and specific objectives for each channel and platform you use. Determine what you aim to achieve with your content: raising awareness, driving traffic, generating leads, boosting sales, enhancing retention, or other objectives. Subsequently, establish KPIs that align with your goals and accurately measure the effectiveness of your content. For instance, metrics such as reach, impressions, shares, and mentions may be relevant if your focus is on increasing brand awareness. Conversely, if lead generation is your primary objective, metrics like conversions, bounce rate, and email subscribers become more pertinent.

Setting goals and KPIs for content marketing is more than just a box-ticking exercise—it's the compass that guides your strategy. Imagine launching a campaign without a clear destination; it's like sailing without a map. If brand awareness is your North Star, tracking shares and mentions can illuminate the path. For lead generation, dive deep into conversions and email sign-ups to measure the currents beneath your content's surface. Remember, these metrics are not just numbers but narratives of your content's journey and its impact on the audience. By aligning your goals with specific KPIs, you ensure that every piece of content serves a purpose, whether it's to inform, engage, or convert.

1. Collect Data: Use tools like Google Analytics, social media analytics, etc. 2. Analyze Data: Look at both quantitative and qualitative data. 3. Compare Data: Compare your data across channels and against benchmarks. 4. Identify Patterns: Look for patterns, trends, and anomalies for insights.

Analyzing data and feedback is vital for content marketing success. Use tools like Google Analytics, social media metrics, and surveys. Assess quantitative metrics like traffic and conversion rates, alongside qualitative feedback such as sentiment analysis. Compare performance across channels and benchmark against industry standards. Identify patterns, trends, and anomalies to refine strategies iteratively. Integrate insights into content creation for relevance. Regularly revisit data to adapt strategies. Effective analysis ensures dynamic content strategies that resonate with audiences and drive results.

Start by utilizing tools like Google Analytics, social media analytics, and email marketing software to collect quantitative data on your content performance. Leveraging qualitative sources such as surveys, reviews, and comments to understand audience sentiments and preferences. Compare your data across various channels and platforms, benchmarking against industry standards to identify areas for improvement. Look for patterns, trends, and anomalies that offer insights into audience behavior and content effectiveness. By analyzing both data comprehensively, you can uncover valuable insights and opportunities to refine your content marketing strategy and better resonate with your target audience.

1. Identify Gaps and Opportunities: Analyze data and feedback to find gaps in your content marketing strategy. 2. Evaluate Channels and Platforms: Determine which are generating the most and least results. 3. Assess Content Types: Identify which types of content are getting the most and least engagement. 4. Understand Audience Preferences: Find out which topics and formats appeal to your audience. 5. Analyze Buyer’s Journey: Check which stages are covered by your content and which are missing.

Identify the gaps and opportunities within your strategy. Analyze your data and feedback to understand which channels and platforms yield the most and least favorable results. Evaluate the performance of different content types, topics, and formats to discern audience preferences and engagement levels. Determine which segments and personas respond positively to your content and why. Assess whether your content effectively addresses all stages of the buyer's journey or if there are areas needing more coverage. Additionally, consider whether you're adhering to industry best practices and trends or overlooking potential opportunities for innovation.

1. Test and Optimize Content: Make data-driven decisions to optimize your content. 2. Implement Changes: Apply these decisions in your content creation and distribution. 3. Use Testing Methods: Use A/B testing, split testing, etc., to compare content versions. 4. Monitor Results: Measure the results of your tests and make necessary adjustments.

Begin by formulating data-driven hypotheses and decisions rooted in your established goals and metrics. Implement these insights into your content creation and distribution strategies. Utilize tools such as A/B testing, split testing, and multivariate testing to compare different iterations of your content and gauge their performance across diverse channels and platforms. Continuously monitor and measure the outcomes of your tests and optimizations, making necessary adjustments to enhance effectiveness. Embrace a culture of continuous improvement, leveraging insights gained from content marketing experiments to refine strategies and drive better results.

1. Repeat the Cycle: Content marketing is an ongoing process, not a one-time project. 2. Constant Evaluation and Optimization: Regularly evaluate and optimize your strategy. 3. Monitor Audience and Trends: Keep an eye on your audience’s needs and industry trends. 4. Ensure Resonance and Results: Aim for your content to resonate and deliver desired results.

Continuously revisit the cycle of identifying goals and metrics, analyzing data and feedback, identifying gaps and opportunities, and testing and optimizing content regularly. Stay attuned to shifts in audience needs, preferences, industry trends, and best practices. Embrace agility and adaptability to ensure your content marketing efforts remain relevant and effective. By committing to this iterative approach, you can cultivate a dynamic content strategy that consistently resonates with diverse channels and platforms, driving desired outcomes and engagement levels over time.

Not all platforms perform the same. Each has their own unique way. Research what that is. Search for algorithm reports for each platform and truly understand them. Some platforms like LinkedIn will penalize you for over posting or not getting a like and a comment within five minutes. Other platforms like TikTok will share your videos to a larger audience if they are manually uploaded. And platforms like X only care about deep long term engagement, so stick with it until your numbers stop sucking. Also, practice community best practices. 1. Always respond to comments with insightful messages. 2. Interact by adding value to other peoples posts. 3. Don't direct people out of platform.

Content marketing success on different digital channels is more than a matter of being where the people are. The content you offer must match what they're already doing there. Are they there to scroll? To read? To do research? To shop? If you don't consider this, your content may fall flat, even if you have a lot of followers.