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What do you do if your content strategy fails to yield results?

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Content strategy is the process of planning, creating, distributing, and measuring content that aligns with your business goals and audience needs. But what if your content strategy fails to yield results? How do you identify the root causes, fix the issues, and improve your performance? In this article, we'll share some tips and best practices to help you diagnose and recover from a content strategy failure.

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Carl Walker

Head of Marketing | CMO | DeFi / Web3
Nicole Carrington

Digital Marketing Leader | Expert in Brand Strategy, Audience Insights, and Storytelling | Tech, E-Commerce, SaaS
Clarissa Melo

Estrategista Inbound | Especialista em Marketing, Conteúdo, Gera??o de Demanda, Análise de Indicadores e de Tendências.

1 Assess your metrics

The first step to fix a content strategy failure is to assess your metrics and see how they compare to your objectives and benchmarks. You need to look at both quantitative and qualitative data, such as traffic, conversions, engagement, feedback, and sentiment. You also need to analyze your content performance across different channels, formats, and stages of the customer journey. This will help you identify the gaps, weaknesses, and opportunities in your content strategy.

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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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If your content strategy isn't working, the first step is to analyze metrics against your objectives and benchmarks. You'll need to examine both quantitative (traffic, conversions, engagement) and qualitative data (feedback, audience sentiment) across all channels and customer journey stages in order to uncover the gaps and opportunities for targeted adjustments. Regularly reviewing these insights ensures that your strategy remains aligned with audience needs and optimizes performance. Remember, content challenges are always new opportunities for growth and engagement!

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Clarissa Melo

Estrategista Inbound | Especialista em Marketing, Conteúdo, Gera??o de Demanda, Análise de Indicadores e de Tendências.
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Além da avaliar todas as métricas, converse com outras áreas para entender a percep??o das pessoas. Os dados qualitativos e quantitativos s?o importantes de serem analisados juntos, e nada melhor do que garantir um feedback assertivo com os pontos de contato que se comunicam com seu público por outros canais.

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Muhammad Saber Farrag

Experienced Content Manager | MBA-Marketing & Entrepreneurship | Arabic SEO | Social Media & Web Content Creation
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If it fails over a long time, then you have to check the objectives and the business needs. If the results of a short time are not satisfying, then you check the action you are taking to achieve your targets.

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2 Audit your content

The next step is to audit your content and evaluate its quality, relevance, consistency, and effectiveness. You need to review your content inventory and check if it meets the criteria of your content strategy, such as your brand voice, tone, style, and guidelines. You also need to assess if your content matches the needs, preferences, and pain points of your audience personas and segments. You can use tools like content scoring, content grading, or content matrix to help you with this process.

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Carl Walker

Head of Marketing | CMO | DeFi / Web3
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Consider a simple tool like Screaming Frog, and Google analytics 4. You'll be able to understand problem areas with real data from users.

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3 Research your audience

The third step is to research your audience and update your understanding of their behavior, motivations, and expectations. You need to gather insights from various sources, such as surveys, interviews, reviews, social media, analytics, and competitor analysis. You also need to validate your assumptions and test your hypotheses about your audience. You can use tools like customer feedback loops, user testing, or A/B testing to help you with this process.

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Bhumika Porwal

Editor | Chief Editor | Content Strategist | LinkedIn Top Voice ?? | SEO Content Writing, Corporate Communication, Personal Branding | Social Media Specialist
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If a content strategy fails to yield results, it's crucial to analyze the reasons behind the failure. This involves reviewing audience engagement, content relevance, and platform algorithms. Adapting by experimenting with different content formats, posting times, or engagement tactics can help. Additionally, seeking feedback from the audience and industry peers can provide valuable insights for refining the strategy. Ultimately, persistence, flexibility, and a willingness to learn from setbacks are essential in overcoming challenges and achieving success in content creation.

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4 Revise your goals

The fourth step is to revise your goals and align them with your audience research and content audit findings. You need to make sure that your goals are SMART: specific, measurable, achievable, relevant, and time-bound. You also need to prioritize your goals and focus on the ones that have the most impact on your business outcomes and customer satisfaction. You can use tools like OKRs, SMART goals, or goal cascading to help you with this process.

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5 Update your plan

The fifth step is to update your plan and define the actions, resources, and timelines needed to achieve your revised goals. You need to map out your content strategy framework and document the elements, such as your content vision, mission, themes, topics, keywords, formats, channels, distribution, and measurement. You also need to assign roles and responsibilities and communicate your plan to your team and stakeholders. You can use tools like content calendars, content templates, or content briefs to help you with this process.

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6 Execute and monitor

The final step is to execute and monitor your updated plan and measure its results. You need to follow your plan and create, publish, and promote your content according to your strategy. You also need to track and analyze your metrics and see how they relate to your goals. You need to collect and act on feedback and optimize your content accordingly. You also need to review and refine your plan regularly and adapt to changing conditions. You can use tools like content dashboards, content reports, or content audits to help you with this process.

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7 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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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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A content strategy is a user or customer journey using content. If it's failing to deliver results, that means either people aren't starting the journey, or they're leaving the journey prematurely. Figure out which one it is before you start administering remedies.

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What do you do if your content strategy fails to yield results?

1

2

3

4

5

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7

1 Assess your metrics

2 Audit your content

3 Research your audience

4 Revise your goals

5 Update your plan

6 Execute and monitor

7 Here’s what else to consider

Content Strategy

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What do you do if your content strategy fails to yield results?

1

2

3

4

5

6

7

1 Assess your metrics

2 Audit your content

3 Research your audience

4 Revise your goals

5 Update your plan

6 Execute and monitor

7 Here’s what else to consider

Content Strategy

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