What do you do if your content strategy isn't delivering the desired results?

You gotta look at the data. If your strategy is bombing, the data will tell you whats's wrong with it and how can you solve it. Setup Google Analytics and GSC (both free) and get all the data you need.

When investigating poor impact, be very careful not to make assumptions without facts. I would suggest approaching the situation a little like process optimisation. Gather data for every stage you can think of, and use it to map out all the areas where an element might be disrupting the success of your content - is the issue with the content itself, or are there obstacles in the acquisition process meaning that your customers barely ever see it to assess it? if you have high click-through but lack of completion, what is causing it - maybe failing to capture their interest, or was it not what they were expecting? Try to assess common suspected flaws with meaningful feedback where you can.

Les suivis de métriques peuvent para?tre complexes. Je suggère de choisir un seul métrique à suivre en fonction de l'obejctif visé. Exemple : je démarre mon entreprise et je veux être connu, je vais donc suivre mon nombre d'abonnés. Je suis commercial dans une PME et je veux trouver des prospects, je vais donc suivre le nombre de commentaires ou de conversations générées grace à mes posts.

If your content strategy isn't getting the results you want, it's time to take a step back and figure out what's going wrong. First, look at your goals and see if they're realistic. We often set goals that don’t match what the audience wants. Next, analyze your content to see if it's engaging and valuable to your audience. If not, consider adjusting your topics, formats, or tone. Is the SEO strategy working fine? You should also check your distribution channels to make sure you're reaching the right people in the right places. If not, explore new channels or adjust your approach on existing ones. Don't be afraid to experiment and try new things. Sometimes, a small tweak can make a big difference. And remember, consistency is the key!

Gathering feedback is often the best way to determine how and where your content is missing the mark. But before even asking, put some time aside to consider exactly what you want to find out and how to ask for it - poorly defined or accidentally leading questions will lead to a lack of clarity in the answers you receive and waste everyone's time. Mix and match open-ended and closed questions, be willing to adapt, dig and check if a potential insight is revealed, and iterate to get more insightful questions and answers - much in the same way you will be iterating with the content itself.

L'analyse de la concurrence se fait via des outils performants. Des plateformes comme Ahrefs ou SEMrush peuvent vous donner une vision claire de ce que font vos concurrents et comment vous pouvez vous améliorer.

Testez, mesurez, ajustez ! Testez de nouvelles idées, mesurez leur performance, et ajustez votre stratégie en fonction des données recueillies. Soyez flexible avec votre calendrier de publication : Les meilleurs moments pour publier peuvent varier grandement selon votre audience. Expérimentez avec différents horaires et jours de la semaine pour trouver votre fenêtre optimale.

Make sure you are looking seriously at the platforms you are creating content for to understand how you can make something better for algorithms. The best possible creative will not get through an algorithm anymore, so you have to create things with that in mind.

Rafra?chissez le contenu existant : Mettez régulièrement à jour vos articles les plus populaires pour qu'ils restent pertinents et performants dans les recherches. Concentrez-vous sur l'expérience mobile : Une grande partie du trafic web provient des mobiles. Assurez-vous que votre site et votre contenu offrent une excellente expérience sur ces appareils.

Documentez vos expériences : Gardez une trace de vos tests et de leurs résultats. Cela vous aidera non seulement à comprendre ce qui fonctionne, mais aussi à communiquer efficacement votre stratégie à votre équipe.

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.

If your content strategy isn't yielding desired results, first assess its impact by analyzing metrics and audience engagement, then gather feedback from your audience to understand their preferences and needs. Next, analyze competitors' strategies, refine your tactics, optimize your content, and continue experimenting and learning from the outcomes to iteratively improve and align your strategy with your goals.

Volte um passo atrás. Revise o seu planejamento, seus objetivos com a estratégia de conteúdo e entenda se está fazendo sentido com o momento atual da empresa e dos recursos disponíveis. Aproveite o momento para recalcular a rota e coletar feedbacks sinceros das outras áreas da sua empresa.