Your content strategy is falling short. How can you turn it around?

A content audit can tell you what is working and what isn't working in terms of content, but it can't necessarily tell you why. Content can succeed or fail for reasons outside of a content strategist's control (promotional efforts, marketing core messaging, brand strength, etc.). And you need to figure out whether that's the case before you go making changes.

Sometimes, content falls short for reasons outside our realm of control. Sometimes the message does not align with the mindset of the targeted audience. Taking a step back can feel like a hard hill to climb but in my experience tracing my steps back helps me to find the core issue and make the necessary changes.

When your strategy is not working, all you have to do is brand auditing. Brand auditing will help you identify what you are doing wrong and what you are doing right. A strategy can sometimes work for you, but as the digital world changes, brand auditing will help you pinpoint the changes that you need to make to stay relevant.

The importance of content audit. It emphasizes the need for a systematic evaluation of existing content to better understand its performance. Helps to identify the strengths, weaknesses, gaps, and opportunities for the business to make informed decisions to enhance content strategy. Helps to see where to improve the content marketing objectives.

First, audit your content kingdom to unearth hidden gems and weed out outdated relics. ???♂? Next, define your audience personas; it's like sculpting for the connoisseurs, not the masses. ?? Refine your goals – make them SMART, not just wishes on a shooting star. ?? Optimize every piece; it's the difference between a spark and a wildfire. ?? Diversify your content like a rich portfolio, appealing to varied tastes. ?? Lastly, give your content a spa day – update, refresh, let it shine anew. ? Your strategy deserves a standing ovation!

If your content is falling short AFTER you started your content strategy, it means you might've targeted the wrong audience to begin with. If that's the case, scratch your previous customer avatar and this time dig deep into your customers' dreams, fears, and objections.

Next step, understand your audience. Not understanding them is like shooting randomly and you won't hit any target. Use surveys, interviews, customer feedback, etc to gather information and know more about your audience.

To better understand my audience, I engage with them through direct messages. Whenever someone appreciates my podcast or content, I respond with gratitude and ask specific questions like - what they enjoy most, - their other interests, and - their profession. I also quickly review their profile. This consistent interaction helps me grasp not only the demographics of my audience but also those who actively engage with my content. When planning future content, I think of these individuals, which provides valuable insights into my audience's preferences. This strategy has been instrumental in tailoring my content effectively.

Um primeiro passo é criar seus indicadores, conhecidos como KPI ( key performance indicator), verificando claramente quais os resultados chaves esperados com seus conteúdos em termos de engajamento, faturamento, eficácia e produtividade. A partir da identifica??o dos KPIs, é importante realizar o monitoramento dos mesmos diariamente para avalia??o da evolu??o. Lembre-se que sempre é possível mudar a rota.

Here are some more ways to define your audience: 1) Think beyond demographics: While demographics are important, consider psychographics, behavioral data, and cultural nuances to create truly relatable personas. 2) Involve your sales and customer service teams: They often have firsthand insights into your audience's pain points and preferences. 3) Use social media listening: Monitor relevant hashtags, groups, and forums to stay updated on industry trends and audience interests.

Content strategy isn't just about content! Too often people associate production and publishing with performance. Start with the business goals. If your content isn't driving measurable business goals, it isn't doing its job.

Content strategy is more than just creating and publishing content. People often connect production and publishing with success. However, it's crucial to start by aligning with your business goals. If your content isn't actively contributing to measurable business objectives, it's not fulfilling its role effectively.

Make sure your content strategy directly contributes to your overall business goals, whether it's increasing revenue, boosting brand recognition, or improving customer engagement. Instead of vague goals like "increase website traffic," define specific metrics like "increase organic traffic by 15% in Q3." While conversions are crucial, consider secondary goals like building brand loyalty, thought leadership, or customer satisfaction.

Lorsque vous définissez des objectifs SMART, incluez des éléments souvent négligés comme l'impact émotionnel ou la mémorabilité du contenu. Par exemple, un objectif pourrait être d'augmenter le nombre de partages qui témoignent d'une réaction émotionnelle forte, plut?t que de se concentrer uniquement sur le trafic ou les vues.

When I'm optimizing underperfoming content, I aim to add about 5% new stuff to it. This 5% typically includes additional questions I find on Google that my target audience wants an answer too. On top of that, some other optimizations might be needed such as keyword density or making sure your main keyword is in the right places.

You have to continuously analyze how much that content is actually engaging the intended audience and being reflected in the desired actions. Stakeholders groups change,their tastes change, your company's motivations change. Continously adapting your content and channels as you business strategy changes is required.

Use clear and concise language, short sentences, and bullet points to make your content easy to skim and understand. Incorporate multimedia. Videos, images, and infographics can enhance user experience and make your content more shareable. Optimize for voice search. With the rise of voice assistants, ensure your content is optimized for natural language queries.

Un piège facile dans lequel beaucoup d’équipe de contenu tombent est de copier-coller le même contenu sur toutes les plateformes. Au mieux, certains adaptent rapidement la mise en page en ajoutant ou retirant des emojis ou des hyperliens. Pour une bonne stratégie de contenu, il faut personnaliser ce dernier pour chacune de vos plateformes et audiences. Quelques astuces : - Adaptez le ton à votre cible (ex : vous pourriez opter pour le ??vous?? sur LinkedIn et pour le ??tu?? sur Instagram). - Choisir des images différentes selon les plateformes, pas uniquement la même image dans différents formats. - Essayez des dates et heures de publications différentes selon les plateformes en vous basant sur vos publications les plus performantes.

Make sure to diversify your content into different formats like webinars, Ebooks, podcasts, etc or even on several other social media platforms. This will give your audience a different feel and they're going to love it.

Diversify it as per your audience on different platforms. For eg: you are a finance influencer and I follow you on different platforms. On Instagram, I want to consume quick and quirky content so you have to create an infotainment piece. On Youtube, I want to get REAL EDUCATION, so explain the topics in detail. You can simply take out the most important points from these platforms and create an informative piece for LinkedIn with a relevant CTA. This is how you create a content ecosystem and sustainable audience.

If you have 30 posts that are all How tos, it's not hard to imagine why your content is underperforming. Would you ever go to a buffet where there's only one type fo pizza? Probably not. Just like in a buffet, your audience wants variety and gets bored if they read the same thing over and over.

Extend your focus beyond your country or local area, especially by checking trends in developed countries. Typically, these countries lead the trend first, and it eventually influences trends in your country. Be a leader, not a follower.

Look beyond your local area, especially at trends in developed countries. They usually set the trend first, and it eventually affects your country. Aim to be a leader, not a follower.

Create a content refresh calendar. Plan regular updates for your existing content to keep it fresh and relevant. Stay updated on the latest industry developments and incorporate them into your content to maintain its value. Encourage user-generated content to bring fresh perspectives and keep your content engaging.

Lors de la mise à jour de contenu, considérez l'ajout de contenu interactif, comme des quiz ou des sondages, pour accro?tre l'engagement. Utilisez également les données d'engagement pour repérer les contenus à fort potentiel de republication ou de réadaptation.

Honestly... All of this is super hard to do objectively, if it's your business My genuine advice, is if you've got the revenue to support it, get a pro in to give it an external perspective. I don't do strategy, because I hate it. That's why I have amazing business partners who support my clients for me with strategy. Lots of other business owners are the same. Don't panic over it, just get an expert in so it's done right!

First of all, be crystal clear on WHY it is falling short. Is it falling short of the original goal? Did somebody change their opinion on what the goal should be? What does it mean to fall short! Then re-evaluate on how you can move forward with a strategy and implementation schedule that can help you reach your goals.

*Identify the gaps: analyze the content of a successful competitor try to figure out what is working for them, that your current content strategy is lacking. Identify those gaps and offer something unique and meaningful to connect with the audience. *Consistency is the key: be consistent with your posting schedule but never compromise on the quality

Dans votre stratégie de contenu, gardez toujours un ?il sur l'avenir. Soyez prêts à expérimenter avec des technologies émergentes comme l'intelligence artificielle ou la réalité augmentée. Ces outils peuvent non seulement enrichir votre contenu, mais aussi vous positionner en tant que leader innovant dans votre domaine.