A digital content strategy doesn’t last forever. Not only does it have to be flexible, but it also has to evolve.
Brands grow up, expand, change. A customer base can alter overnight. Products are terminated, and new ones launched.
(Article by Meg Carpenter on www.socialmediatoday.com 20 June 2019)
If you want to stay ahead of the game – an industry leader – your content strategy has to be reviewed and updated regularly.
Or, in the case of failure… trashed and recreated. Sometimes over and over again.
How to know if your content strategy is failing
There are signs. If you see any of the following symptoms, it’s time to take action… and fast.
- Numbers are dropping
- Social media traffic
- Page views
- Overall website traffic
- Time spent on site
How are your social media accounts performing? If your follower growth is static, and engagement is reducing, it’s time to take action
Which social channels is your target audience using? You’re wasting precious time if you’re pushing hard on Twitter, while your audience is sharing photos on Instagram.
Does your tone of voice resonate with the social channel? With your audience? Talking ‘street’ on LinkedIn probably won’t generate positive engagement.
Is your content channel-appropriate? YouTube obviously loves video, while Instagram craves images. If you’re posting all your awesome videos on Twitter, you’ll probably never reap what posting on YouTube would bring. Posting long-form content on LinkedIn, while your audience languishes on Twitter, is a non -starter.
Search engine ranking
Last week, you were showing up on page 1 – this week, page 9. Devastating, but not irreparable.
It’s time to update your SEO strategy
- What keywords are consumers using in searches? Are you using them in your content?
- Did Google update its algorithm? Have you accommodated this change?
- Is your website easy to use? Is it 100% responsive? Loading time is good? Navigation is user-friendly?
You can use a social listening tool – like Talkwalker – to monitor consumers online conversations, helping you identify keywords and trends which are likely impacting your business.
What keywords are your competitors using? Are you using them too? Monitoring your competitors’ keywords should also be part of your competitive intelligence strategy.
Your visitors aren’t converting
They’re landing on your website, but bouncing out real quick. Consequently, your conversion rate has gone through the floor. Take a long hard look at your content…
- Is it too technical – too many industry acronyms?
- Did you dumb-down too much?
- Do your meta descriptions and titles match your content – or are they misleading visitors?
- Are you using internal linking to improve visitors’ journey around your site?
- Does it answer users search queries?
If you don’t consider your audience, why should they consider you?
Too much brand-speak, and you’ll lose your audience. Sell, sell, sell, leaves readers cold. They’re human beings. They want to be spoken to by human beings.
How will your product solve their problem? How will your service improve their life?
To win them back, prove your expertise in your field. Win back their trust by publishing authentic content…
- White papers, reports, how to videos
- Customer case studies
- Educational guides
Read the full article here