If your content is not performing, it will not help you accomplish your digital marketing goals. To get out of the danger zone you need to track the content performance and optimize the content strategy accordingly for better results.
The key to a successful content strategy is decoding the insights from the regularly tracked metrics. The data you obtain from regular monitoring of content metrics is of no worth unless you make a story from it. You need to understand the insights of the data to optimize the content strategy.
Here is how you can master your content strategy from insights:
Look at the content which is performing Well
Testing is key. The more you test the more robust your content strategy becomes. Start with analyzing the performing content. Then dig deeper to understand why they are performing?
What are the keywords the content is getting traffic for if it is a blog post? – If you look at the performing keywords you will know the search intent and interest of the target audience. Then it will be easier for you to create new content for your objectives and goals.
What is the tone of content? – Your content may have different tones ( educational, promotional, engaging) for testing purposes but not all the tones will entertain the target audience. Suppose, you started posting engaging content along with the educational content on social media. You need to check the tone that your audience likes to engage with.
What is the format of visual content? – The right format of the content is very important when you use social media for promotion. Some target groups may incline towards video content whereas some may prefer infographics. So, a content strategist must analyze which format works for which target group.
Optimize the non-performing content
Many times your content (blog post) doesn’t perform despite it being good. In that case, you should look into the reasons to optimize it rather than making new content.
Proofread your content – Google gives high ranking to content that provides the complete answer to the searcher’s query. If your content doesn’t give a complete answer and has no proper structure, you need to work on it.
Check for the right keyword – It is possible that your content is not optimized for the right keywords. You can check the competitor’s content that is ranking high in the search engine for keywords insight. To do so, use the keyword analysis tools to find the relevant keywords and include them in your content. Make sure you do it in the right manner and avoid keyword stuffing.
Check for plagiarism – Search engines hate plagiarism. If your content has plagiarism it will not perform. But the question you have in your mind right now is “My content was fresh, why do I need to check plagiarism? Your question is right, but nothing is fresh on the internet especially when it comes to content. Hence you must check plagiarism and update it accordingly. You can use tools like Duplichecker or just search “plagiarism checking tools”.
All the channels you selected to promote the content might not work with the same performance. Assessing channels’ effectiveness will help you design your content strategy in a better way.
For example, you as a digital marketer promote the content through both Facebook and Twitter. After one month you analyze the traffic metrics and find that more audience is coming to the website through twitter. So, promoting the content through Facebook will not help you accomplish your traffic generation. You should promote your content through twitter only for the required objective.
It doesn’t mean you should not use Facebook for digital marketing. Since Facebook prefers visual content, you can use it for other objectives like brand awareness.
Be consistent, strategic, and creative in content creation and promotion as these three are the pillars of content marketing.