Given the access we now have to performance metrics, it’s much easier to set goals and gauge the success of our content. But what happens when your content doesn’t get traction? Try examining these variables to help refine your messaging.
Part of any content strategy should include a sound understanding of your audience, their challenges, and buyer personas. These insights tend to evolve over time, which creates a challenge for writers. Changes in the market, trends, and new audience problems can lead to misaligned and/or outdated interests.
The absolute best content that can be produced is content that helps solve your audience’s biggest problems. After you author an ultimate piece of content, it can be difficult to achieve subsequent success around the same topic. Readers might feel that they’ve absorbed all the knowledge they need from you. Moving forward, you may want to be more careful about the amount of thought-leadership knowledge available in each piece of content.
Instinctively, marketers want to parade fresh content on all channels. This can take away from the reach of your content, hurting its performance. Jeffrey Cohen of Convince and Convert advises that: “You really need to make sure your prospects are on the channels you are using, so you can get engagement on those channels.” If your audience simply isn’t on a promotion channel, results won’t follow, and your efforts are only taking away from other promotional means.
For more on improving content performance, read Cohen’s original article below.
Read the source article at Convince & Convert