4 Simple Steps To Understand What Content Is Working & What’s Not
Marketing strategy and the content within it are built on a few things – audience needs, your solutions and effective communication. But when you start to create that communication, what do you base it on? Time for a quick ‘how-to’!
One of the easiest ways is to take a look at the content you’ve already created and let that inform the content you will create. It’s one of the easiest ways to do some really insightful market research.
In this guide, I’ll walk you through four basic steps to help you look at and understand what’s working and what’s not in your current content strategy.
Step 1: Review Your Content Goals and KPIs
Before you dive into the data, revisit the goals and key performance indicators (KPIs) you’ve set for your content. What were you looking to do with this content?
Were you looking to increase website traffic, generate leads, or enhance brand awareness?
Remembering the context in which you created this content will help you better gauge whether or not it was effective.
The next question – did the content you produced do their job? Did you reach the goals and KPIs you set?
Step 2: Dive Into the Analytics of Your Focus Platforms
When you’re creating content on any digital platform, the power of their analytics is one you should always be tapped into.
Whether it’s Google Analytics for your website, social media insights, or email marketing data, these platforms offer invaluable information on user behavior.
One of the things I help my clients do is learn HOW to use the analytics they have from these platforms to better understand what their audience is loving, what’s prompting action and what is falling flat.
Step 3: Look At Trends & User Activity Within Your Current Content
So you have the data, now it’s time to dive in.
Explore the analytics of your platforms and identify trends and patterns you see. Pay attention to which pieces of content are resonating most with your audience.
Are there specific topics, formats, or posting times that consistently perform well?
Next, spend a bit of time looking at the content that didn’t do so well, what are the differences between that and what’s working?
Step 4: Use That Data to Create Future Content
Armed with insights, it’s time to put your analysis to work! Tailor your content strategy based on what you’ve learned.Â
When you’ve analyzed your content you can be ready to do a whole lot more!
Optimize Your Future Content:
- Replicate success: Create more content similar to what’s worked well in the past. This could be things like similar topics, formats, or delivery styles.
- Update and refresh: Use what you’ve learned to update and revamp older but still valuable and relevant content.
Get Deeper With Your Audience:
- Tailor content: With the data you’ve gathered, you can create content tailored to the interests, needs, and preferences of your audience.
- Personalize marketing: An audience that feels personally addressed feels connected! Craft personalized email campaigns and targeted social media posts to improve engagement and conversion rates.
Plan Out Your Content Calendar:
- Data-driven scheduling: Look at the insights on the times and days when your audience is most active and schedule your content accordingly.
- Seasonal and trend-based planning: Identify seasonal trends and trending topics that align with your audience’s interests. Create that content!
Look At Keywords & SEO Strategy:
- SEO optimization: Look at the keywords that have driven organic traffic to your content. Optimize existing content and plan new content around relevant keywords.
- Competitive analysis: Know that you know what’s working for you, take a look at your competitors’ content strategies and identify gaps or opportunities that will set your content apart!
Help That Content Convert!
- Conversion analysis: Focus on content that drives conversions (e.g., sign-ups, purchases). Optimize conversion pathways and calls to action (CTAs).
Content analysis is not just about numbers; it’s about understanding your audience, refining your strategy, and achieving your goals.
By revisiting your goals, diving into analytics and using data to inform your planning, you’ll take your content strategy to the next level. Your journey to deciphering what’s working and what’s not begins now.
Your content has the power to engage, educate, and inspire. Embrace the insights gained from content analysis to connect with your audience on a deeper level.
Ready to embark on your content analysis journey?
Reach out to me here and let’s explore how to take your content strategy to the next level!
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