You already know that content drives everything in your business. It gets you traffic, it builds your brand, it gets you sales. So if your content isn’t getting the results you want, it probably has something to do with your content strategy.
Here are 15 not so obvious signs that you might need to rethink your content strategy:
1) Your content doesn’t generate more views on other posts
This points to a lack of structure and purpose in the progression of your content. The content you share should tell the story of how to get from Point A to Point B, from the before to the after, and each piece of content you share should be one step along the way.
Does each thing you create make sense in a larger narrative? Where should your audience be coming from? What should your audience be looking to next?
2) You struggling to find unique angles or additional value to supplement your content
If you’re experiencing this, it points to focusing too much on one topic or one point of view. Are you an expert on the subject? You might try to think of different ways to pull other markets and followers into your expertise. What are other applications for the content that you’re sharing?
3) Most of the content you post is centered around events, sales or updates
This means you lack evergreen content. If most of the content you’re making is time-sensitive then you’re wasting a lot of your content efforts trying to stay relevant. These types of posts are good occasionally for generating buzz about an event or sale or keeping your followers in the know. But if you want to maintain your audience’s attention use more content that is always relevant.
4) Your traffic, reach or engagement have plateaued
5) You’re getting more clients from outbound marketing or referrals
If your content isn’t generating leads you might not be offering what your audience actually needs. Many time content marketers get in the habit of posting what they want, rather what their audience might need. It’s also good to make sure you have multiple entrances into the services you’re offering. Do you have something for the expert? Something for the total newbie? A done for you service? An educational service?
6) Most of the content you post is an afterthought
This, like #2 speaks to a lack of structure behind your strategy. If your editorial calendar is just full of content that doesn’t point towards something then it’s probably not working inline with your business goals.
7) You aren’t posting regularly
Another symptom of purposeless content. Content that people can rely on is content they will come back to. If you aren’t consistent then you’re missing out on a lot of relationship building. Having a content strategy will provide the framework and structure for content to follow.
8) Your blog or other content has a high bounce rate
This means people are clicking on your blog or other posts but then quickly closing the tab or clicking away and chances are your content isn’t providing enough initial value to keep their attention. Make sure your headlines, subheads, and images drive curiosity and interest
9) The social media content you are posting looks like an ad
10) You are only spending a few minutes on your content a week
People consume so much media and content when they’re online every day that they can recognize high-quality, valuable content from a mile away. Valuable and engaging content takes time, so make sure you are giving it the time it deserves.
11) Your social channels are silent
If you’re getting crickets every time you post on social media then you probably aren’t sharing content that your audience is interested in. Spend some time chatting with them, asking them what they’re struggling with and make your content about solving their pain.
12) Your followers aren’t taking your calls to action
This points to a lack of urgency or necessity around your action. People won’t comment or subscribe or purchase unless they get something out of it unless it gives them value. A good content strategy is centered around solving problems.
13) All if your visual content looks the same all the time
Chances are this is affecting your engagement and reach. If your content looks the same every day then it’s probably not cutting through the rest of your followers’ digital clutter. Just like when you notice the color of your neighbor’s house after they repaint, your audience is more inclined to notice a change in your visual style. What are ways you can change your visual presentation but retain your branding?
14) You and your competitors are posting the same types of content
Did you do your market research? If you’re posting the same types of things your competitors are posting then you aren’t sharing new value and that won’t attract new folks. Time to brainstorm fresh angles and more ideas! Break the mold!
15) You’re more concerned with what you're posting than why you’re posting
Now it’s your turn
Did any of these sound like something you're doing? What does it look like in your content strategy? Let me know in the comments if these not so common pitfalls are happening to you.
And if you noticed you’re doing one or more of these things, don’t panic. These are all fixable problems that will vastly improve the impact your content has on your audience.
Give yourself some credit! You just learned a little bit more about what’s been plaguing your content strategy. You can only go up from here.
Start by asking questions. Do a deep dive. Is your content strategy in line with your business goals? Are you providing content that gives value to your audience? Are you trying to solve their problems?
Use storytelling to naturally create urgency and incentivize your audience to take action! Learn more about how storytelling can improve your conversion rate and increase engagement on your posts here.