These days, most companies understand the value in content marketing. Just because you’re doing content marketing, though, that doesn’t mean you’re deriving the maximum value from it.
If your content marketing efforts have grown stagnant—or never quite took off in the first place—that’s no reason to throw in the towel. Instead, it shows that you need to step back and revise your content marketing strategy.
Start by gathering data. Conduct a content audit of your website, sizing up the blogs, downloadable guides, FAQ pages, infographics, and other assets you have assembled.
Look at your Google Analytics or a comparable dashboard and see how these assets are performing. What’s working, and what’s not?
If you don’t have any analytics set up, now’s the time to do so! Until then, you can possibly glean some anecdotal data: Did you have a piece of content that got a lot of Facebook likes or shares, or something your customers have actually mentioned to you in conversation?
Get a clear sense of where your content marketing stands before you disrupt it.
Go Back to Basics
It’s important to determine why your content isn’t connecting with the end user. There could be a few things happening here:
- You’re not writing with your customers’ pain points in mind. Revisit your buyer personas and make sure you’re tailoring your topics to your audience.
- You’re not writing toward the right goals—for example, you’re not writing content that will cultivate trust, or that will result in more phone calls or appointments. Be clear in articulating your content marketing goals, and make sure you use them to direct your content creation.
- You’re not distributing your content in the right channels; are you sure you’re active on the same social platforms as your target audience?
Look again at these basic considerations and see how your content measures up.
It’s possible that you’re misusing your valuable content marketing resources—for example, spending money and time on the wrong platforms, or spreading yourself too thin.
Look at your social media metrics and see if you’ve had particular success on Facebook, or on LinkedIn, or on Twitter. Conversely, see if you’ve consistently come up short on a particular platform.
You may be able to make better use of your resources by cutting losses on one platform and doubling down on another.
Connect with Influencers
Influencer marketing isn’t going to replace content marketing, but it can augment it.
Do some research to figure out who the movers and shakers are in your industry—and start tagging them in tweets, engaging with their content, and forging a cordial relationship. An influencer can amplify the reach of your content and lead to a big increase in your followers.
Hire a Content Writer
A final way to breathe new life into your content marketing efforts is by hiring a ghostwriter—someone who can help you refine your brand’s voice, tell your story, and ultimately offer greater value to the end user.
That’s where Grammar Chic, Inc. shines—and we’d love to consult with you about your content marketing needs and goals. Reach out to us today and let’s start a conversation: Hit us up at www.grammarchic.net or 803-831-7444.