How to Fix a Broken Content Strategy
Many businesses spend the last few months of the year planning their content strategy for the year ahead. You could look at analytics and customer feedback; this gives further insight into what’s working and what isn’t. Content marketing is one of the most essential and powerful components of a marketing strategy when performed correctly. It is easy for marketers to get derailed in both the planning and execution of their content strategy.
If you are stuck on how to turn your content strategy around, here are some tips from the Blue Whale Media team to help you keep your audience engaged.
Refocus your marketing message
When it comes to marketing, you must not only match your message to your ideal client, but you have to keep them engaged and keep their attention as well. Knowing your audience back to front will help you to speak to them and know what their trigger words are; you’ll be able to refocus your marketing message and take your marketing efforts to the next level. Be sure that your marketing message aligns with your business goals because, at the end of the day, reaching those goals is what it’s all about.
Put the “must-haves” on your website.
When it comes to revisions, it should always start with your website, the content hub. To accomplish fixing your content strategy, you need to be sure that your website has the following:
- A promise → add a promise within your homepage to show visitors that you understand the challenges they may face; the promise should help solve their problems.
- A call to action → your call to action can be several things, including a request for more information or schedule a consultation, etc. make sure it’s relevant and useful.
- A video → has gone from a “nice to have” to a “must-have” for small businesses; videos allow you to give people a real sense of who you are.
- Content and content upgrades → to keep content on your website fresh, post to your blog frequently, or have a blog feed on your homepage for easy access.
- Core services → you’ll likely have full pages dedicated to these services, but by adding short descriptions and images of each to your homepage as well, you’ll get additional SEO value.
Don’t forget to consider the way you distribute your content
You can’t expect to have raving reviews if you’ve not shared the content you have published on social media or via your website. Low promotion strategies can inhibit your growth. If you find that you’re inconsistent with promoting content, then create a new tactic to streamline and organise how you distribute your content. Consistently distributing your content may help to increase awareness and get your audience more involved.
Remember, it’s never too late to turn your content strategy around. A content strategy is more than pumping out new content all the time; you need to consider if it’s getting you closer to your business and marketing goals. Finding problems may be scary, but it will ultimately help you create a plan of action to fix them.
