Content is king. But that doesn’t mean that every piece of content is worth its weight in gold.
While you should never publish a piece of content you are not satisfied is well written and connects, educates and inspires your target audience-that doesn’t mean you aren’t going to miss the mark once in a while. However, if your content strategy seems to be consistently falling flat, you need to take a hard look at what is going wrong and find ways to fix it.
Here are some telltale signs you need to overhaul your content marketing strategy:
- Lack of traction. Relationship building is an essential part of content marketing and that takes time. However, if your website never gets views and no one is sharing your content, it’s time to make some changes.
- Hidden website. While being at the top of search engine result pages is the ultimate goal of every business, slowly climbing up those pages is what tells you that you are moving in the right direction. If you continue to always languish in the same (low) spot, you need to figure out why.
- Stagnant social. Are people liking you on Facebook? Retweeting your Tweets? If there isn’t a lot of activity on your social media sites then your posts clearly aren’t doing their job.
- Failure to engage. Valuable content means that visitors will stay on your site for longer periods of time. You also will see a lower bounce rate.
- Nothing stands out. Again, not every piece of content is going to be a homerun (although it shouldn’t strike out, either) but periodically you should have a piece of content that hits it out of the park. When a piece of content really creates a buzz around your website you are on the right track. If there is never any buzz, it is time to mix things up so that you can create some.
In some cases, a lackluster content marketing strategy will require a major overhaul. In other cases there are simple fixes that will drastically improve things. These include figuring out how to differentiate yourself from the competition or merely doing a better job of promoting your content.