How To Make Your Content Perform Better
Here’s a scenario many blog writers will find familiar – you spent days doing research for your blog post, some more on writing and editing it, but when you make it public the reach is low, your click-through rates and self-confidence are decreasing and your online exposure decays.
If you spent a few hours on a blog post and it doesn’t get the reach you’d hoped for it might not be a big deal. But if you spent a significant amount of time and money on a high-quality piece of content you want to make sure it reaches as many people as necessary.
If you find yourself in this situation, maybe you need to take a step back and evaluate the options. What should you do to make the piece of content you worked so hard on to perform better?
Take a Look at your Analytics
How much do you know about your audience? Who’s active on your website and what are their interests? Are you sure the copy you’re writing is relevant to the niche you’re active in? What are your top keywords? Not knowing the answers to these questions can have a devastating influence on your reach.
Now, you can read a lot about the way online marketing goes and you can invest hours in finding the best solutions for gaining exposure, but if you don’t adjust your copy to what you find out through the analytical data, you’re heading towards a dead end.
Firstly, you need to learn how to make the most out of all the analytics out there, be it Google Analytics, Twitter Analytics, Facebook Analytics. All of them offer valuable information about your content and your audience, what they like, the demographics, even the time they’re mostly online. Google Analytics even has an Intelligence feature where you can ask questions and it provides you with data relevant to that. No more headaches trying to figure out all the features at once! Just ask the right question and make the most out of the answer.
Social Media Insights also offer a great deal of information. Demographics of your prospects, what they like, how much they engage with your content and what’s the overall reach of your copy. This is extremely valuable if you want to develop an improved marketing strategy and learn how to better appeal to your audience. Don’t ignore all those numbers and data social media is giving out for free! Here is a valuable article on how to make the most out of Social Media.
After you understood the analytics and made the needed adjustments, it’s time to get creative! Maybe simply sharing your content on Social Media without having a plan won’t do it for you. Here are a few things you can try but keep in mind that the possibilities are endless and there’s a lot of trial and error involved.
- Share your blog article with different communities – Social Media allows you to easily connect with people that have the same interests as you do. Why not take advantage of that and share your content with them? Be careful, though. Nobody likes a spammer! Make sure whatever you share is new and relevant to the community. Otherwise, people will look past it and won’t feel the need to open your link.
- Make it easy to share – Don’t think about your audience as individuals, but rather as an expanding community. Each of your followers has at least 300 friends that also have 300 friends that can help you spread the word. Making the content easy to share will increase the circle of your audience and if people like what you write, they will be hooked.
- Get in touch with influencers – Did you know that 67% of marketing professionals say they engage with influencers in order to promote their copy? The thing is content marketing will always be a social game that you can’t win by yourself. If you managed to build a relationship with several influencers in your niche, ask them for a favor when that content you’ve worked so hard on falls flat. A simple share from one influencer goes a long way! Of course, the same rule applies – you have to make sure your content is of high quality and it’s relevant to the community and business niche you’re in.
- Publish snippets of your work through a longer period of time – Maybe someone stumbled upon your piece of content and decided to read it later, but lost the link or forgot about it. Make sure you publish snippets of your work during a larger period of time to position yourself in the potential reader’s mind. Snippets will also allow the reader to have a peak in your blog post and decide if they want to read it or not. Make sure you don’t give up too much, though!
Repurpose your content
If you didn’t know this by now, people’s attention span is somewhere around eight seconds and most of them don’t have the time or patience to go through a long blog post read. So, if you have the means necessary, turn your content into something new, like a video or an infographic. According to the Hubspot Marketing Statistics, 45% of people watch more than an hour of Facebook or YouTube videos a week, so turning your written content into a visual one will bring your research in front of a new audience.
Here are a few examples of how you can repurpose your content:
- Turn your written text into a podcast. Make a recording of yourself while reading the written text and share it on specialized platforms.
- Make it into an explanatory video for Youtube. There are a few alternatives if you don’t want to be in the center of attention – create an animation or a whiteboard hand-drawn video.
- Turn your research into an infographic. This is an eye-catching alternative for long texts containing loads of data.
Consider Paid Ads
There’s a lot of debate going on around how much is paid advertising is actually worth, but if you’ve spent a great deal of time to write a valuable blog post, you don’t want it to fall flat easily. Maybe Google Ads won’t do it but you can always turn to Social Media if you want to give your shared article a boost.
Facebook Ads are the most appealing and easy to use. For a few bucks a day you can bring the piece of writing you’ve worked so hard on in front of up to 10,000 people, depending on your goal and target audience. Twitter, LinkedIn, and Instagram all offer paid advertising options and it might be what you need in order to revive your content.