Spring is in full motion and we're only days away from wrapping up Q1 in 2022. What better time to pause and look at what's working and what can be "spring cleaned" out of your strategy? This week we'll focus on how to make sense of your analytics, how to enhance what is working for your strategy, a well-proven way to grow a quality, highly-engaged market, and when to move along from something that's no longer working.
What better way to move into a season that's all about growth?
How To Use Analytics For Content Marketing
Analytics are key to ensuring a return on investment for your content marketing efforts. Analytics will show you:
- What content is getting clicks
- How long people are engaging with the content
- What content is being shared
- Different behaviors of different demographics
- Conversions and goals met
Basically, getting into the numbers will paint a concise picture of how all the working parts in your content marketing strategy are working together. For that reason, you want to ensure you have analytics tools for:
- Your website
- Social media
- Email marketing
There's one thing you need to do before digging into your numbers, however.
You want to create goals so you know if your strategy is working for you. If you haven't done this before, this article
serves as a great overall guide to creating your content marketing goals and interpreting your website analytics. This article also serves as a great roadmap to your website analytics and laying out your content marketing goals.
Improve Your Content Marketing Strategy in 2022 Q2
- Conduct market research - and adjust messaging accordingly
- Improve your content quality
- Get serious and savvy on SEO
Remember: content marketing is a marathon, not a sprint. There's always that desire to win the race, especially when there's a necessity for return on investment for your business. But because content marketing is always changing and evolving, do your best to have fun and be creative while you find your voice, pacing, and technique!
Connect With Your Audience, Increase Conversions
Ever hear the riches are in the niches? The idea is that the more specific you are with your messaging, service, and products, the more deeply you'll connect with your potential customers. Many businesses resist this at first because they want to share their awesome product or service with everyone, but the problem is no product or service can be for everyone.
When you niche down, especially when you're first starting out, you can speak directly to the pain points of your potential customer. There's more opportunity to understand what you're offering is for them. It can feel counterintuitive to shut out a large portion of the marketplace by getting laser-focused on a niche population, but niching down has shown the following benefits
- You'll have reduced competition; when you're trying to sell to everyone, you're also competing with everyone.
- Increased visibility: the more specific your offer, the better you can optimize your social media and website to show up in searches.
- Increased brand loyalty: with niche offers and messaging, it's easier to create a unique presence through your content marketing. That allows you to stand out from the crowd while customers who connect with you will really connect with you while more likely sharing your content and recommending you to friends and family.
When Should You Change Course On Your Current Content Marketing Strategy?
Whether you heard that LinkedIn is where you can reach your ideal customer and you've doubled down on your LinkedIn presence, or you've taken dance lessons to reach people on TikTok, or you've kept your blog voice prim and proper, you might have engaged in a content marketing strategy that you've been excited for or feel strongly about. However, if you go through your content marketing analytics and find that it's not creating the results or return that you want for your efforts, it could be time to change course.
Here's what to consider:
- How long have you implemented this strategy? If it's only been a month, it's probably wise to give it two to three more months so you can work with a more demonstrative set of data points.
- Where are you in your brand development and maturity? You might still be finding your voice and finding where you fit in the market.
- How clear is your entire organization on your marketing endeavors and how they relate to all aspects of the company? If there's fragmentation between internal operations and external messaging, how can you realign so all parts of the business are in integrity?
- What are your content marketing goals? Without knowing what you're trying to achieve, it's more difficult to understand when and if you should change course in your strategy.
If you're ready to improve your content marketing performance in Q2, let our network of highly-vetted professional content marketers help you. From SEO to video scripts to long-form blog posts to website pages, our writers are obsessed with delivering high-performing content so you can enjoy a return on your marketing investments. Get started with a free trial today
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