As you probably know by now, we’ve dubbed 2016 The Year of Reimagining Your Content, during which we will be covering all the ways to get more out of the marketing content you produce every day.
How do you begin to reimagine your company’s content? When you’re busy running your business and generating new content on a daily basis, it can be hard to step back and really evaluate the relative success of what you’ve been doing. But doing this is so important that we actually recommend you take a content vacation if you need to, just to be able to take some extra time and properly evaluate where you stand. A few hours spent planning now will save you many more hours of wasted effort later.
One of the easiest ways to go about the potentially intimidating task of evaluating your content is to look at it on three different levels: web-wide, site-wide, and post-wide.
How your content compares to the competition.
One of the first and most basic steps you should take when accessing your content is how it stacks up to that of the competition. In order to do this, start by looking through the eyes of a search engine. Think of a customer that’s right in the middle of your target demographic, and consider what search terms he or she is likely to use when looking for a product like yours. What are the top results when you type that search phrase into the top 3 leading browsers: Google, Bing, and Yahoo? What are those top-result companies doing with their content in order to earn those rankings? Go through their websites and take some notes on their marketing strategies. Is there anything directly stopping you from being able to match or exceed the kind of marketing content these SEO leaders create?
Another way to approach this is to directly evaluate your closest competitors. Make a list of 3 companies you compete with on a regular basis, and again, go through their websites and take notes on their marketing strategies. How does their content differ from yours? What do they do better than you? What do you do better than them that you want to keep doing?
How your best posts compare to the rest.
After you’ve looked at the big picture, it’s time to drill down and evaluate which of your own content strategies work and which don’t. The easiest ways to do this is to look at your web analytics to see which of your content pages are ranked most highly for unique visits, time spent on the page, and click-throughs to purchase pages or other conversions.
Try to spot patterns. Are certain types of pages or posts ranking particularly well, and if so, is there a particular category or topic they follow that set them apart from the others? Are there others pages that get almost no traction, and what do you think is the reason for that? Doing away with the latter will allow you to put more of your attention on the types of posts that do get traction with your customers.
How your most successful posts actually work.
Finally, you should look at your most successful posts to see what makes them successful on the post-level. Do they follow a particular format? What do the titles look like? Is there something about the images you’re using that is working in your favor? Is there something going on with the calls-to-action that’s increasing the click-through rate?
Once you’ve collected data points on these three different levels, lay the information out in front of you and take some time to synthesize it into a new game plan that includes some concrete changes you want to implement in your content marketing strategy.
And remember, if any part of this process intimidates you, Little Jack Marketing is here to help. From competitor research to web analytics evaluation, we can help you develop a content strategy that works. Contact us today to get started.