By: Lori Smith 

 

In case you didn’t already know, content strategy is my jam. Without a

clearly defined plan for your content, you can’t begin to build

dedicated followers. You’re content has to have purpose.

 

Analyzing your content on a regular basis gives you a complete

picture of how well your content is performing. You can see what

content is successful in driving traffic and conversions, and this my

friends is what will build your business.

 

Many bloggers overlook content analysis, but it’s one of the most

effective inbound traffic strategies there is. It helps you hone in on

the content that truly resonates with your audience, and it aids you in 

directing your strategy.

 

When you discover the exact type of content your audience wants,

that’s when you can start to build a devoted tribe.

 

I know as a blogger myself that it’s hard to look at a post you’ve

worked so hard on and have to admit nobody likes it. You feel like

your confidence just took a direct hit, but you can’t think that way.

Remember, you’re building a business, and it’s not about you so don’t

take it personally.

 

After getting over that bruised ego is when many bloggers start

asking “why isn’t my stuff any good?”  This is a common question that

just about every blogger has asked themselves at some point.

 

Here’s a few reasons your content might be letting you down.

 

 

analyzing your content DIY analyzing your content

 

 

10 Reasons Your Content Isn’t Working

 

1) You don’t have a refined content strategy. Writing about anything

and everything isn’t a strategy. The content you produce should align

with your audience’s needs, your business goals, and your message.

 

2) You’re not spending enough time on content marketing.

The best rule of thumb is 30% creation and 70% promotion. That

means you should be marketing the hell out of your content.

 

Develop a solid marketing plan and create attention-grabbing

graphics for your post. Automating your marketing with a social

media scheduling tool will save you loads of time.

 

3) You aren’t promoting your content at all. If you’re new to blogging 

or even if you have been at it awhile and are still struggling to gain

traffic, don’t rely solely on SEO. Organic searches are great, for those

that have mastered SEO or blogs that already rank high, but it doesn’t

work for less established blogs.

 

You need a content marketing strategy to get your content in front of 

the right people at the right time. Find out where your audience

hangs out online. The social media platforms your audience most

often use is where you’ll want to concentrate your marketing efforts.

 

4) Your content sucks. No gentle way to say this one. Bottom line your

writing needs to be engaging. If you find that your writing lacks that

je ne sais quoi, then set aside some time to not only practice but also

to read other blogs that you admire. You never want to copy someone

else, but you can learn a lot from those that are getting it right.

 

5) You’re in a tough niche. Not all niches, attract a large audience.

There’re some topics that people just aren’t that interested in. This

doesn’t mean you need to go changing up your entire niche. You do,

however, need to look for ways to make your subject matter appeal to

more people.

 

6) You’re up against a huge competitor. Don’t let this intimidate you.

Check out your competition and see what topics they aren’t covering.

Use this to your advantage, and fill those holes with content that

addresses the areas your competition is missing out on.

 

You have to start somewhere. Keep producing high-quality content.

This is how you’ll begin to build a devoted following. Be consistent

and let your awesome content draw them in.

 

7) You’re impatient. There is no such thing as instant success. Be

patient and celebrate your milestones, even the small ones because

every win gets you closer to where you want to be. Building a business

takes time and a LOT of hard work. Stop obsessing over your numbers,

and enjoy the journey.

 

8) You have bad SEO. Having the right keywords is what gets you

found in search engines. The best advice I have, read everything you

can about SEO. Study it, learn it, master it.

 

9) Your expectations are too high. Stop comparing yourself to others.

Those bloggers you see talking about having 10,000 page views per

month are farther along in the blogging game than you. Don’t

compare your beginning to their middle. Set realistic goals and do

what’s necessary to achieve them.

 

10) You’re not having fun with your content. This is a big one. If you

don’t like what you’re doing and you’re not having fun, then what’s

the point? You might as well go back to that soul-sucking office job.

 

Having fun and passion for your business is what will carry you

through the tough times. Self-employment is not easy. It can be quite

challenging at times. Enjoying what you do, will keep you pushing

forward.

 

Many bloggers know they should be conducting content audits. But 

most are uncertain on how to go about analyzing their content and

it’s effectiveness. That’s okay because I’ve got the details on what you

should be analyzing. Here’re some basics to get your started.

 

How To Analyze Your Content 

 

Views – You should be tracking how many times your content is read,

bounce rate, and time on page. This is a good indicator of how well

your content is resonating with your audience.

 

You’ll also want to analyze your content on a regular basis to see

how it preforms over a short period of time.

 

Note: Track views for each individual post, not total website views

 

Take into consideration how certain subjects play out at the time of 

publication, as well as how they change over time. Look for topics that

normally drive a lot of traffic, but are now getting little to no views.

 

To explore why some content has become stagnant, ask yourself, has

my audience’s interests changed? Are they no longer satisfied with

the content? Is the marketing for this post still consistent?

 

Performance Over Time – For this metric, you want to evaluate how

well your content sustains traffic over time. It’s important to analyze

the type of content that continues to drive traffic.

 

You may have a blog post that gets tremendous views the first week

or so after it’s published but fails to draw attention after that.

 

If you find this is the case for some of your content – examine what

circumstances were in place at the time of publication. Then replicate

the same pattern in the future.

 

On the flip side, if you have a post that’s still driving traffic long after

you published it take note. Is your other content on similar topics

popular as well?

 

When it comes to content that remains popular, look at the factors

that may be keeping it that way. Did you format it in a different way?

Did you use different keywords?

 

Social Impact – Check your analytics for the types of content that get

the most social media engagement. You want to measure number of

likes, shares, pins, and click-throughs. This will offer insight into what

type of content is of interest to your audience.

 

It’s also a good way to measure the effectiveness of your marketing

strategy. You can determine at what time certain subjects perform

best, and see what social media platform your content gets the most

engagement on.

 

Conversions – The whole reason you’re even creating content is to

attract paying customers. Knowing the type of content that will drive

traffic, lead generation, and conversions can be invaluable to your

business. That’s why content analysis is sooooo important.

 

With a thorough content analysis, you can create a clear picture of

exactly what content is working for you. After you find your answers all

you have to do is continue replicating it.

 

Conclusion

 

Content analysis is definitely, the unglamorous side of blogging

but a necessary task that you can’t ignore. Sometimes the not so fun

stuff produces the best results.

 

I’m sure you hear all the time about how you need to know your

audience. Well, unless you’re a mind reader, this is how you get to

know your audience, by analyzing their habits.

 

You started your blog because you wanted to share something your

passionate about, and escape the 9-5 cubicle jungle. You started

posting a few articles, and things seemed great until they weren’t.

 

To sustain a business, you have to pay attention to that not so exciting

part of blogging. You need to be conducting an analysis of your

content on a consistent basis in order to keep doing it right and

continue to grow.

 

How is your content working for you? Let me know in the comments

below.

 

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