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.
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
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
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
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.
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