Organic traffic has dropped off
Organic traffic is the cornerstone of a successful content marketing campaign. If there has been a drop off in key metrics in recent weeks or months, it may be time to take a closer look at your topics and keywords. You need to create added-value and relevant content for your audiences, so it’s critical to find out what exactly they are searching for. Researching their wants, needs, responsibilities, challenges and consumption habits will enable you to deliver higher quality content.
Content is not being read
Don’t let high impressions fool you into thinking that end users are engaging with your content regularly. If readers and viewers are finding your articles, blogs and videos, but are not actually consuming them, it might be time to shake things up. First up, track bounce rate and time on page metrics to see whether audiences are sticking around for the long haul. You can address this by serving up more personalised, tailored content, and by adjusting titles, sub-headings and descriptions to drive greater click-through rates.
Content experience underwhelms
Consumers want a speedy, consistent experience when they navigate to your web pages. Inconsistent user experience (UX) can have a detrimental impact on both performance and brand image. There should always be symmetry in the look and feel of your website. To make your hub more pleasurable to use, consider the use of font colours and styles, formatting, brand logo usage, image alignment and calls to action.
You aren’t leading the way
Managing a regular news feed and pushing brand authority will enable you to stay at the vanguard of your industry or sector. Falling off the content marketing wagon can leave you playing catch up to competitors who are regularly publishing materials that inform, educate and entertain customers and clients. Consider starting a live news hub or daily blog to take your rightful place at the top table.
Engagement is minimal
Remember to push all of your content onto social platforms simultaneously. Social shares are a pillar of meaningful engagement. If you are struggling to make a splash on Facebook or LinkedIn, look at what is performing best and try to home in on new topics.
