Re-Evaluate Brand Personas One of the most common culprits of a failing content strategy is a brand persona that doesn’t speak to common viewers.3 Content marketing is all about relating to audiences in an organic way to create genuine interest. These days, there is no better way to showcase a brand persona than on social media. Keep in mind: Content is only as good as the voice presenting it. When this is the case, it’s time to re-work your package. It does away with the need to juggle disconnected software and tools and instead offers a set of website themes, landing pages, blogs, event registration, video elements, email integration, payment processing, and marketing analytics built in. Keyword relevance: This is by far the most important part of keyword optimization. Use an SEO tool like SEMrush to get a sense of how certain terms and keywords are performing across the web, how much visibility your competitors have for these terms, and how you can incorporate them into your content for quick wins. But in order to gauge how well the new approach is working, it’s beneficial to have the previous metrics on hand to compare with (regardless of how bleak they are). Once the new plan is in place, you might have a goal to generate twice as many leads from the content as you did the year before with the old regime. Professionals, businesses, and brands of all sizes would be wise to find an approach that works for both them and their audiences.
Quality content has solidified itself as a key ingredient in today’s marketing mix. It’s getting harder by the day for businesses to thrive without a good strategy in place. In fact, studies have shown that roughly 75 percent of marketers are currently increasing their budget for content marketing.
As effective as it can be for bringing in business, it often takes a bit of trial and error for businesses to find the right groove and start generating a substantial amount of leads. Regardless of how much research you put in, there is always the chance of striking the wrong chord with a mismatched audience.
In some cases, the issue can be solved with a simple fix. But if subscribers are dropping like flies, lead generation is in critical condition, and conversions are practically non-existent, it may be time for a full-scale revamp.
There’s no denying that a failed content approach is extremely discouraging. However, the beauty of marketing in the 21st century is that you can almost always return to drawing board and formulate a new plan without suffering serious losses. Here are five tips to keep in mind during the reconstruction stage.1
1. Re-Evaluate Brand Personas
One of the most common culprits of a failing content strategy is a brand persona that doesn’t speak to common viewers.3 Content marketing is all about relating to audiences in an organic way to create genuine interest. To be successful, you need to speak at the same level as the people you are marketing to. In other words, if your brand was a living, breathing person, how would they be defined?
- How do they talk?
- Where do they come from?
- Where do they fall in terms of social class?
- What is the most important thing to them?
- What is something they would never do?
Once you have nailed down firm answers to these questions and have a clear picture of this persona in your mind, begin crafting content in their image.
These days, there is no better way to showcase a brand persona than on social media. Companies everywhere have been able to make huge strides in presenting a humanized identity through their accounts. General Electric is a quintessential example of this.
By itself, the name “General Electric” doesn’t sound particularly fascinating. But by using their Instagram account, they do things like provide close-up looks showing just how interesting the machines they work with can be and, in turn, display an educational, user-friendly persona.
Keep in mind: Content is only as good as the voice presenting it.
2. Promote Your Services in a Package
When you’re revamping a content strategy, the overall look and additional features are just as important as the actual information. If it has become blatantly clear that your content is undifferentiated from that of your competitors, it’s likely a good portion of the viewers are not paying any attention to you. When this is the case, it’s time to re-work your package.
In some cases, this could involve completely gutting your website and rebuilding from the ground up. At a basic level, the process should entail changing the template of your marketing emails and the look of your blog.
Let’s say you’re an entrepreneur or industry influencer looking to monetize your expertise. A solution like Kajabi is perfect for people looking to launch services based on their experience. It does away with the need to juggle disconnected software and tools and instead offers a set of website themes, landing pages, blogs, event registration, video elements, email integration, payment processing,…
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