Let’s face it—your content strategy might be as broken as your New Year’s resolution to hit the gym daily. Just like that gym membership, a content strategy needs more than just good intentions; it requires a solid plan, a bit of discipline, and maybe a few tweaks to actually work. But don’t worry, we’re not here to make you sweat (literally or figuratively). Instead, we’re going to break down some common content strategy blunders and show you how to fix them—no burpees required.
So, grab your favorite snack, get comfortable, and let’s get your content strategy back in shape. Below are some common pitfalls and the easy-to-follow workouts (aka strategies) that will turn your content from a couch potato to a marathon runner.
Broken Strategy #1: Uninteresting Topics
The Pitfall
Creating content that doesn’t resonate with your audience is one of the most significant missteps in content strategy. It’s tempting to focus on what you want to share, but the truth is, people want to consume content that they find interesting and valuable. The gap between what you want to communicate and what your audience enjoys can lead to disengagement and low interaction rates.
The Fix
Research and Analyze – To find the sweet spot, you need to strike a balance between your brand’s message and what your audience is actively searching for or engaging with online.
- Leverage High-Performing Topics: Start by analyzing content that is already gaining traction on social media. Platforms like Twitter, LinkedIn, and Instagram can offer insights into trending topics. Use tools like BuzzSumo or Google Trends to identify what’s capturing attention in your niche.
- Review Past Content: Look back at your previous posts to see which ones received the highest engagement. Did a particular blog post receive more shares? Was there a social media post that garnered more comments than others? These are clues to what your audience finds compelling.
- Engage With Your Audience: Pay attention to the comments, questions, and feedback your audience provides. Frequently asked questions or common concerns can be turned into valuable content that meets your audience’s needs.
Technical Insight
The algorithms on social media platforms and search engines favor content that keeps users engaged. By creating content around topics that already show strong engagement, you’re more likely to achieve better reach and interaction. This is because these platforms prioritize content that has a proven track record of keeping users on the platform longer.
Broken Strategy #2: Boring Presentation
The Pitfall
Even the most interesting topics can fall flat if the presentation is dull. Think about the difference between a monotonous lecturer and a dynamic YouTuber—both may cover the same material, but the latter is much more likely to keep your attention. In the world of content creation, how you present your material is just as important as what you’re presenting.
The Fix
Enhance Your Presentation – Focus on how your content is delivered. This can be achieved through editing style, shooting style, and tone of voice.
- Editing Style: Craft an editing style that aligns with your brand identity. Whether it’s through visually appealing graphics, well-structured blog posts, or engaging video edits, consistency in style helps in building brand recognition and makes your content memorable.
- Shooting Style: Capture your content in a way that highlights your unique personality or brand essence. For videos, this might mean choosing a certain style of cinematography or lighting that makes your content stand out.
- Tone of Voice: Your tone should differentiate you from others. Develop a voice that resonates with your audience—whether it’s casual, professional, humorous, or authoritative. The key is consistency in how you communicate across all platforms.
Technical Insight
According to a study by Nielsen, content that is visually appealing and well-organized can increase viewer retention by up to 80%. This statistic underscores the importance of presentation in content marketing.
Broken Strategy #3: Inconsistent Posting Schedule
The Pitfall
One of the biggest pitfalls in content creation is inconsistency. Without a regular posting schedule, you lose the momentum to create, and your audience may start to lose interest. Consistency not only helps in retaining your current audience but also signals reliability to new viewers.
The Fix
Develop a Posting Schedule – Set a schedule and stick to it. Consistency builds trust and keeps your audience coming back for more.
- Plan Your Content Calendar: Decide how often you will post, which days you will post, and what times work best for your audience. Tools like CoSchedule or Trello can help in organizing your content calendar.
- Batch Content Creation: To maintain consistency, consider creating content in batches. This way, you have a reserve of content ready to go, even on your busiest days.
- Monitor and Adjust: Analyze the performance of your content schedule and make adjustments as needed. If you notice that your audience is more active at a certain time of day or day of the week, tailor your schedule to fit.
Technical Insight
The social media algorithms prioritize accounts that post consistently. For example, Instagram’s algorithm favors regular and consistent content posting, which can lead to increased visibility and engagement. According to Later, businesses that post regularly on Instagram see a 12% increase in engagement compared to those who post sporadically.
Broken Strategy #4: Post and Ghost
The Pitfall
“Post and ghost” refers to the act of posting content and then disappearing without interacting with your audience. This is a missed opportunity for building relationships and enhancing your reach.
The Fix
Engage with Your Audience – Interaction is key to growing your audience and improving content performance.
- Respond to Comments: When someone takes the time to comment on your post, take a moment to reply. This not only shows that you value their input but also encourages more people to engage with your content.
- Encourage Discussion: Ask open-ended questions in your posts to prompt discussion. The more interactions a post has, the more likely it is to be favored by algorithms, leading to increased reach.
- Be Present: Schedule regular times to check in on your posts and engage with your audience. Whether it’s liking comments, replying to DMs, or even participating in related conversations on other accounts, staying active will keep your audience engaged.
Technical Insight
According to Sprout Social, brands that respond to customer inquiries on social media can see a 48% increase in customer loyalty. Additionally, Facebook’s algorithm prioritizes posts with high engagement, meaning that every like, comment, and share helps boost your content’s visibility.
Broken Strategy #5: Not Using Data to Grow
The Pitfall
You can’t make better content by simply guessing what will work. Many content creators fail to leverage the data at their fingertips, leading to stagnation in growth.
The Fix
Analyze and Adapt – Use data to refine your content strategy and ensure it resonates with your audience.
- Track Performance Metrics: Regularly review the performance of your content. Look at metrics such as views, likes, shares, saves, and comments to understand what is working and what isn’t.
- Use Analytics Tools: Tools like Google Analytics, HubSpot, and Hootsuite provide detailed insights into your audience’s behavior. This data can help you refine your content strategy to better meet their needs.
- A/B Testing: Try out different formats, headlines, and content styles to see what resonates most with your audience. A/B testing allows you to compare performance and make data-driven decisions.
Technical Insight
Data-driven decisions are the cornerstone of effective content marketing. According to Content Marketing Institute, 74% of companies that use data-driven insights report higher levels of customer engagement and ROI. By actively monitoring and adapting your strategy based on data, you can continually improve the quality and effectiveness of your content.
Final Thoughts
In today’s digital landscape, content is king, but only if it’s strategically crafted and effectively delivered. By avoiding these common pitfalls and implementing the fixes we’ve discussed, you can create a content strategy that not only attracts but also retains and engages your audience. Remember, the key to successful content marketing lies in understanding your audience, delivering value, and constantly refining your approach based on real-world data. Keep these principles in mind, and your content strategy will be anything but broken.
