Updated on May 3, 2021
So your content failed. you’re not alone. Among the works that clearly achieved the goal, we all published some (or more) missed works.
A lot of advice on content optimization techniques can be applied to articles that are already pretty good.And more on how to Reuse, republish or re-adjust the highest performing content. Including it in your content marketing strategy is a win-win strategy, and we have published many articles on how to do this.
This popular article from a few years ago explains how to use the data you can find in Google Analytics Decide which articles Or the website page is worth the time to improve. Michele Linn, who led the CMI editorial team at the time, described five categories of posts that took time, including:
- High total traffic + high conversion + high search traffic
- High total traffic + high conversion rate + low search traffic
- High total traffic + low conversion rate + high search traffic
- High traffic + low conversion + low search traffic
- Low traffic + high conversion rate
All these five scenarios have one thing in common: at least one signal indicates that the work resonates with the target audience. You know, it’s worth the time to optimize these pages because the content has already received at least one “high” rating. Making some adjustments may result in more clicks or conversions.
But what about blog posts or articles that generate very little traffic and very few conversions? Is it worth spending more time on content that is not connected the first time?
Should you try to optimize the content that fails?
The answer is everyone’s favorite: it depends.
When you are trying to decide what to do with a project that does not go as planned, give it a rigid, honest look. Put yourself on the shoes of the audience and read (or watch or listen to) the work. Then complete the following steps.
1. Check the best place for content marketing
- Is the content about something really important, useful and relevant to your audience?
- Does your organization have unique knowledge, skills or expertise?
If your answer to any question is “No”, This content is not worth optimizing. move on.
If you answered yes to both questions, Then the topic is in the sweet spot of your content—the overlap between what your audience cares about and what your organization has the skills and expertise to educate them. This is enough to keep the content running for optimization. (If you need help to determine your best location, Try this exercise)
2. Browse your own library
Before spending more time dealing with failed content, make sure you don’t have similar content Performance Excellent.If you do have something similar, you can stop Evaluation Here, focus on updating or optimizing the content executed in its place.
3. Set the content tilt
If you are sure that this content is your best choice, and you don’t have similar content, now you need to understand why the content is not showing up. One possible reason is that it plays too straight-in other words, your content lacks slant.
What is content tilt?this is definition From CMI founder Joe Pulizzi:
Content tilt is an area where there is little or no competition on the web, and it actually gives you the opportunity to break through and become relevant. This not only makes you different, but also so different that you attract the attention of your audience. The audience will be rewarded for your attention.
When you simply write down what other people have written on a topic, you will be ignored. When we asked marketers why there was some content”Sucks“, an answer perfectly sums up what happens when you can’t find the content tilt:
Not only did I deal with the subject, but the angle was also too familiar…I don’t need to read an article that has been published 300 times. I’m not talking about inventing new things, just don’t share the 10 same tricks that everyone is sharing. – Youness Bermime, content writer, writersdo.com
If you suspect that your content is the same as the content posted by everyone else and it fails, please see if you can tilt and recompose the image.What gap to look for competitor Writing an article on the subject and adjusting your work to deal with different perspectives.Find meLong tail search query And make sure the article provides a complete answer.
If you can’t find a leaning point, go back to the first step and ask if your organization has a unique position in providing value to the topic.If you still think the answer is yes, please keep looking Unique perspective.
4. Improve visibility
After determining or adjusting the tilt, please solve the challenges that may be encountered so that the audience can find the content.
SEO plays an important role in discoverability; now that you are committed to saving the work, please take the time to optimize it. These resources can help:
But SEO is not a panacea. Your audience may find the work when they browse your website via social media in the following ways: Backlink, Or from your Email newsletter. Try the ideas in these articles to help you understand:
5. Paint titles and bookshelves
You know the old saying: You will never have a second chance to make a first impression. You may have rolled your eyes when your parents said this for the fifteenth time. But this is especially true in terms of content. Your title and bookshelf are the first impression.
When optimizing content that does not perform well for the first time, please work harder on the column (especially the title). Try the suggestions and ideas in the following articles:
6. Optimize CTAs
If the content traffic is low, then digital of Conversions It may be very low.but if percentage There are few people converting from content, you need to do some work Call to action And other conversion triggers.
First explore the ideas in these articles:
No sweet place, no tilt, no use?
If you can’t find the best position or tilt point, please do some (content) soul searching.advisory Terrible problem Joe Pulizzi asked the following question: What will happen if your content disappears: “Will anyone miss it?”
If it is not, consider removing it from your website (and redirecting the link to more valuable content).
Andy Crestodina of Orbit Media has written a detailed article that discusses Whether and when to get rid of old content. Research it to understand how to deal with underperforming people who do not meet the “worthy” test described here.
How do you deal with insufficient content? Did you try to save them? Did you delete and redirect? Or did you save energy to meet a broader prospect? Let me know in the comments.
Cover image: Joseph Kalinowski/Content Marketing Academy