Last week, we learnt how to monitor the performance of your content via various metrics – if you are unfamiliar with the terms used to monitor content performance, then do check that article out before reading this one!
So, you’ve collected your data, and to your indignance, you see that your content is getting very few views! You put a lot of effort into creating content regularly, but no one seems to be reading them! Why laaaa?
It’s easy to get demotivated, but don’t give up creating content just yet. Every piece of content you create is still a valuable asset, you just need to figure out what to do with it.
Here are some possible solutions for you to explore:
Ramp up your content dissemination
It is possible that people are not being offered the chance to view your content. A new piece of content can take a while to show up via SEO, so your major dissemination channels would be social media, email marketing, and any other place you can share your content.
To get your content out there, be shameless about posting your content all over social media (both your business & personal accounts) and have your colleagues share the content too. Explore different platforms, don’t just limit yourself to Facebook & Instagram. If you’re a part of a relevant forum or group, share your content there too (but don’t be too sales-y about it).
Consider spending a little money to get your content seen
If your social media page is just starting out, it can be difficult to reach a wide audience while waiting for your page to gain traction. Even with a large social media account, sometimes algorithms work against you and only a very tiny percentage of your audience gets to see your content.
Consider putting a small budget behind a few selected pieces of content that you’re reasonably confident will perform well. Spend the budget to sponsor the content on social media platforms to increase the audience who is exposed to the content.
Examine your content’s relevance & attractiveness
If you examine your dissemination channels and see that actually, a lot of people are being exposed to your content but very few are clicking to view the content, it could be time to re-examine the relevance of your content to your target audience. Maybe this piece of content doesn’t offer them the information they are looking for, or maybe the platforms you are using to spread your content are not where your target audience hangs out.
It could also be as simple as trying out different titles and graphics as your social media thumbnail or post. Refresh an old piece of content with a brand new title and image, and you could see the views pick up!
Stay tuned as we dive into identifying other common content performance problems, and discuss how to fix them!