Picture this: A football team just lost a big game. Like any good team would, they convene to analyze their performance. They watch videos, rehearse plays and formations, and find out where they can improve to perform better in the next game. If the team won, guess what… They analyze their performance to find out what worked.
Win or lose, if you don’t know why it happened you will never know how to perform better or how to keep performing at your peak. This same concept applies to more than just football, though—it applies to your blog content too.
Since you’re reading this, I’d venture a guess that you’ve heard the idiom “Content is king and Distribution is queen.” While both of these assertions are true, there is one more piece of the puzzle that isn’t often mentioned but is equally important—Analysis.
Take time to understand what your audience is telling you based on how they interact with your content. This information is a goldmine, and it’s a foolish mistake not to dig into a goldmine when you find one.
If you’ve been following our Content Creation series, then you have successfully:
- Discovered topics that your readers care about
- Created a blog post that addresses a pain point
- Edited the blog post so it’s ready for the web and easy to consume
- Distributed the blog post across distribution channels
Great job! You have created your first piece of content using your shiny new content creation strategy. Now what?
Now, we are going to see how your article was received by your audience. This will allow you to make informed decisions about how to improve your content strategy for greater impact.
Blog article analysis
Analysis is the content strategy lynchpin. It allows you to discover chinks in the armor, identify new opportunities, adapt to the needs and desires of your market and discover if your content is truly addressing those needs.Get the most out of your blog content by recognizing gaps and opportunities. Click To Tweet
Analyzing your blog content will help you to:
Recognize gaps in your content creation strategy. What are your readers searching for that your blog does not provide an answer to? When you discover this, you can start to fill these gaps (with more content, of course).
Address issues with on-site SEO. If you wrote a fantastic blog article but it’s not getting many views, there may be issues with how you have optimized the page. Analysis will show you where you can improve your SEO to get the most out of your content.
When analyzing your content, break your articles down into one of these four categories:
- Low traffic, High conversion
- High traffic, High conversion
- High traffic, Low conversion
- Low Traffic, Low conversion
Why is this important? Glad you ask! How each piece of content is received by the community will dictate how to adjust your content strategy. It’s not as scary as it might sound, trust me. Let’s take a look at each category.
Low traffic, high conversion
If you blog post is not getting a whole lot of traffic but has a high conversion rate, this is a good indication that your traffic is high quality. That’s great, but if you want your blog to grow and have a measurable impact on your business you’ll need to increase traffic while maintaining your high conversion rate.
Here are a few ways to increase traffic to your post:
- Make your content more shareable. Add sharing buttons and click-to-tweet links with prewritten content to make it easy for people to spread the word about your blog.
- Share blog content with your clients. Many of the people you help may be unaware that you create a resource like this that they can subscribe to.
- Optimize for keywords you want the post to rank for. These should be keywords that people are actually searching for and not what you want them to search for. Those are likely to very different things.
- Link to other blog posts on your website. This is a fundamental SEO tactic that keeps readers on your site longer and drives traffic to other posts.
- Find out where traffic is coming from. When you know which channels send the majority of your traffic, focus on those and nurture the relationship with that channel.
Traffic is key to the success of your blog, but don’t sacrifice conversions to increase traffic. Putting the cart before the horse never helped anyone.
High traffic, high conversion
This is where you want to be! If you take a look at your top blog posts, it’s likely that they receive a decent amount of high-quality traffic. The question then becomes not how to improve, but how to maintain.
Here are a few points to consider:
- Does a certain topic get a lot of traction on your blog? If one topic is more popular that the others, cover it more extensively! Here are some tips to repurpose a single topic into many.
- Is a certain type of post is always popular with your readers? People gravitate towards certain types of blog content. Whether your readers like list posts, long form content, or another type of post, tailor your posts to the types of content your readers like to consume.
- Review how your top posts were distributed. You’ll begin to notice patterns in how well content was received and how well it was distributed. Do you get the most visibility from organic searches, social media, email marketing, or something else? Focusing on channels that perform the best is a perfect opportunity to increase your ROI.
- Note how and where calls-to-action (CTAs) are placed on your top posts. How many opportunities did you give the reader to convert? Where were those CTAs placed? Your top posts can give you insight about how and where to place your CTAs for the greatest impact.
Make note of these things—Use this information to inform you decisions when creating future content.
High traffic, low conversion
In this scenario, your SEO is likely outstanding but the post fails to deliver. This can happen for a couple of reasons.
First, if your visitors are unqualified—they can’t relate to your content—they are unlikely to convert. The question then becomes, is your content strategy really in alignment with your audience? Take a good look at your strategy, and if the answer is no, it might be time for a change.
The second reason may be that your CTAs don’t stand out or aren’t compelling enough. In this case, try these suggestions:
- Look at CTA placement. Make it as easy as possible for readers to convert. Give them multiple opportunities to do so and make sure they are visible.
- How relevant are your CTAs? Make sure the call-to-action relates to the blog post it’s placed on. If your CTA deviates from the topic of the post, users will be left lost and confused.
- Make your offers more compelling. Offer readers something that they cannot get without entering their email. If your readers don’t have a very good reason to convert, they probably won’t. Craft a great offer.
If your traffic is not converting, it’s time to think about how your can align your content better with your audiences needs. What type of content are you creating, and what does your audience want to consume? For what keywords are you ranking? Which channels have the highest conversion rate? Focus on what works, and forget about what doesn’t.
Low traffic, low conversion
If your content falls into this category, it’s time to consider a new approach. Without traffic going to your blog, your chances of conversion are slim to none. Take a look back at the Low traffic, high conversion tips for some tips on generating more traffic.
Once you have started driving more traffic to your blog, the tips from the High traffic, low conversion section will help you improve your conversion rate.
How is your content performing? How about after you analyzed and refined it using this strategy? We’d love to hear from you in the comments!