Revamping your content strategy for better results

Everyone has been saying content is king for years. It’s true, but with technology quickly adapting and changing the way we do things, now you not only have to worry about if it's the right content, delivered to the right people, at the right time, but also whether you’re cutting through the noise and if it’s the right form of content. Many businesses churn out blog posts, social media updates, and videos without a clear strategy, leading to less than stellar results. If your content isn't driving engagement, leads, or sales, it's time to change things up.

A great content-strategy isn’t just about creating content; it's about creating valuable, relevant, and consistent content that attracts and retains a clearly defined audience. Ultimately it should drive your audience to take action in some way.

So, how do you breathe new life into your content strategy?

1: Revisit your audience persona (or create one!)

Before you write another word, take a deeper look into who you're trying to reach. What are their demographics? Their pain points? Their aspirations? What kind of content do they consume, and where? Developing detailed buyer personas will help you figure out their needs and guide your content creation, ensuring you're speaking directly to your ideal customer. Without this foundational understanding, your content is just shouting into the void.

2: Audit your existing content

You might have a treasure trove of underperforming content. An in-depth content audit helps you identify what's working, what's not, and where there are gaps. Look for:

• High-performing content: What pieces resonate most with your audience? Can you repurpose them, update them, or create more like them?

• Low-performing content: Why isn't it working? Is it outdated? Irrelevant? Poorly optimized?

• Content gaps: Are there topics your audience is searching for that you haven't covered yet?

This audit will provide a clear roadmap for what to keep, what to improve, and what to discard.

3: Define clear goals and KPIs

What do you want your content to achieve? More website traffic? Higher engagement on social media? More leads? Increased sales? Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals for your content is important. Once you have your goals, identify the Key Performance Indicators (KPIs) that will tell you if you're on track. For example, if your goal is to generate more leads, your KPIs might include conversion rates on lead magnets or form submissions. Remember to set yourself both short term and long term goals, so you can check your progress along the way.

4: Diversify your content formats

While blog posts are great, don't put all your eggs in one basket (we <3 blogs). People consume information in various ways. Consider diversifying your content formats to reach a wider audience and keep things fresh:

• Video: Explainer videos, tutorials, behind-the-scenes glimpses.

• Podcasts: Interviews, industry news, thought leadership.

• Infographics: Visually appealing data and statistics.

• Interactive content: Quizzes, polls, calculators.

• Webinars: In-depth discussions and Q&A sessions.

Different formats appeal to different learning styles and can significantly boost engagement.

5: Embrace SEO best practices (and Generative Search!)

Even the most brilliant content won't deliver results if no one can find it. You need to show up when your audience is searching for relevant topics in Google and other search engines. Search Engine Optimization is essential. This means:

• Keyword research: Understanding what terms your audience uses to find information.

• On-page optimization: Crafting compelling meta descriptions, optimizing images, and using header tags effectively.

• Technical SEO: Ensuring your website is fast, mobile-friendly, and easy for search engines to crawl.

There was a recent change so that your content on Meta platforms will also show up on Google search, so it’s important to optimize your content on social as well.

However, the rise of generative search experiences (like Google's AI Overviews and other AI like ChatGPT) means your content strategy needs to evolve further. Now, it's not just about ranking in the "10 blue links" but also about being the source for AI-generated summaries. To succeed in this new landscape, focus on:

• Providing direct, concise answers: AI models often pull quick answers. Structure your content to provide these clearly and early.

• Demonstrating E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): AI relies on credible sources. Ensure your content showcases real-world experience, deep expertise, and a strong reputation.

• Optimizing for conversational queries: People are increasingly asking full questions to generative AI. Your content should naturally answer these conversational queries.

• Structured data (Schema Markup): This helps AI understand the type and purpose of your content, increasing its chances of being cited in generative summaries.

By integrating traditional SEO with an eye on generative search, you increase your visibility and organic traffic in the evolving search landscape.

6: Create a content calendar

Consistency is key in content marketing. A content calendar helps you plan, organize, and execute your content strategy effectively. It should outline:

• Content topics

• Formats

• Publishing dates

• Responsible team members

• Promotion channels

A well-structured calendar ensures a steady stream of valuable content and prevents last-minute scrambling.

7: Promote and distribute your content

Hitting "publish" is only half the battle. You need to actively promote and distribute your content to reach your target audience. Leverage:

• Social media: Share across relevant platforms.

• Email marketing: Include new content in newsletters.

• Paid advertising: Boost important content to a targeted audience.

• Influencer outreach: Collaborate with others in your industry.

The more effectively you promote, the greater your content's reach and impact.

Revamping your content strategy isn't a one-time fix; it's an ongoing process of analysis, adaptation, and optimization. But by taking a strategic approach, and keeping an eye on new developments like generative search, you can transform your content into a powerful tool for business growth.

Ready to unlock the full potential of your content? Book a free consultation with me to get started today!