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Content Diagnosis: When stuff just doesn't work
- 1. Content Diagnosis or, When Stuff Just Doesn’t Work @OggaDoon
- 2. Not everything works all of the time.
- 3. Sometimes not working looks different.
- 4. I’m here to talk about what to do when content doesn’t work.
- 5. What result are we not seeing?
- 6. • Where are you sharing? • How engaged are you on social? • When did you last update your SEO? • Do you have a newsletter? • Can you pitch to third party? Not increasing traffic
- 7. • Is it valuable? • Is it meaningful? • Is it boring? • Is it accessible? Not increasing dwell time
- 8. • Check your CTAs • Check your offering • Check your user experience Not increasing conversion
- 9. And if that doesn’t work?
- 10. If some, all, or none of this has made sense – let’s talk more. I’d love to hear from you. emily@oggadoon.co.uk
Editor's Notes
- Exciting and inspiration talks at this conference, but like any conference, sometimes it can be very disheartening to return to the office, try out all the tricks…and then they don’t work. We all know that content is king, and influencing online is key to growing your brand and business.
- Not working for one company could mean not seeing £1m revenue increase, whereas for another, it can be not increasing website visits by 100%. Whatever result you want to see, and you know why you came here today, you want to ensure that you see that result. When ROIs are tight and your content seems to be going nowhere, that can be a real challenge.
- This can be a difficult subject as no one likes to admit that what they’re doing isn’t working, but only be testing, trying, and changing what you’re doing can you hope to improve results. We’re going to treat this a little like a diagnosis of a patient, so bear with me if my metaphor doesn’t quite extend! You should leave this masterclass with some tangible and practical diagnoses for your content.
- What is the content doing that it shouldn’t, or should be doing that it’s not? Most of the time this comes down to the three things: not increasing visitors, not increasing dwell time, not increasing conversion.
- Not gaining traffic – how are you growing your reach? Where are you sharing? What is your SEO? How engaged are you on social? Do you have a newsletter?
- Valuable: to your target audience? write it with target audience in mind, not write and then hope they like it Meaningful: easy take aways and applicable learnings/insight Boring: harsh but true! Accessible: videos short and long, podcasts, subtitles, hard of hearing, blindness awareness
- Are your CTAs meaningful and clear why people should click? Is your offering worth giving their email address/phone number? User experience: is your CTA hard to find, asking for too much, or too little?
- Not everything works all the time. Trends and algorithms change, what worked last year probably won’t work this year. Rapidly changing online and digital parameters, Google and social networks always tweaking, which means that your content should be.