What's your strategy for testing and improving your content results?

Defining content objectives is crucial for any content strategy, but it's not just about driving traffic or getting likes. In my experience, what really counts is engagement and interaction with your audience. It's all about building a community around your brand or service. Sure, metrics like impressions and clicks are important, but they are often surface-level indicators. The gold lies in the interactions: the questions people ask, the feedback they provide, and the conversations they have with you and each other. These interactions not only offer invaluable insights into your audience's needs and preferences, but they also build brand loyalty.

You can't analyse performance if you don't know what you're aiming for. Set SMART goals for your content strategy then define the KPIs to measure those goals and which metrics you'll use to track performance. Frequently check in on performance for these goals, KPIs, and metrics. Make sure these goals are set before you even start writing content. By doing this, you can make sure content is strategically written from the get-go. One content goal might be to increase leads. The KPI could be to increase leads by 15% in 3-months. You would measure this by tracking number of leads generated by your content. This could be done by tracking sign-ups from an embedded lead magnet in a blog article and analysing the percentile increase.

My strategy for testing and enhancing content results revolves around a data-driven approach. This is also applicable to all the brands and personal branding clients I work with. For this, I start by defining clear goals and metrics to measure success. Then, by test different content variations to identify what resonates best with my audience. I leverage analytics tools to track engagement, click-through rates, and conversions. Regularly analysing this data helps me pinpoint strengths and areas for improvement. Also, I incorporate feedback from my network and stay updated on industry trends also plays a vital role in refining my content strategy. It's all about continuous learning and optimisation for meaningful impact.

In my experience, experimentation plays an important role in a content strategy, when you constantly experiment and test your results, it helps create a guardrail of what’s working and what isn’t. Experiment. Test. Improve and Repeat.

Don't be afraid to experiment. Always be willing to test and learn by refining your content strategy from trial and error. It takes time to build a winning content strategy that produces good results.

Imagine you're a content chef, creating a delightful feast for discerning diners. Blog posts are appetizers, quick and inviting, seasoned for SEO. Ebooks serve as the main course, substantial and satisfying, designed for lead generation. Videos and podcasts add interactive elements, optimizing for engagement. Infographics and webinars are garnishes, enhancing your content. Case studies are desserts, leaving a lasting impression. Like a chef refining recipes, test and improve each format for an unforgettable content experience.

I get lots of questions of which content or niche I should start with on my channel. When it comes to choosing the format, content creators get very excited and want to explore everything YET you as a digital Marketer needs to explain to them that they must have a specific Objective to work on and how they can implement their strategy. Not All people will be able to do everything although we do have AI, let's be honest, it is very exhausting! You need to stick to one or two type of content till you understand your Target audience then evolve your Strategy Step by step, it is a learning Journey no one said it will be an easy one but I can assure you that it will be very fruitful along the way!

Many people specialize in a single format. Others branch out. For a long time, I focused mainly on text on LinkedIn. But I branched out when I discover AI art. Now I find interesting ways to incorporate art that enhances a post's message.

Choosing Content Formats to Test: 1. Audience Preference:Analyze which formats your audience engages with most. 2. Purpose: Match format to objective, e.g., tutorials for education or infographics for awareness. 3. Platform: Select formats suitable for where you'll post; videos for YouTube, stories for Instagram. 4. Resources: Consider time, budget, and expertise. Podcasts need less visual investment than videos. 5. Trends: Stay updated with popular content trends in your industry. 6. Feedback:Use surveys or polls to ask your audience their preferred formats. Test various formats, measure performance, and iterate based on results.

Setting your objectives first means you can make sure your content is driven by the desired outcomes. You can then build a content strategy that aligns with your objectives, increasing your chance of success. Create an omnichannel channel for the best result. Consider the user journey and how this can impact your main goal. If, for example, your goal is lead generation you might want to create a gated eBook to generate leads. For this to be successful, you should create supporting content that drives brand awareness, increases visibility for SEO, and drives traffic to your eBook. This could look like a wider content mix of organic and paid social media, email marketing, and blog articles.

Dive deeper into A/B testing by exploring variations beyond the obvious. Subtle changes in tone, color, or even font can make surprising differences in engagement.

Data is there for a reason. If you're not making use of it, you might be missing out on great insights related to your users and how they relate to your content. Always remember to focus on a couple of goals that are actually aligned to your business objectives. Are you improving on such goals? What's working? What could you do differently? The best part about having so much data available to us through digital analytics is the fact that if you fail, you can try again, so never be afraid to test, learn and improve.

One of the strategies our team has been using to increase blog post traffic is to revisit our underperforming ones and give them an SEO makeover. We revisit the SEO key phrase we're optimizing for, especially if the post is older than 6 months. We've also been revisiting the formatting and improving the graphics so that we can add better, more relevant alt. image tags. And now we wait. We compare month-over-month increases in traffic and then will compare YOY. So far, we've already seen some of these result in an increase in organic traffic generated from some of our niche topic areas. Win!

A/B testing - if you have the privilege of a software where you can do an A/B test, please do! Especially when it comes to emailers and eDMs. There's a huge number of mail softwares that will let you do a/b testing. And it makes a huge difference because you know your audience better each time!

A/B testing is a great way to test different versions of your content and see what works best. You can test different headlines, images, calls to action, and more. Analytics can help you track your content's performance and see what's working and what's not. Use this data to make informed decisions about how to improve your content.

Your audience knows best. To make your content top-notch, you need their feedback. Let's dive into how to get it. 1. Surveys and Polls: Ask questions to find out what they like, dislike, and want more of. 2. Comments and Reviews: Read what they say about your content. It's like a direct line to their thoughts. 3. Ratings: Use ratings to see how they rate your content. It's like a report card for your work. 4. Social Media Chats: Engage with them on social media. It's like a friendly chat over coffee. By listening and adjusting your content, you can keep them happy and coming back for more. So, keep those feedback channels open!

Create a feedback loop within your content strategy. Regularly analyze audience feedback and incorporate valuable suggestions into your content development process. This not only shows your commitment to your audience but also enhances content quality.

One of the best ways to improve content creation that works for me is asking the audience what they want to learn/read about and write about that. Or see what works better and seek other ways to expose it or related topics.

Harness the power of your audience as your content compass. They hold the keys to content quality and relevance. Gather their insights through surveys, polls, comments, reviews, ratings, and social media interactions. These voices illuminate their needs and expectations, guiding your content refinement. Your audience isn't just a spectator; they're your collaborators in crafting content that truly resonates. Listening to their feedback is your roadmap to content success.

No learning without feedback. We are asking every visitor for feedback (see the smiley of frowny faces on each site), many give it. Looking at the feedback on a regular basis helps us understand what's working and what not, in addition to just being popular.

I agree with everything, but ultimately, there is no better teacher than.... just sharing. I built the habit of posting on my LinkedIn at least 2x week, and that's the best way to learn about what works, and what doesn't. It's also a habit that teaches you what your audience likes, what's engaging for them, and of course... ... what they don't care at all. But that's part of the process. But in a nutshell: - Test content formats. - Test sub-themes around your core focus. - Double-down on what you've seen working. And, last but not least. Content performance is public information. Anyone can see what goes viral, what doesn't, and what is a constant performer. Adding our unique voice to it, is really what makes a difference.

Embrace the spirit of innovation to elevate your content game. Content marketing is a dynamic arena, and staying ahead requires a willingness to explore new horizons. Seek inspiration from industry leaders, research best practices, engage in events, and become part of thriving communities. Explore novel tools, platforms, and techniques for content creation, distribution, and optimization. By daring to experiment with new ideas and trends, you breathe life into your content. You ensure it remains fresh, relevant, and distinctive in a competitive landscape. This forward-thinking approach sets you apart and keeps your audience engaged.

Regularly review and assess the quality and relevance of your content. Ensure it aligns with your brand voice, stays updated with the latest industry trends, and provides valuable information to your audience. Knowledge sharing promotes learning, growth, and efficiency by enabling team members to benefit from the insights and lessons learned by others. collaboration and knowledge sharing are instrumental in driving innovation, fostering a learning culture, and maximizing the potential of every team member within an organization. When team members collaborate effectively and freely share their knowledge, the organization benefits from increased productivity, creativity, and overall success.

It gets said a lot, but the most important thing to keep in mind is *still* to always think about your intended audience. I have often fallen into the trap of discovering super cool new formats, trends, or design ideas that have fallen flat because I was thinking about them from my own perspective as a creator. Sadly, people don't always care about what I find cool. But that doesn't mean you can't take inspiration from new things! It's still worth thinking about what you find interesting and engaging! Content creators are content consumers too. Other things you can do include: - Prepare content for omnichannel marketing - Using small-scale tests, such as A/B testing - Leverage user-generated content - Educate yourself relentlessly!

I think we've been conditioned to consider quantity over quality. I regularly review my audience and their feedback. Not just on my site but how they respond to content on other sites. I use that as a guideline to fine-tune everything I write. I only post or comment when I feel it is helpful to my audience. I don't want them to see me as an annoying brand who just posts to get their attention. I want to mean something to them. I think our objective for creating content is what makes it authentic. Posting for the sake of posting will kill their trust. Brands need to stay in their lane or they risk losing their audience.

The audience is your teacher. To learn the content game, one must sprout quantities of content. It is all about the feedback. Analyze it thoroughly; who reads what, why, and when? Why does your audience like your content? What else do they read?

Do think about how content plays a role in your overall brand strategy. Content should not be looked at in isolation or just a flash in the pan. A solid content strategy that is aligned with the larger brand goals can do wonders in helping create consideration and preference. Be a Salmon. There's enough content out there. How are you different? What's your unique angle or take is what will set you apart.

Before you create a content (irrespective of format and topic), step back and think - Will it add value to my audience? One of the biggest pitfall to avoid is having objective to promote yourself. Unless you keep your audience at forefront of your content creation, it’s difficult to build long term audience. While it’s best to think about it before you start building, it’s also one of the essential filter while editing your content. Step back and think - if I was the reader, will I consider reading this as good use of my time.

As a content creator, I love experimenting with new content formats and mix up various formats. That way, while it keeps the excitement of trying something new and at the same time it gives me the opportunity to repurpose one format into another. Content YOU should be diverse yet unique and inclusive at the same time.

Create personas in accordance to your target audience segments and develop content specific to their needs and interests. Test these out in different formats and channels if budget permits. Tag, track and analyze to see which resonate more and refine accordingly. Look at top search word for clues on trending topics and find ways to weave these into your content plan. Pick out a few that are more geared towards driving SEO optimization as they will bring traffic to your site ultimately and invite them to check out other pieces of content that you really want them to consume. I call it a window dressing strategy where shops display their more visually and universally appealing clothes to entice their customers to step into their shop