Why Your Content isn’t Working (and what you can do about it)

Many believe every piece of content I create is a hit. But that's far from the truth.

You might think that an enthusiastic audience eagerly consumes everything I share. Yet, the reality is sometimes starkly different. Take, for instance, a post I crafted about Google Updates. Despite my efforts, it was a miss. The headline didn't capture attention, and the topic didn't resonate. The result? A post that tumbled into the depths of obscurity, faster my cats eat salmon slivers.

In this article, you will discover:

• Why some content doesn’t connect with your audience.
• Strategies to make your content more engaging and effective.
• Methods to measure and improve the impact of your content.

Let's dig into what we can do when our content strategy isn't making the impact we want.

Understanding Why Content Fails

Sometimes, our content doesn't hit the mark, and it's essential to understand why. The key often lies in grasping what our audience truly wants. Even high-quality content can miss the target if it doesn't align with the audience's interests or needs.

Relevance is another critical factor. What was trending a year ago may not capture interest today. Imagine offering a winter coat in the middle of summer; it’s high quality, but it's not what people need or want at that moment in time. Unless it's the UK, then of course a winter coat is relevant 363 days of the year!

Clarity in communication is also paramount. When a message is obscured by complex language or jargon, it can turn readers away. One of my early writing coaches used to tell me that my wordplay was too clever. Yes, witty and funny have their place, but don't make your intended audience feel stupid. These are very wise words. The goal is to present ideas clearly and relatably, ensuring they resonate with your reader.

So, why does content sometimes fail to make an impact?

• It may not align with the audience's interests.
• It could lack relevance to current trends.
• The messaging might be too complex or unclear.

Recognising these pitfalls is a crucial step in crafting more effective content.

Do You Need a Content Audit?

Determining whether your content strategy needs an audit is a crucial step. A content audit involves reviewing all your published content to assess its effectiveness. It’s like a health check for your content strategy, identifying what works well and what doesn’t.

You might consider a content audit if:

• Your content isn’t achieving its intended goals.
• Engagement metrics, like shares and comments, are low.
• There's a mismatch between your content and audience interests.

The benefits of a content audit are substantial. It provides insights into content performance, helping you make informed decisions about future content. An audit can reveal patterns in successful posts, guiding you to replicate these successes. It can also help in decluttering your content, and removing outdated or underperforming pieces.

In short, a content audit can be a transformative tool for your content strategy, ensuring that your future content is more aligned, engaging, and effective.

The Power of Engagement and Clarity

Creating content that genuinely engages and resonates with your audience is vital. Engagement isn't just about catching the reader's eye; it's about holding their attention and sparking a connection. Think of your content as a conversation with a friend. You want to be interesting, yes, but also clear and easy to understand.

The clarity of your message is just as important. If your content is riddled with complex language or industry-specific jargon, you risk losing your audience's interest. Simplicity is powerful. It’s about breaking down complex ideas into bite-sized, digestible pieces that anyone can grasp. Remember, not all your readers are experts in your field.

So, how can you enhance engagement and clarity?

• Use relatable examples and stories to illustrate your points.
• Break down complex ideas into simple, understandable terms.
• Keep your language direct and approachable.

By focusing on these elements, you'll create content that catches the eye and stays in the reader's mind.

Optimising Content for Your Audience

Tailoring your content to your audience's preferences is key to its success. It involves understanding their interests, challenges, and what they find valuable. This understanding enables you to create content that not only attracts but also retains their attention.

Start by researching your audience. Use surveys, feedback forms, or social media interactions to learn about their interests. Analyse the type of content they engage with most. This research will provide valuable insights into the kind of topics, formats, and styles that resonate with them.

Adaptability is also crucial. Audience preferences can change, so it’s important to remain flexible and willing to tweak your content strategy. This could mean experimenting with different types of content, such as videos, blogs, or infographics, to see what works best.

In essence, by aligning your content with what your audience seeks, you enhance its relevance and impact. It’s about creating a connection through understanding and adapting to their needs.