How You Should Properly Balance Your Content Strategy
Finding the proper balance, in the context of content strategy is an
ever-changing art, people in marketing are still trying to figure out. Part of the reason for this is because there is no one formula that
works. Industry watchers have noticed two trends when it comes to content strategy. The first is that traffic starts to slow down if posts
were not done once per day. Others have noticed that longer posts tend to attract more eyeballs. Ultimately, the best strategy seems to
involve both, consistency as well as quality. The following is a brief look at achieving it.
Study the Numbers
You may be proud of your latest blog post, but if it isn’t attracting readers, then it is useless. Whether you like it or not quality as far
as content is concerned is not measured by subjective admiration of the reader but by objective results. These results include time spent on
the page, how much it was shared, number of views, etc. So how does one go about making sure your content is getting maximum mileage? A good
way to find out is by doing A/B testing. By doing A/B testing you will be able to see which methods are producing the best results.
A common A/B test involves sending out emails with different subject lines. This way, you will be able to see which one was opened more and
viewed. An important thing to remember is to stick to one message when sending emails. If the messages, as well as the subject lines, are
different, it will be very difficult to see which one worked best. In other words, scientific methods require you to maintain consistency,
otherwise, it is difficult to make an objective analysis.
Keep an Eye Out for Quality
Regardless of the type of content, or sources such as blogs, reviews, videos, expert opinions, guest contributions, etc. it should all meet a
basic standard of quality. Otherwise, you risk making the whole thing looking unprofessional. All it takes is one thing to look out of
place to make everything look bad. A good place to get started is by putting in place a style guide for marketers to refer to. This could
include anything from standards for graphics, writing tone and so on.
Keep up with the Times
Society is constantly changing. What is acceptable is changing practically by the minute. Your content needs to reflect that also. A thought
or view that was considered all right just a few years ago, may not be today, and if your content is on the wrong side of that equation, you
now have a major problem on your hands. Quality control in terms of what is acceptable speech is a full-time job. Keep an eye out for
proper grammar and trends and you should be fine. Give us a call today to start upgrading your content!
Lynne Motkoski, Digital Marketing Strategist
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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