Achieving high engagement levels is one of the main aims of any content marketer. But let’s say your content engagement is already good – plenty of people are reading your posts, sharing them, and commenting. Do you just give yourself a pat on the back and put your feet up?
Of course, the answer is no! While you might take a moment to congratulate yourself for a job well done, there is always more work to be done and improvements to be made.
Content marketing is an ongoing task, and you need to continually scale and optimize your efforts to squeeze out as much ROI as you possibly can.
So your engagement is good? Great! Let’s take a look at some other areas you can improve.
1. Optimize Your Existing Content
Your content might have good engagement levels, but what is it actually doing for you? Are your readers converting? Are you making sales? Is trust in your brand growing?
For every piece of content you produce, you should set aside some time for optimization. In fact, if you already have a lot of content online, you could get far better results by focusing on optimizing your existing content rather than producing new content.
Optimization helps you to get more out of the traffic you already have, so rather than simply trying to get more traffic, you focus on your goals.
Optimization is important not only because it can increase the ROI of each individual piece of content. Once you’ve gone through the optimization process a few times, you’ll start to get a better idea of what you need to do to create better content.
Eventually, you won’t need to do much optimization at all because you’ll already be doing everything you need to create content that converts.
There are several aspects of your content that you can optimize. These might include:
- Usability – This involves readability, ease of “scanning” content, and improving ease of use for mobile users.
- CTAs – Experiment with different wording and styles of CTAs to improve your click-through or conversion rate.
- Appearance on social media – Attractive images, headlines, and descriptions can send more traffic your way and boost shares.
- Updating old content to remove outdated information and adding new content of relevance – Expand your content and make it more in-depth and useful if you didn’t explore the topic fully the first time round.
2. Boost Your SEO
SEO is a type of optimization, but it’s worth talking about separately because it’s such an important component of your content marketing success or otherwise.
Search engine optimization is the process of optimizing your content for search engines to give it a better chance of coming up on the first page when someone searches for a related keyword.
SEO is completely separate from engagement, or even the quality of your content. Content with great SEO may be awful to read and convert badly. Likewise, excellent content that gets tons of engagement and converts well may have been neglected in terms of SEO.
You need both to really succeed in content marketing. You can create great content and get traffic through social media and other channels, but search engine traffic is valuable not only for the volume of new visitors it provides, but also because this traffic is highly targeted.
If you’ve not really given much thought to SEO when creating your content, you may be surprised how much additional traffic you can bring in by optimizing it for search engines.
3. Reach a Wider Audience
The audience you already have may be engaging with your content, but there might be a whole new untapped audience out there that you haven’t considered.
For example, if most of your content is coming from one social media channel, you might want to try expanding your presence on some other platforms. You can also guest post on other blogs, be active in industry forums, and brainstorm other ideas for potential sources of traffic.
4. Remove Underperforming Content
More isn’t always better. Poor-quality content or content that’s not properly targeted to your audience will never do well, and its presence on your site is distracting at best and may drag down your SEO and lose you potential customers at worst.
Pay attention not only to your best performing content but also the worst. When you can identify content that isn’t providing you any benefit, you can either take steps to improve it or remove it entirely.
5. Leverage Your Engagement to Experiment
If you’re already producing great content that’s getting tons of engagement, converting well, and you’ve optimized it as much as you can, you’re already doing everything right. Why not leverage that engaged audience to test new concepts, formats or ideas?
Quick feedback from engaged readers is pure gold in the content marketing world. And if you can get it organically, I know a few marketers that would love to have your job.
Quick example… Let’s say you’re thinking about developing a new ebook on a new topic that you’ve never covered before. Your gut says that it will likely resonate with your audience, but you’re just not sure. Instead of diving in to write a beast of an ebook, why not start with a smaller post that teases your thesis. Ask for specific feedback and see how your audience responds.
If you don’t get the normal level of engagement, then perhaps your thesis needs work or you have a dud on your hands. At least you didn’t waste a bunch of time and resources on an ebook that would likely flop.
6. Streamline Your Workflow to Increase Volume
How long does it currently take you to produce a piece of content? If your content process involves several different content creators, editors, and approvals, the answer probably is “longer than it should.”
If you were to streamline your process, either by simplifying or leveraging a workflow tool, could you increase the number of pieces you can produce?
It doesn’t matter how good your content is; if your workflow is inefficient and slowing you down, then you won’t be achieving potential volume or the ROI you want.
Start by looking at your current workflow and processes to identify areas for improvement. Implementing content automation technology can also help to speed up the whole process of content production and promotion.
Consider using a content marketing platform that’s designed to simplify workflow and improve your productivity. Any small gain you can make in productivity will ultimately translate to higher volume, more traffic, more conversions, and higher profits.
DivvyHQ is an enterprise-level content marketing platform designed to streamline your content process, enable better collaboration between teams, track content performance, and scale up your content production.
To try it for free or find out more, get in touch today.