Author: KEVIN STANLEY, Copywriter Content strategy involves constant observation and reaction. Much like coaching in sports, there’s always a stage in the process where regrouping, analysis and preparation are the top priorities. This “off season” or fourth step in a successful B2B content strategy involves learning from your results and retargeting for greater success down
Author: KEVIN STANLEY, Copywriter
Content strategy involves constant observation and reaction. Much like coaching in sports, there’s always a stage in the process where regrouping, analysis and preparation are the top priorities. This “off season” or fourth step in a successful B2B content strategy involves learning from your results and retargeting for greater success down the road.
Learning from Results
Learning from what you’re giving your audience is something that many B2B companies are either forgetting or not allocating time to do. The results of what you’ve been developing and releasing are there to be reviewed and when you’re failing to do that, you are limiting the potential of your next cycle of content.
If your content has been generating traffic and engagement, it’s a great idea to analyze what you did and continue forward with similar style and topics and build upon that. The biggest part of learning comes when you’re dissatisfied with content that’s not being shared or generating success. Some of the best ways of learning and researching about content is to use industry tools to your advantage.
Researching what kinds of keywords and topics are doing well in your industry is a lot easier than you may think. Of course, working within your sector, you have an idea of buzzwords and topics to start developing content on, but you need to devote extra time to find out what the audience is actually looking for. Using things like Google’s Keyword Tool for your keyword research and analyzing the most successful social media/content pieces in your industry are two simple ways to find new, better options when it comes to titles and topics.
Google’s Keyword Tool will allow you to find out who’s searching for what, giving you great ideas of words to use in your titles and content. Analyzing industry-leading content allows you to take a look at what formats are generating the most interest, whether it’s a video, infographic or blog posts. You can also analyze writing style, structure and much more. The key is to simply be more aware of what’s working in your industry at the moment and continuing to do this research regularly in the future.
Retargeting for Success
Retargeting is a scary proposition for many. When we hear “no,” many tend to shrink back and look elsewhere for success. That is not the right move in many instances, content development being one of them.
Retargeting content can be compared greatly with e-commerce and the fact that purchases are often made on the second and third visits to a website, rather than the first. A reader/viewer is more likely to share your content after their second and third visits.
One of the best ways to retarget is to see what is having success and then build further upon that. If you have a blog post that has generated a high amount of shares or likes, you can look at developing content that builds upon or is similar in topic.
During this time, use your sales teams and social media managers to your advantage. They tend to have a significant amount of insight into the behaviors of the audience and customers and will be able to give you valuable information moving into the next cycle of your content strategy.
Remember that content strategy is a continuous cycle, so you must use the back end of the process to relearn and reload essentially. There are plenty of ways that metrics, comparisons and simple reviews of what you’ve been developing and the success it’s been having can help you in the long run.
Contact us today to learn how Dream Factory can help you with your content strategy!
photo by geraldpereira
