Are You Getting Value From Your Content?
Your copywriter is creating epic content that you love – but is it getting results? Unless your target market is made up entirely of people just like you, then you may not be happy with the answer.

And that’s not the writer’s fault…entirely.

You see, on the journey to creating copy that works, two obstacles stand in the way –

1. Understanding and creating copy, based on the redefined target persona
2. Selling it to you, the client

Now, of course, a bold and fearless content creator would ignore your attempts to relate to the copy, pointing out that your opinion is about as useful as mine when it comes to advanced mathematics. Or basic mathematics. Look, I’m not good at maths.

But you’re the client, and you pay the bills – their job is to put words together in a way YOU love.

See the issue?

If you’re the one approving content, and you don’t fit into the target persona category, then the system’s a bit, well…stupid. Right? It’s like a comedian showing her jokes to a sheep – it gives her something to do, but serves no purpose.

There’s a way to check if you’re approving the wrong content. Is your target reading, and are they responding? If not, then either your distribution or creation methods need improvement.

Because if you’re putting the right stuff in front of the right people, they’ll read it, and like it.

Are you taking off your own shoes before reading the content? Are you considering what your target demographic would like, based on scientific research?

Even better, are you getting someone who fits the bill to read it first? Do you have a pool of engaged advocates who could read your stuff and give you honest feedback?

Your content creators aren’t psychic, and they may or may not choose to educate you about persona dialogues – but if you don’t make an effort, the only one who will suffer is you, and your audience.

So here are the 5 Steps To Ensure Your Content Is Epic

 


Step 1: Check The Stats – The Right Ones

Numbers can be so misleading when taken out of context –

High clicks and high bounce – People are clicking and then moving on, perhaps your headlines don’t reflect your content, or you don’t have a clear journey to another piece or the next stage in your process. Also, have a look at your calls to action.

Low Clicks, high clickthrough – Bad headlines or distribution, awesome content that’s hitting the mark.

High clicks, low bounce, low response – check CTA’s, also have a look at responsiveness on your website (click frustration is a copy killer) and make sure your offering is clear, with a pathway through menus and tags.

Step 2: Have A Look At Your Personas
Make sure they still reflect your ideal target, and that you’re creating for them and not you. Most importantly, ensure they haven’t changed, grown older or morphed into another being – a great example is digital early adopters.

If you want to re-create your personas – have a free guide and cheat sheet –

Get A Free Guide To Buyer Personas

Step 3: Stop Being You
We’re agreed – you’re the wrong person for this job, so make sure you’re not sitting at your desk, or doing things that ‘you’ would be doing while reading your potential content. Get out of the office, preferably somewhere unfamiliar and get yourself into the headspace of the target persona.

Step 4: Create Test Groups
This is so much easier than it sounds, here I’ll do it for you.

Email :

Hi Clientwholovesus

I’m putting together some articles for our blog section on the website and was hoping I could send them to you first, as I value your opinion.

Let me know,

You

It grows your relationship with your client and gives you some genuine feedback from someone potentially far more qualified than you.

Step 5: Get It Out There – Correctly

If only I had a dollar for every time someone told me that ‘social media doesn’t work,’ or ‘Google Adwords is only for big budget companies.’ Here’s the thing – EVERYTHING WORKS, some of the time. Don’t start with what will work – that creates perceptions that may not be true. Begin with your personas, discover what they read, where they get their news and industry intelligence from.

Most powerfully – what do they love and hate?

CONCLUSION:

The gap between effective and pointless content strategies is a small one – and has more to do with who the content is being created for, than words, headlines, and algorithms. Think of your next piece of content as a letter to a friend, or a note to someone you know well. Through getting to know your target at a more meaningful level than a hypothetical construct, you will be able to give them what they want; only then you can reasonably expect reciprocity.