Not bad, wall quote in a random bistro in Korea! #workhard do #goodwork #Busan (at bistro HURDY GURDY 서면2호점)
Ask yourself something: are you too busy to evaluate your entire content strategy muddle right now?
That’s right, I called it a muddle, and I don’t mean any offense… but your content strategy is probably a muddle. This is art, this is science, and it’s a whole bunch of just doing the best we can.
Then, in the midst of the chaos, there’s you. Like most content strategists I’ve met, you’re good at what you do. In fact, if you had the right resources, your content engine would be purring perfectly.
But for now, you’re staying afloat and earning your keep. So, how can you take a step back and check the status of your content efforts? It’s time to make time to think bigger.
Grab a physical notepad, a pen, leave your smartphone at your desk, and take yourself out to coffee.
1. Are you doing video and image content in a consistent, high-quality way?
If not, put this near the top of your priority list. You’ve heard about video and graphics more than enough for the past two years, so I won’t dwell on it too much…
Do not underestimate the importance of good video and photography. Do not think you can get away with delaying this much longer. Find a freelance photographer, look for a video vendor who knows how to do microvideo well… you have options.
2. How is your pacing?
There should be a rhythm to your content: A steady beat that you can sustain; which you can improvise on. If you’re posting two blogs per week, you might go with Tuesday Thursday one week, and Wednesday Friday the next. See how the numbers compare.
Your content has to meet people where they are, and when they’re ready for it.
If you’re at an organization without direct data, you’ll end up making some guesses. But there are basic rules: Avoid posting more than twice a day on Facebook. On Twitter, you’ll want to share any original content at least three or four times (more, if you’re international). Hit once in the morning and once in the afternoon (using different text), followed by another the next day.
Be careful that your pacing is right for your target. A high energy brand like Red Bull can follow a very fast drumbeat - posting content throughout the day - but most B2B brands should focus on bigger, calculated, high-impact content. Think about what pacing will resonate with your audience.
3. Are you keeping your sales team in the loop on content themes?
Whatever the sales or outreach function is at your organization, make your themes available well in advance. It’s not that they should tailor their conversations around your content… But the sales team needs to know what potential customers will be reading about or watching on their way to picking up the phone.
4. What’s the best way to evaluate trends in your content’s success?
Your intuition probably tells you what’s working and what isn’t, but a great A/B testing regimen would be awesome, wouldn’t it?! If only we could all be so lucky.
So, what are the best ways to test and optimize your content? Surveys? Measuring time on site? Counting the raw number of shares? Each organization will have a different level of complexity, so find a handful of basic metrics for each set of activities.
5. Could you shuffle responsibilities to make more efficient use of your available talent?
Do you have a copywriter with creative potential, but he’s spending half the day cataloging and repurposing old content?
Who’s your go-to copy editor, and are you using her effectively?
Is your “social media guru” spending all day on Twitter instead of writing video scripts part of the time?
Your content team needs a diverse skillset - and it probably already has diverse potential - so think about which roles could be shuffled into new combinations that will grow everybody’s abilities, while yielding fresh ideas.
6. Is your content properly balanced?
You need to keep satisfied consumers coming back for more, while also reaching out to new people. What’s the ratio you need right now?
Whatever it is, make sure you know the answer, and why the balance is weighted the way it is in your situation.
7. Can you sum up your content initiatives and draw a direct line between each one and a core business goal?
Over time, the scope of your strategy might have expanded. Maybe you’ve started archiving and repurposing content every quarter, doing a weekly showcase, and hosting a webinar every month.
Can you connect each set of activities to your business’s core objectives? And is it a strong enough connection that you could easily explain it to a family member?
8. Do you brainstorm ways to bring in fresh types of content?
So you’ve published two blog posts every week for the past year. Maybe people have come to count on how regularly you post.
But what if you cut it down to a single, more impactful post to make room for a new, fresh kind of content, like text graphics or a Facebook challenge? Get ideas from your team and other stakeholders about how you can add variety and spice things up.
Ready for the next one?
Hope you enjoyed your coffee. Writing on real paper is such a treat, isn’t it? Time to book the sequel on your schedule next quarter and follow up on the questions.
Oh, and which other fundamental questions should busy content strategists be asking themselves?
This is what it’s like to look out at #Busan city lights from the cozy nook. #Korea 🏠👌🌆
Well then, how exactly *do* I use it??? #Korea #Busan #funny #travel #waygook
Visiting Turtle Island in Bali in February. #latergram #Indonesia ✈🚢🌟🌊🐢
View from the rooftop! #southkorea #Busan (at My Home In KSU)
There’s no breakfast like Kellogg’s Froot Ring. #Busan #korea
Who’s ready for some McDelivery? #Korea #Busan
Someone in my apartment building is way, way, way better off than I am.
This is Brown Class, a savage pack of 6-year old, ravenous beasts. They are the reasons my voice is lost, but my smile muscles are hurting :) 😁💕👧👦🎒 #teacher #Korea (at SLP 금정영어학당)