So here’s an interesting idea…
When we create content, the focus is on delivering something that our audience will find interesting/useful/relevant. But there’s a lot of valuable information that you can acquire based on their behaviour. Identifying and analysing these insights can help you improve the content you create so it resonates better, tweak your messaging, or even update the way you sell or position your products/services.
Identifying what’s going to resonate best
The great thing about blogging is that it gives you scope to write across a range of different subjects, in different styles and pushing different messaging.
Taking the time to analyse which posts perform best, enables you to see what your audience cares about…
“An unexpected bonus from the blogging is that we now have insight into what people are most interested in reading about. Posts about our team, our point of view and strategy are always big hits so we can tailor new content accordingly.”
When Atech Support, an IT and cloud managed service provider, analysed their audience’s behaviour this is what they discovered. So we subsequently focused our blogging efforts on these types of stories.
“In Q3 the impact has been astonishing – so far we are tracking 383% up on the first quarter for blog views!”
Crafting the perfect headline
Within my own business I create and publish new content at least once a week. From analysing my most popular blogs, I’ve been able to determine the headlines that get me noticed, and the types of content that convert my prospects.
For example, I know that about 40% of my most popular blogs start with the word ‘What’. Ideally, my headlines need to contain 10 words. And that I need to spell out exactly what the post contains.
Read more here: How to write a headline that gets you noticed
Testing your messaging
Yes, we always write for the target audience – but that doesn’t mean we can’t create content for our own purposes at the same time.
When creating blog posts, its best practice to insert your carefully selected keywords. This means the piece is optimised for the search engines, which improves your chances of being found online.
But how do you know what keywords resonate best with your audience?
Simple, you test them. And that’s exactly what Process Bliss did. A SaaS provider whose technology is offered on a subscriber basis, it knew that it couldn’t afford to sell through costly face-to-face meetings – it needed the website to convert so users signed up online.
Creating a range of content for the blog and pay-per-click (PPC) landing pages, we were able to test and tweak the keywords – in some cases, A/B testing to use the same body content with different titles.
“We knew that getting the website to work and drive sign-ups was the most important thing in our marketing efforts…By monitoring the analytics, we can quickly test new ideas, and easily see the messaging that resonates best with the audience.”
The first step in getting started…
There are analytics built in to pretty much every marketing platform now so it’s easy to acquire the insights you need.
Identify your top 10 performing blogs – this could be in terms of number of views, level of engagement, number of shares, or actions performed.
Then look for similarities between the posts in your list – are they written by the same person, feature particular topics, have a distinct style, or as in my case start with the same word?
Give it a try today. It’s one of the simplest things you can do to give your content a performance boost.
Want to learn more about content marketing?
Then why not get your hands on one of my free books: